THE REPUBLIC OF KOREA’s GASTRODIPLOMACY IMPLEMENTATION TOWARDS REPUBLIC OF INDONESIA IN PROMOTING KOREAN TRADITIONAL FOOD (2015-2016)
By Nasya Ramadhini Ameillina ID No. 016201300170
A thesis presented to the Faculty of Humanities President University In partial fulfillment of the requirements for Bachelor’s Degree in International Relations Concentration of Diplomacy
January 2017 THESIS ADVISER RECOMMENDATION LETTER
This thesis entitled “The Implementation of Republic of Korea’s Gastrodiplomacy towards Republic of Indonesia in Promoting Its Traditional Food (2015-2016)” prepared and submitted by Nasya Ramadhini Ameillina in partial fulfillment of the requirements for the degree of Bachelor of Arts in International Relations in the Faculty of Humanities, has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense.
Cikarang, Indonesia, 27 January 2017 Recommended and Acknowledged by,
Teuku Rezasyah, Ph.D Thesis Adviser
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DECLARATION OF ORIGINALITY
I declare that this thesis, entitled “The Implementation of Republic of Korea’s Gastrodiplomacy towards Republic of Indonesia in Promoting Its Traditional Food (2015-2016)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.
Cikarang, Indonesia, 27 January 2017
Nasya Ramadhini Ameillina
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PANEL OF EXAMINERS APPROVAL SHEET
The Panel of Examiners declare that the thesis entitled “The Implementation of Republic of Korea’s Gastrodiplomacy towards Republic of Indonesia in Promoting Korean Traditional Food (2015-2016)” that was submitted by Nasya Ramadhini Ameillina majoring in International Relations from the Faculty of Humanities was assessed and approved to have passed the Oral Examination on
Teuku Rezasyah, Ph.D Chair – Panel of Examiners
Dr. Phil. Reza A. A. Wattimena, S.S., M.Hum. Examiner I
Riski Baskoro, S.Sos., M.A. Examiner II
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ABSTRACT Nasya Ramadhini Ameillina, 016201300170, The Implementation of Republic of Korea‟s Gastrodiplomacy towards Republic of Indonesia in Promoting Its Traditional Food (2015-2016)
Advisors: Teuku Rezasyah, Ph.D and Riski Baskoro, S.Sos., M.A.
The practice of diplomacy with the use of food as the tool of negotiation is become the new term in the diplomacy world. Republic of Korea (ROK) as one of middle power countries wants to increase the country‟s reputation with the promotion of its traditional food to some countries in the world. Republic of Indonesia (RI) becomes the targeted country for the promotion of Korean food. With the use of food, ROK wants to implement its gastrodiplomacy towards RI in promoting its traditional food. In order to promote its traditional food, ROK government made an institution which stands under the Ministry of Agriculture, Food, and Rural Affairs of ROK named Korean Food Foundation as the official government institution to promote Korean food to global. This thesis thus describes the implementation that used by ROK within the year of 2015 and 2016 in order to find out how ROK implement its gastrodiplomacy towards RI with the promotion of its traditional food as the tool of diplomacy. The qualitative research method is used with books, journals, articles, as the secondary sources, and publications from officials of ROK government as well as the KFF to become the primary sources. This thesis will provide the detailed actions of gastrodiplomacy implementation by the ROK government through KFF.
Keywords: Gastrodiplomacy, Cultural Diplomacy, Public Diplomacy, Korean Food Foundation (KFF), Promote Korean food.
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ABSTRAK Nasya Ramadhini Ameillina, 016201300170, The Implementation of Republic of Korea‟s Gastrodiplomacy towards Republic of Indonesia in Promoting Its Traditional Food (2015-2016)
Pembimbing: Teuku Rezasyah, Ph.D dan Riski Baskoro, S.Sos., M.A.
Praktek diplomasi dengan menggunakan makanan sebagai alat negosiasi menjadi istilah yang baru dalam dunia diplomasi. Republik Korea sebagai salah satu Negara dengan kekuatan menegah ingin meningkatkan reputasi negaranya dengan promosi makan traditionalnya ke beberapa Negara di dunia. Republik Indonesia menjadi Negara tujuan untuk promosi makanan Korea. Dengan menggunakan makanan, Republik Korea ingin mengimplementasikan gastrodiplomasinya ke Republik Indonesia dengan mempromosikan makanan tradisionalnya. Dalam rangka untuk mempromosikan makanan tradisionalnya, pemerintah Republik Korea membuat sebuah lembaga yang berdiri di bawah Kementerian Pertanian, Makanan, dan Urusan Pedesaan Republik Korea bernama Yayasan Makanan Korea sebagai lembaga resmi pemerintah untuk mempromosikan makanan Korean ke global. Sehingga skripsi ini menggambarkan pelaksanaan yang digunakan oleh Republik Korea dalam tahun 2015 dan 2015 dalam rangka untuk mengetahui bagaimana Republik Korea mengimplementasikan gastrodiplomasinya di Republik Indonesia dengan promosi makanan tradisionalnya sebagai alat diplomasi. Digunakan metode penelitian kualitatif dengan menggunakan buku, jurnal, artikel, sebagai sumber sekunder, dan publikasi resmi dari pemerintah Republik Korea serta Yayasan Makanan Korea yang menjadi sumber utama. Skripsi ini akan memberikan tindakan rinci tentang pelaksanaan gastrodiplomasi oleh pemerintah Republik Korea melalui Yayasan Makanan Korea.
Kata Kunci: Gastrodiplomasi, Diplomasi Budaya, Diplomasi Publik, Yayasan Makanan Korea (KFF), Promosi Makanan Korea.
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ACKNOWLEDGEMENT
Bismillahirrahmanirrahim Months have passed, I feel relieved that amazingly have gone through one more important phase in my life as a student. I might never succeed to finish my thesis without the help, prayers, and motivation of the people around me. All of their suggestions and critics are the things that keep me going the right way. Hence, allow me to express my appreciation and gratitude to the people that matters most to me. Above all, I would like to thank Allah SWT for all His guidance that has been keeping me believes that I am not alone. To Prophet Muhammad SAW, peace be upon him. For my beloved parents who always give me the endless support until now. I thank you so much for being there for me and because of their support I made to finish this thesis. You are the ones that have made who I am today. For my sisters and brother who always give me support, physically and mentally. Second, I would like to send my greatest gratitude for my supervisor Mr. Teuku Rezasyah for sharing your knowledge, giving me advice, suggestions, and spend your time for consultations. Your insightful inputs and feedbacks have helped me a lot throughout the making of this thesis. For Mr. Riski Baskoro, I cannot express how grateful I am for having you as my second advisor. You always giving me support, advice, suggestions, and spend your time for consultations also, both virtual and face-to-face. Thank you for giving me opportunity to be your student in the making of my thesis process. I thank you both for making this thesis possible to finish. I would also like to thank Mr. Reza A.A. Wattimena for all the inputs during the thesis process. The entire staff and lecturers of the School of International Relations who have shared their abundant knowledge throughout my studies. I would never get to hone and sharpen my skills and knowledge this far without you.
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Third, a billion thanks to my awesome friends Siti Raudina Carmelia Putri who always support me since our first day in the university, became my roommate, my sister, my advisor, and always with me through the ups and downs. Fadilla Apriliani, Lindie Rutry, Rahma Yustika, Sara Iasha, Liddiini Haniifa, Annisa Bella Sunoto, Aprilia Kusumaningtyas, Onasis Tarigan, Amalia Shafira Damai, Fanny Amelia, Ayu Santika Ardipramesa, Maria Dwiajeng Anggita, Mustika Nagari Kinanti, Adristya Chintia Dewi, Jihan Dja‟far Sidik, Annisa Faza, Nurul Ilmi Jamila, I thank you so much for being my mirror that smacks me often with sharp reflection words and for being my personal mood-booster. I already feel like being my second home every time being around them. I hope we will meet again together in the future with showing off our business cards. To the big family of International Relations 2013, IR Futsal Squad, and IR Basketball Squad, thank you! To close my gratitude let me say Alhamdulillahirabbil‟alamin, praising to Allah for all of these opportunities.
Cikarang, 27 January 2017
Nasya Ramadhini Ameillina
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Table of Contents
THESIS ADVISER ...... i RECOMMENDATION LETTER ...... i DECLARATION OF ORIGINALITY ...... ii PANEL OF EXAMINERS ...... iii APPROVAL SHEET ...... iii ABSTRACT ...... iv ABSTRAK ...... v ACKNOWLEDGEMENT ...... vi List of Figures ...... xi List of Table ...... xi List of Abbreviations ...... xii CHAPTER I ...... 1 INTRODUCTION ...... 1 This chapter is intended to introduce the readers to the issue. This chapter actually is the basis of research writing.
I.1. Background of the Study ...... 1 I.2. Problem Identification ...... 4 I.3. Statement of the Problem ...... 7 I.4. Research Objectives ...... 7 I.5. Significance of the Study ...... 7 I.6. Literature Review ...... 8 I.7. Definition of Terms ...... 11 I.8. Theoretical Framework ...... 11 I.8.1. Public Diplomacy ...... 11 I.8.2. Cultural Diplomacy ...... 13 I.8.3. Gastrodiplomacy...... 15 I.9. Scope and Limitations ...... 17 I.10. Research Methodology ...... 17 I.10.1. Research Framework ...... 18 I.10.2. Research Time and Place ...... 19
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I.10.3. Research Instruments ...... 20 I.10.4. Observation ...... 21 I.11. Thesis Structure ...... 21 CHAPTER II ...... 23 The Overview of ROK-RI Relations and Korean Food Foundation (KFF) ...... 23 This chapter is intended the historical relations betweek ROK and RI in any areas, such as politic, ecoonomy, social and culture, and also the overview of KFF as the strategy of ROK gastrodiplomacy.
II.1. The Overview of ROK - RI Relations ...... 23 II.1.1. Politic ...... 24 II.1.2. Economy ...... 25 II.1.3. Social Culture ...... 26 II.2. The Overview of Korean Food Foundation (KFF) ...... 27 II.2.1. Background of KFF ...... 27 II.2.2. Goals of KFF ...... 28 II.2.3. Methods of KFF ...... 29 II.2.4. Organization Chart of KFF ...... 31 CHAPTER III ...... 38 The Overview of ROK Gastrodiplomacy ...... 38 This chapter is intended the gastrodiplomacy which done by ROK since the starting of gastrodiplomacy campaign. The explanation also stated the campaign regarding the promotion of ROK gastrodiplomacy. This chapter also talks about the KFF practice in RI.
III.1. The Overview ...... 38 III.2. ROK Gastrodiplomacy ...... 38 III.2.1. Korean Food Globalization Program ...... 40 III.2.2. Global Hansik Campaign ...... 42 III.3. Korean Food Foundation (KFF) in RI ...... 45 CHAPTER IV...... 49 The Implementation of ROK‟s Gastrodiplomacy towards RI in Promoting Its Traditional Food in 2015-2016...... 49
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This chapter is consists of the implementation of ROK gastrodiplomacy towards RI to promote its traditional food during the year of 2015 and 2016. The implementation will elaborate with theories, which are public diplomacy, cultural diplomacy, and gastrodiplomacy.
IV.1. The Overview...... 49 IV.2. The Implementation of ROK Gastrodiplomacy towards RI ...... 49 IV.3. The Implementation of ROK‟s Gastrodiplomacy towards RI in 2015 .... 53 IV.3.1. KFF Actions with Events ...... 53 IV.3.2. KFF Actions with Media Promotion ...... 57 IV.3.3. KFF Actions with Seminar ...... 57 IV.3.4. KFF Actions with Celebrity ...... 58 IV.3.5. KFF Actions with Mini Drama ...... 58 IV.4. The Implementation of ROK‟s Gastrodiplomacy towards RI in 2016 .... 59 IV.4.1. KFF Actions with Events ...... 59 IV.4.2. KFF Actions with Seminar ...... 60 IV.4.3. KFF Actions with Media Promotion ...... 61 IV.4.4. KFF Actions with Mini Drama ...... 61 CHAPTER V ...... 62 CONCLUSION ...... 62 This chapter is the conclusion of the whole analysis, which answers the research question.
Bibliography ...... 64 APPENDIX ...... 69
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List of Figures Chapter I
Figure 1.1. Research Framework
Chapter II
Figure 2.1. The Organization Chart of Korean Food Foundation (KFF)
Figure 2.2. The Responsibilities of Management Planning Team
Figure 2.3. The Responsibilities of Korean Cuisine Promotion Team
Figure 2.4. The Responsibilities of Korean Cuisine Education Team
Figure 2.5. The Responsibilities of Korean Cuisine Public Relations Team
Figure 2.6. The Responsibilities of Korean Cuisine Cultural Center Team
Figure 2.7. The Global Hansik Campaign‟s Long Term Goals until 2017
Chapter III
Figure 3.1. The Global Hansik Campaign‟s Long Term Goals until 2017
Chapter IV
Figure 4.1. Theory Framework
List of Table Table 3.1. KFF Implementation at Indonesia in the year 2015 and 2016
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List of Abbreviations APEC Asia-Pacific Economic Cooperation
ASEAN Association of South East Asia Nations
ASEM Asia-Europe Meeting
CEO Chief Executive Officer
JCA Joint Committee Agreement
JCM Joint Commission Meeting
KCCI Korean Cultural Center Indonesia
KFF Korean Food Foundation
MAFRA Ministry of Agriculture, Food, and Rural Affairs
MFAFF Ministry of Food, Agriculture, Forestry, and Fisheries
MoU Memorandum of Understanding
NGO Non Government Organization
PRC People‟s Republic of China
RI Republic of Indonesia
ROK Republic of Korea
UNESCO United Nations of Educational, Scientific, and Cultural Organization
UN United Nations
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CHAPTER I INTRODUCTION
I.1. Background of the Study “In the public diplomacy there are many dimensions that have relation with domestic and foreign affairs, the tension level between countries, the directions of communication which can be one or two directions. There is traditional public diplomacy which direct to public foreign communication to reach goals through “hearts and mind.” This case is relate with the practice of gastrodiplomacy which before introduced by Paul Rockower, if gastrodiplomacy is the act of winning hearts and mind through stomachs.”1
Gastrodiplomacy is how to invite foreigner to get interest with other country‟s food and then those food become their life.2 The first gastrodiplomacy is used by Thailand as their part of first public diplomacy which started with the program named “Global Thai Program” in 2002.3 This program purposed to increasing and growing the Thai restaurants around the world with hire Thai chefs and make Thai foods go overseas.4 After introducing “Global Thai Program”, Thailand introduced their second program, which is “Thailand: Kitchen of the World”, under the Foreign Office of the Government Public Relations Department.5 The Thai gastrodiplomacy campaign is to educate both foreign and domestic audiences on the history of Thai food, as well as its present practice.6 After Thailand introducing its gastrodiplomacy, other countries following also used gastrodiplomacy as a part of promoting their food to the world, such as
1 Nirwandy, Noor. & A. Awang, Ahmad. (2014). Conceptualizing Public Diplomacy Social Convention Culinary: Engaging Gastro Diplomacy Warfare for Economic Branding. Procedia- Social and Behavioral Sciences 130. p.327. 2 Ibid. 3 Rockower, Paul S. (September 14, 2010). The Gastrodiplomacy Cookbook. The Huffington Post. Accessed on October 8, 2016. http://www.huffingtonpost.com/paul-rockower/the- gastrodiplomacy-cookb_b_716555.html 4 Ibid. 5 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.4. 6 Sokol, Sam Chapple. (2013). Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy 8. p.174.
