Kashmala Khan
Countries are always looking for new ways of connecting with each other and advancing their global interests in today’s world of interdependence. This has led to the rise of a concept known as gastrodiplomacy which involves using food and cuisine as tools for creating bridges between nations and nurturing international friendships. Thailand is one country that has made significant strides in this area; it is well known for its good food and friendly people.
In 2002, an initiative called “Global Thai” was launched by Thailand with the aim of popularizing its restaurants around the globe while sharing the culinary heritage of the nation with others. The success story behind this program is evident from the fact that there are now over eight thousand Thai eateries operating in different parts of the world. This achievement can be attributed to three main things: being real, adjusting and exchanging cultures.
Thai cuisine has become an international darling with no change in its various tastes and ingredients wherever it sets foot. On the other hand, Thai restaurants in foreign countries have adapted themselves to local palates and supplies thus making them more inclusive. Also, cooking classes plus food festivals among other activities have brought about cultural interaction between Thailand and other countries.
Through gastronomic diplomacy, Thailand’s soft power has been strengthened and economic prosperity realized. Jobs have been created through exporting food products and promoting culinary tourism which has in turn led to more revenues from tourism. Thailand’s dedication towards maintaining the authenticity of its national dishes globally is remarkable; it even employs technology such as taste testing robots for quality assurance purposes. The Thai government developed a taste-testing robot known as e-Delicious. This robot evaluates dishes’ flavor, smell, and presentation to ensure they meet the high standards of traditional Thai cuisine. Any dish scoring below 80 is deemed below the government’s standards. This blend of diplomatic and technological efforts underscores Thailand’s commitment to preserving the integrity of its national cuisine globally.
Thailand’s cultural diplomacy revolves around gastrodiplomacy, cuisine diplomacy, and tourism diplomacy. From 2000 to 2010, Thailand integrated cultural elements into traditional diplomatic efforts, blending the quest for tourist revenue with the aim of winning hearts and minds. This strategy involved actively exporting cultural elements, such as cuisine and scenic locations, to bolster its international image.
Tourism is crucial to Thailand’s economy, prompting coordinated promotional efforts from various government ministries. Thailand is considered a pioneer in gastrodiplomacy, successfully using its culinary heritage to enhance national brand awareness, encourage economic investment, and engage culturally with international audiences. As Paul Rockower describes, Thailand has effectively “won the hearts and minds through the stomach,” leveraging its cuisine to create favorable impressions globally. This approach often includes serving traditional food at diplomatic events and using food as a means of gift-giving to strengthen ties.
Thailand’s initiatives, like the “Global Thai” program launched in 2002, aimed to significantly increase the number of Thai restaurants abroad and promote Thai cuisine alongside tourism through the “Amazing Thailand” campaign. This effort doubled the number of Thai restaurants worldwide from 5,500 in 2002 to 10,000 in 2013. It also boosted tourism interest, with over 14 million tourists visiting Thailand in 2019, generating more than USD 20,000 million in tourism-related revenue. In 2023, the number of tourist arrivals amounted to around 28.15 million. These successes underscore the effectiveness of Thailand’s cultural diplomacy in enhancing its global image and economic prosperity.
In conclusion, gastrodiplomacy offers a unique approach to public diplomacy, allowing nations to engage with foreign publics, foster cultural exchange, and enhance their soft power. Thailand’s success story serves as a model for other nations to follow, demonstrating the potential of food to bring people together and drive economic growth.
Writer is student of 8th semester of 4 year Bachelor’s program in Fatima Jinnah Women University