All in Good Taste: Savor the Flavours of Taiwan

ALL IN GOOD TASTE: SAVOR THE FLAVOURS OF TAIWAN GASTRODIPLOMACY CAMPAIGN IN PROMOTING ITS NATION BRANDING IN CANADA (CASE STUDY: THE ANNUAL TAIWANFEST IN VANCOUVER AND TORONTO 2010-2013)

By EKA SAPUTRI ID No. 016201400053

A thesis presented to the Faculty of Humanities President University In partial fulfillment of the requirements for Bachelor Degree in International Relations Major in Diplomacy Studies

2018 i ii

iii DECLARATION OF ORIGINALITY ABSTRACT

Title: All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign in Promoting its Nation Branding in Canada (Case Study: The Annual TAIWANFest in Vancouver and Toronto 2010-2013)

By: Eka Saputri

Taiwan well known with its culinary treasure. Departing from its culinary treasure for global gourmand, Taiwan has an interest in using its food treasures to promote its nation brand. Gastrodiplomacy has become one of the efforts of public diplomacy taken by Taiwan and can form a positive perception of foreign public in his country. With the existence of One China Policy, Gastrodiplomacy is a big step taken by Taiwan to emphasize that Taiwan and China are different. Taiwan utilize the wealth of its country's food to take the hearts of foreign communities through the introduction of Taiwanese signature dishes to foreign communities in this case is in Canada, so that Taiwan can be recognized as a country. The purpose of this research is to know what steps are taken by Taiwan in promoting its country through gastrodiplomacy. The research method used in this study is a qualitative method with descriptive-analytical approached to describe and analyze the case study of Gastrodiplomacy Taiwan through TAIWANFest 2010-2013. Gastrodiplomacy undertaken by Taiwan concern in conducting several aspects each year which are cooking demonstration, night market, introduction of Taiwanese restaurant, and also cultural exhibition. The results of this study indicate that one of the public diplomacy efforts of Gastrodiplomacy undertaken by Taiwan succeeded in promoting its nation branding in Canada, proved by the continued substantive relations between Canada and Taiwan even without official diplomacy.

Key Words: Gastrodiplomacy, Public Diplomacy, Nation Branding

ABSTRAK

Judul: Kampanye Gastrodiplomasi Taiwan All in Good Taste: Savor the Flavours dalam Mempromosikan Citra Negaranya di Canada (Studi Kasus: Festival Tahunan TAIWANFest di Vancouver dan Toronto 2010-2013)

Oleh: Eka Saputri

Taiwan terkenal dengan keberagaman kulinernya. Berangkat dari terkenalnya kuliner Taiwan, Taiwan berkepentingan dalam menggunakan harta makanannya untuk mempromosikan citra bangsa mereka sendiri. Gastrodiplomasi telah menjadi salah satu upaya diplomasi publik yang diambil oleh Taiwan yang dapat membentuk persepsi positif dari publik asing di negaranya. Dengan adanya One China Policy, Gastrodiplomasi merupakan langkah yang diambil Taiwan untuk mempertegas bahwa Taiwan dan China itu berbeda. Taiwan memanfaatkan kekayaan makanan yang dimiliki negaranya untuk mengambil hati masyarakat asing melalui pengenalan makanan khas Taiwan kepada masyarakat asing dalam hal ini adalah Canada, agar Taiwan dapat diakui sebagai suatu negara. Tujuan dari penelitian ini adalah untuk mengetahui langkah apa saja yang diambil oleh Taiwan dalam mempromosikan negaranya lewat gastrodiplomasi. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif dengan Analisis-deskripsi yang bertujuan untuk mendeskripsikan dan menganalisis studi kasus Gastrodiplomacy Taiwan lewat TAIWANFest 2010-2013. Gastrodiplomasi merupakan langkah yang diambil oleh Taiwan berfokus kepada menyelenggarakan beberapa acara setiap tahunnya diantaranya, demo memasak, pasar malam, memperkenalkan restaurant Taiwan, dan juga pameran kebudayaan. Hasil dari penelitian ini menunjukan bahwa salah satu usaha diplomasi publik yaitu Gastrodiplomasi yang dilaksanakan oleh Taiwan berhasil mempromosikan citra negaranya di Canada, di buktikan dengan masih terjalinnya hubungan substantive yang baik antara Canada dan Taiwan meskipun tanpa adanya hubungan diplomasi resmi.

Kata Kunci: Gastrodiplomasi, Diplomasi Publik, Brand Negara

ACKNOWLEDGEMENT

Bismillahirrahmannirahim.. First of all, I would like to express my highest gratitude to one and only Allah SWT for His blessing and guidance, so that I could be who I am today, and also with all of his endless grace I can finish my thesis and accomplish my study in President University, Alhamdulillahirrabbilalamiin.. Second of all, President University has brought me to meet remarkable people who guide me since day one until my last day in university. I would like to deliver my biggest appreciation to these people who always beside me in finishing this thesis and also coloured my university life:

1. Family always come first, huge thanks to my parents Erwan HMZ and Konah Sribudianti. To my coolest Father in the world who I believe he is in heaven right now, thank you for everything, thank you for always taught me to be an incredible, independent, smart, and many things. My mother who always support me no matter what, thank you for being the strongest woman I’ve ever known, I learn a lot from you. Last but not least, my brother Eki Ramadhan who always making fun of me, and prank me but I know we love each other very deeply. Big thanks to Zein big Family who always give me endless love. 2. To Mr. Riski M. Baskoro as my thesis advisor. Thank you so much for always guide me since day one of thesis consultation until last day I accomplish my thesis. Thank you for being really supportive, patient, and positive during my thesis consultation. Thank you very much Sir, without your truly positive guidance, my thesis would not be as it is now. 3. To Drs. Teuku Rezasyah, MA, Ph.D. as Dean of Faculty of Humanities, President University. 4. To Mr. Hendra Manurung, S.IP, MA as Head of International Relations Study Programme, President University. 5. Ms. Isyana Adriani as my mentor during internship period for giving me the best advices and guidance to finish my internship

1. To all of International Relations lecturers who gave me such an incredible and amazing knowledge for me to broaden my educational level and also to President University thank you for amazing 3,5 years. 6. To Zikri Alfudhola for always be my support machine for this past years when I felt lost and doubted myself, remind me that this too shall pass, my thesis will be finished on time as long as I believe in myself and I believe in the power of Allah SWT. Thank you so much, I am very grateful to have you in my life. 7. My special thanks also goes to my one and only roomate Charissa, who always share not only our room, but also memories. Thank you for always stick with me no matter what happened. 8. To my closest friends in University life, Amelinda Hikmatahati, Carolina Martha Septiana, Charissa Destiara Putri, Dea Lutfhianty, and Intan Faradila thank you for sharing all those incredible moments and becoming my support system for the past years in university life. I will never forget all those memories that we have made together. 9. To my very best friend since Senior High School Denayupati Thaha, Jita Labieba, Marsha Rivanda, Prasasty Maya, thank you for always convince me that I can do whatever I want, and I can be a better version of me. 10. To my other best friend Shafira D Sandra, Inndah Apriliyanti, Gilang Fathan, Hardi Rahmatdito, Charera Prilly, Nadya Nabilah. Thank you for always be my best friend since we know each other really well.

Last but not least, I would like to deliver huge thanks to everyone who has significant role in the process of this thesis, thank you for everything. Thank you very much for other incredible people that cannot be mentioned in this acknowledgement, I would like to apology and express my grateful to have each of you.

Cikarang, May 2018

Eka Saputri

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TABLE OF CONTENT

PANEL OF EXAMINERS ...... i APPROVAL SHEET ...... i THESIS ADVISER ...... ii RECOMMENDATION LETTER ...... ii DECLARATION OF ORIGINALITY ...... iii ABSTRACT ...... iv ABSTRAK ...... v ACKNOWLEDGEMENT ...... vi TABLE OF CONTENT ...... viii LIST OF TABLES & FIGURES ...... xi CHAPTER I ...... 1 INTRODUCTION ...... 1 I.I. Background of Study ...... 1 I.2. Problem Identification ...... 7 I.3. Statement of Problem ...... 8 I.4. Research Objectives ...... 8 I.5. Significance of The Study ...... 9 I.6. Theoritical Framework ...... 9 I.6.1. Public Diplomacy ...... 9 I.6.2. Gastrodiplomacy...... 12 I.6.3. Nation Branding ...... 13 I.7. Research Framework ...... 15 I.8. Scope and Limitation of the Study ...... 15 1.8.1. Time Span ...... 15 1.8.2. Scope ...... 16 1.8.3. Study Limitations ...... 16 1.9. Research Methodology ...... 16 1.10. Research Instruments ...... 16

viii

I.12. Definition of Terms ...... 19 CHAPTER II ...... 20 LITERATURE REVIEW ...... 20 II.1. Melissen, Jan. Public Diplomacy Between Theory and Practice in The Present and Future of Public Diplomacy, 2006...... 20 II.2. Cull.N. J. Public Diplomacy before Gullion: The Evolution of a Phase. In Routledge Handbook of Public Diplomacy, 2009...... 21 Table 2.1. The comparison between traditional diplomacy and 21st century public diplomacy ...... 23 II.3. Mellisen, Jan. The New Public Diplomacy: Soft Power in International Relations, 2005...... 23 II.4. Leonard, Mark. Public Diplomacy. London: Foreign Policy Centre, 2002. ... 24 II.5. Rockower, Paul S. Recipes for gastrodiplomacy in Place Branding and Public Diplomacy, 2012...... 25 II.6. Gecowets, Valerie. Culinary Diplomacy vs Gastrodiplomacy in Conflict Cuisine, March 2015...... 26 II.7. Rockower, Paul S. The State of Gastrodiplomacy in Public Diplomacy Magazine, 2014...... 28 II.8. Anholt, Simon. Beyond the Nation Brand:The Role of Image and Identity in International Relations. SURFACE, 2011...... 29 II.9. Dinnie, Keith. Nation branding: Concepts, Issues, Practice. London (GB): Routledge Taylor & Francis Group, 2016...... 30 II.10. Foreign Policy Reports of Ministry of Foreign Affairs Republic of China (Taiwan) 2010-2013 ...... 31 CHAPTER III ...... 32 TAIWAN-CANADA RELATIONS AND TAIWANFEST 2010-2013 AS A PART OF GASTRODIPLOMACY CAMPAIGN IN CANADA ...... 32 III.1. One China Policy ...... 32 III.1.1. History of One China Policy ...... 32 III.1.2. Taiwan’s Perspective on One China Policy ...... 36 III.1.3. Canada’s Perspective on Taiwan and One China Policy ...... 39 III.2. Canada-Taiwan Substantive Relations ...... 41