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Republic of Korea (ROK), Taiwan, Malaysia, Republic of Indonesia (RI) and China.7 With the population in 48.6 million of people, ROK has developed into one of Asia‟s most affluent countries since partition in 1948.8 Next, ROK government held public diplomacy commission with the scholar to find out the other serious way to increase the country‟s image in some countries of the world. Then, the government chose gastrodiplomacy as the targeted to invite people all over the world and introducing Korean traditional food as the main instrument of this diplomacy.9 Some of Korean traditional foods proceed through fermentation. That fermentation way already used by generations to generations in their community, one of the examples is kimchi. Kimchi is a Korean fermented vegetable food that are salted, blended with various ingredients and fermented for a certain period of time at ambient temperature.10 In this case, kimchi become the symbol of a country, because ROK thought if healthy nature food is the best choice as the food symbol of their country and next will be promote to the international world.11 When President Lee Myung-bak under control in 2008, he made campaign that purpose to increase the Korean traditional food become one favorite food for people in the world, and using kimchi as the main instrument.12 We can say it is one on international gastrodiplomacy campaign because ROK used kimchi as the instrument.13 Actually not only kimchi that the President wanted, another Korean traditional food like kimbab, jjajangmyeon, bulgogi, ramyeon, and tteokbokki will follow kimchi to travel around the world.14
7 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.4-8. 8 News, BBC. (December 9, 2016). South Korea Country Profile. BBC News. Accessed on December 16, 2016. http://www.bbc.com/news/world-asia-pacific-15289563 9 Rockower, Paul S. (March 25, 2010). Korea Tacos and Kimchi Diplomacy. USC Center on Public Diplomacy. Accessed on October 16, 2016. http://uscpublicdiplomacy.org/blog/korean_tacos_and_kimchi_diplomacy/ 10 Mheen, Tae Ick. Kimchi Fermentation and Characteristics of the Related Lactic Acid Bacteria. Korea Institute of Science and Technology Information. p.2. 11 Jae-sun, Jo. (2008). Background and Development of Korean Kimchi. Koreana 22, 4. p.10. 12 Soh-jung, Yoo. (March 29, 2010). Ministry Launches Specialized Korean Food Foundation. Korea Herald. Accessed on October 16, 2016. http://www.koreaherald.com/view.php?ud=20100317000062 13 Ibid. 14 Hyun-cheol, Kim. (May 2009). Global Hansik Off to Strong Start. The Korea Times. Accessed on October 16, 2016. http://www.koreatimes.co.kr/www/news/biz/2009/05/123_42711.html
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In promoting the Korean traditional food, Korean Food Foundation (KFF) was formed under the Ministry of Agriculture, Food and Rural Affairs (MAFRA).15 KFF is developing the Korean traditional food, with its rich history and tradition forming an integral part of Korean culture, as a global brand that not only Koreans but also people all around the world can enjoy.16 The KFF has many critical roles, such as develop and keep the traditions of Korean traditional food, also promote and attempt for the globalization of Korean traditional food. In order to promote the Korean traditional food, it reexamines the status of Korean restaurants in the world market. It also attempts to acquire competitive Korean traditional food products, and also create the basis for its commercialization. The Korean Food Foundation (KFF) also continuously works toward the globalization of Korean traditional food and strives toward ensuring that Korean traditional food is recognized in major foreign countries.17 ROK government believed with the use of Korean traditional food as a tool to gain their national interest with targeted 40.000 Korean restaurants all over the world by 2017 with the practice of gastrodiplomacy.18 The government hopes with the starter of introducing the taste of kimchi will stole the foreign heart, increase the good of Korean traditional food, and also branding the Korean national image to the world. To promoting its country, ROK spread the “Korean Food to the World” in one of ASEAN countries, it is RI.19 Indonesian people are famous with the addiction into Korean culture or can be called as Korean wave.20 After affecting the Indonesian people with Korean wave, ROK used another strategy to practice its diplomacy in RI, which is the promotion of food.21 RI becomes the target of Korean food promotion because the Korean culture which
15 Korean Food Foundation (Hansik). Purpose of Estabilshment. The Taste of Korea: Hansik. Accessed on October 16, 2016. https://www.hansik.org/en/article.do?cmd=html&menu=PEN6010100&lang=en 16 Ibid. 17 Ibid. 18 Hyun-cheol, Kim. (May 2009). Global Hansik Off to Strong Start. The Korea Times. Accessed on October 16, 2016. http://www.koreatimes.co.kr/www/news/biz/2009/05/123_42711.html 19 Ibid. 20 Korean Wave Indonesia (KWI). About KWI. Korean Wave Indonesia. Accessed on October 21, 2016. https://koreanwaveindo.com/profil-korean-wave-indonesia/ 21 Hyun-cheol, Kim. Op.Cit.
3 come before in RI is becomes the higher interest of Indonesian people.22 The Korean culture that already influenced Indonesian people are Korean drama, Korean pop, and Korean artists.23 So, after succeed to influenced the Indonesian people with Korean drama, Korean pop, and Korean artist, now ROK wants to influence the Korean food.24 Right now, there are at least 150 Korean restaurants in Jakarta, RI.25 RI which the world‟s fourth most populated nation with 203 million people, and for 300 ethnic groups.26 As years goes by, the relations between both countries become stronger and better.27 RI and ROK, both countries has strong cultural environment that makes people around the world wants to learn about each their culture. That is why Korean government wants to spread their Korean culture into the world, including RI. Because of that, the researcher will choose RI as the country for the implement of ROK‟s gastrodiplomacy.
I.2. Problem Identification With the higher foreign interest to visit Republic of Korea (ROK) for their vacation or just want to try the real taste of Korean traditional food in the country makes government want to spread Koran food to overseas and all over the world. The foreign interest with Korean culture (Korean Wave) does not make higher impact of developing Korean traditional food. With success of the gastrodiplomacy practice in some countries, ROK government decided to use gastrodiplomacy as the step to globalize Korean traditional food in international world. Gastrodiplomacy that categorized as new technique of diplomacy in the
22 Ramadhani, Kurnia. (2012). Korean Wave and Potential Impacts on Indonesian Adolescents and Other ASEAN Countries. Aasic. Accessed on January 21, 2017. http://aasic.org/proc/aasic/article/viewFile/94/93 23 Ibid. 24 Simanjuntak, Tertiani ZB. (February 1, 2015). Korean Food Gives Jakarta Food For Thought. The Jakarta Post. Accessed on October 17, 2016. http://www.thejakartapost.com/news/2015/02/01/korean-food-gives-jakarta-food-for- thought.html. 25 Ibid. 26 Moffatt, Amanda. (2012). Indonesian Cultural Profile. Diversicare. Accessed on October 16, 2016. p.4. 27 H.E. Ambassador Nicholas Tandi Dammen in his speech of Indonesia-Korea Relations for The Better Future.
4 international relations, which is before that the used of food as the tools of country‟s culture often overlooked and still considered as complementary instrument in the country‟s relations. Because of that, this gastrodiplomacy is deserved to be observed. Food also has big roles in increasing the country‟s relations, not only as the culture identity of a country, until the researcher take ROK as tourism country which has many kinds of food, and become the object of gastrodiplomacy research in international world. Since 2013, ROK is lead by the very first women president in ROK, which is Park Geun-hye.28 President Park leads the ROK with visions and missions to promote and spread the Korean culture to the world. Because the former president Lee Myung-bak already run the program of introducing and promote the Korean culture to the world, so as continuing his program, President Park tries to make Korean culture spread to countries of the world. ROK is one of countries that are very active in introducing its culture to the world.29 Because of that, ROK government opened up Korean Cultural Center in some countries to make the people in that country easier in finding or enjoying the Korean culture.30 One of countries is Republic of Indonesia, which being chosen as the promoted country in Korean culture.31 ROK government opened up the Korean Cultural Centers in Indonesia in order to promote Korean cultures including food.32 It was held in July 2011.33 Based on the Korean Tourism Statistics in October 2016, Indonesia is on the 8th ranked in the list of countries
28 President Park Geun-hye, Korea‟s First Female President. Korea.net: Gateway to Korea. Accessed on October 16, 2016. http://www.korea.net/Government/Current-Affairs/National- Affairs?affairId=346 29 Dhetira, Aulia. (September 21, 2016). Cara Korea Memasuki Pasar Indonesia. Creative Korea. Accessed on December 16, 2016. http://creativekorea.id/berita/cara-korea-memasuki-pasar- indonesia.html 30 Korean Cultural Center Indonesia (KCCI). Tujuan Pendirian. Korean Culture Indonesia. Accessed on December 16, 2016. http://id.korean-culture.org/m/id/6/contents/341 31 Dhetira, Aulia. Op.Cit. 32 Kyung, Oh Jun. (July 22, 2011). Korean Cultural Centers Open in Indonesia and the Philippines. Ministry of Culture, Sports, and Tourism. Accessed on October 16, 2016. http://www.mcst.go.kr/english/koreaInfo/news/newsView.jsp?pSeq=2145 33 Ibid.
5 with most visits to ROK.34 Indonesian people are curious with Korean culture which they see or read from the internet. The Indonesian Korean Cultural Center is purpose to promote and run some programs for Indonesian people, such as Korean language classes, Korean culture classes, Korean food festival, K-pop35 contest, exhibitions and film showings.36 Then, with Indonesian Korean Cultural Center, Indonesian and Korean can increase their relations with exchanging their culture and human resources.37 Actually, the Korean Cultural Center already opened up in 20 branches across the world.38 After opened the Korean Culture Center in Jakarta (Indonesia), ROK government tries to promote Korean culture through food or food, like in 2015, KCCI held an event regarding the promotion of Korean traditional food with Korean Street Food Festival in 2015.39 This is the first event regarding Korean food that held by Korean government with goals to promote Korean food. Many Indonesian people came to this street food festival that held in Jakarta. Besides that, many Korean restaurants also opened up in some area in Indonesia, including Jakarta and Bandung.40 With promoting the Korean traditional food in Indonesia, ROK government is hoping for a proactive response from Indonesia in welcoming the Korean culture, starting with opened up the Korean Cultural Center in Indonesia, and held some events regarding promoting Korean traditional food since 2015
34 Korea Tourism Organization (KTO). “Korea, Monthly Statistics of Tourim.” KTO: Visit Korea. Accessed on December 16, 2016. https://kto.visitkorea.or.kr/eng/tourismStatics/keyFacts/KoreaMonthlyStatistics.kto#search 35 K-pop is one of musical genre which originally come from Republic of Korea and characterized from the huge variety of audiovisual elements. 36 Kyung, Oh Jun. (July 22, 2011). Korean Cultural Centers Open in Indonesia and the Philippines. Ministry of Culture, Sports, and Tourism. Accessed on October 16, 2016. http://www.mcst.go.kr/english/koreaInfo/news/newsView.jsp?pSeq=2145 37 Korean Cultural Center Indonesia (KCCI). Tujuan Pendirian. Korean Culture Indonesia. Accessed on December 16, 2016. http://id.korean-culture.org/m/id/6/contents/341 38 Kyung, Oh Jun. Op.Cit. 39 Krisnawati, Magdalena. (April 22, 2015). Fans Throng Korean Street Food Festival 2015 in Indonesia. Korea.net. Accessed on October 16, 2016. http://www.korea.net/NewsFocus/Culture/view?articleId=127104 40 Simanjuntak, Tertiani ZB. (February 1, 2015). Korean Food Gives Jakarta Food For Thought. The Jakarta Post. Accessed on October 17, 2016. http://www.thejakartapost.com/news/2015/02/01/korean-food-gives-jakarta-food-for- thought.html.
6 until now. ROK tries to promote its country through food. Because today, food become the tool of diplomacy and promotes country‟s image in order to reach its nation branding.
I.3. Statement of the Problem This research aims to describe the implementation of gastrodiplomacy by Republic of Korea (ROK) towards Indonesia to promote Korean traditional food in the period of 2015 until 2016. Based on what have been stated above, the statement of this research is as follows: “How did Republic of Korea implement its gastrodiplomacy towards Republic of Indonesia to promote its traditional food?”
I.4. Research Objectives According to the statement of problem, the prominent objective of this research is: - To investigate the implementation of gastrodiplomacy by Republic of Korea in Indonesia to promote Korean traditional food - To elaborate Republic of Korea and Republic of Indonesia bilateral relationship through food
I.5. Significance of the Study The significance of the study in the case of the topic chosen here stated as follows: - To find out how Republic of Korea implement its gastrodiplomacy to promote its country through food - To analyze the implementation of Republic of Korea gastrodiplomacy towards Indonesia with the promotion of the Korean traditional food - To understand on Republic of Korea implement its gastrodiplomacy towards Indonesia in promoting its traditional food
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I.6. Literature Review In this part, the researcher will provide an overview, description and a summary of the sources that includes scholarly articles, journals, books and others that are relevant to the topic, which the researcher have used as a guidance and reference during the writing of this thesis. Here are the lists of the sources that the researcher has reviewed: First is Paul S. Rockower (2012) on his journal, which is Recipes for Gastrodiplomacy41 wants to inform us how countries conduct cultural diplomacy through promotion of their food, with examines gastrodiplomacy as a strategy of middle powers trying to create better brand recognition. Numerous middle powers including ROK have invested significant capital resources in culinary diplomacy projects to enhance global awareness of their respective cultures as a means to further nation brand status and soft power. This journal analyzes the strategy and tactics of a variety of gastrodiplomacy campaigns conducted by a range of middle power states, and examines gastrodiplomacy in the context people to people engagement. Related to the topic, this journal would like to explain about gastrodiplomacy that happened in some countries including Republic of Korea (ROK). Second is Regina Kim (2011) on her journal, which is South Korean Cultural Diplomacy and Efforts to Promote the ROK‟s Brand Image in the United States and Around the World42 wants to inform us some of the most recent and current activities in which the South Korean government has been involved to promote its country. This journal analyzes some of the obstacles and potential challenges the campaign faces. Also, seek to assess the effectiveness of the government‟s nation branding projects thus far and present the general prospects of the campaign. Related to the topic, this journal helps the researcher in finding the concept of nation branding that used by ROK to promote its country.
41 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.1-12. 42 Regina, Kim. (2011). South Korean Cultural Diplomacy and Efforts to Promote the ROK‟s Brand Image in the United States and Around the World. Johns Hopkins School of Advanced International Studies. p.124-134.
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Third is Sam Chapple-Sokol (2013) on his journal, which is Culinary Diplomacy: Breaking Bread to Win Hearts and Minds43 wants to inform us the concept of culinary diplomacy, its theory, concept, and origins. The theory underlying the concept is multifaceted, with foundation in the schools of public and cultural diplomacy, non-verbal communication, nation branding, and in the conflict resolution theory of the contact hypothesis. Culinary diplomacy campaigns worldwide have been undertaken, from the national governmental promotions of multiple Southeast Asian countries. Related to the topic, this journal is telling the used of food as a tool for diplomacy between countries and also it is one part of public diplomacy that happening recently. Fourth is Hong Sik Cho (2006) on his journal, which is Food and Nationalism: Kimchi and Korean National Identity44 wants to inform us about the relationship between food and nationalism in general, and of Korean national identity in particular. This article also tells about the case of kimchi, which represents the culinary symbol of Korean. It approaches to analyze historically three different phases of the emerging process of kimchi as national symbol, such as the declaration of independence in taste, promotion of the national food, and international conflicts around kimchi as national food. The case of kimchi is particularly interesting because it demonstrates the strength of national symbols related to basic human activities of eating and drinking. This journal also related to the topic because using kimchi as the tools of diplomacy which can be also called as culinary diplomacy that happened between countries. Fifth is Juyan Zhang (2015) on his journal, which is The Foods of the Worlds: Mapping and Comparing Contemporary Gastrodiplomacy Campaigns45 wants to inform us about the maps and comparison of gatrodiplomacy campaigns that held by some countries including ROK. This journal analyzes the message appeals from the campaign include mysticism, exoticism, naturalness, and healthiness. This journal also explains on how each country promoting their food
43 Sokol, Sam Chapple. (2013). Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy 8. p.161-183. 44 Cho, Hong Sik. (2006). Food and Nationalism: Kimchi and Korean National Identity. The Korean Journal of International Relations 46(5). p.207-229. 45 Zhang, Juyan. (2005). The Foods of the Worlds: Mapping and Comparing Contemporary Gastrodiplomacy Campaigns. International Journal of Communication, 9. p.568-591.
9 through gastrodiplomacy with some tactics. It is related with the topic of the researcher because it tells how ROK used its traditional food to promote the country to the world. Sixth is Cynthia P. Schneider (2004) on her journal, which is Culture Communicates: US Diplomacy that Works46wants to inform us how public diplomacy works in the United States through the exchanges of ideas, information, art and other aspects of culture among nations. This journal analyzes the use of culture in the United Stated as the tools of diplomacy. In this journal also explains the US‟s number one export before which is the aerospace products, their sales are strategically targeted and supported by the US government. But, today is different, the cultural products become the current top export. Whether the United States will heed the advice of multiple panels about the importance of public and cultural diplomacy remains to be seen. This journal is related with the topic because it shows how the public diplomacy works through the use of culture in the ROK in order to make relations with Indonesia. Seventh is Gyorgy Szondi (2008) on his journal, which is Public Diplomacy and Nation Branding: Conceptual Similarities and Differences47wants to inform us if the similarities and differences concept of public diplomacy and nation branding. Because according to him public diplomacy is how government do relations with other states in order to promote its national interests and targeted the citizens of a state. This journal analyzes the similarities between the public diplomacy and nation branding, and also the differences. The concept of public diplomacy and nation branding is almost the same in the literature and the practice as well, so actually the concept between them is still ambiguous. So, with this journal will explain more about the potential relationships between both by identifying the similarities as well as the differences. This journal is related with the topic because it shows how public diplomacy and nation branding works in order to promote national interests of a state and use the citizens as the target.
46 Schneider, Cynthia P. (2004). Culture Communicates: US Diplomacy that Works. Netherlands Institute od International Relations „Clingendael,‟ 94. p.3-24. 47 Szondi, Gyorgy. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations „Clingendael.‟ p.1-38.
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All the seven journals are the sources that used in this research to support the topic in order to analyze this research. The researcher chose the seven journals because all of them are connected and related with the case. Actually, there are some additional sources that also used in order to support more for the analysis of this research. It will be written in the reference part.
I.7. Definition of Terms In order to make the research easier to be interpreted, the following terms will be defined in this thesis, as follow: Gastrodiplomacy – is a communication practice from state to public which used food as the main tool to give understanding about culinary culture of a state to foreign public.48 Cultural Diplomacy – is considering as form of international bridges and communications, recognizing networks, and domains amongst culture and go beyong the national and cultural boundaries.49 Public Diplomacy – is a practice of communication between state and citizens from other state with goals to inform and influence the foreign people in promoting the national interest and developing its foreign policy goals.50 Korean Food Foundation (KFF) – is a government official which made for the promotion and expansion of Korean food.51
I.8. Theoretical Framework I.8.1. Public Diplomacy Term of public diplomacy was viewed by Jay Wang as a state effort to enhance the quality of communication between the state and society in which the implementation itself is not only done by the government alone, but also with the
48 Rockower, Paul S. (2014). The State of Gastrodiplomacy. Public Diplomacy Magazine. p.14. 49 Kim, Hwajung. (December 2011). Cultural Diplomacy as the Means of Soft Power in an Information Age. Cultural Diplomacy. (December 2011). p.1. 50 Defining Public Diplomacy. USC Center on Public Diplomacy. Accessed on January 22, 2017. http://uscpublicdiplomacy.org/page/what-pd 51 Korean Food Foundation (Hansik). Introduction: History. Taste of Korea: Hansik. Accessed on January 23, 2017. https://www.hansik.org/en/article.do?cmd=html&menu=PEN6020100&lang=en
11 participation of the people.52 Then, Jan Mellisen also has her own definition about public diplomacy, which is as an attempt to influence other states or organizations in the positive way in order to change their perspective about that state.53 Back then, the term of public diplomacy was first used by Edmond Gullion in 1965, he was the former American diplomat and Dean of the Fletcher School of Law and Diplomacy, and he stated that: “Public diplomacy deals with the influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy, (including) the cultivation by governments public opinion in other countries; the interaction of private groups and interests in one country with those of another, and the transnational flow of information and ideas.”54 Generally, we can say if public diplomacy is a state effort to influence public opinion in other countries by using instruments as the tool of diplomacy such as culture, economic, military, politics, and etc, in order to make communication with their foreign policy to the foreign public. Public diplomacy is one of soft power‟s key instruments, as Nye argued if countries are likely to be more attractive in postmodern international relations are those that help to frame issues, whose culture and ideas are closer to prevailing international norms, and whose credibility abroad is reinforced by their values and policies.55 In the practice of public diplomacy, there are some strategies that used in order to achieve the interests. Jay Wang himself, has his own view that are multi dimensional and includes three main goals, such as promote the objectives and policies of a country, form of value communications and attitudes of a country, tools of promoting understanding and mutual trust between country and society.56 Through public diplomacy, people‟s familiarity of a certain country may increase. Next, their appreciation of the country also increase, engagement will happen, and
52 Wang, Jay. (2006). Public Diplomacy and Global Business. Journal of Business Strategy 27, 3. p.43. 53 Melissen, Jan. (ed). (2006). Public Diplomacy between Theory and Practice. Elcano Royal Institute. p.1-6. 54 Henrikson, Alan K. (2006). What Can Public Diplomacy Achieve?. Netherlands Institute of International Relations „Clingendael.‟ p.8-9. 55 Melissen, Jan. (ed). (2005). The New Public Diplomacy. Palgrave Macmillan. p.4-5. 56 Wang, Jay. (2006). Public Diplomacy and Global Business. Journal of Business Strategy 27, 3. p.43.
12 then influencing will be easier. Thus, by doing public diplomacy, a country can achieve its desired outcome without using any force. Policies are made by the government in order to improve the country‟s reputation, and with the help of private institutions, these policies are implemented. According to Szondi, public diplomacy will develop around the promotion and persuasion strategy that usually related with self-interest.57 The public diplomacy content itself aim to describe the activities, directed abroad in the information, education and culture field, which objective is to effect the foreign government by affecting its citizens.58 Then, we can say if public diplomacy also affecting the public opinion to make a receptive environment for foreign policy goals, and promote national interests as well.59 That explanation already describes if cultural diplomacy is a form of public diplomacy through the government activities which targeted the citizens in promoting the national interests.60 In the case of Republic of Korea (ROK), the country suffers from misperception of the country‟s image overseas. ROK tries to branding their national image to another country, which is Indonesia with the use of its traditional food. In other words, ROK use gastrodiplomacy to branding their national image. We see the use of gastrodiplomacy will be seen as the cultural aspect, which means it will focus on the diplomatic effort from ROK government targeted the Indonesian people. Therefore, gastrodiplomacy is seen from perspective of public diplomacy that is implicated the characteristics and functions attribution of public diplomacy onto gastrodiplomacy.
I.8.2. Cultural Diplomacy Cultural diplomacy has the potential power to rests on its intersection with national culture, national values, national identity, and national pride.61 But, Cummings agrees if:
57 Szondi, Gyorgy. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations „Clingendael.‟ p.7. 58 Ibid. 59 Ibid. 60 Ibid. 61 Mark, Simon. (April 2009). A Greater Role for Cultural Diplomacy. Netherlands Institute of International Relations „Clingendael.‟ p.37.
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“The exchange of ideas, information, art and other aspects of culture among nations and their peoples in order to foster mutual understanding which can also be more of a one-way street than a two-way exchange, as when one nation concentrates its efforts on promoting the national language, explaining its policies and point of view, or “telling its story” to the rest of the world.”62 Cummings explains diplomacy is in cultural activities that a nation‟s idea of itself is best represented so as to continue to inspire people the world over despite political differences and cross borders.63 Another opinion about cultural diplomacy come from Richard T. Arndt, he did a survey to prove the effectiveness of cultural diplomacy. Arndt proved that cultural diplomacy helps create a foundation of trust with other people, which policy makers can build on to reach political, economic, and military agreements.64 Besides that, Myung-sub also defines cultural diplomacy as self-interest strategies of foreign policy chosen by a nation‟s cultural interests.65 He emphasizes if it needs to be considered through stereoscope visions because diverse actors such as government bodies, non-governmental organizations and individuals are able to conduct cultural diplomacy.66 In cultural diplomacy, state is not the only actor, non-state actors such as individual, NGO, and the society are also the actor. The diplomatic relations could be formed between government to government, people to people, individual to individual, government to individual, and so on.67 The purpose of cultural diplomacy itself is to influence foreign public opinion in supporting state‟s foreign policy with the target itself is the people in national and international level.68 ROK is a state which uses cultural diplomacy as their diplomatic practice and the culture that used by ROK is the use of food. In this case, Korean food as
62 Mark, Simon. (April 2009). A Greater Role for Cultural Diplomacy. Netherlands Institute of International Relations „Clingendael.‟ p.6. 63 Ibid. 64 Kim, Hwajung. (December 2011). Cultural Diplomacy as the Means of Soft Power in an Information Age. Cultural Diplomacy. p.1. 65 Ibid. 66 Ibid. 67 Warsito, Tulus. & Kartikasari, Wahyuni. (2007). Diplomasi Kebudayaan, Konsep dan Relevansi Bagi Negara Berkembang: Studi Kasus Indonesia. Penerbit Ombak. p.4. 68 Ibid.
14 the tool of cultural diplomacy or a usage of food as cultural asset of a country to conduct diplomacy to the rest of the world and can be called as gastrodiplomacy. ROK is targeting Indonesia in order to promote its traditional food. Therefore, gastrodiplomacy is seen from perspective of cultural diplomacy that is implicated in the characteristics and functions attribution of cultural diplomacy onto gastrodiplomacy.
I.8.3. Gastrodiplomacy Gastrodiplomacy is a communication practice from state to public which used food as the main tool to give understanding about culinary culture of a state to foreign public. This term actually new in the diplomacy world and the word „gastrodiplomacy‟ itself is a combination from gastronomy and diplomacy. Gastronomy is a study which learns about food or food. The term gastrodiplomacy was introduced by Paul S. Rockower at first.69 Rockower claimed if gastrodiplomacy is always related with public diplomacy which is cultural diplomacy itself.70 Gastrodiplomacy practices through cultural diplomacy that seeks to raise awareness and understand of national culinary culture with foreign public, and through the state to public communication domains.71 So, when food is used to facilitate the improvement of people to people to improve cultural understanding, it is categorized as a form of gastrodiplomacy practice.72 This gastrodiplomacy is trying to promote a country by using food as a tool to change public perception on the global stage. Although there are many ways for a country to determine and visualize the identity, food is one of instruments that are very real in to reinforce the country identity. The government used food as part of strategy broader cultural diplomacy. This strategy seeks to export traditional foods there into the wider world in the form of national food. Gastrodiplomacy can be used by countries to create cross cultural understanding
69 Rockower, Paul S. (2011). Projecting Taiwan: Taiwan‟s Public Diplomacy Outreach. Institute of International Relations, National Chengchi Univeristy. p.107. 70 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.4. 71 Ibid. 72 Ibid.
15 with the hope to increase the interaction with the public or people who become the targets.73 This is because food is a vital part of people live in terms of a group of people and also food can represent a history, tradition, and culture in a community or a country.74 Gastrodiplomacy is a mix of public diplomacy between the national government with government institutions that combine culinary and cultural diplomacy backed by a monetary investment, to enhance the country‟s image.75 The role of food in diplomacy world already recognized by some scholars, one of them is Mary Jo A. Pham that stated: “Throughout history, food has played a poignant purpose in molding a world, figure ancient trade routes and awarding mercantile and domestic energy to those who rubbed cardamom, sugar, and coffee. These pathways speedy discovery-weaving a informative fabric of contemporary societies, tempering large palates, and eventually origination proceed for a globalization of ambience and food culture.”76 Pham agreed if gastrodiplomacy is an important vehicle and persuasive for countries with middle powers that seek the distinguish ourselves with other countries, to set a positive image for the middle-class people. This action involves a wider public audience in overseas, so gastrodiplomacy is now related with public diplomacy. For ROK, gastrodiplomacy is new way to start promoting their country in overseas with the use of food. ROK tries to reach people‟s heart with foods with the promotion of Korean traditional food. Korean culture already influences many people around the world, one of them is Indonesian. Now, ROK intensively promotes the traditional food to Indonesia and also introducing the uniqueness of Korean traditional food, and softly communicates about the taste, history, culture, and values.
73 Sokol, Sam Chapple. (2013). Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy 8. p.161-183. 74 Ibid. 75 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.4. 76 Pham, Mary Jo. (2013). Food as Communication: A Case Study of South Korea‟s Gastrodiplomacy. Journal of International Service. p.10.
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I.9. Scope and Limitations This thesis aims at examining the existing use of gastrodiplomacy in promoting the Korean traditional food by Republic of Korea (ROK) in Indonesia. The emphasis of this thesis will be limited on ROK government in the use of cultural and public diplomacy to navigate in the global competition era, which is by using food through gastrodiplomacy. The time frames itself will be use from 2015 until 2016 because at that time the promotion of Korean traditional food in Indonesia is really happening. The gastrodiplomacy effort by ROK is initiated by the government through its respecting ministries and agencies in the form of public diplomacy. Thus, the target of the diplomacy is the Indonesian people. The implementation of gastrodiplomacy will be reported from the categories of the events, media, seminar and cooking class, celebrity, and mini drama.
I.10. Research Methodology This thesis employs qualitative research methods in order to answer the research question. Qualitative research attempts to answer questions by examining various social settings and the individuals who inhabit these settings. In the case of this thesis, qualitative research methods provide the means for the writer to answer the aforementioned research questions and gain understanding on how Indonesia welcoming the promotion of Korean traditional food after being implement by gastrodiplomacy of ROK. The instruments used in this research are not limited to printed version, but also helped by electronics finding, especially from the internet.