III.3. All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign ...... 42 III.3.1. History of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign ...... 43 III.3.2. All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign ...... 44 III.3.3. Signature Dishes of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign ...... 46 CHAPTER IV ...... 51 THE IMPLEMENTATION OF ALL IN GOOD TASTE: SAVOR THE FLAVOURS OF TAIWAN GASTRODIPLOMACY CAMPAIGN IN PROMOTING ITS NATION BRANDING THROUGH TAIWANFEST IN CANADA (VANCOUVER AND TORONTO) 2010-2013 ...... 51 IV.1. The Implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2010 ...... 51 IV.2. The Implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2011 ...... 55 IV.3. The Implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2012 ...... 58 IV.4. The implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2013 ...... 60 IV.5. The Analysis of The implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2010- 2013 ...... 63 CHAPTER V ...... 68 CONCLUSION ...... 68 BIBLIOGRAPHY ...... 70 APPENDICES ...... 75

LIST OF TABLES & FIGURES

Figure 1.1. The circle of Public Diplomacy ...... 11 Figure 1.2. Research Framework ...... 14 Figure 3.1. Dim Sum ...... 45 Figure 3.2. Bobba (Buble Tea) ...... 46 Figure 3.3. Stinky Tofu ...... 47 Figure 3.4. Beef Noodle Soup ...... 47 Figure 3.5. Milkfish Soup ...... 48 Figure 3.6. Oyster Omelette...... 48 Figure 3.7. Oyster Vermicelli ...... 49 Figure 4.1. TAIWANFest Logo...... 51 Figure 4.2. Master Chef Pao-Yuan Huang ...... 52 Figure 4.3. Master Chef Wei-Che Hong ...... 53 Figure 4.4. TAIWANFest 2010 in Plaza of Nations Vancouver ...... 53 Figure 4.5. The opening of night market in Granville St...... 55 Figure 4.6. Taiwan Night Market situations in TAIWANFest 2011 in Vancouver .. 56 Figure 4.7. TAIWANFest: Children of The Ocean 2013 ...... 60 Figure 4.8. Charlie Wu ...... 61 Figure 4.9. Framework of Analysis ...... 64 Table 2.1. The Comparison between Traditional Public Diplomacy and 21st Century Public Diplomacy ...... 21 Table 4.1. List of Taiwanese Restaurant in Vancouver and Toronto ...... 58

CHAPTER I INTRODUCTION

I.I. Background of Study

The evolution of international relations has brought people and all its elements to an entirely new pattern of interaction. Relations between nations, relations of political cooperation, economic, social, culture, and other aspects have reached the level that is always renewed all the time. One of the most prominent aspect in international relations is diplomacy. It is a way to get desired benefits by negotiation.1 Diplomacy is the art of conducting and implementing foreign policy. It is the process by which diplomats seek to achieve foreign-policy objectives, mainly through negotiations held with their counterparts.2 In other words, diplomacy can be interpreted as a method undertaken by a country in achieving its interests through representatives. The diplomacy involving the role of a country described by Hamilton and Langhorne called traditional diplomacy. Traditional diplomacy is done by the process of regularization and procedurally.3 In the globalization era, along with the complexity of the issues in international relations, diplomatic activity also showed an increasing significant role in international relations. Diplomacy are no longer merely seen as relations between countries, but also relations between non-state actors.4 Diplomacy as a part of soft power, Soft power is the ability of a country to persuade others to do what it wants without force or coercion.5 This applies in the context of current diplomacy

1 Nicolson, Harold. Diplomacy, 3rd ed. Oxford University Press, 2008. 2 Olton, Roy, and Jack C. Plano. The International Relations Dictionary, 3rd ed. Michigan: ABC-Clio, 1982. 3 Baylis, John, Steve Smith, and Patricia Owens. The Globalization of World Politics: An Introduction to International Relations. Oxford: Oxford University Press, 2017 4 Saner, Raymond. "Development Diplomacy by Non-State Actors." In Multistakeholder Diplomacy - Challenges and Opportunities. 2006. 5 Joseph S. Nye, J. (2004). Soft Power The Means to Success in World Politics. New York: Public Affairs, 2. 1 which puts other actors in the process of negotiating with others to get the desired interests, as seen in the form of public diplomacy.6 Public diplomacy has been widely applied by government in order to enhance its image in the eyes of the world.7 Public diplomacy is a country's endeavor to enhance the quality of communication between countries and communities where the implementation of public diplomacy is not only done by the government, but also with the participation of the people of the country.8 During the Cold War, the United States and the Soviet Union both relied intensely on public diplomacy to spread their ideologies across the world.9 United states uses several campaigns such as Radio Liberty, Voice of America and also the United States Information Agency, to disseminate Western values and ideals, under democratization and human rights. These efforts prompting a desire for political change within the Soviet Union, which ultimately as one of the tools contributed to the fall of the Iron Curtain in 1989.10 As the world becomes more closely intertwined, it is more important for governments to focus on implementing effective public diplomacy strategies, thereby influencing foreign audiences, to pursue their national interests. Public diplomacy and nation branding are both has dynamic processes, which reflect how country manage its attractiveness to achieve its strategic goals.11 Nation branding refers to the image of a nation as a way the nation wants the world to understand what is the most important about their nation. This thesis will focus on public diplomacy efforts undertaken by Taiwan in order to promote its nation branding through gastrodiplomacy. Gastrodiplomacy is a

6 McClellan, Michael. "Toward a New Definition of Public Diplomacy." In Public Diplomacy in The Context of Traditional Diplomacy. Vienna Diplomatic Academy, 2004. 7 Szondi, Gyorgy. Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. The Hague: Netherlands Institute of International Relations 'Clingendael', 2008. 8 Wang, Jay, “Public Diplomacy and Global Business.” The Journal of Business Strategy, (p.49-58) 2006). 9 Leonard, Mark, Catherine Stead, and Conrad Smewing. Public Diplomacy. Foreign Policy Centre, 2002, 2002. 10 Richmond, Yale. Practicing Public Diplomacy: A Cold War Odyssey. New York [u.a.]: Berghahn Books, 2008. 11 "Public Diplomacy and Nation Branding." Public and Cultural Diplomacy 3. Last modified April 21, 2012. https://publicandculturaldiplomacy.com/2012/04/21/public-diplomacy-and-nation-branding-7/. 2 form of public diplomacy which is used to introduce the culinary culture to the broader scope by doing dissemination to the international world.12 Thus, Gastrodiplomacy play an important role in order to achieve the interests of the country.13 The introduction of culture through cuisine can attract the attention of other nations in assessing culture. Gastrodiplomacy was introduced by Thailand to the international stage in 2002 with Global Thai campaign in order to promote its nation branding, cultural diplomacy, and soft power.14 Taiwan as a country which not yet fully recognized as a sovereign state, has a certain way to cooperate with other countries. The cooperation undertaken by Taiwan is not based on official diplomatic relations but with cooperation in terms of trade, cultural, economic, and etc because of the principle of one China policy that makes Taiwan difficult to move, most countries prefer to cooperate with PRC in diplomatic relations.15 One China Policy explains that countries that have official diplomatic relations with the PRC must break official ties with Taiwan, and vice versa. In fact, One China Policy is only restricted Taiwan’s movement in doing official diplomatic relations with other countries.16 Although One China Policy restricted and limit Taiwan in doing diplomatic relations with other countries, Taiwan endeavor to promote its nation branding in international scope to get recognitions. As globalization continues, Taiwan has made bilateral cooperation with several countries to meets the country’s interests. In order to anticipate the restriction in doing diplomatic relations with other countries because of one china policy, Taiwan authorities have actively launched a campaign of “pragmatic diplomacy” and also flexible diplomacy which means the

12 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 13 Spence, Charles. Gastrodiplomacy: Assessing the role of food in decision-making. Springer International Publishing AG, 2016. 14 Solleh, Fatin M. "Gastrodiplomacy as a Soft Power Tool to Enhance Nation Brand." Journal of Media and Information Warfare 7, no. 5 (July 2015), 168. 15 Leng, Tse-kang. "Taiwan's Official China Policy." In The Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge, 16 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 3 relations between Taiwan and countries is not based on diplomatic relations but only based on cooperation in cultural engagement with another countries.17 One of the efforts undertaken by Taiwan is, this country actively ran its gastrodiplomacy campaign and becoming the latest country to launch gastrodiplomacy campaign on 2010.18 For the global gourmand, Taiwan well known with its various culinary treasure for foodie. Ask anyone who has been to the island, and the first words that come out are related to its gastronomic treats.19 The culinary treasures of Ilha Formosa are experienced in huge range of treats to be tasted.20 Taiwan’s emergence as a country which has various culinary treasures has its origins in the Chinese civil war and Cultural Revolution. With the defeat in 1949 of the Kuomintang and their retreat to Taiwan, many of China’s upper classes fled as well, bringing many of the mainland’s master chefs with them across the Taiwan Strait.21 Along with the history, the gastrodiplomacy campaign which held by Taiwan is expected to promote its nation branding. The campaign is called ‘All in Good Taste: Savor the Flavours of Taiwan’ sponsored by its Ministry of Economic Affairs and also known as “Dim Sum Diplomacy”.22 In its own efforts to raise awareness of its cultural and nation branding, Government of Taiwan has spent US$34.2 million for four years until 2014 to held Taiwan gastrodiplomacy campaign and to promote Taiwanese cuisine worldwide, as President Ma Ying-jeo declared that “taking Taiwan’s food to the world is a policy priority”.23 The core objectives of the campaign is to ensure the world to understands