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I.10.1. Research Framework
Public Diplomacy
Cultural Diplomacy
Gastro- diplomacy
Figure 1.1. Research Framework
The figure above shows the research framework of this thesis. Since, this research focuses on the implementation of gastrodiplomacy by Republic of Korea (ROK) towards Indonesia. The figure above describes the promotion of Korean food as the main part of gastrodiplomacy with Korean Food Foundation (KFF) as the organization that help ROK government to promote the food in Indonesia. With the concept of Szondi, he believes if public diplomacy is the practice of affecting the public opinion to create a receptive environment for the goals of foreign policy and promote the national interests as well.77 He also stated if public diplomacy is describe the activities that directed in the information, education and cultural fields which objective is to influence the citizens.78 It is already said if the information, education, and cultural fields are part of public diplomacy which form the cultural diplomacy.79 So, basically Szondi agreed if cultural diplomacy is a part of public diplomacy. 80 According to Cummings who is one of cultural diplomacy scholars, diplomacy is in cultural activities that a nation‟s idea of itself is best represented
77 Szondi, Gyorgy. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations „Clingendael.‟ p.7. 78 Ibid. 79 Szondi, Gyorgy. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations „Clingendael.‟ p.7. 80 Ibid.
18 so as to continue to inspire people the world over despite political differences and cross borders.81 In cultural diplomacy, state is not the only actor, non-state actors such as individual, NGO, and the society are also the actor.82 With the role of KFF as the organization that will promote the Korean traditional food to Indonesia is already part of diplomacy in culture. In the use of Korean gastrodiplomacy, ROK tries to bring its traditional food to Indonesia. Talking about gastrodiplomacy, Rockower taught gastrodiplomacy practices through cultural diplomacy that seeks to raise awareness and understand of national culinary culture with foreign public, and through the state to public communication domains.83 Gastrodiplomacy is new way to start promoting ROK in overseas. With introducing and promoting Korean traditional food, ROK tries to reach people‟s heart with foods. Targeting Indonesia as the object of Korean food promotion, ROK believes Indonesia is the best country to become the target of ROK gastrodiplomacy.
I.10.2. Research Time and Place President University Library Jl Ki Hajar Dewantara, Jababeka Education Park, Cikarang Baru, Bekasi, Jawa Barat 17550 Univeristy of Indonesia Library Crystal of Knowledge Building, Kampus UI, Depok 16424 Korean Cultural Center Indonesia Library Equity Tower 17th Floor, Jl Jend. Sudirman, Sudirman Central Business District, Lot. 9, Jakarta Pusat 12190
81 Mark, Simon. (April 2009). A Greater Role for Cultural Diplomacy. Netherlands Institute of International Relations „Clingendael.‟ p.37. 82 Ibid. 83 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.4.
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I.10.3. Research Instruments Internet As entering globalization era, the use of internet as a research tool is no longer become unfamiliar. Somehow, internet becomes a reliable source to find data regarding the research. The advantage of using internet to find data is that we can gain access to any information, data, article, book, journal, or such things that do not available in Indonesia (researcher‟s country). Official information from a country‟s government is extremely hard to find, but through the internet, we can easily find and access to the government‟s official website and simply look for the data that we wanted. It is easier and saving more energy rather than going to one place to another place which actually we are not always get what we want about the research. Books Book is one of the most reliable sources for doing a research. Books last for a long time, so it is easier to find previous studies of a topic through books. Data and information from the book can be said more accurate rather than the information that exists in the internet. This thesis using books regarding public diplomacy, cultural diplomacy, soft power, and something relate to the topic as the reference for this research. Reports In addition to the internet and books, report taken from the official website, either government or international organization, are essential for this research, because it contains crucial information which is officially released by them. Journals Journals from scholars that are relevant to the topic are also important as it could give an insight of the case and a better understanding of the theories. It also helps the researcher easier to analyze or explain words by words as the journals become the reference.
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Articles Articles from media that usually exist on the internet or newspaper are also become the research tools in analyze the thesis.
I.10.4. Observation The type observation that used by the researcher is direct observation. The researcher came direct in the event that held by the organization to see directly about the event related with the topic. It showed if the organization is exists in here and the researcher can explain this thesis with the real action.
I.11. Thesis Structure Chapter I: Introduction The first chapter of this research is intended to introduce readers to the issues. This chapter encompasses problem identification, statement of the problem, research objectives, significance of the study, literature review, definition of specific term used frequently in the research, theoretical framework, scope and limitation of the research, research methodology, and thesis structure. This chapter is basis of writing the research. Chapter II: The Overview of ROK-RI Relations and Korean Food Foundation (KFF) The second chapter of this research is intended the historical relations between Republic of Korea (ROK) and Republic of Indonesia (RI) since the first time both countries signed the bilateral agreement in any areas, such as politic, economy, and social culture. Then, this chapter also talks about the overview of Korean Food Foundation (KFF) as the strategy of ROK gastrodiplomacy. Chapter III: The Overview of ROK Gastrodiplomacy The third chapter of this research is intended the gastrodiplomacy which done by ROK since the starting of gastrodiplomacy campaign. The explanation also stated the campaign regarding the promotion of ROK gastrodiplomacy. Then, this chapter also talks about the KFF practices in RI.
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Chapter IV: The Implementation of ROK’s Gastrodiplomacy towards RI in Promoting Its Traditional Food (2015-2016) The fourth chapter of this research is consists of how Republic of Korea (ROK) implement its gastrodiplomacy towards Republic of Indonesia (RI) to promote its traditional food during the year of 2015 and 2016. The implementation will elaborate with the theories, which are public diplomacy, cultural diplomacy, and gastrodiplomacy. Chapter V: Conclusion In this chapter is the conclusion of the whole analysis, which answers the research question.
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CHAPTER II The Overview of ROK-RI Relations and Korean Food Foundation (KFF)
II.1. The Overview of ROK - RI Relations ROK and Indonesia already started their diplomatic relations since 1973.84 ROK has an embassy in Jakarta, and Indonesia has an embassy in Seoul.85 After agreed to weave the diplomatic relations, they are continue to develop and increase their relations in many sectors from year to year. Both countries are agreed to share a vision, values, and desire in contribute to international community as middle power countries.86 They are work together in order to improve the cooperation in politic, economic, social and culture. On December 2006, the leaders of both countries signed the “Joint Declaration on Strategic Partnership to Promote Friendship and Cooperation in 21st Century” in Jakarta.87 The joint declaration includes three pillars of cooperation, first is political and security cooperation, second is economic, trade and investment cooperation, and third is socio-cultural cooperation.88 The joint declaration was encouraging the two countries to further strengthen the friendship and create a more concrete cooperation. Since then, the trend of investment and trade between the two countries continues to grow from year to year. To strengthen the relationship, ROK and RI are agreed to develop their relationship not in one sector only, but also in other sector. They agreed to develop their relationship in politic, economy, and social culture.
84 Kementerian Luar Negeri Republik Indonesia. Hubungan Bilateral – Korea Selatan. Kemlu. Accessed on December 21, 2016. http://www.kemlu.go.id/seoul/id/Pages/HUBUNGAN- BILATERAL.aspx 85 Ibid. 86 Lee, Seulki., Notodirdjo, Wibisono., Hamid, Sadika. (May 23, 2013). Indonesia, S. Korea Lay Groundwork for Middle Power Partnership. Tempo. Accessed on December 21, 2016. http://en.tempo.co/read/news/2013/05/23/074482547/Indonesia-S-Korea-Lay-Groundwork-for- Middle-Power-Partnership 87 Kementerian Luar Negeri Republik Indonesia. Op.Cit. 88 Ibid.
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II.1.1. Politic Increased bilateral relations and cooperation between both countries supported by the nature of the complementarity of resources and advantages of each in addition to the process of economic and political progress.89 The two countries are excellent which open opportunities for cooperation in various sectors wider. For Indonesia, ROK offers good opportunity as source of capital and investment, technology and the products. ROK becomes an alternative source of technology especially in the field of industry, information technology, and telecommunications.90 On the other hand, Indonesia with strong economic growth in the last decade offers enormous market opportunities, natural resources or minerals, and labor.91 Foreign Minister Yun Byung-se during his visited to Jakarta, October 9, 2014, saw Indonesia as an important partner for ROK as well as PRC and Japan. He stated if ROK and Indonesia will strive to improve their multilateral, bilateral, and regional cooperation.92 Both countries are concerned about peace, stability, security of the region as a prerequisite for each sustainable national development process. In addition, the mutual support in various forums, both regional and international, like the candidacy in international organizations.93 The close cooperation between both countries can be seen with the visits exchange by the high dignitaries.94 In the bilateral meeting of President Joko Widodo and President Park Geun-hye on 11 December, 2014, the both leaders agreed if to revive the Joint Commission Meeting (JCM) at the level of two countries Foreign Ministers.95 With the JCM mechanism, it easier for both countries to monitor the development of bilateral cooperation and follow up on
89 Kedutaan Besar Republik Indonesia di Seoul, Korea Selatan. Bilateral RI-Korsel. KBRI Seoul. Accessed on December 21, 2016. http://kbriseoul.kr/kbriseoul/index.php/id/indokor 90 Ibid. 91 Kementerian Koordinator Bidang Perekonomian Republik Indonesia. (2013). Pertemuan Komite Bersama Kerjasama Ekonomi Indonesia Korea Ke-3. Ekon. Accessed on February 21, 2017. https://www.ekon.go.id/berita/view/pertemuan-komite-bersama.252.html 92 Ibid. 93 Ibid. 94 Kementerian Luar Negeri Republik Indonesia. Hubungan Bilateral – Korea Selatan. Kemlu. Accessed on December 21, 2016. http://www.kemlu.go.id/seoul/id/Pages/HUBUNGAN- BILATERAL.aspx 95 Ibid.
24 approved agreement at the level of leader. After agreed to revive the JCM, both leaders also agreed to enhance the defense industrial cooperation, transfer of knowledge and technology related to the joint development of submarines and fighter planes that have been running today.96 The ROK agreed to participate in the development and unity of the coast guard shipyard in Indonesia. Both leaders welcomed the signing of the Establishing the Joint Committee Agreement in the e-Government field and bureaucratic reforms.97 Indonesian president is fully support the efforts to create peace and stability at regional and global levels, include the Korean Peninsula. The close relations and cooperation between ROK and Indonesia is also seen in various global and regional forums which become the common interest.98
II.1.2. Economy Indonesia and ROK have close relationship in the economy field. This close relationship is very impressive as in 2005 the bilateral trade volume reached US$ 13.2 billion.99 Currently, ROK is one of the largest trading partners for Indonesia, along with Japan, the United States, PRC, and Singapore.100 ROK also invested the funds in total of US$ 4.5 billion in Indonesia and the 5% for that includes the ROK foreign investment. It showed that Indonesia is become ROK‟s largest investment partner, and followed by PRC and the United States.101 Complementarity of bilateral relationship is very important role in the perspective of globalization, with caring, helping, and guiding of the problems which faced by each country individually.102 This relationship can also be cemented with bilateral relations through regional organizations or international organizations such as APEC, ASEM, ASEAN, ASEAN+3, the United Nations,
96 Kementerian Luar Negeri Republik Indonesia. Hubungan Bilateral – Korea Selatan. Kemlu. Accessed on December 21, 2016. http://www.kemlu.go.id/seoul/id/Pages/HUBUNGAN- BILATERAL.aspx 97 Ibid. 98 Ibid. 99 Kedutaan Besar Republik Indonesia di Seoul, Korea Selatan. Bilateral RI-Korsel. KBRI Seoul. Accessed on December 21, 2016. http://kbriseoul.kr/kbriseoul/index.php/id/indokor 100 Ibid. 101 Ibid. 102 Ibid.
25 and so forth.103 Sometimes the relationship between countries do not run smoothly in order to achieve the goals together, these challenges influenced by economic, political, and government of each country, which can inhibit its cooperative relations with other countries.104 In this case, Indonesia and ROK have experienced in terms of their cooperation, the obstacle is Indonesia and ROK were in economic crisis and reformation in politics and its government at the same time, and made both countries political leaders shift into the civilians hands and made the both governments busy to reorganize the economic and political life of their countries.105 It also made the uncertainty attitude between each other so the relations between them will decrease. Although still remain in the above average level.106 Finally the relationship between ROK and Indonesia can eventually adjust to the relations of globalization perspective through the improvement of cooperation with recycled to the shared goals cycle. The good relations between ROK and Indonesia are indirectly made high benefits for the other East Asia countries.107
II.1.3. Social Culture In the social culture sector, there are some programs regarding the visits exchange between art and culture of both countries. ROK is actively organizing various international cultural promotion activities in various cities in ROK itself and this opportunity has been exploited by a number of dance and cultural groups of Indonesia to promote in the ROK.108 Some cultural promotion events in ROK
103 Kementerian Luar Negeri Republik Indonesia. Hubungan Bilateral – Korea Selatan. Kemlu. Accessed on December 21, 2016. http://www.kemlu.go.id/seoul/id/Pages/HUBUNGAN- BILATERAL.aspx 104 Ibid. 105 Kementerian Koordinator Bidang Perekonomian Republik Indonesia. (2013). Pertemuan Komite Bersama Kerjasama Ekonomi Indonesia Korea Ke-3. Ekon. Accessed on February 21, 2017. https://www.ekon.go.id/berita/view/pertemuan-komite-bersama.252.html 106 Ibid. 107 Ibid. 108 Kedutaan Besar Republik Indonesia di Seoul, Korea Selatan. Bilateral RI-Korsel. KBRI Seoul. Accessed on December 21, 2016. http://kbriseoul.kr/kbriseoul/index.php/id/indokor
26 are Korean Travel Fair, Hi Seoul, Busan Travel Fair, the Busan Film Festival and others.109 Indonesia has ratified the cooperation agreement between two countries in the fields of culture, signed in 2000. The MoU in the tourism sector has also been agreed by both countries in 2006.110 As a follow up of the agreement, in May 2008 has held the Indonesia Korean Culture Committee meeting at Yogyakarta.111 Then, ROK and Indonesia also signed the MoU of cooperation in the field of creative industries while the ROK President Park Geun-hye visited to Jakarta in 2013.112 The MoU is purposed to promote the cooperation in the field of creative industries. After the MoU was signed, it expected if the cooperation between Indonesia and ROK can improve, especially in arts, crafts, music, movies, and video games.113 Then, both countries are agreed to strengthen their relationship in cultural sector especially in the culinary. Because right now, ROK is plan to bring and promote its traditional food to the world, including RI. So that, the researcher will explain the officials‟ government institution who takes control in the practice of culinary relations between ROK to RI.
II.2. The Overview of Korean Food Foundation (KFF) II.2.1. Background of KFF At first, Korean Food Foundation (KFF) has been purposed by President Lee Myung-bak in 2008 who became the ROK president at that time. After purposed in 2008, in 2009 the government prepared the KFF formation committee and the function of KFF. After prepared the KFF formation, in 2010 ROK government established the KFF and chose Jeong Wun-cheon as the KFF president. KFF is official government institution, which stand under the Ministry
109 Kedutaan Besar Republik Indonesia di Seoul, Korea Selatan. Bilateral RI-Korsel. KBRI Seoul. Accessed on December 21, 2016. http://kbriseoul.kr/kbriseoul/index.php/id/indokor 110 Ibid. 111 Ibid. 112 Kementerian Luar Negeri Republik Indonesia. Hubungan Bilateral – Korea Selatan. Kemlu. Accessed on February 21, 2017. http://www.kemlu.go.id/seoul/id/Pages/HUBUNGAN- BILATERAL.aspx 113 Ibid.
27 of Agriculture, Food, and Rural Affairs (MAFRA), to promote and expend the Korean food to global. KFF is made in 2010 with some goals, methods, organizational chart, and also some programs. KFF made the goals in order to make the target about what KFF should reach in order to promote the Korean food to global. To reach the goals, KFF made some methods to make sure if the goals can be reaching. KFF also made organizational chart in order to run the goals and to promote Korean food in the proper way with some responsible divisions. There are five divisions of KFF, which are management planning team, Korean cuisine promotion team, Korean cuisine education team, Korean cuisine public relations team, and Korean cuisine culture center team. There are also two programs regarding the promotion of Korean food by KFF to the world, which are Korean Food Globalization Program and Global Hansik Campaign. The explanation of KFF goals, methods, organizational chart, and the programs will clearly explain in the next section.
II.2.2. Goals of KFF As a foundation, KFF purpose some goals, first is advertising the best of Korean food, both in domestic level as well as international level114. KFF wants Korean food to be known not only in domestic area, but also in international one. Because Korean food has high reputation so that hopefully KFF can make it as one of the best food in international food industry. Second goal is grow and protect the Korean food tradition, promote the Korean food, and also endeavor for the Korean food globalization.115 Korean food right now is developed after the tradition of Korean food which protected by the old. Korean people are still using the tradition of Korean food which can help the youth to know the history behind the Korean food itself. Making the Korean food to the global with the unique story behind the Korean food itself is one of the strategies that will help KFF to introduce in overseas. The third goal is recognize the Korean food history through the cultural aspect, also discover, recover, sustain and develop the form of the
114 Warsito, Tulus; Kartikasari. (2007). Diplomasi Kebudayaan, Konsep dan Relevansi Bagi Negara Berkembang: Studi Kasus Indonesia. Penerbit Ombak. p.4. 115 Ibid.
28 original one with research development.116 The history of Korean food is always related with its culture itself. It is not simple as we see to find out what is inside the Korean food, means the Korean food right now which can be enjoyed by Korean people is exist because of the history that made by the tradition. So, KFF has to learn more about the history and the formula of the original one, after that the Korean food can be introduced to the world. Then, the fourth goal is KFF has the role to double check the Korean restaurants status in the global market.117 Many Korean restaurants already open in some countries in the world. KFF has to make sure if the Korean restaurants are exist in such countries. The fifth goal is KFF tries to obtain competitive Korean food products, and make the basis for its commercialization.118 It is not easy to acquire the competitive Korean food products as well as the basis. But, KFF will try its best to actualize the products of Korean food and make the basis of the commercialization also. The last goal is continue to work in the Korean food globalization and attempt in ensuring that Korean food is existed in some foreign countries.119 It is not easy to make country‟s cuisine become global. But, with KFF which purposed by Korean government will spread the Korean food in overseas through some visions that already made by KFF itself.
II.2.3. Methods of KFF Korean food is slowly entering the global world in order to introduce them to the world. To make it happen, KKF made some methods of it, first is expand on global competitive advantage in the food industry.120 KFF has to get brief introduction about the positive of Korean food before introduce more to the world. It is important, because it will gain more attention from people. Then,
116 Korean Food Foundation (Hansik). Introduction: History. Taste of Korea: Hansik. Accessed on December 21, 2016. https://www.hansik.org/en/article.do?cmd=html&menu=PEN6020100&lang=en 117 Ibid. 118 Ibid. 119 Ibid. 120 Korean Food Foundation (Hansik). Vision. Taste of Korea: Hansik. Accessed on December 21, 2016. https://www.hansik.org/en/article.do?cmd=html&menu=PEN6040000&lang=en
29 second is vitalize farming and fishing regions.121 Korean food that exists today is come from the traditions and history behind that. Korean food is mostly consisting of traditional vegetables which can only be obtained in the Korean villages. KFF is trying to relive the life of agriculture and fisheries which only exist a long time ago through the promotion of Korean food. With introducing the Korean food to some countries in the world, ROK needs more raw materials to be transfer to those countries, so the farmers and fishers have to work harder to produce more raw materials. After get the raw materials, the chef will process it to become the proper Korean food. The third method is continuously developed techniques and new business management methods.122 It is not easy to get foreign people attention to one food that comes out from another country. Like ROK, they need some techniques in order to promote its traditional food and introduce it first to foreign people. People mostly know about ROK just because of the drama, boy or girl band, or we can call as K-Pop, but not the food. It is hard to find and taste the real Korean food in overseas. That is why ROK government with KFF tries to introduce and promote it to the world with some techniques, so that, foreign people will much easier taste it. The fourth method is striving for change and revolution with a creative and challenging mindset.123 KFF will use creative mindset to win foreign people attention about Korean food. Again, it is not that easy. Arrange the challenging mindset revolution to gain people attention with hiring good people that has specialization in that area. KFF is consisting with some divisions which will more focusing in the strategy to make creative revolution. The fifth method is striving for combined growth by sharing with regional Korean restaurants and society.124 KFF make cooperation with some restaurants that exist in ROK to open up their branch in certain countries. KFF helps the restaurant to go global and as well as promote the Korean food. By open up the branch of the restaurant, it is the strategy to introduce and promote Korean
121 Korean Food Foundation (Hansik). Vision. Taste of Korea: Hansik. Accessed on December 21, 2016. https://www.hansik.org/en/article.do?cmd=html&menu=PEN6040000&lang=en 122 Ibid. 123 Ibid. 124 Ibid.
30 food. Then, the sixth method is abided by the law and ethics also fulfill an eco- friendly business management. Before entering the global market, KFF has to learn first about the regulations and overview about those countries. Because each country has its own regulation and law that apply in there.
II.2.4. Organization Chart of KFF After introducing the methods, KFF made organization chart with some divisions on it to run the methods properly, such as:
Board of President Auditor Directors
Secretary Inspector
Korean Cuisine Korean Cuisine Korean Cuisine Korean Cuisine Management Promotion Education Public Culture Center Planning Team Team Team Relations Team Team
Figure 2.1. The Organization Chart of Korean Food Foundation Source: KFF Organization Chart (http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none)
Management Planning Team •Setup and manage the pool of associated organization and HR •Responses to external personnel •Manage the civil complaints •Forms the middle and long term business goals •Create management policy •Manage the manufacturing, procurement, labor, construction contract, bidding, inspection, project payment •Establish and execute the regulations and recruitments •Operates the overseas projects •Control the budgets
Figure 2.2. The Responsibilities of Management Planning Team Source: KFF Organization Chart (http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none)
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There are five divisions under the secretary, first is management planning team. This division has responsible to setup and manage the pool of associated organizations and human resources, responses to external personnel, and manage the civil complaints.125 The management planning team also forms middle until long term business goals and make the management policy.126 The KFF‟s work and goals are made by this division. This division name is management planning team, mostly their responsibilities are to manage the manufacturing, procurement, labor, construction contract, bidding, inspection, project payment, establish and execute the regulations, recruitment, transfer, vacation, business trip, personnel committee, wage systems, performance measurement, welfare benefits, final settlements, payments, and fund operations.127 Then, this division also operates the project for overseas Korean restaurant associations, and the official Korean food globalization portal site.128 Last, management planning team is the one who control the allocation and adjustment budgets.
Korean Cuisine Promotion Team
•General Management •Registration of Korean culinary culture to UNESCO •Develop or distribute the recipes and menus for global markets •Research on consumers of Korean cuisine and restaurants •Operate the global food industry information forum and system •Make big data analysis on culinary industry •Manage the culinary industial indicator •Restoration of the traditional style of Korean cuisine and commercialization •Make publication of the ancient literature and popular books •Development and distribution of the literature and book publication •Prepare the promotion content •Manage and organize the Korean cuisine archive service, photo contest and gallery •Preapre the standardization of Korean cuisine names in foreign languages •Internal and external support for Korean cuisine contents Figure 2.3. The Responsibilities of Korean Cuisine Promotion Team Source: KFF Organization Chart (http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none)
125 Korean Food Foundation (Hansik). Organizational Chart. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none 126 Ibid. 127 Ibid. 128 Ibid.
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Second division is Korean cuisine promotion team. This division is mostly the one who responsible for the promotion of Korean food itself. Like general management, registration of Korean culinary culture to UNESCO, develop or distribute the recipes and menus for global markets, and research on consumers of Korean cuisine and also restaurants in major cities.129 Then, to operate the global food industry information forum and system, also make big data analysis on culinary industry in major cities are the responsible for this division.130 The promotion team also manage the culinary industrial indicators in global cities before introduce them with Korean food. Make publication of the ancient literature and popular books, prepare the promotion content of Korean cuisine, are also the responsible of this division. After making the publication of popular books, the development and distribution also part of Korean cuisine promotion team. This division has to prepare the books and content in foreign language, so the foreign people are easier to read and understand.131 Last, this division also has to manage, organize the Korean cuisine archive service, photo contest and gallery. Prepare the standardization of Korean cuisine names in foreign languages, also find the internal and external support for Korean cuisine contents are part of this division.132
Korean Cuisine Education Team
•Manage the professional and overseas training program •Make new project development •Select and promote the traditional wine for Korean cuisine •Customize chef training program •Make education program for Korean cuisine •Support the chefs in specializing Korean cuisine •Invite the professors to the training programs •Make training, seminar, contest, and event about Korean cuisine •Organize cooking class for hotel chefs •Make job support program for specialize school and Korean cuisine major
Figure 2.4. The Responsibilities of Korean Cuisine Education Team
129 Korean Food Foundation (Hansik). Organizational Chart. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none 130 Ibid. 131 Ibid. 132 Ibid.
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Source: KFF Organization Chart (http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none)
Third division is Korean cuisine education team. This division responsibilities are manage the professional and overseas training programs, make new project development, select and promote of traditional wine for Korean cuisine, customize chef training program to Korean cuisine, specialize the education program for Korean cuisine (like business startup, or halal), training program for Korean cuisine commentators, and develop the traditional wine sommelier training programs and contents.133 Then, this division also supports for chefs in specializing the Korean cuisine, like the contents development, cooking contest, or intern dispatch, and invite the professors to the training programs.134 This division is mostly making the education program such as training, seminar, contest, event, and something related with Korean food for the foreign people before entering and introducing the Korean food in overseas. Last is organize the cooking classes for hotel chefs in other countries, make job support programs for specialize schools and Korean cuisine majors, also job counseling and online job recruitment programs.
Korean Cuisine Public Relations Team •Manage and promote Korean cuisine through the coordination of local or global organization •Analyze and research on the effect of held the event •Prepare for the overseas promotion •Review the quality of Korean cuisine itself •Support the development and commercialization of culinary tours •Prepare the new media promotion •Operate the public participation project •Organize the contest of culinary promotion
Figure 2.5. The Responsibilities of Korean Cuisine Public Relations Team Source: KFF Organization Chart (http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none)
The fourth division is Korean cuisine public relations team. This division is mostly manage and promote the Korean cuisine through coordination with
133 Korean Food Foundation (Hansik). Organizational Chart. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none 134 Ibid.
34 related local or global organizations before conduct an event like World Hansik Festival for example.135 Before conduct an event, this division is the one who will analyze or research on the effect of the event. Then, preparing the overseas promotion of Korean cuisine through coordination with related local or global organization are also the responsibilities of this public relations team.136 Before bring the Korean restaurants to the overseas, this team is the one who will review the quality first and after qualify enough it will be promoted to the overseas. Last job is support to the development and commercialization of culinary tours, prepares the new media promotion, operate the public participation project, and organize the contest of culinary tour promotion.137
Korean Cuisine Cultural Center Team •General operation management •Generation operation support •Operation budget planning •Exhibition planning •Response to operation related to report content and information •General management of maintenance works •Learning zone management and planning •Call-in or online reservation and management of Korean cuisine experience program •Prepare the customer satisfaction survey •Manage the Korean cuisine exhibition and commentattors •Purchase and manage the Hansik Sarangbang book
Figure 2.6. The Responsibilities of Korean Cuisine Cultural Center Team Source: KFF Organization Chart (http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none)
The fifth division is Korean cuisine cultural center team. The responsibilities for this division is general operation management, generation operation support, operation budget planning, exhibition planning, response to operation that related to report contents and information, general management of maintenance works, learning zone management and planning, call-in or online reservation and management of Korean cuisine experience programs, prepare the
135 Korean Food Foundation (Hansik). Organizational Chart. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none 136 Ibid. 137 Ibid.
35 customer satisfaction survey, and statistics for learning zone visitors.138 Then, this cultural center team is also manage the partners and sales for learning zone or experience program, student and group promotion or registration for experience program, operation of learning zone program, customers satisfaction survey and statistics for learning zone visitors.139 Manage the Korean cuisine exhibitions and commentators, purchase and manage the Hansik Sarangbang books, promotion, marketing, administration, general affairs, and the website management.140 Last is preparing the local or overseas student and group promotion for experience programs and media management, and also making the promotion event planning and operation.141 In promoting Korean food to the world, KFF tries to introduce the Korean food and the Korean traditional food. There are some differences between those two. For the Korean food, it is the food that was passed down by the ancestors of Korea.142 It is also the food that is totally indigenous to Korea. Then, for the Korean traditional food, it is food that is passed down from generation to generation in Korea.143 The agricultural and marine products of Korea are the core ingredients of Korean food and these ingredients give it a unique test, aroma and color, which can only be found in Korean food.144 So, it stated above if the ROK and RI relations already started since 1973 and spread in some aspects, which are politic, economy, and social culture. Then, to strengthen their relations, ROK and RI relations agreed to started cooperation in terms of culinary. ROK tries to promote their traditional food in order to make the Korean traditional food become global. ROK made an officials government institution under the Ministry of Agriculture, Food, and Rural Affairs (MAFRA) that only focusing to promote the Korean food, known as Korean Food
138 Korean Food Foundation (Hansik). Organizational Chart. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6050000&lang=en#none 139 Ibid. 140 Ibid. 141 Ibid. 142 Korean Food Foundation (Hansik). Introduction: Introducing the Work of the Korean Food Foundation. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN1010100&lang=en 143 Ibid. 144 Ibid.
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Foundation (KFF). KFF was purposed by President Lee Myung-bak and run with the goals, methods, and organizational chart to promote the Korean food.
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CHAPTER III The Overview of ROK Gastrodiplomacy
III.1. The Overview The gastrodiplomacy by Republic of Korea (ROK) is started since the year of 2009 and targeted to increase the Korean restaurants all over the world. ROK gastrodiplomacy is new way of action that used by ROK to make diplomacy and also brand their image to another countries of the world. KFF as part of ROK government who especially promote the Korean food to the world has been used to practice the ROK gastrodiplomacy campaign.