17 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, Congress of Legislative Yuan (2009). 18 Booths, Robert. "Taiwan launches 'gastro-diplomacy' drive." The Guardian. Last modified August 8, 2012. https://www.theguardian.com/world/2010/aug/08/taiwan-launches-gasto-diplomacy-drive. 19 Branding Taiwan Through Gastrodiplomacy – Nation Branding." Last modified July 21, 2010. http://nation-branding.info/2010/07/21/branding-taiwan-through-gastrodiplomacy/. 20 Ilha Formosa: The Emergence of Taiwan on the World Scene in the 17th Century." 國立故宮博物院. Accessed March 6, 2018. http://www.npm.gov.tw/exhbition/formosa/english/02.htm. 21 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 22 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, 7th Congress of the Legislative Yuan, (2009). 23Ibid. 4 the differences between Taiwan and mainland China, and also to raise awareness of Taiwan culture and also its own nation brand.24 Task force, led by Deputy Minister of Economic Affairs Liang Kuo-hsin, will be set up to implement the plan which are, Taiwan sent its local chefs to compete in the international competition, host international gourmet festivals, introduce Taiwan restaurants abroad, held the Taiwan cultural festival abroad in order to expand its scope in international stage and especially promoting island’s food culture and dishes, and also promoting through night markets.25 This thesis will focus on one of the Taiwan government’s campaign in promoting its nation branding with gastrodiplomacy through Taiwan cultural festival. Taiwan has previously conducted public diplomacy in the form of exhibition and fairs with Taiwan Week in the U.S. and TAIWANFest in Canada.26 Established in 1990 by Vancouver’s Taiwanese Community, TAIWANFest is one of the largest cultural events in Canada especially held in Vancouver and Toronto.27 TAIWANFest is a Taiwan cultural festival which features a wide array of cooking demonstrations, cultural exhibition, traditional music of Taiwan. Taiwan government through Ministry of Economic Affairs pointed the Asian Canadian Special Events Association on 2009 to held the annual TAIWANFest in Canada.28 Liang Kuo-hsin representing The Ministry of Economic Affairs of Taiwan and Charlie Wu as the Managing Director of Asian Canadian Special Events Association to conduct the events.29 Asian Canadian Special Events Association (ACSEA) is a non-profit organization which create sustainable

24 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, 7th Congress of the Legislative Yuan, (2009). 25 Ministry of Foreign Affairs, Republic of China (Taiwan). "Cabinet Passes Plan to Promote Taiwan's Cuisine." Taiwan Today. Last modified June 4, 2010. https://taiwantoday.tw/news.php?unit=6,23,45,6,6&post=9474. 26 Ministry of Foreign Affairs, Republic of China (Taiwan). "Taiwanese Gastrodiplomacy 2.0." Taiwan Today. Last modified December 3, 2010. https://taiwantoday.tw/news.php?unit=2,23,45&post=1551. 27 "TaiwanFest Events to Promote Cultural Exchanges in Canada | Culture | FOCUS TAIWAN - CNA ENGLISH NEWS." FOCUS TAIWAN. Last modified July 29, 2016. http://focustaiwan.tw/news/aedu/201607290015.aspx. 28 Ministry of Foreign Affairs Republic of China (Taiwan) Foreign Policy Report, 7th Congress of the Legislative Yuan, (2009). 29 Ibid 5 projects in the scope of arts and culture, working with partners across British Columbia, Canada, and internationally committed to the following three-fold mandate which are: 1) community engagement; 2) fostering new artistic and cultural expression; 3) platform to learn and share.30 Taiwan is fully supported the TAIWANFest in order to expand the culture of Taiwan in Canada as well as the cultural exchanges itself.31 Along with the launching of gastrodiplomacy campaign in 2010, the Taiwanfest 2010-2013 will be focus on promoting “All in Good Taste: Savor the Flavours of Taiwan” campaign.32 However, one thing that cannot be separated from the festival is the food served, The lighter side of Taiwanese cuisine, with its unique flavors and textures, could really tempt global hearts as it creates brand awareness of what Taiwanese food entails.33 The most famous bobba (Bubble) tea, stinky tofu, dim sum, and also beef noodle soup are the Taiwan signature dishes which really famous on the Festival.34 Currently, there are more than 200,000 people of Taiwanese living in Canada and an estimated 60,000 Canadians living in Taiwan.35 This makes the island home to one of the largest communities of overseas Canadians in the world, and the Canadian Trade Office in Taipei is Canada's 5th largest passport-issuing office outside North America. In 2010, Canada implemented a visa waiver allowing Taiwan passport- holders visa-free stay for up to six months.36 As a result, the number of Taiwanese visitors to Canada has steadily increased each year. Apart from the relations of both countries, it can be said that Taiwan and Canada have a good relation. The relations between Taiwan and Canada involving trade and economic relations foreign direct

30 Asian Canadian Special Events Association. "What is ACSEA?". https://www.acsea.ca/about/. 31 Ibid 32 32 Ministry of Foreign Affairs Republic of China (Taiwan).. Foreign Policy Report, 7th Congress of the Legislative Yuan, (2009). 33 Ministry of Foreign Affairs, Republic of China (Taiwan). "Taiwanese Gastrodiplomacy 2.0." Taiwan Today. Last modified December 3, 2010. https://taiwantoday.tw/news.php?unit=2,23,45&post=1551. 34 Booth, Robert. "Taiwan Launches 'gastro-diplomacy' Drive." The Guardian. Last modified November 26, 2017. https://www.theguardian.com/world/2010/aug/08/taiwan-launches-gastodiplomacy-drive. 35 Government of Canada, "Canada and Taiwan Relations." GAC. Last modified February 5, 2018. http://international.gc.ca/world-monde/taiwan/relations.aspx?lang=eng. 36 Ibid 6 investment, science and technology, public policy issues, human rights, indigenous cooperation, arts and culture, education and youth exchanges, multilateral cooperation.37

I.2. Problem Identification

Taiwan as a country which not yet fully recognized as a sovereign state, has a certain way to cooperate with other countries. The cooperation undertaken by Taiwan is not based on official diplomatic relations but with cooperation in terms of trade, cultural, economic, and etc because of the principle of one China policy that makes Taiwan difficult to move, most countries prefer to cooperate with PRC in diplomatic relations.38 One China Policy explains that countries that have official diplomatic relations with the PRC must break official ties with Taiwan, and vice versa. In fact, One China Policy is only restricted Taiwan’s movement in doing official diplomatic relations with other countries.39 Although One China Policy restricted and limit Taiwan in doing diplomatic relations with other countries, Taiwan endeavor to promote its nation branding in international scope to get recognitions.

Taiwan as a country whose diplomatic relations are isolated because of one china policy, continuously develop innovation through public diplomacy. One China Policy does not prevent Taiwan from establishing cooperation with other countries to promote its nation branding. The fact that there are so many countries still associated Taiwan with China, with this gastrodiplomacy is expected to increase the nation branding of Taiwan and give significant difference with PRC in international world.40

37 Government of Canada, "Canada and Taiwan Relations and Cooperations." GAC. Last modified February 5, 2018. http://international.gc.ca/world-monde/taiwan/relations.aspx?lang=eng. 38 Leng, Tse-kang. "Taiwan's Official China Policy." In The Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge, 39 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 40 Leng, Tse-kang. "Taiwan's Official China Policy." In The Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge,

Taiwan is Taiwan, and China is China, it is different. Taiwan’s objective in conducting gastrodiplomacy is to get recognition from other countries that Taiwan is exist and different from China. This gastrodiplomacy campaign is not about how many income that Taiwan will get from the campaign, but more to promote its own nation branding to get recognitions from other countries. Public diplomacy conducted by Taiwan is one of the effort in promoting its nation branding. One of the public diplomacy conducted by Taiwan is through gastrodiplomacy. Gastrodiplomacy campaign present as one of the instruments of public diplomacy done by Taiwan as a part of its own efforts to raise awareness of its cultural and nation branding in the eyes of the world especially in Canada. Through gastrodiplomacy, Taiwan wanted to ensure the world to understands the differences between Taiwan and People’s Republic of China.Beginning with its good relation with Canada in held the annual TAIWANFest in Vancouver and Toronto, Taiwan expected to have broader scope in order to promote its cuisine and also cultural exchanges.

I.3. Statement of Problem

Topic: All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign in promoting its Nation Branding (Case Study: The Annual TAIWANFest in Canada 2010-2013)

Research Question: How did the campaign of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy promote its nation branding in the annual TAIWANFest in Canada (2010-2013)?

I.4. Research Objectives

• To understand further about theAll in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy

• To analyze the implementation of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy in promoting its nation branding in TAIWANFest Canada

I.5. Significance of The Study

The findings of this study will provide information, explanations, and will answer the previous questions regarding the Taiwan Public Diplomacy Strategy through All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy campaign in promoting its nation branding. Through observation from many reliable sources, this research can be an academic reference to the Taiwan public diplomacy which is Taiwan gastrodiplomacy campaign as well as giving more comprehensive picture of Taiwan Gastrodiplomacy campaign and its strategies in order to enhance its nation branding. Therefore, through this research the writer will give a complete information about the program in promoting its Nation Branding through TAIWANFest.

I.6. Theoritical Framework

In this research, writer needs a proper concepts and theories as an analytical tool to find a comprehensive answer to the problem. The theories used in this chapter are those which support the understanding of the problem formulated in Chapter I. The theories will concern on public diplomacy and gastrodiplomacy as the base of this research.

I.6.1. Public Diplomacy

Generally, public diplomacy is defined as a communication relationship of government in international scope. Jay Wang sees public diplomacy as a country's endeavor to enhance the quality of communication between countries and communities where the implementation of public diplomacy is not only done by the government, but

9 also with the participation of the people of the country.41 Public diplomacy as an attempt to influence other countries or other organizations abroad in a positive way to be able to change the country's perspective to a country.42 Edmund Gullion a researcher and career diplomat was the first to introduce public diplomacy in academia in 1965.43 The phrase ‘public diplomacy’ is often used as a euphemism for propaganda.44 Dizard JR Wilson summarize the Gullion's concept45:

"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; the cultivation by governments of public opinion in other countries; the interaction of private groups and interests in one country with another; the reporting of foreign affairs and its impact on policy; communication between those whose job is communication, as diplomats and foreign correspondents; and the process of intercultural communications.46

This Term was immediately adopted by the USIA (United States Information Agency) which handled the dissemination of official media information and broadcasting of United States between 1953-1999, taking over the role of the Voice of America since World War II.47 Since then, public diplomacy is essentially propaganda, a term that has acquired negative connotations, USIA accepted the term of "public

41 Wang, Jay, “Public Diplomacy and Global Business.” The Journal of Business Strategy, (p.49-58) 2006). 42 Melissen, Jan, “Public Diplomacy Between Theory and Practice”, The Present and Future of Public Diplomacy: A European Perspective. (p.43) California: Rand Corporation, 2006. 43 Gurgu, Elena, and Aristide D. Cociuban. "New public diplomacy and its effects on international level." Journal of Economic Development, Environment and People 5, no. 3 (2016), 46. 44 to obscure an unpleasant reality by using excessive amounts of dull words to mitigate the unpleasantness of the situation 45 Cull.N. J. “Public Diplomacy before Gullion: The Evolution of a Phase. In N.Snow, & p.M. Taylor, Routledge Handbook of Public Diplomacy (p19-21). Taylor &Francis 46 Cull.N. J. “Public Diplomacy before Gullion: The Evolution of a Phase. In N.Snow, & p.M. Taylor, Routledge Handbook of Public Diplomacy (p19-21). Taylor &Francis 47 Gurgu, Elena, and Aristide D. Cociuban. "New public diplomacy and its effects on international level." Journal of Economic Development, Environment and People 5, no. 3 (2016), 46. 10 diplomacy" as descriptor of his official activity. The US State Department defines public diplomacy as US government-funded programs, designed to inform or influence public opinion abroad.

Mark Leonard on his book Public Diplomacy (2002) explains that Public diplomacy is based on the premise that the image and reputation of a country are public goods which can create either an enabling or a disabling environment for individual transactions. Work on particular issues will feed off the general image of the country and reflect back on to it – in both positive and negative directions.48 Mark Leonard also explain the diference between traditional and public diplomacy which is that public diplomacy involves much bigger group of people, and a bigger set of interests which beyond the government. Mark Leonard defined public diplomacy as:

Image

Issue

Figure 1.1: The Circle of Public Diplomacy

“In fact public diplomacy is about building relationships: understanding the needs of other countries, cultures and peoples; communicating our points of view; correcting misperceptions; looking for areas where we can find common cause”49

A debate towards the concept of public diplomacy that emerged is between traditional view which is government, and new point of view regarding the roles of

48 Leonard, Mark. "The Three Dimensions of Public Diplomacy." In Public Diplomacy, (p.8). 39 York London: The Foreign Policy Centre 2002, 2002. 49 Leonard, Mark. "The Three Dimensions of Public Diplomacy." In Public Diplomacy, (p.9-p.21). 39 York London: The Foreign Policy Centre 2002, 2002. 11 emerging nongovernmental actors in public diplomacy.50 In this globalization era, there are numbers of the non-governmental actors emerge and participate in diplomacy.

I.6.2. Gastrodiplomacy

Gastrodiplomacy is a state-to-public communication practice that uses food as a key element to provide an understanding of a country's culinary culture to a foreign public. Thus, when food is used to facilitate people-to-people involvement to enhance cultural understanding, it is categorized as a form of gastrodiplomacy practice.51

”Gastrodiplomacy can be used by the state to create cross-cultural understanding in the hope of increasing interaction with public or target society”52

Gastrodiplomacy intends to build more bonding relation to culture by using food as an instrument for encouragement and engagement. On this bonding relation (Wilson:2011):

“Because we experience food through our senses (touch and sight, but especially taste and smell), it possesses certain visceral, intimate, and emotion qualities, and as a result we remember the food we eat and the sensations we felt while eating it. The senses create a strong link between place and memory, and food serves as the material representation of the experience.”53

Gastrodiplomacy is often equated with culinary diplomacy, those two things use foods as the main instrument, but have different methods of use. If culinary diplomacy is the high cuisine and representing the state’s power through food by the

50 Tago, A. “Public Diplomacy and Foreign Policy.” Oxford Research Encyclopedia of Politics (2017). 51 Gilboa, Eytan. “The State of Gastrodiplomacy.” Public Diplomacy Magazine 1.2 (2014) 52 Sam Chapple-Sokol. 2013. Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy Volume 8 Issue 2 (p.161-183). USA: Martius Hijhoff Publishers. 53 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 12 elites, meanwhile gastrodiplomacy includes the exchange of food cultures between individual, either through ethnic migrant restaurants around the world.54

The terms of gastrodiplomacy by Paul Rockower which admit that Gastrodiplomacy is an effective way as a media of non-verbal communication that can all unite all people. Rockower explains that gastrodiplomacy is a form of public diplomacy which used to introduce the culinary culture to the broader scope by doing dissemination to the international world. Rockower also explains that:

“Essentially, gastrodiplomacy is an understanding that you do not win hearts and minds through rational information, but rather through oblique emotional connections. Hence, a connection with audiences is made in the tangible sensory interactions as a means to engage more implicit public diplomacy via soft power and cultural connections that ultimately shape long-term public diplomacy perceptions in a manner different than targeted strategic communications.”55 I.6.3. Nation Branding

In general, nation branding concerns with a country’s whole reputation or image on international scope, including political, economic and cultural aspects, and it goes beyond the specific purpose of country-of-origin or place brands to promote specific economic interests.56 Eventually, the aims of nation branding is to ensure a decent reputation with target audience.57

“The reputations of countries (and, by extension, of cities and regions too) behave rather like the brand images of companies and products, and they are equally critical to the progress, prosperity, and good management of those places.”58

54 Gecowets, Valerie. “Culinary Diplomacy vs Gastrodiplomacy.” Conflict Cuisine, March 2015. 55 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2- 4). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 56 Fan, Ying. "Branding the nation: Towards a better understanding." In Place Branding and Public Diplomacy, 97-108. Macmillan Publishers Ltd, 2010. 57 Anholt, Simon. "Beyond the Nation Brand: The Role of Image and Identity in International Relations." The Journal of Public Diplomacy 2, no. 1 (2013). 58 Ibid 13

Anholt concluded that the state is judged by what they do, not by what they say, yet the notion that a country can promote its way in order to get a favorable reputation. A Successful nation branding campaigns will help create a more favorable reputation in international stage, thus further enhancing a country’s soft power.59

Nation branding concerns on the image and reputation that a nation has in the eyes of the world. A nation’s image defined by the perceptions and point of view from people around the world. Their point of view and perceptions are both influenced by stereotyping, media coverage as well as personal experience.60 Nation branding also seen as a political tool which has powerful effects, especially for small, peripheral nations eager to compete against the influence of the superpowers and also to strengthen their economic position.61

59 Nye, Joseph S. "The Benefits of Soft Power." Harvard Business School Working Knowlegde. https://hbswk.hbs.edu/archive/the-benefits-of-soft-power. 60 Fan, Ying. "Branding the nation: Towards a better understanding." In Place Branding and Public Diplomacy, 97-108. Macmillan Publishers Ltd, 2010. 61 Volcic, Zala, and Mark Andrejevic. "Nation Branding in the Era of Commercial Nationalism." International Journal of Communication 5 (2011), 598-618. 14

I.7. Research Framework

TAIWAN Asian Canadian Special TAIWANFest Events Association in Campaign of All PUBLIC Canada in Good Taste: DIPLOMACY Savor The Falovours of GASTRO Taiwan DIPLOMACY Gastrodiplomacy (2010-2013)

CANADA

(Vancouver & Toronto)

OUTPUT • Taiwan nation branding promoted • Recognition that Taiwan is different with People’s Republic

of China

Figure 1.2. Research Framework

I.8. Scope and Limitation of the Study

1.8.1. Time Span

This thesis will concern on time limitations of the All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy campaign in promoting its Nation Branding through The Annual TAIWANFest in Canada 2010-2013. Taiwan promoting its gastrodiplomacy campaign in TAIWANFest started from 2010-2013, but started from

2014 TAIWANFest not only concern on gastrodiplomacy campaign but also on cultural aspects.

1.8.2. Scope

This research was made to discuss about Taiwan public diplomacy through Gastrodiplomacy Program which is All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Program in promoting its Nation Branding in Canada especially Vancouver and Toronto

1.8.3. Study Limitations

This thesis will concern on the public diplomacy strategy through All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Program in promoting its Nation Branding. The author of this thesis focus on using Taiwan perspective in doing research of the case study which is Taiwan gastrodiplomacy campaign.

1.9. Research Methodology

In this thesis, the writer will be used qualitative method with descriptive-analytical approach and focus on analyzing the fact-finding. In conducting the research, theories regarding public diplomacy and gastrodiplomacy, particularly on All in Good Taste: Savor The Flavours of Taiwan Gastrodiplomacy Program, are used to facilitate in finding the fact and the answers the problem presented in this thesis.

1.10. Research Instruments

Official Website – This thesis mostly refer to official website for primary sources, mainly because it provides a wide range of information regarding the issue. Some official websites that are used for this thesis are as follow:

• Ministry of Foreign Affairs Republic of China (Taiwan). Web Site: https://www.mofa.gov.tw/

• Ministry of Economic Affairs Republic of China (Taiwan). Web Site: https://www.moea.gov.tw/ • Official Portal Website of the Republic of China (Taiwan). Web Site: https://www.taiwan.gov.tw/

Books, Journals – Books and Journals are essentials to support the analysis in chapter III and IV regarding the topic of this thesis which focus on public diplomacy, gastrodiplomacy, and nation branding. Level of analysis to elaborate Gastrodiplomacy Taiwan in promoting its Nation Branding through TAIWANFest in Canada.

Internet Sources – Internet search used as a support data for the thesis which come from news, documents, scientific works with related research.

1.11. Thesis Structures

1.11.1. Chapter I – Introduction

The first chapter in this thesis will give an explanation to reader about what the topic of the research is. This first chapter will discuss several basic information about the topic of the thesis as well as the background of the thesis, the theories that will be used, the objectives that should be achieved in writing this thesis, conceptualizing the research questions and literature review, in order to give a general overview of this thesis.

1.11.2. Chapter II – Literature Review

The second chapter discuss and explain about the theories that the writer used from the literature to provide a fundamental background from books, journals, articles which focusing on public diplomacy and gastrodiplomacy on All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign

1.11.3. Chapter III – Taiwan-Canada Relations in conducting TAIWANFest 2010- 2014

The third chapter will overview the Taiwan and Canada’s Perspective on One China Policy, Canada-Taiwan substantive relations, and also the most important part of this thesis which is All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign in promoting its Nation Branding in Canada through TAIWANFest.

I.11.4. Chapter IV – The implementation of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign in promoting its Nation Branding through TAIWANFest in Canada

The fourth chapter of this thesis will explain and analyze the implementation of the Taiwan gastrodiplomacy campaign in promoting its own nation branding through TAIWANFest 2010-2013

1.11.5. Conclusion

This chapter will summarize as well as conclude the research. In this chapter the writer would also like to restate and emphasize the answer of the research question.