III.2. ROK Gastrodiplomacy ROK has been actively engaged in a serious re-branding effort. The ROK government has been worried that the country‟s brand has been underperforming in years past, and not at the level befitting the solid middle power that it is.145 There was consternation that Korean brands were more readily recognized than the country, and that when recognized, the Korean brands were thought to be Japanese.146 As part of its increased efforts in public diplomacy and nation branding, ROK turned to gastrodiplomacy.147 ROK initiated the „Korean Cuisine to the World‟ campaign in April 2009, with the goals to increase the Korean restaurants all over the world by the year of 2017.148 The ROK‟s first lady Kim Yoon-ok has been spearheading the Korean gastrodiplomacy campaign. “Cuisine not only reflects the level of culture of a nation but also represents its brand value,” noted Kim Yoon-ok as she highlighted that global awareness of Korean food was a vital
145 Kang, David C. (2009). Korea‟s Emotional Diplomacy. Public Diplomacy Magazine. p.64. 146 Ibid. 147 Hyun-kyung, Kang. (2010). First Lady‟s Pet Project: Food Diplomacy. The Korea Times. Accessed on February 16, 2017. http://www.koreatimes.co.kr/www/news/nation/2010/10/116_74843.html 148 Ibid.
38 task for the Korean government, as such perceptions have a profound impact on the attitudes toward and understanding of a given country.149 ROK also turned to some people-to-people outlets for its gastrodiplomacy, as the Ministry of Agriculture helped underwrite the trip of the „Bimbimbap Backpackers.‟150 The Bimbimbap Backpackers is a quintet of peripatetic Korean backpackers, visited 23 cities in 15 countries to dole out bowls of Korean‟s favorite beef, rice and vegetables dish to people they encountered.151 While the ROK government has been trying to engage in gastrodiplomacy, the Korean diaspora has created its own innovations to Korean cuisine in Los Angeles in the form of the widely popular Korean taco.152 As such, the Korean community has been conducting its own informal ROK gastrodiplomacy that has increased awareness for Korean cuisine and culture.153 The Kogi taco truck, featuring Korean-Mexican fusion fare such as bulgogi tacos and kimchi quesadillas, became a veritable cult phenomenon on the LA dining scene.154 When the Kogi truck first opened, lines snaked for up to 2 hours, as hungry diners chased the truck around town via twitter (social media) and waited to eat barbecued beef tacos slathered in Korean „salsa roja‟, and topped with cilantro, onions, cabbage slaw and soy-sesame chili.155 The popularity of Kogi and Korean-Mexican fusion food led to a mushrooming of Korean taco trucks getting involved in the act. The Korean taco truck became synonymous with the Korean food craze in the United States as it expanded across the United States, first appearing in metropolitan cities like New York, Washington, DC, and then on to second-tier cities such as Portland, Indianapolis
149 Hyun-kyung, Kang. (2010). First Lady‟s Pet Project: Food Diplomacy. The Korea Times. Accessed on February 16, 2017. http://www.koreatimes.co.kr/www/news/nation/2010/10/116_74843.html 150 Woo, J. (2012). Lessons of the Bibimbap Backpackers. Wall-Street Journal. Accessed on February 16, 2017. http://blogs.wsj.com/korearealtime/2012/01/13/lessons-of-the- bibimbapbackpackers/ 151 Ibid. 152 Ibid. 153 Ibid. 154 Gelt, Jessica. (2009). Kogi Korean BBQ, A Taco Truck Brought To You by Twitter. Los Angeles Times. Accessed on February 16, 2017. http://www.latimes.com/style/la-fo-kogi11- 2009feb11-story.html 155 Ibid.
39 and Orlando.156 Meanwhile, the Korean taco phenomenon has ricocheted back to ROk, as Grill5 is a restaurant dedicated to Korean-Mexican fusion food, opened up in Seoul.157 Between the ROK gastrodiplomacy campaign and the brand awareness created for Korean cuisine through the Korean taco truck, Korean food has seen a spike in popularity in the last few years. For example, in the New York metropolitan area, the number of people who indicated they enjoy Korean food increased from 2009 to 2011.158 Moreover, Korean food has been ranked among top American food trends in 2011 and 2012, respectively, with one food writer noting Korean cuisine as „the new Thai‟ and called it the „latest Asian food to sweep across the country.‟159 Enhanced the appreciation for Korean cuisine, has ultimately helped raise Korean brand awareness and appreciation as Korean food has increased in prominence and popularity.
III.2.1. Korean Food Globalization Program The Korean Food Globalization campaign was launched in October 2008, but a detailed business plan appeared only in March 2009. Responsibility for promotional project was given to the Ministry of Food, Agriculture, Forestry and Fisheries (MFAFF), but in 2013 it was reorganized into the Ministry of Agriculture, Food, and Rural Affairs (MAFRA). As reported by Jeon Yong-chan, member of the Korea Tourism Organization: “In May 2009, the government-funded Hansik Foundation Act was enacted, and the Hansik Globalization Development Agency inaugurated, comprising 36 members from relevant government
156 Ramstad, Evan. (2011). Korean Tacos Bounce from LA to Seoul. Accessed on February 16, 2017. http://blogs.wsj.com/korearealtime/2011/11/21/korean-tacos-bounce-from-la-to-seoul/ 157 Ibid. 158 KBS World. (2011). Popularity of American Food Growing on East Coast. KBS. Accessed on February 16, 2017. http://rki.kbs.co.kr/english/news/ news_Cu_detail.htm?lang=e & id=Cu & No=82839 & curren t_page=20 159 Ibid.
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departments, academic institutions and CEOs from the food industry.”160 This program is stand under the KFF to develop the Korean food, with its proven excellence as the basis. Also, by expanding the Korean cuisine culture both domestically and internationally, KFF helps improve the business opportunities for agriculture, forestry, fisheries, restaurants, tourism and culture.161 These improvements will boost the image of Korea through Korean Food Globalization. The central goal of this program is divided into three basic groups of task, which are the establishment of Korean food legitimacy, Korean food industry promotion, and striving for the globalization of Korean food.162 The establishment of Korean food legitimacy mainly implies in depth research of Korean food. It includes studying Korean food culture from ancient times to the present, examining traditional forms of Korean food and defining its excellence. Second, the Korean food industry promotion, concentrated on researching authentic ingredients, characteristics, storage, distribution and cooking methods, as well as preparing a basis for commercialization of Korean cuisine. The third is to transform Korean food into an attractive and well-recognized product. To achieve this goal there were suggestion to certify and support recommended Korean restaurants, promote Korean cooking methods abroad, establish a foreign Korean restaurant network and reinforce Korean cuisine advertisements. As stated before, gastrodiplomacy is one of tools which used by ROK in order to increase the positive image of the country with the promotion of its cuisine. With the Korean Food Globalization program, ROK expected to improve the image of its country. Whereas, the context of Korean Food Globalization is done to make the promotion of Korean food as the balanced brand, while the essence of Korean food promotion itself is harmony and the balance between man
160 World Tourism Organization. Global Report on Food Tourism 2012. WTO. Accessed on December 21, 2016. http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/food_tourism_ok.pdf 161 Koran Food Foundation (Hansik). Introduction: Purpose of Establishment. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6010100&lang=en 162 Ibid.
41 and nature. Also, the development of business models through the promotion of Korean food can be a guide to improving the value of Korean food.163 On the other hand, in the campaign itself, Korean food promotes health and well-being which corresponds to the trend of healthy foods consumption in the world. This is a huge potential that will be enjoyed by many people around the world with the nutritional characteristics and long history of Korean food itself. It is the basis for the development of Korean food as the international cultural products.164
III.2.2. Global Hansik Campaign This campaign purposes to bring and introduce Korean food to the world, just like the goal of this campaign, which is „Korean Cuisine to the World.‟165 Through the gastrodiplomacy, ROK government practicing the global of hansik or Korean food itself by tempering traditional forms of spicy and sour flavors to appeal for foreign palates. This campaign is also one of the practices of gastrodiplomacy that tries to be introducing by the ROK government to the world. With this campaign, ROK has spent over USD 77 million for its „Korean Cuisine to the World,‟ which is set to run until 2017.166 The former minister of Korean Ministry of Food, Agriculture, Forestry and Fisheries (MFAFF) said, Chung Woon-chun said: “Hansik (Korean cuisine) is not just food; it is the root of the country‟s philosophy and traditional culture that bears our culture, spirit, and a 5,000 years history. Our ancestors developed a unique food culture that is harmonized with nature. Fermented food, in particular, is healthy since it is made with Korean agricultural products that have strong medicinal effects. The main ingredient is bay salt, created by the earth, water, fire, and wind.”167
163 Koran Food Foundation (Hansik). Introduction: Purpose of Establishment. Taste of Korea: Hansik. Accessed on December 21, 2016. http://www.hansik.org/en/article.do?cmd=html&menu=PEN6010100&lang=en 164 Ibid. 165 Pham, Mary Jo. (2013). Food as Communication: A Case Study of South Korea‟s Gastrodiplomacy. Journal of International Service. p.10. 166 Ibid. 167 Yoon, Lee Jeong. (April 9, 2012). Jeonju City, the Global Mecca Traditional Hansik. Korea IT Times. Accessed on January 4, 2017. http://www.koreaittimes.com/story/20831/jeonju-city- global-mecca-traditional-hansik
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Korean food has healing power and began a globalization project to share with people around the world. One of famous food from Korean food, become the primary element that distinguishes ROK from other cultures and nations, which is kimchi.168 Kimchi always identical with Korean food, people will automatically remember about ROK if it comes up with kimchi. This campaign is used kimchi as the main tool of Korean food which will be introduced to the world.169 Based on the survey, ROK people enjoy more than 1.5 million tons of kimchi a year.170 It is basically recognized as the Korean national identity.171 But, with this campaign, ROK government hopes the people around the world know if ROK offers much more than just kimchi.
Korean restaurants target become Use the 40.000 Recognize positive qualified of internet restaurants
Global New Hansik Korean kimchi Campaign's cuisine institute Long Term popularity Goals
Korean Choose the culinary ambassador from course or Korean school Investment in celebrities global expansion of Korean food industry
Figure 3.1. The Global Hansik Campaign’s Long Term Goals until 2017 Source: Global Hansik Campaign‟s Long Term Goals (http://www.nytimes.com/2009/09/23/dining/23kore.html) The „Korean Cuisine to the World‟ campaign began in April 2009. Spreading the Korean restaurants abroad and making the Korean food into the top five ranks of
168 Pham, Mary Jo. (2013). Food as Communication: A Case Study of South Korea‟s Gastrodiplomacy. Journal of International Service. p.10. 169 Ibid. 170 McCurry, Justin. (May 28, 2012). More Than Kimchi: Korean Food‟s Popularity Soars. Public Radio International. Accessed on January 4, 2017. http://www.pri.org/stories/2012-05-28/more- kimchi-korean-foods-popularity-soars 171 Pham, Mary Jo. (2013). Op.Cit.
43 world cuisines by 2017.172 Besides that, the ROK government through this campaign has decreed its mission to accomplish by the following of 2017, which are increase the Korean number restaurants around the world become 40.000, recognize qualified restaurants after the certification process, elevate the Korean cuisine popularity, make list of Korean famous celebrities to become the ambassadors for the campaign, increase the investment in the global expansion of Korean food industry, make such Korean culinary courses or schools in the overseas, establish kimchi institute to make kimchi become global, and the last is implement the use of internet to build up the network to promote Korean food better.173 Targeting to increase Korean restaurants in the world to reach 40.000 is one of this campaign‟s missions. Right now, in Asia, there are 34 restaurants already opened.174 In Europe, there are 193 restaurants that already opened.175 In America, there are 80 restaurants already opened also.176 It is still too far from the target which is 40.000 by the year of 2017. KFF has to work hard to reach the target of Korean restaurants. Choosing the best Korean celebrities is a bit hard, because there are many Korean celebrities that already famous and has many fan clubs. The KFF has to be selective in order to choose the best and qualified one in promoting the Korean food to the world. The use of internet and social media also has the big role in promoting Korean food to the world. Because in this globalization era, people are using internet as their daily life and daily needs. KFF has to utilize the use of internet very well. Build the Korean food course or school is also the best strategy to get the people‟s attention. Because there are people who like to learn about something new and interesting. Then, build up the kimchi institute in order to introduce and promote the one famous Korean food which called kimchi is also
172 Moskin, Julia. (Septermber 22, 2009). Culinary Diplomacy with a Side of Kimchi. The New York Times. Accessed on January 4, 2017. http://www.nytimes.com/2009/09/23/dining/23kore.html 173 Pham, Mary Jo. (2013). Food as Communication: A Case Study of South Korea‟s Gastrodiplomacy. Journal of International Service. p.10. 174 Korean Food Foundation (Hansik). World of Korean Restaurants. Taste of Korea: Hansik. Accessed on January 16, 2017. http://www.hansik.org/en/board.do?cmd=list&bbs_id=062&menu=PEN1020100&lang=en 175 Ibid. 176 Ibid.
44 the best way. Kimchi is the traditional Korean food which consume by Korean people in every time they want to eat. Kimchi is like the obligatory food that has to be there while Korean people want to eat breakfast, lunch, and dinner. ROK also tries to imparting the knowledge of ROK‟s culinary heritage, history, traditions, and the healthful benefits of eating Korean foods, this Global Hansik campaign also its long-term goals.177 Actually, this campaign‟s goals not only focusing on public diplomacy, but also fostering the Korean culinary experts, increasing of Korean food and agricultural products, and also enhancing Korea‟s national brand.178 This campaign is also part of gastrodiplomacy that purpose by ROK government in order to make and introduce people over the world about Korean cuisine. Korean food has the power to make the country become worldwide.179 In adopting the gastrodiplomacy as public diplomacy tool, ROK has the capability to triple its international exposure and endear itself in the eyes of foreign publics.180
III.3. Korean Food Foundation (KFF) in RI As stand under the ROK government, KFF showed if diplomacy between countries can happen between government to government, people to people, individual to individual, government to individual, and so on.181 Because today the diplomacy is not usually use state as the actor, non-state actor like KFF is also the actor.182 The tool of this diplomacy is food, food is related with culinary, culinary is related with culture, and this kind of diplomacy which using food as the tool is part of cultural diplomacy. Cultural diplomacy is influencing foreign
177 Pham, Mary Jo. (2013). Food as Communication: A Case Study of South Korea‟s Gastrodiplomacy. Journal of International Service. p.10. 178 Korean Food Foundation (Hansik). Koran Food Globalization with the People‟s Support. Taste of Korea: Hansik-News and Media. (March 26, 2012). Accessed on January 4, 2017. http://www.hansik.org/en/board.do?cmd=view&bbs_id=059&menu=PEN3020400&lang=en& art_id=2187 179 Pham, Mary Jo. Op.Cit. 180 Ibid. 181 Warsito, Tulus; Kartikasari. (2007). Diplomasi Kebudayaan, Konsep dan Relevansi Bagi Negara Berkembang: Studi Kasus Indonesia. Penerbit Ombak. p.4. 182 Ibid.