I.12. Definition of Terms

1. Gastrodiplomacy: state-to-public communication practice that uses food as a key element to provide an understanding of a country's culinary culture to a foreign public. when food is used to facilitate people-to-people involvement to enhance cultural understanding, it is categorized as a form of gastrodiplomacy practice. 2. Campaign: Any series of actions or events that are meant to achieve a particular result. A complete, planned course of action formulated to achieve defined objectives or interests. 3. Promoting: further the progress of (something, especially a cause, venture, or aim); support or actively encourage 4. Nation Branding: the application of corporate marketing concepts and techniques to countries, in the interests of enhancing/promoting their reputation in international relations.

CHAPTER II LITERATURE REVIEW

II.1. Melissen, Jan. Public Diplomacy Between Theory and Practice in The Present and Future of Public Diplomacy, 2006.

This book explains about how public diplomacy become a vital part for a country. Public diplomacy is one of the important topics to discuss regarding the world’s diplomatic services. Countries around the world through Ministries of Foreign Affairs (MOFA) pay more attention to their countries’ reputation and nation branding overseas at the global stage. Foreign perception of a country is something difficult to manage, the positive effects of a country’s external nation brand and image will only survive if it based on reality. Not only because the foreign public is quite difficult for the target group of public diplomats, they are also the first to benefit from the information democratization. In this paper, author stated that ordinary people have a wider access to enlarge sources of information, they can see for themselves and influencing their views has become much more difficult after the latest revolution in communication technology.

Most people do not care much about diplomatic practice in general, however many seem to be intrigued by public diplomacy. Brief definition about public diplomacy that stated by Melissen is that it involves how to get other people on your side, it is also about influencing other people’s opinions and attitudes. she explains that ‘the people on the other side’ are characteristically multipliers of opinion and future opinion leaders or high potentials, but also it comes from ordinary people who have direct access to all variety of information. Public diplomacy of a country is different with another it depends on the needs that have given it greater priority in their own diplomacy for a number of reasons. Their efforts encompass long term foreign policy objectives, boosting a country’s nation branding in international scope, articulating their own identity, and also as a tool to convey their commitment to a stable

20 international society and peaceful multilateral order, and also help to precise disturbing stereotypical images among foreign audiences or to counter negative perceptions abroad.

Melissen explained in a simple way, public diplomacy is more about listening and receiving as it is about speaking and sending. It affirms the view that public diplomacy is part of a wider process by which states and others represent themselves and their interests to one another.

II.2. Cull.N. J. Public Diplomacy before Gullion: The Evolution of a Phase. In Routledge Handbook of Public Diplomacy, 2009.

“Public Diplomacy before Gullion: The Evolution of a Phase in Routledge Handbook of Public Diplomacy” is a book consists of explanations, and analysis regarding the concept of traditional public diplomacy and public diplomacy in 21st century modern era. Traditional public diplomacy is about how governments act and talking in global stage to global publics, it includes efforts to influence, inform, and also how the government engage those publics’ support in order to achieve its national interests and foreign policies. Traditional public diplomacy tends to take public for granted, which makes public opinion measurement as something necessary in foreign policy.

Currently, public diplomacy covers the way in which both government and private individuals or group in influencing directly or indirectly public opinions and attitudes which endure directly on another government’s foreign policy decisions. According to Cull, another development of public diplomacy is about the increasing in people-to-people exchanges whether it is personal and virtual, across national borders. This shift from diplomatic emphasis to public emphasis has resulted in the rise of two different philosophies about public diplomacy’s utility: 1) those who view public diplomacy as a necessary mean, a mere additional tactic that supports conventional public diplomacy and traditional efforts; and 2) those who view public diplomacy as a

21 context for how nations interact with each other, from public affairs officers in the field to the netizen diplomat and student exchange at the grassroots.

According to this book, the comparison between traditional diplomacy and 21st century public diplomacy covers condition, objectives, strategies, direction of communication, research message context, target audiences, channels, and budget.

Traditional Public Diplomacy 21st Century Public Diplomacy Conditions Conflict tensions between states Peace Objectives To achieve political change in Political and economic target countries by changing interest promotion to create target audiences’ behavior receptive environment and positive reputation of the country abroad Strategies Persuasion, managing publics Building and maintaining relationships, engaging with publics Direction of One-way communication Two-way communication Communication (monologue) (dialogue) Research Very little, if any PD based on scientific research where feedback is also important Message Ideologies Ideas, values, interests Context Target General Segmented, well-defined Audiences publics + domestic publics; participants Channels Traditional mass media Old and new media; often personalized via networks

Budgets Sponsored by government Public and private partnership

Table 2.1. The comparison between traditional diplomacy and 21st century public diplomacy

II.3. Mellisen, Jan. The New Public Diplomacy: Soft Power in International Relations, 2005.

This book explains about defining new public diplomacy, public diplomacy and related concepts, and also diplomacy and the ordinary individual. The author of this book concluded that public diplomacy is one of soft power’s key instruments which recognized in diplomatic practice way before the contemporary debate on public diplomacy. Melissen also stated that soft power in the postmodern era is increasingly essential in global information stage which in transnational environment with connection to one another. First chapter of this book introduces and defines public diplomacy as a concept and it assesses current developments. This book also evaluates the importance of public diplomacy in the changing international environment, and it identifies characteristics of good practice.

Melissen believed that public diplomacy as one of government’ efforts in order to communicate with foreign publics to understand a nation’s ideas and also ideals, its institutions and culture, as well as its national goals and policies. However, Melissen also argued that non-governmental organizations (NGOs) have also demonstrated that they are particularly influencing foreign publics, the effectiveness of public diplomacy by NGO generally describe the admiration of foreign ministries which are trying to perform well in increasingly indecisive international networks. Moreover, individual can observe the significant interests between state and NGOs. Public diplomacy somehow described as a one-way flow of information aimed at conveying the positive aspects of a country to foreign publics.

Melissen also explain about three concepts that worth a concern in a discussion on public diplomacy are propaganda, nation-branding and foreign cultural relations. Similar to public diplomacy, propaganda and nation-branding are about the communication of information and ideas to foreign publics with a view to changing their attitudes towards the home country or strengthening existing beliefs. Propaganda and nation-branding, however, neither point to the concept of diplomacy, nor do they generally view communication with foreign publics in the context of changes in contemporary diplomacy. The practice of nation branding a nation involves a way better and coordinated effort than public diplomacy. Branding is also about the mobilization of all nation’s forces that can contribute in promoting of its own image at global stage.

II.4. Leonard, Mark. Public Diplomacy. London: Foreign Policy Centre, 2002.

This book explains about the role of public diplomacy in building relationship, communication our opinion and points of view; understanding the needs of other countries, cultures, and people; correcting misperceptions; and also looking for areas where common cause found. Leonard underlined the significant difference between apublic and traditional diplomacy is that public diplomacy has a wider scope and group of people, and also wider set of interest which go beyond the government, Public diplomacy is based on the premise that the image and reputation of a country are public goods which can create either an enabling or a disabling environment for individual transactions. Concern on number of issues will generate the general image of the country and reflect back on to it in both positive and negative results.

Leonard mentioned the impacts of public diplomacy which are: increasing people’s familiarity with one’s country; increasing people’s appreciation of one’s country; engaging people with one’s country; encouraging people to see us as an attractive destination for tourism, study, distance learning; getting them to buy our products; Influencing people. Leonard also characterized the three dimensions of public

24 diplomacy activities which are: reacting to news events as they occur in a way that tallies with our strategic goals; proactively creating a news agenda through activities and events which are designed to reinforce core messages and influence perception; build a long-term relationships with populations overseas to win recognition of our values and assets and to learn from theirs.

Leonard believed that each country has a different set of institutions to manage its public diplomacy strategy. Some are part of government, others are independent. Each will have its own mission and priorities, but in order to practice public diplomacy effectively, it is important to examine the institutions as a spectrum and see whether there are gaps between the institutions which are not yet filled.

II.5. Rockower, Paul S. Recipes for gastrodiplomacy in Place Branding and Public Diplomacy, 2012.

This paper explains about how gastrodiplomacy take part at global stage. Gastrodiplomacy is taken by a country as an effort in conducting cultural diplomacy through promotion of their own cuisine, it also an increasing popular strategy for public diplomacy and nation branding in modern era. The author examines gastrodiplomacy as a strategy of middle powers trying to create better brand recognition. Number of middle powers have invested signiﬁcant capital resources in culinary diplomacy projects in promoting global awareness of their respective cultures as a means to further soft power and nation branding status of a country. Leonard mention that in oder to create a stronger nation brand through increased culinary and cultural awareness, gastrodiplomacy helps to increase soft power which become the power of attraction. Gastrodiplomacy is a form of public diplomacy that combines cultural diplomacy, culinary diplomacy and nation branding to make foreign culture obvious to the taste and touch.

Leonard stated that gastrodiplomacy is more similar as a generator of nation-branding through cultural diplomacy that seeks to raise awareness and understanding of national

25 culinary culture with wide range of foreign publics, whereas culinary diplomacy is an attempt to increase and promote narrower diplomatic efforts. He also stated that food is an important tool in order to build cultural understanding, and as a feedback, to breaking down traditional barriers by providing insight into a culture that might otherwise be unknown to a person. Gastrodiplomacy concerns on the unique tastes which comes from national culture as a means to differentiate nation brands, and thus to promote the cultural appeal of a country as a central aspect of where soft power emerges.

Rockower explains that that Taiwan is known with is gastronomic treats, with its culinary treasures. Taiwan’s gastrodiplomacy campaign, entitled “All in Good Taste: Savor the Flavors of Taiwan”, has been driven from the very beginning of Taiwanese society, as President Ma Ying-Jeo declared that “taking Taiwan’s food to the world is a policy priority”. In its own efforts to raise awareness of its cultural and nation brand, the Taiwanese government unveiled a plan to promote Taiwanese culinary diplomacy in 2010. Through gastrodiplomacy, under-recognized countries have found a new way in public diplomacy to promote nation brand of a country itself with highlighting the unique and exotic tastes and flavors. At the end, gastrodiplomacy is expected to play more significant role in public and cultural diplomacy outreach.

II.6. Gecowets, Valerie. Culinary Diplomacy vs Gastrodiplomacy in Conflict Cuisine, March 2015.

This article talks about how diplomacy at the very beginning is typically about our government’s representative abroad. However, in the modern era along with globalization, diplomacy is not only about the state official, but there are different forms of diplomacy which become famous in current years that involves food as a tool. The author stated that both of the culinary diplomacy and gastrodiplomacy similar but different in terms of how food can act as a tool in diplomatic exchange or relations. Gecowets stated that there are numbers of differences between culinary diplomacy and gastrodiplomacy which are the first part is culinary diplomacy is about the high level

26 of cuisine of broader cultural diplomacy, while gastrodiplomacy is street food which more on the grassroots level. Gastrodiplomacy also reachable because it includes the individual exchange of food culture between people which can be from ethnic restaurants from migrants and also the movement of food tourism.

The second part, gastrodiplomacy is more accessible rather than culinary diplomacy, because it came from ordinary people around the world. The exchange of the food culture between people is easier to reach, because there are numbers of migrants in each countries, so they can taste and feel numbers of food easily. Meanwhile, culinary diplomacy is more about the “official manifestation of a state’s power through food” which represents a whole country by the choices from elites. The third part, in terms of visible impact, gastrodiplomacy has significant impact on our daily lives rather than culinary diplomacy. Culinary diplomacy is an important aspect of a nation’s foreign food policy. However, both are very important to the cultural exchanges in our modern era, especially in globalization.

On the last part of articles, Gecowets give a simple example of gastrodiplomacy and culinary diplomacy linked one another, which is ordering Thai food for dinner. Having dinner at a Thai restaurant is a form of gastrodiplomacy, because an individual take part on cultural exchange with the owner or chef of the restaurant, which Thai immigrants. However, the author analyze that there is a tiny layer of culinary diplomacy involved in this case because of ‘Global Thai’ campaign which launched by the government in 2002 to sponsor the growing number of Thai restaurants around the world, which is not only promote Thai cuisine but also greater awareness of Thai culture and Thailand’s Nation Branding. In a simple word, culinary diplomacy which sponsored by the government meets the grassroots exchange of gastrodiplomacy, it shows that both terms are separate, but related.

II.7. Rockower, Paul S. The State of Gastrodiplomacy in Public Diplomacy Magazine, 2014.

This article explains several important parts regarding gastrodiplomacy. First part explains the genesis of gastro diplomacy. This part explains that there are few aspects as uniquely tied to culture, history, or geography as cuisine. Food has a really tight relation with history and serves as a media to share cultures. In this article, Rockower discuss about the importance of both food and music in cultural diplomacy. Both music and food work to create emotional and tremendous connections that can be felt even across language barriers. The most effective cultural diplomacy takes national traits and cultures and communicates them to audiences abroad. Gastrodiplomacy seeks to establish an emotional connection via cultural diplomacy by using food as a medium for cultural engagement. These finally help to create a long-term cultural perceptions in a way that can be both more effective and more indirect than targeted strategic communications.

The second part of this article explains about the theories of gastrodiplomacy itself. Rockower highlights the characteristics of gastrodiplomacy by comparing it to the practice of culinary diplomacy. The author notes the similarity of diplomacy to public diplomacy, thusly culinary diplomacy is to gastrodiplomacy. While diplomacy concerns on high-level communications which come from government to government, public diplomacy is the act of communication between governments and non-state actors to foreign publics. Similarly, this author defines culinary diplomacy as the use of food for diplomatic pursuits. Gastrodiplomacy is a public diplomacy attempt to communicate culinary culture to foreign publics and it takes a wider focus to influence the broader public audience rather than high-level elites. Gastrodiplomacy seeks to promote nation brand through cultural diplomacy that highlights and promotes awareness and understanding of national culinary culture.

II.8. Anholt, Simon. Beyond the Nation Brand:The Role of Image and Identity in International Relations. SURFACE, 2011.

This book explains about nation branding and also the role of image, identity, and reputation in international relations scope. Anholt stated that “Brand” can mean at least three different things: first, it can refer to the identity of a country; second, it is sometimes refer to the culture of the country itself; and third, it can refer to the product’s or corporation’s reputation in the minds of its target audience. Anholt describe a reputation of a country as a brand images of companies and products, and they are equally critical to the progress, prosperity, and good management of those places. The important thing is if a country is really into promoting and enhancing its international image, it should focus on product development and marketing rather than chase after the branding itself, there are no shortcuts. A country who could enhance the reputation is a country who are consistent, coordinated, world-class, noticeable, and any other important aspects.

Anholt also summarised three main components of nation branding which are strategy, substance, and symbolic actions. First one is strategy, in its simplest terms, is knowing who a nation is and where it stands, knowing where it wants to get to; and knowing how it is going to get there. Substance is the effective execution of that strategy in the form of new economic, legal, political, social, cultural, and educational activity: the real innovations, businesses, legislation, investments, institutions, and policies which will bring about the desired progress. Symbolic actions are particular actions of substance that happen to have a primary communicative power. All of the actors in a country should be responsible to its own nation branding from governments, on behalf of their people, their institutions, and their companies, need to measure and monitor the world’s perception of their nation and to develop a strategy for managing it. It is a key part of their job to promote their own nation brand reputation that is fair, true, powerful, attractive, and also useful in many aspects such as economic, political, and social aims.

II.9. Dinnie, Keith. Nation branding: Concepts, Issues, Practice. London (GB): Routledge Taylor & Francis Group, 2016.

This book discusses about how a country manage its own nation branding at global stage. Dinnie explain about the importance of soft power as an element of foreign policy. Governments depend on a broader scope of soft power tools to promote, achieve and maintain national policies, as well as foreign policy or international goals. At the very first place, cultural diplomacy, public diplomacy, and propaganda has become a key instruments in the context of soft power throughout the last century, the emergence of nation branding has started to play a significant role for foreign diplomacy in the last decade.

Nation Branding: Concepts, Issues, Practice, Keith Dinnie discusses the specifics of the concept of nation branding; the book shows how governments are forming distinct identities to demonstrate their uniqueness and competitiveness in an increasingly globalised world. Dinnie also defines a brand as a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. Dinnie equated nation branding as a products which has characteristics, nations and states also have distinguishable associated values that mark their uniqueness. According to Dinnie, nation branding is dedicated to the promotion and maintenance of national image and national communication.

This book gives a comprehensive explanation regarding nation branding, the first part concerns on the core elements of a brand, involving nation brand identity, nation brand image, nation brand positioning, nation brand equity, while the second part focuses on the management of nation branding which covers brand analysis, strategy development, positioning, and success measurement. The third and fourth parts give a greater image into ethical considerations and future development of nation branding. Nation branding can be regarded as a part of public diplomacy efforts amongst political elites and governments which targeted any individuals or groups of the public sphere.

However, public diplomacy was oriented towards a positive image in its early phase, while nation branding concern and focus with the creation of a positive label a nation could and should be identified.

The book illustrates the scope and possibilities this field has with case studies. It also comparing the nation branding and soft power. Dinnie explains that nations always concerns about their perception as a part of traditional foreign policy. While soft power in generan and public diplomacy particularly are the result from the Cold War system, in which the superpowers tried to attract the hearts and manipulate the minds of citizens of the other parts of the world through tools of soft power.

II.10. Foreign Policy Reports of Ministry of Foreign Affairs Republic of China (Taiwan) 2010-2013

This report consists of foreign policy Republic of China (Taiwan) from 2010-2013. This report exists each year, however the writer of this thesis concerns on 2010-2013 because the data which needed by the author is started from 2010-2013. The official data regarding All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy campaign in TAIWANFest Canada belongs to foreign policy report of Taiwan’s Ministry of Foreign Affairs.

Foreign Policy Report of Taiwan MOFA 2009, explained and summarized about the gastrodiplomacy campaign which will be conducted on 2010. It is also made to point Asian Canadian Special Events Association to hold TAIWANFest as a part of gastrodiplomacy campaign in Canada.

Foreign Policy Report of Taiwan MOFA 2010-2013, explained about how the gastrodiplomacy campaign which held by Taiwan were going on the very first year until 2013 in TAIWANFest Canada. It also consists of gastrodiplomacy campaign reports each year. Each reports consist of how is the gastrodiplomacy campaign take place, what are the program in the campaign, the result of the campaign, and any other important aspects in gastrodiplomacy campaign of Taiwan.

CHAPTER III TAIWAN-CANADA RELATIONS AND TAIWANFEST 2010-2013 AS A PART OF GASTRODIPLOMACY CAMPAIGN IN CANADA

This chapter will give an overview related to the understand the subjects matter in this thesis. This part will explain about Taiwan and Canada’s perspective on One China Policy, Canada-Taiwan bilateral relations, All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign.

III.1. One China Policy

The author chose to explain about One China Policy is because this is important to understand Taiwan position in international scope, how to relate Taiwan bilateral relations with other nations, and last but not least, with the existence of One China Policy how Taiwan behave in international system

III.1.1. History of One China Policy

Taiwan, home to twenty-three million people, is an island off the southern coast of China that has been governed independently from mainland China since 1949.62 The People’s Republic of China (PRC) views the island as a province, while Taiwan see themselves as a territory with its own democratically elected government, leading political voices have differing views on the island’s status and relations with the mainland.63 Taiwan is an independent country, and Taiwan is different from China.64 Taiwan as a country which not yet fully recognized as a sovereign state, has a certain way to cooperate with other countries because of the

62 Leng, Tse-kang. "Taiwan's Official One China Policy." In The Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge, 63 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 64 The Official website of the Republic of China, “History of Republic of China.” https://www.taiwan.gov.tw/content_3.php 32 principle of one China policy that makes Taiwan difficult to move, most countries prefer to cooperate with PRC in diplomatic relations.65

The Chinese government declared to the international forum that Taiwan should be subject to its policy because Taiwan has been tied to the consensus agreed upon by representatives both sides in 1992 in Hongkong.66 Therefore, China considers that the existence of One China Policy can not be contested by Taiwan. The dispute between China and Taiwan began since China declared itself as a communist state.67 Since the formation PRC as a communist state on October 1, 1949, there has been opposition for the formation of a communist government itself. The opposition conducted by the Nationalist Republic of China under the Kuomintang Party.68 Nationalist groups want China hold a democratic government is therefore then the Kuomintang Party under the power of Chiang Kai Shek then occupying Taiwan which lies separated by a strait and forming a self-government there. Since the establishment of self-government in Taiwan by the Kuomintang Party, the focus of mainland China government under Mao's leadership Zedong against Taiwan is destroying the Kuomintang Party with the ultimate goal of making Taiwan back on the Chinese government.69

Taiwan territory is in mainland China and is presently led by a detached government of the People's Republic of China, the party that leads Taiwan is a democratic nationalist.70 In 1925 Chiang Kai-Shek was the Chinese leader who wanted