45 public opinion in supporting state‟s foreign policy with the target itself is the citizens.183 Before KFF entered RI and promote the Korean traditional food, ROK and RI already agreed to promote the benefits of mutual interest in the field of foods. Through the MoU which stated in the previous section, ROK and RI are agreed to implement its gastrodiplomacy in RI with the promotion of Korean traditional food. As stated by Szondi, kind of action that develop the promotion and persuasion strategy that described the activities, directed abroad in the information, education and culture field is called as the public diplomacy.184 The activities that described can be recognized as persuading the foreign people with the promotion of Korean traditional food. Through the KFF which purposed by ROK government, the promotion of Korean traditional food can be implemented in Indonesia with some actions which already observed. The KFF‟s implementation that using some actions to promote the Korean traditional food in Indonesia is in lined with Michael McClellan concept about public diplomacy. He stated that ”Public diplomacy involves the active, planned use of cultural, educational and informational programming to affect a desired result that is directly related to a government‟s foreign policy objectives.”185 The key point of McClellan concept is to „inject‟ the goals of the program to targeted country in using the branding, advertising, events, and other activities which related to build positive image of the country within the targeted country.186 The concept is related with KFF. KFF also use some strategies that implement in Indonesia with purpose to promote Korean food and make it to global. Mostly the actions regarding the promotion of Korean traditional food is with held some events, media promotion, use celebrity as the ambassador, and web mini drama. Using Korean Food Foundation (KFF) as the organization which
183 Warsito, Tulus; Kartikasari. (2007). Diplomasi Kebudayaan, Konsep dan Relevansi Bagi Negara Berkembang: Studi Kasus Indonesia. Penerbit Ombak. p.4. 184 Szondi, Gyorgy. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations „Clingendael.‟ p.7. 185 McClellan, Michael. (2004). Public Diplomacy in the Context of Traditional Diplomacy. Vienna Diplomatic Academy. Accessed on January 21, 2017. http://www.publicdiplomacy.org/45.htm 186 Ibid.
46 stands under the ROK government to promote and make the Korean traditional food to global include Indonesia. KFF uses some actions to implement the ROK gastrodiplomacy in promoting the Korean food in Indonesia which are:
Year Action(s) Activities 2015 Event - Korean Food Fair - Kimchi Festival - Korean Street Food Festival Media promotion - Website - Social media (facebook, twitter, youtube) - Menu guide application for smartphone Seminar Topic: Halal food in Indonesia Celebrity Korean food cooking demonstration with Korean artist Mini drama Title „Lunch Box‟ in YouTube channel 2016 Event Korean Food Fair Seminar Topic: Halal food certification and procedure Media promotion - Updated website - Updated social media account - Updated menu guide application for smartphone Mini drama Title „Taste of Love‟ in YouTube channel Table 3.1. KFF Implementation at Indonesia in 2015 and 2016
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The table above is showing the implementation by KFF in promoting Korean traditional food in RI start from the year 2015 and 2016. The clear explanation regarding the table will be explained in the next chapter.
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CHAPTER IV The Implementation of ROK’s Gastrodiplomacy towards RI in Promoting Korean Traditional Food in 2015-2016
IV.1. The Overview To implement the ROK‟s gastrodiplomacy in Indonesia, ROK government through KFF implement some actions in the year of 2015 and 2016 regarding the promotion of its traditional food. The actions are held some events, use social media promotion, seminar, celebrity ambassador, and mini drama.
IV.2. The Implementation of ROK Gastrodiplomacy towards RI
Public Diplomacy
+ Promotion of ROK‟s Cultural Korean Food Korean Foundation Diplomacy Traditional Government (KFF) Food +
Gastro- diplomacy
Figure 4.1. Theory Framework The practice of diplomacy that used by ROK‟s government is showing that the negotiation between countries can happened is not because of the politic, economy or security only, but it can be also in the terms of culinary. The used of culinary especially food is become the new term of diplomacy that practiced by ROK‟s government in order to promote the Korean traditional food.187 Korean traditional food becomes the tool of diplomacy which recently used and implemented by ROK to RI.
187 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.5.
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The promotion of Korean traditional food in RI with ROK gastrodiplomacy and the use of Korean Food Foundation (KFF) is part of ROK public diplomacy. According to Jay Wang, public diplomacy is a country effort to enhance the quality of communication between country and people in which the implementation itself is not only done by the government alone, but also with the participation of the people.188 Jay Wang is agreed if to run the public diplomacy, country and people should be work together in order to reach the national interest.189 Because of Jay Wang theory, ROK believed they can implement their gastrodiplomacy in RI with the promotion of its traditional food and KFF actions. Even though ROK is using KFF as the international organization which stand under the Ministry of Agriculture, Food, and Rural Affairs (MAFRA) of ROK, the role of RI government is also important. Because to make cooperation between the two countries, first party (ROK government) needs approval from the second party (RI government) in order to confirm if RI is agree to establish the cooperation. The main point is not to forget, government is an important role behind the implementation of ROK gastrodiplomacy in RI with the promotion of its traditional food. Based on Szondi‟s concept, the practice of public diplomacy is affecting the public opinion which creates a receptive environment for the goals of foreign policy and promotes the national interest as well.190 He also stated if public diplomacy is describe the activities that directed in the information, education and cultural fields which objective is to influence the citizens.191 With the signed of MoU in July 12, 2012, ROK and RI agreed to strengthen their friendly relations through the benefits promote of mutual interest in the field of controlling the safety and quality of the processed foods, medicinal products, traditional medicine, cosmetics, and food supplement.192 After signed the MoU, ROK
188 Wang, Jay. (2006). Public Diplomacy and Global Business. Journal of Business Strategy 27, 3. p.43. 189 Ibid. 190 Szondi, Gyorgy. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations „Clingendael.‟ p.7. 191 Ibid. 192 Ministry of Food and Drug Safety ROK. (July 12, 2012). Memorandum of Understanding between the Korea Food and Drug Administration of the Republic of Korea and the National Agency of Drug and Food Control of the Republic of Indonesia Regarding the Safety and Quality
50 government made the officials institution which stand under the Korean Ministry of Agriculture, Food, and Rural Affairs (MAFRA) special to promote the Korean food to global. The institution called KFF, which one and only special government institution that handle in promoting the Korean food to global, including RI. ROK and RI relations in culinary started since that the signed of MoU. ROK government believes to promote its traditional food as well as make the Korean food become the interest of foreign people that will affect them as the implement of its gastrodiplomacy. Through the KFF as the officials‟ government, ROK will implement its gastrodiplomacy in RI with the promotion of its traditional food. This kind of action is to win Indonesian people hearts through the use of food is in lined with Chapple-Sokol concept, who stated that the use of food as the instrument to create cultural exchange understanding in order to improve the cooperation.193 As Chummings stated the cultural diplomacy is “the exchange of ideas, information, art and other aspects of culture among nations and their people in order to foster mutual understanding”194 which related with the topic in promoting Korean tradition food as the tool to win people‟s interest in order to make cultural understanding through the use of Korean traditional food. As food is part of culture, it helps to build the trust with other people, which policy makers can build on to reach political, economic, and military agreements.195 In terms of cultural diplomacy, state is not the only actor, non-state actors such as individual, NGO, and the society are also the actor. The relations between two countries could be formed among government to government, people to people, individual to individual, government to individual, and so on.196 In this case, culture that used by ROK is the use of its traditional food. Korean traditional food becomes
of Processed Food, Medicinal Products, Traditional Medicines, Cosmetics, and Food Supplement. MFDS-International Cooperation. 193 Sokol, Sam Chapple. (2013). Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy 8. p.174. 194 Cummings, Milton C. (2003). Cultural Diplomacy and the United States Government: A Survey. Washington, D.C. Center for Arts and Culture. p.1. 195 Kim, Hwajung. (December 2011). Cultural Diplomacy as the Means of Soft Power in an Information Age. Cultural Diplomacy. p.1. 196 Warsito, Tulus. & Kartikasari, Wahyuni. (2007). Diplomasi Kebudayaan, Konsep dan Relevansi Bagi Negara Berkembang: Studi Kasus Indonesia. Penerbit Ombak. p.4.
51 the tool of cultural diplomacy which will implement in RI as well as the promotion its traditional food. The use of food as tool of diplomacy can be called as gastrodiplomacy. Rockower agreed if gastrodiplomacy is a communication practice from state to public which used food as the main tool to give understanding about culinary culture of a state to foreign public.197 Gastrodiplomacy practices through cultural diplomacy that seeks to raise awareness and understand of national culinary culture with foreign public, and through the state to public communication domains.198 When food is used to facilitate the improvement of people to people in order to improve cultural understanding, it is already categorized as form of gastrodiplomacy practice.199 For ROK, gastrodiplomacy is the new way to start promoting its country in overseas thorough promoting Korean food. Right now, ROK is intensively promote its traditional food with introducing the uniqueness, and softly communicates about the taste, history, culture, and values. Because Pham stated that “throughout history, food has played a poignant purpose in molding a world, figure ancient trade routes and awarding mercantile and domestic energy to those who rubbed cardamom, sugar, and coffee,” so the Korean food today is come up from the history and tradition behind that.200 As stated above, after signed the MoU, ROK practice its gastrodiplomacy in RI with the promotion of its food. ROK government is use the KFF as the officials‟ institution which will bring the Korean traditional food to be tasted and spread by Indonesian people in RI. Through KFF, ROK believed the promotion of Korean food will be implemented in RI as well as its gastrodiplomacy. With KFF, ROK is implementing its gastrodiplomacy in RI with the use of promotion Korean traditional food. Some promotion actions are practiced by KFF through the purpose in promotion Korean traditional food in RI.
197 Rockower, Paul S. (2012). Recipes for Gastrodiplomacy. Place Branding and Public Diplomacy. p.4. 198 Ibid. 199 Ibid. 200 Pham, Mary Jo. (2013). Food as Communication: A Case Study of South Korea‟s Gastrodiplomacy. Journal of International Service. p.10.
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IV.3. The Implementation of ROK’s Gastrodiplomacy towards RI in 2015 Gastrodiplomacy is an act which trying to promote a country by using food as an instrument to change public perception on the global stage. Although there are many ways for a country to determine and visualize the identity, food is one of instruments that are very real in to reinforce the country identity. The government used food as part of strategy broader cultural diplomacy. This strategy seeks to export traditional foods there into the wider world in the form of national cuisine. Gastrodiplomacy can be used by countries to create cross cultural understanding with the hope to increase the interaction with public or people who become the targets.201 It happens with ROK, which used its gastrodiplomacy in promoting the traditional food towards Indonesia. As stated by Pham, the mix of public diplomacy between national government with government institutions which combine culinary and cultural diplomacy is make gastrodiplomacy become an important vehicle and persuasive tool for countries in the middle power to set a positive image for the middle class people.202 Using Korean Food Foundation (KFF) as the organization which stands under the ROK government to promote and make the Korean traditional food to global include Indonesia. KFF uses some actions to implement the ROK gastrodiplomacy in promoting the Korean food in Indonesia which already observed in the year of 2015, there are events, media, seminar, celebrity, and mini drama.
IV.3.1. KFF Actions with Events There are three events held by KFF in Indonesia, first is Korean food fair, kimchi festival, and Korean street food festival. IV.3.1.1. Korean Food Fair The purpose is to promote, introduce, and give knowledge about Korean food to Indonesian people. In this year, the Korean food fair is being held for
201 Sokol, Sam Chapple. (2013). Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy 8. p.174. 202 Ibid.
53 three days, started from 16 until 18 October 2015 in two different places.203 In 16 October the Korean food fair is placed at Mulia Hotel in Jakarta and in 17 and 18 October the location is at Kota Kasablanka Mall in Jakarta.204 The agenda in Mulia Hotel is Business-to-Business (B2B) Export Consultation Meeting and Korean Food Halal Seminar. The B2B Export Consultation Meeting is displays the Korean food both fair from some Korean food companies which sells many varieties of Korean food, such as kimchi, Korean instant noodle (e.g. samyang, paldo cheese noodle, shinramyeon, etc.), Korean processed food (e.g. choco-pie, melona, drinking hongcho, milkis, etc.), Korean ginseng products (e.g. Authentic Korean Red Ginseng, KGC Cheong Kwan Jang Korea Red Ginseng, Korean Ginseng Tea, etc.), Korean fruits (e.g. persimmon, ginkgo, figs, etc.), kimbap, and many more.205 In B2B Export Consultation Meeting is attended by the Korean exporters, Korean businessman, and also the Indonesian businessman. Then, the second agenda is the Korean Food Halal Seminar, which purposes to give information about the certification of halal food in Indonesia.206 Because the majority of Indonesian people are Muslim,207 so the Korean food halal seminar is important to be known for the Korean food producers. Most of the Korean food producers participated in this seminar to get more information about the important of halal food in Indonesia. After finish the first day in Mulia hotel, the Korean food fair continues to be held in Kota Kasablanka Mall.208 The welcoming ceremony is showed the making process of kimbap with 42 meters long as to celebrate the 42 years diplomatic relations between ROK and Indonesia. The audiences are also joined the making of 42 meters kimbap. Kimbap is one of Korean food that actually almost the same with sushi from Japan which wrapped with seaweed and some
203 Safira, Maya. (October 17, 2015). Promosikan Makanan Korea, K-Food Fair 2015 Digelar di Jakarta. Detik Food. Accessed on January 17, 2017. http://food.detik.com/read/2015/10/17/073557/3046205/294/promosikan-makanan-korea-k-food- fair-2015-digelar-di-jakarta 204 Ibid. 205 Ibid. 206 Ibid. 207 (October 8, 2016). Indonesia Demographics Profile 2016. Index Mundi. Accessed on January 21, 2017. http://www.indexmundi.com/indonesia/demographics_profile.html 208 Safira, Maya. Op.Cit.
54 vegetables.209 The agenda of Korean food fair in Kota Kasablanka Mall is kimbap cooking class, build the Korean ramen tower, and Korean food fast eating contest. The Korean food fair in Kota Kasablanka Mall also serves the visitors with tasting the Korean food for free. This Korean food fair in Kota Kasablanka Mall also sells Korean snack and instant food which already certified as halal food from Korea Muslim Federation (KMF). KMF is the one and only halal certification organization in ROK. KMF certification already reaches the same level with JAKIM (Jabatan Kemajuan Islam Malaysia) in Malaysia, and it already processed to extend their cross-certification system with MUI (Majelis Ulama Indonesia) in Indonesia.210 The Korean food fair in Kota Kasablanka Mall also facilitated the visitors with photo booth in Hanbok (Korean traditional costume), play the Korean traditional game, and learn to make Hanbok with origami. The Korean food fair in Kota Kasablanka Mall is held for two days.
IV.3.1.2. Kimchi Festival Kimchi festival is made because the Korean embassy wants to measure the interest of Indonesian people about kimchi further. Actually, this kimchi festival is only an experiment, so if this festival is succeed with influencing Indonesian people with kimchi, the embassy will consider to reconvene the kimchi festival in the next year. The Kimchi festival is held on 27 April, 2016 located in the ROK embassy. The ROK Embassy in Indonesia held this festival in order to introduce the unique Korean food which is kimchi.211 Kimchi is the main food that becomes the daily life of Korean people. The ROK ambassador stated, “Kimchi is already very popular in Indonesia, many Indonesian people who already know or even liked kimchi. I am very grateful for it.”212 The ambassador said that while giving the speech in Kimchi festival. Kimchi is made with fermented to give health benefits because
209 Safira, Maya. (October 17, 2015). Promosikan Makanan Korea, K-Food Fair 2015 Digelar di Jakarta. Detik Food. Accessed on January 17, 2017. http://food.detik.com/read/2015/10/17/073557/3046205/294/promosikan-makanan-korea-k-food- fair-2015-digelar-di-jakarta 210 Ibid. 211 Anggraeni, Rina. (April 27, 2016). Perkenalkan Kimchi, Kedubes Korsel Gelar Kimchi Festival. Sindo News. Accessed on January 4, 2017. http://lifestyle.sindonews.com/read/1104433/185/perkenalkan-kimchi-kedubes-korsel-gelar- kimchi-festival-1461743361 212 Ibid.