65 The Official website of the Republic of China, “History of Republic of China.” https://www.taiwan.gov.tw/content_3.php 66 East Asia Peace & Security Inisiatives. “China-Taiwan Relations: 1992 Consensus”. https://www.eapasi.com/1992-consensus1.html 67 Lee, Seokwoo. “Territorial dispute among China and Taiwan”. In Boundary and Territory Briefing, 16-19. Durham, 2002. 68 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 69 Leng, Tse-kang. "Taiwan's Official China Policy." In The Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge, 70 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 33 to continue the ideals of Sun Yat Sen to unite the entire China mainland under the democratic nationalist Koumintang party, but at the same time there was a communist party called the Chinese Communist Party build and spread the communists to influence the Chinese people.71 The incident led to clashes between the two parties in China, leaving Chinese communist party soldiers doing long marches and setting up guerrilla bases in Yan'an and Shaanxi provinces.72 Mao Zhedong as leader of the Communist Party of China experienced a rapid development after the long march and proved by the victory of the Chinese Communist Party in the elections in 1949 that made Mao Zhedong occupy the seat as president of China.73

The victory of the Chinese Communist Party made Chiang Kai-Shek flee to Taiwan and determined to build Taiwan better than mainland China, from where the separation between Taiwan and China began.74 The split of two regions in mainland China with this different ideology eventually formed One China Policy. The existence of such phenomena made Taiwan receive help from the United States and made the relationship between the PRC and the United States deteriorate after knowing it, as well as triggered by the ideological divide between the communist ideology embraced by China and the liberal democracy adopted by the United States.75 In 1971 the United Nations held its 26th meeting with a resolution of 2758 stating that Taiwan was replaced by the PRC as a representation of China, with the aforementioned concept of One China Policy accepted by the international community.76

71 Leng, Tse-kang. "Taiwan's Official China Policy." In The Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge, 72 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 73 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 74 Leng, Tse-kang. "Taiwan's Official China Policy." In Taiwan-china Connection: Democracy And Development Across The Taiwan Straits, 45-51. New York: Routledge, 75 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 76 United Nations General Assembly. Restoration of the Lawful Rights of The People’s Republic of China in the United Nations. http://www.un.org/documents/ga/res/26/ares26.htm 34

The One China Policy explains that countries that have diplomatic relations with the PRC must break official ties with Taiwan, and vice versa. The existence of these two countries does not want to be equated because of the separatism that occurs and compete with each other, therefore the country that recognizes Taiwan's sovereignty does not have a cooperative relationship with the PRC, because it is deemed not appreciate One China Policy that can not be contested. One China Policy is a fixed price to China that Taiwan is still under Chinese territory and other countries should respect and recognize the policy and acknowledge China's position that by choosing only one government if it wants to remain in cooperation with China.77 Nevertheless, considering the needs of Taiwan's economic development and the interests of the country itself, the Chinese Government has not objected to nongovernmental economic or cultural exchanges between Taiwan and foreign countries.78

The One-China Policy itself is the important key for the Chinese government's policy on Taiwan. On this basis, China established the basic principle of "peaceful reunification, and one country, two systems."79 However, there are several key points regarding this policy which are: China more concern on peaceful reunification with Taiwan without any use of force, will actively promote people-to- people contacts and economic and cultural exchanges between the two sides of the Taiwan Straits, achieve reunification through peaceful negotiations and, on the premise of the One-China Principle, any matter can be negotiated.80 After reunification, Taiwan will enjoy a high degree of autonomy, and the Central Government will not send troops or administrative personnel to be positioned in Taiwan.

77 Hughes, Christopher R. Taiwan and Chinese Nationalism: National Identity and Status in International Society. 2013. 78 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 79 Ministry of Foreign Affairs of the People’s Republic of China, “A Policy of One Country, Two Systems on Taiwan”. 80 Ministry of Foreign Affairs of the People’s Republic of China, “A Policy of One Country, Two Systems on Taiwan”. 35

China government considers that Taiwan is a part of Mainland China and no matter how China should reclaim Taiwan as part of its country despite the use of force. The China government will not allow Taiwan's independence force to separate Taiwan from China under its name or through any approach. “There is only one China in the world. Both the Mainland and Taiwan belong to the same China. Cession of sovereignty and territory of China will not be tolerated.”81 Meanwhile, Taiwan itself also insist that the relationship between Taiwan and China is a relationship between countries is not a relationship between the central government with the province. Taiwan sees that China's reunification efforts can only happen if China becomes a democratic country rather than a communist country.82 The Chinese policy is implemented in One China Policy strategy in particular the "One State Two System" policy that shows China's desire to build relations with Taiwan and resolving the issue of separatism that occurs in ways that tend to be peace.83 Basically, the main goal of China in One China Policy is to unify the sovereignty of separate parts of China, such as Taiwan as a unified part of mainland China, but in a way taken to implement the policy then change from one era of leadership to another. However, the author of this thesis put a huge concern on Taiwan’s Perspective and also Canada’s perspective in One China Policy as an important matter of this thesis.

III.1.2. Taiwan’s Perspective on One China Policy

The status of Taiwan has been one of the most complicated issues in both international law and international relations arenas for the past decades. The Taiwan question is essentially an extension of the “two Chinas” problem, which creates a dilemma for international law in accommodating the de facto existence of Taiwan under the concept of the one-China policy.84 Taiwan’s government, known officially

81 Hughes, Christopher R. Taiwan and Chinese Nationalism: National Identity and Status in International Society. 2013. 82 Wu, Hsin-hsing. Bridging the Strait: Taiwan, China, and the Prospects for Reunification. Hong Kong: Oxford University Press, 1995. 83 Chiang, Frank. One-China Policy: Sate, Sovereignty, and Taiwan's International Legal Satus. 2012. 84 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 36 as the Republic of China (ROC), was widely recognized as the only legitimate Chinese government until the United Nations General Assembly passed Resolution 2758 in 1971. This resolution replaced the ROC with its communist rival, the People’s Republic China (PRC) in the UN.85

In response to the white paper entitled "the One China Principle and the Taiwan Question" issued by the State Council of the People's Republic of China on February 21, 2000, the Ministry of Foreign Affairs of the Republic of China on Taiwan focus on mistaken statements contained in that white paper concerning its diplomatic affairs. It is true that two sides of Taiwan Strait have been ruled by separated government since 1949. The Taiwan government justified in promoting its own diplomacy as this is nothing but the fulfillment of its duty towards the development of the 22 million people of Taiwan and for the sake of their existence.86 However, PRC labeled that Taiwan’s efforts in promoting its nation and expanding its international scope as attempts to create “two Chinas” or “One China, One Taiwan”.87 One china policy tends to limit the diplomatic activities and relations of Taiwan itself. The Republic of China has been an independent state since 1912. Surely this is the right to establish diplomatic relations with other countries in the world and to actively participate in international organizations and activities. Both sides of the Taiwan Strait should fully develop their international relations and participate in the international community.88

Although the key points of One China Policy in PRC’s perspective is for unification for both countries, Taiwan believe that only through sincere exchange and peaceful dialogue can build the trust that is needed to work together and support each

85 85 United Nations General Assembly. Restoration of the Lawful Rights of The People’s Republic of China in the United Nations. http://www.un.org/documents/ga/res/26/ares26.htm 86 Ministry of Foreign Affairs Republic of China, “Response to White Paper: The One-China Policy and the Taiwan Question”. 87 Ministry of Foreign Affairs Republic of China, “Response to White Paper: The One-China Policy and the Taiwan Question”. 88Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 37 other. This in turn will serve as a good foundation for the achievement of a peaceful, democratic and united China in the future. However, in fact, one china policy is only restricted Taiwan’s movement in doing diplomatic relations with other countries.89 Both side of Strait will then be able to jointly contribute to the international community. One China Policy and pressure to Taiwan in international space are a direct threat to the rights of the people and provocation to cross-strait and regional peace and stability. In recent years the Taiwan authorities have actively launched a campaign of "pragmatic diplomacy" to have official ties with countries which have diplomatic relations with China in an attempt to get "dual recognition" and achieve the objective of creating a situation of "two Chinas" or "one China, one Taiwan".90 MOFA will be pragmatic in its diplomatic work, so as to create an external environment that is even more conducive to Taiwan’s overall development.91 The Chinese Government is firmly against this scheme.

As for Taiwan, upholding the principle of One China indicates that it acknowledges that China's sovereignty and territory are inalienable. In this way, both sides of the Taiwan Straits will have a common basis and premise and may find ways to solve their political differences and realize peaceful reunification through consultation on an equal footing. Taiwan denies the One-China Principle and tries to separate Taiwan from the territory of China, because in Taiwan’s perspective, one china policy is just restricted Taiwan in doing diplomatic activities with other countries92.

To cope with the current diplomatic challenges and promote the wellbeing of the 23 million people of Taiwan, the government of the Republic of China (Taiwan)

89 Ministry of Foreign Affairs Republic of China, “White Paper: The One-China Policy and the Taiwan Issue”. February 2000. 90 Ministry of Foreign Affairs Republic of China, “Response to White Paper: The One-China Policy and the Taiwan Question”. 91 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, Congress of Legislative Yuan (2009). 92 Ministry of Foreign Affairs Republic of China, “Response to White Paper: The One-China Policy and the Taiwan Question”. 38 has wholeheartedly gone about implementing a policy of “flexible diplomacy”. Based on the principles of “dignity, autonomy, pragmatism, and flexibility” without any significant official diplomatic ties, this policy aims to make cooperative relations for Taiwan’s diplomacy.93 Flexible diplomacy has met with great success over the past years. It has not only effectively rebuilt Taiwan’s credibility and created a positive image for the nation internationally, but it also increasingly improved it substantive relations with other friendly nations, as well as broadened Taiwan’s international space. Although Taiwan is not yet fully recognized country, Taiwan concern on using its own engagement in cultural exchanges and also economic without any official diplomatic ties.94 The first main goal is to get recognition that Taiwan is a fully a country from other countries.