55 kimchi also a vegetable. Kimchi is not only give a health impact, but also the social one, because Kimjang tradition is the activity that brings families and friends to get together in create and share kimchi before the winter season come.213 Many people were coming to this festival, and there also guests that consisted of ambassadors in Indonesia from foreign countries, ambassadors‟ partners, foreign embassies representatives, leaders from the Woman‟s International Club Jakarta, and some public figures also came to this festival. There were also some international and domestic media representatives present to cover the event.214 Special for this festival, ROK embassy brought in a native Korean chef, named Han Sun-min.215 She came to this festival to demonstrate how to make kimchi and informed about the main ingredients found in kimchi. After that, some guests are also invited to make one kind of kimchi, called baechu kimhci.
IV.3.1.3. Korean Street Food Festival The Korean Street Food Festival is actually almost the same with Korean Food Fair. The thing that make different is the location is outdoor and they sells meals which are often sells by the street vendors in ROK.216 This event is first time held 21 March, 2015 and located at Graha STK, Pasar Minggu, in South Jakarta. The purpose of this festival is because the ROK government wants to introduce Korean street food to Indonesian people with lower price.217 The Korean street food festival is mostly sells the food around 10,000 rupiahs per food. It is cheaper than the Korean food in the restaurants. Because the food mostly cheap, the youth is enthusiast to come and enjoy the Korean street food.
213 Anggraeni, Rina. (April 27, 2016). Perkenalkan Kimchi, Kedubes Korsel Gelar Kimchi Festival. Sindo News. Accessed on January 4, 2017. http://lifestyle.sindonews.com/read/1104433/185/perkenalkan-kimchi-kedubes-korsel-gelar- kimchi-festival-1461743361 214 Ibid. 215 Ibid. 216 Krisnawati, Magdalena. (April 22, 2015). Fans throng Korean Street Food Festival 2015 in Indonesia. Korea.net: Gateway to Korea. Accessed on January 4, 2017. http://www.korea.net/NewsFocus/Culture/view?articleId=127104 217 Ibid.
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The Korean street food that sells in this festival is originally made by native Korean. Therefore they can taste the original of Korean street food. The Korean street food festival is also showed a talk show about Korean food.218
IV.3.2. KFF Actions with Media Promotion Promote Korean food through the media is one action which did by KFF. In reaching people attention, KFF used the internet and social media. KFF made a website so the audience can get information regarding Korean food, recipes, events, competition, news, and others towards the website.219 After made the website, KFF also provides the audience with facebook page,220 twitter account,221 and youtube channel222 for interactive communication. Then, KFF also made the Korean food menu guide for Indonesian in order to give knowledge about Korean food in Indonesia. KFF provides the menu guide in smartphone application.223 The menu guide is consisting with many kinds of Korean food, complete with photos and explanation.
IV.3.3. KFF Actions with Seminar In the Korean Food Fair in 2015, one of the agenda from that event is seminar regarding the certification of halal food.224 To entering the Indonesian market, Korean producers have to know how to make their products become halal. Because most of Indonesian people is Muslim, so to win the people‟s heart,
218 Krisnawati, Magdalena. (April 22, 2015). Fans throng Korean Street Food Festival 2015 in Indonesia. Korea.net: Gateway to Korea. Accessed on January 4, 2017. http://www.korea.net/NewsFocus/Culture/view?articleId=127104 219 The official website of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.hansik.org/ 220 The official facebook page of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.facebook.com/thetasteofkorea 221 The official twitter account of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.twitter.com/thetasteofkorea 222 The official youtube channel of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.youtube.com/user/TheTasteOfKorea 223 Korean Food Foundation (Hansik). The Korean Restaurants Guide. Accessed on January 17, 2017. http://www.hansik.org/en/article.do?cmd=html&menu=PEN4050300&lang=en 224 K-Food. “2015 K Food Fair Indonesia Jakarta – Highlight Cip.” Filmed [October 2015]. YouTube video, 8:15. Posted [July 2016]. https://www.youtube.com/watch?v=0GpQxxfgQxc
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Korean producers have to make their products into halal food.225 The seminar gave introduction and knowledge about Indonesian market and the procedures of halal food. There are three representatives who attended the seminar, Korea Agro- Fisheries Trade Corporation in Indonesia, LPPOM MUI,226 and BPOM227.228 They are giving some information regarding halal food in Indonesia and halal food procedures. This seminar is held in the first day of Korean food fair which in 2015 on 16 October. Here are some pictures from the speakers of the seminar:
IV.3.4. KFF Actions with Celebrity Promote Korean food through advertisement using Korean famous celebrity is the last action which did by KFF. One of them is Eru.229 He is Korean artist who visited Indonesia with KFF regarding the promotion of Korean food. He came to Indonesia in beginning of 2015 and came to Samwon Garden Restaurant at Lotte Shopping Avenue in Jakarta. Eru is showing off how to cook one of his favorite foods, which is kimchi friend rice.230
IV.3.5. KFF Actions with Mini Drama KFF also makes a Korean food mini drama titled “Lunch Box” with only 3 episodes of drama. The mini drama is made regarding the promotion of Korean food fair which happened in Indonesia in 2015. Jisoo (Korean artist) and Amelia Tantono (Indonesian people) are involved in this mini drama. The first episode of
225 (October 8, 2016). “Indonesia Demographics Profile 2016.” Index Mundi. Accessed on January 21, 2017. http://www.indexmundi.com/indonesia/demographics_profile.html 226 LPPOM MUI is stand for „Lembaga Pengkajian Pangan, Obat-obatan, dan Kosmetika Majelis Ulama Indonesia‟ which responsible as the halal certification institution since 1989. 227 BPOM is stand for „Badan Pengawas Obat dan Makanan‟ which responsible to supervise the drugs and food circulation in Indonesia. 228 K-Food. “2015 K Food Fair Indonesia Jakarta – Highlight Cip.” Filmed [October 2015]. YouTube video, 8:15. Posted [July 2016]. https://www.youtube.com/watch?v=0GpQxxfgQxc 229 Laskito, Irfan. (December 18, 2014). Ini Cara Korea Promosi Kuliner di Indonesia. Viva. Accessed on January 17, 2017. http://life.viva.co.id/news/read/570004-ini-cara-korea-promosi- kuliner-di-indonesia 230 Ibid.
58 this drama is published on 11 October 2015 and finished all of the three episodes on 13 October 2015. The mini drama is published only on youtube.231
IV.4. The Implementation of ROK’s Gastrodiplomacy towards RI in 2016 As stated by Pham, the mix of public diplomacy between national government with government institutions which combine culinary and cultural diplomacy is make gastrodiplomacy become an important vehicle and persuasive tool for countries in the middle power to set a positive image for the middle class people.232 Using Korean Food Foundation (KFF) as the organization which stands under the ROK government to promote and make the Korean traditional food to global include Indonesia. KFF uses some actions to implement the ROK gastrodiplomacy in promoting the Korean food in Indonesia which already observed in the year of 2016, there are events, seminar, media, and mini drama.
IV.4.1. KFF Actions with Events The Korean food fair is happened again in 2016. It held for two days started from 6 until 9 October 2016 in two different places.233 The first day is held at Ritz Carlton Hotel in Jakarta and the second day is at Kota Kasablanka Mall in Jakarta. The agenda in 2016 is almost the same with the Korean food fair in 2015. But, in 2016 the Korean food fair is more focused on the halal certification to reach the main global halal market in order to enjoy the Korean food itself.234 The Korean food fair in 2016 is started in Ritz Carlton Hotel with the agenda is introducing to Indonesian people with safe and healthy lifestyle in producing premium of Korean food, seminar regarding the halal policy in Indonesia and halal approval procedure, and also business meeting with 20 booth participants
231 K-Food Fair 2015 Malaysia, Indonesia, UAE. “K-Food Mini Drama „Lunch Box‟ Ep.1 – (Indonesian Subtitles).” Filmed [2015]. YouTube video. 8:26. Posted [October 11, 2015]. https://www.youtube.com/watch?v=4hB0Or2L5HU 232 Sokol, Sam Chapple. (2013). Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy 8. p.174. 233 Crative Korea. (2016). K-Food Fair 2016. Creative Korea Indonesia. Accessed on January 17, 2017. http://creativekorea.id/jadwal/K-Food-Fair-2016.html 234 Ibid.
59 and 40 buyers of kimchi, ginseng, pasta, tea, and many more.235 Seminar regarding halal food in Indonesia is became the concerned in this Korean food fair. With the majority population of Indonesian people is Muslim, Korean producers has to aware with the halal food, because to win the hearts of Indonesian people, Korean producers has to convert the products become halal products so that the Indonesian people will easily enjoy the Korean food.236 Then, after finished the Korean food fair in Ritz Carlton Hotel, the Korean food fair is continued in Kota Kasablanka Mall. The Korean food fain in Kota Kasablanka is presented the performance of B.I.G. (Korean boy band) as the opening performance, Korean food quiz, Korean food free tasting, sells Korean food products, and also take a photo using Hanbok (Korean traditional costume). The Korean food fair in 2016 is being held for 4 days in total.237
IV.4.2. KFF Actions with Seminar After succeed the seminar in 2015, the seminar regarding the certification and procedure of halal food is continued to be held in 2016.238 The agenda of this seminar is talk about how important the halal food in Indonesia. And to entering the Indonesian market, Korean producers have to know the procedures of certification the Korean food products to become halal. Most of Indonesian people is Muslim, so to win the people‟s heart, Korean producers have to make their products into halal food.239 The seminar gave introduction and knowledge about Indonesian market and the certification procedures of halal food. This seminar is held in the first day of Korean food fair which in 2016 on 6 October.
235 Crative Korea. (2016). K-Food Fair 2016. Creative Korea Indonesia. Accessed on January 17, 2017. http://creativekorea.id/jadwal/K-Food-Fair-2016.html 236 Ibid. 237 Ibid. 238 K-Food. “2016 Jakarta K-Food Fair B2B Presentation.” Filmed [October 25, 2016]. YouTube video, 6:31. Posted [October 25, 2016]. https://www.youtube.com/watch?v=TwT5JqHM4M8 239 (October 8, 2016). Indonesia Demographics Profile 2016. Index Mundi. Accessed on January 21, 2017. http://www.indexmundi.com/indonesia/demographics_profile.html
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IV.4.3. KFF Actions with Media Promotion As still continuity to promote the Korean food through media promotion, KFF still use the internet and social media. KFF still provide website to make audience get information regarding Korean food, recipes, events, competition, news, and others towards the website.240 Besides the promotion through website, KFF still also provides the audience with facebook page,241 twitter account,242 and youtube channel243 for interactive communication. Then, KFF still also provides with Korean food menu guide for Indonesian with always update the version of application.
IV.4.4. KFF Actions with Mini Drama KFF also makes a Korean food mini drama titled “Taste of Love” with 10 episodes of drama. The mini drama is made regarding the promotion of Korean food fair which happened in Indonesia on 2016. Raditya Dika (Indonesian artist) and Anissa Aziza (Indonesian artist) are played in this mini drama. The first episode of this drama is published on 19 September 2016 and finished all of the ten episodes on 30 September 2016. The mini drama is published only on youtube.244
240 The official website of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.hansik.org/ 241 The official facebook page of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.facebook.com/thetasteofkorea 242 The official twitter account of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.twitter.com/thetasteofkorea 243 The official youtube channel of Korean Food Foundation (KFF) – Hansik: Taste of Korea can be accessed at http://www.youtube.com/user/TheTasteOfKorea 244 Taste of Love K-Food “[Web Drama] Taste of Love, K-Food (Eps.1) – Pandangan Pertama (Kimchi).” Filmed [2016]. YouTube video. 1:30. Posted [September 19, 2016]. https://www.youtube.com/watch?v=ESxAKn6hNm4
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CHAPTER V CONCLUSION
The promotion of country‟s traditional food is become a new term of negotiation that happened between countries. Traditional food is one of country‟s identities in order to introduce them to global. As one of middle power countries, ROK used its traditional food in order to promote and also become the tool of diplomacy. In this case, the diplomacy by ROK that used food as a tool of the diplomacy is called as gastrodiplomacy. The practice of gastrodiplomacy is become a new form of diplomacy that happen between countries. The cooperation between countries can occur not only because of political or economical terms, but also cultural term which includes culinary. Culture is one of the new ways of negotiation that easily attract country‟s target in order to promote the country‟s image. With the use of country‟s culture, ROK can introduce and promote their culture towards the targeted country, which is Indonesia. Indonesia is chosen by ROK as targeted country because Indonesia is the world‟s fourth most populated nation and also famous with the addiction into Korean culture. The addiction to Korean culture is not only in the terms of music, films, and drama, but also the culinary. After succeed to bring the Korean music, films, and drama to the world, ROK tries to introduce and promote its traditional food to the world. One of the most famous Korean foods that used in order to the promotion of Korean food is kimchi. Kimchi is become the symbol of ROK, because ROK thought if healthy nature food is the best choice as the symbol of ROK and will be promote to the world including Indonesia. In order to promote ROK traditional food, ROK made institution that responsible to promote Korean food to the world, named Korean Food Foundation (KFF). KFF was initiated by President Lee Myung-bank in 2008 as the institution that will bring Korean food to the world. KFF runs the implementation of ROK gastrodiplomacy towards Indonesia in promoting its traditional food.
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Through KFF, ROK government is promoting the traditional food to Indonesia with some actions, such as held some events, media promotion, seminar, cooking class, use celebrity as the ambassador, and mini drama. The events regarding the promotion of Korean food in Indonesia are Korean Food Fair in 2015 and 2016, Kimchi Festival in 2015, and Korean Street Food Festival in 2015. In media promotion, KFF launched a website in order to make the targeted audience easier to find information regarding the promotion of Korean food. KFF also made facebook page, twitter account, and youtube channel in order to interact and communicate with targeted audience through the social media tools. KFF also launched the Korean food menu guides in Indonesia for smart phones to make the Indonesian people easier to find the Korean food restaurants around Indonesia. After the media promotion, KFF through the Korean Food Fair also held seminar regarding the certification and procedure of halal Korean food. KFF also bring the Korean native chef to Indonesia in order to demonstrate and give some knowledge to targeted audience about the making of kimchi. Besides bring the Korean native chef, KFF also bring Eru (Korean celebrity) to Indonesia to promote Korean food with cooking kimchi friend rice. In the purpose to promote one of the KFF‟s events, KFF made mini drama titled „Lunch Box‟ with purpose to promote Korean Food Fair in 2015 and titled „Taste of Love‟ in order also to promote Korean Food Fair in 2016. From the implementations observed several impacts of the implementation already seen in Indonesia, such as the increase of Korean food products import and the growing popularity of Korean food. The knowledge of Korean food is indeed growing. However, to implement the ROK gastrodiplomacy through the promotion of its traditional food, it takes more than just a sustainable gastrodiplomacy. So, this thesis concludes that gastrodiplomacy is a good choice to build relations with foreign public, more exact in the term of promotion country‟s food. Gastrodiplomacy is more than just an occasional program, but a sustained one, in order to be able to maintain and amplify the impact. Gastrodiplomacy is become the new way of diplomacy in the use of food as the tool of diplomacy between countries.
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APPENDIX
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Korean Food Fair 2015
Kimchi Festival 2015
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Korean Street Food Festival 2015
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Korean Food Fair 2016
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