III.1.3. Canada’s Perspective on Taiwan and One China Policy

When Canada recognized the People’s Republic of China in 1970, the Joint Communiqué stated, “The Chinese Government reaffirms that Taiwan is an inalienable part of the territory of the People’s Republic of China. The Canadian Government takes note of this position of the Chinese Government.”95 However, Mitchell Sharp, Secretary of State for External Affairs of Canada stated that Canada will “neither challenge nor endorse” China’s position on Taiwan.96 Canada, however, could have formal relations with only one side, and chose the PRC. Canada chose to have official relations with the PRC, and substantive relations with Taiwan.97 Substantive relations is a relation between Taiwan and other country which has not any diplomatic ties but

93 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, Congress of Legislative Yuan (2009). 94 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, Congress of Legislative Yuan (2009). 95 Joint Communique of the Government of the Peopls’s Republic of China and the Government of Canada Concerning the Establishment of Diplomatic Relations Between China and Canada 96 Centre for International Policy Studies, “One China” As Floating Signifier: Canadian position towards One China Policy. 97 Joint Communique of the Government of the Peopls’s Republic of China and the Government of Canada Concerning the Establishment of Diplomatic Relations Between China and Canada 39 has engagement and cooperation in cultural, economic, and any other aspect.98 “Canada has never recommended a One-China policy. Canada chose a policy of ‘One China, one Taiwan.’99 The confusion was that Beijing and Taipei both insisted that they both legitimately represented China. “One China” means different things to different people, and does not necessarily mean political unification.

Taiwan has been one a great interest for Canada in order to cooperate with in terms of economy and trade, eventhough political obstacles have diminished the role of Taiwan in the political sphere for decades and the One China Policy has marginalized Taiwan’s role even further.100 However, within Taiwan itself there is growing of interest in Canada in influencing Canada on Taiwan’s history. This serves various existing Canadian perspectives on Taiwan from a number of different standpoints consists of the ways in which Canada could play a constructive role in doing a cooperation with Taiwan and also helping to resolve some of the problems currently faced by Taiwan.101

Canada shares number of important values with Taiwan. Taiwan strongly embraces the values of democracy, freedom, and cultural diversity as well as Canada.102 It is also very encouraging to see the efforts of their government to address the historical injustices made towards Taiwan's indigenous communities, and the importance they place on protecting the environment and developing green energy.103 Canada sees that in cultural aspects this is about the citizen-centred, as opposed to government-centred, ties that grant legitimacy on our relationships abroad, and this is especially true in the Taiwan scenario. It has been said that as Canadians are the best ambassadors to their values as well as Taiwanese people, who are not constrained by

98 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, Congress of Legislative Yuan (2009). 99 Ibid 100 Wang, Dong. Republic of China's Trade Relations with Canada in Perspective. In Journal of Current Chinese Affairs, 2016. 101 Ibid 102 Ibid 103 Ibid 40 the geopolitical necessities tying the hands of ROC government representatives.104 More attention therefore must be paid to the relations to make it easier for individuals and private groups to engage in cooperative engagements, cultural activities and exchanges of academics, businesspeople, nongovernmental organizations and individuals, the better to influence social change in line with values that existed, by and large, this generation of Taiwanese already share.105 With the same values between Taiwan and Canada, both countries maintain a good substantive relations one another.

III.2. Canada-Taiwan Substantive Relations

Currently, there are more than 200,000 people of Taiwanese living in Canada and an estimated 60,000 Canadians living in Taiwan.106 This makes the island home to one of the largest communities of overseas Canadians in the world, and the Canadian Trade Office in Taipei is Canada's 5th largest passport-issuing office outside North America. In 2010, Canada implemented a visa waiver allowing Taiwan passport- holders visa-free stay for up to six months.107 As a result, the number of Taiwanese visitors to Canada has steadily increased each year. Apart from the relations of both countries, it can be said that Taiwan and Canada have a good relation. The relations between Taiwan and Canada involving trade and economic relations foreign direct investment, science and technology, public policy issues, cultural human rights, indigenous cooperation, arts and culture, education and youth exchanges, multilateral cooperation.108

This thesis will focus on cultural aspect between Canada and Taiwan. Cultural exchanges are perhaps the most important aspect of Taiwan-Canada relations. One of

104 Ibid 105 Wang, Dong. Republic of China's Trade Relations with Canada in Perspective. In Journal of Current Chinese Affairs, 2016. 106 Government of Canada, "Canada and Taiwan Relations." GAC. Last modified February 5, 2018. http://international.gc.ca/world-monde/taiwan/relations.aspx?lang=eng. 107 Ibid 108 Government of Canada, "Canada and Taiwan Relations and Cooperations." GAC. Last modified February 5, 2018. http://international.gc.ca/world-monde/taiwan/relations.aspx?lang=eng. 41 the cultural exchanges between Taiwan and Canada is TAIWANFest in Canada.109 Established in 1990 by Vancouver’s Taiwanese Community, TAIWANFest is one of the largest cultural events in Canada especially held in Vancouver and Toronto.110 TAIWANFest is a Taiwan cultural festival which features a wide array of cooking demonstrations, cultural exhibition, traditional music of Taiwan. Taiwan government through Ministry of Economic Affairs pointed the Asian Canadian Special Events Association on 2009 to held the annual TAIWANFest in Canada.111 Liang Kuo-hsin representing The Ministry of Economic Affairs of Taiwan and Charlie Wu as the Managing Director of Asian Canadian Special Events Association to conduct the events.112 Through TAIWANFest, Taiwan also promoting its own gastrodiplomacy to engage more scope in order to promoting its nation in Canada.

III.3. All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign

Taiwan authorities endeavor to promote its nation branding in international scope. One of the efforts is through Gastrodiplomacy campaign which called All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy campaign.

109 Ministry of Foreign Affairs, Republic of China (Taiwan). "Taiwanese Gastrodiplomacy 2.0." Taiwan Today. Last modified December 3, 2010. https://taiwantoday.tw/news.php?unit=2,23,45&post=1551. 110 "TaiwanFest Events to Promote Cultural Exchanges in Canada | Culture | FOCUS TAIWAN - CNA ENGLISH NEWS." FOCUS TAIWAN. Last modified July 29, 2016. http://focustaiwan.tw/news/aedu/201607290015.aspx. 111 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report, 7th Congress of the Legislative Yuan, (2009). 112 Ibid 42

III.3.1. History of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign

Food is common ground a universal experience. Gastrodiplomacy sees the development of universality in which the experience depends on the understanding of foreign cultures through the interest of the people through sense of cultural diplomacy food can function as a non-threatening way to gain favor among and make a connection with foreign audience.113 Gastrodiplomacy argues that public has a connection with foreign culture when introduced through food, thereby increasing the possibility of cooperation in economy and politics in gastrodiplomacy.114 The contents, gastrodiplomacy is understanding in winning hearts and minds but not in the form of information, but shaped emotional connection.115 Therefore relationships with audiences are made in a real sensory interaction as a form of more implicit public diplomacy ties through soft power and cultural connections which ultimately shape long-term public diplomacy perceptions in different ways from targeted strategic communications.

Gastrodiplomacy is a technique perfected by Thailand, which pioneered the use of kitchen and food as a pioneer of cultural diplomacy.116 In 2002 Thai food flourished in international popularity. It is packed by Paul S Rockower "gastrodiplomacy is predicted on notion that the easiest way to win hearts and minds is through stomach.”117 In addition, Taiwan is one of the countries that launched the gastrodiplomacy campaign to promote Taiwanese specialties as a means of diplomacy culture and highlight of Taiwan's culinary reputation in the future.

113 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 114 Solleh, Fatin M. "Gastrodiplomacy as a Soft Power Tool to Enhance Nation Brand." Journal of Media and Information Warfare 7, no. 5 (July 2015), 168. 115 Spence, C. Gastrodiplomacy: Assessing the role of food in decision-making. Biomed Central, 2015. 116 "Thailand's Gastro-diplomacy." The Economist. https://www.economist.com/node/999687. 117 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 43

The emergence of Taiwan which has various culinary treasure is originally comes from Chinese civil wars and cultural revolutions. With the resistance in 1949, the Kuomintang and his followers moved to Taiwan, carrying many master chefs.118 The upper classes moved and fled to Taiwan because the Chinese Communist Party controlled China, and they did not want to have their wealth confiscated by the Chinese communists. At the time of the cultural revolution that began in 1966 in China, more chefs fled to Taiwan because the communists closed many restaurants in China as a symbol of the improvement of the borjouis.119 Because of this, Taiwan is one of the country which has various culinary treasures. Taiwan continues to realize that food is an aspect that remains an important point to attract Taiwan’s cultural awareness and promoye its nation branding as well as public awareness that Taiwan is different from China as stated by President Ma Ying-Jeo at that time “taking Taiwan’s food to the world is a policy priority.”120

III.3.2. All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign

In an effort to raise awareness of the nation's brand and culture, Taiwan's government has unveiled plans to promote diplomacy through its food in 2010. The campaign is called ‘All in Good Taste: Savor the Flavours of Taiwan’ sponsored by its Ministry of Economic Affairs and also known as “Dim Sum Diplomacy”.121 In its own efforts to raise awareness of its cultural and nation branding, Government of Taiwan has spent US$34.2 million for four years until 2014 to held Taiwan gastrodiplomacy campaign and to promote Taiwanese cuisine worldwide. As part of a campaign for internationalize local cuisine, Taiwan is hosting international gourmet festivals such as sending local chefs to perform their culinary skills at competitions culinary at global

118 Marks, Thomas A. Counterrevolution in China: and the Kuomintang. Florence: Taylor and Francis, 2016. 119 Schoenhals, Michael. China's Cultural Revolution, 1966-69: Not a Dinner Party: Not a Dinner Party. Routledge, 2015. 120 Ministry of foreign Affairs Republic of China (Taiwan). Foreign Policy Reports, Congress of Legislative Yuan 121 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report (2009). 44 stage. This campaign has several objectives which are to raise awareness of our culture and nation branding, to ensure the world to understands the difference between Taiwan and mainland China, make a good relation with countries which have substantive relations with the country.122 The lighter side of Taiwanese cuisine, with its unique flavors could really tempt global hearts as it creates brand awareness of what Taiwanese food entails.

There are number of task forces of the gastrodiplomacy program which are; host international gourmet festivals, send local chefs to international competition, introduce Taiwan restaurants abroad, conduct Taiwan Cultural Festival Abroad, and night markets.123 This gastrodiplomacy campaign will also introduce several signature dishes that will be presented on gastrodiplomacy menu such as dim sum (dumplings), bobba (Bubble) tea, stinky tofu, beef noodle soup, milkfish soup, oyster omelette, oyster vermicelli.124

122 Ministry of Foreign Affairs Republic of China (Taiwan). Foreign Policy Report (2009). 123 Ibid 124 Ibid 45

III.3.3. Signature Dishes of All in Good Taste: Savor the Flavours of Taiwan Gastrodiplomacy Campaign

Taiwan Gastrodiplomacy campaign introduce and serve several signature dishes which will be presented on gastrodiplomacy campaign menu.

III.3.3.1. Dim Sum (Dumplings)

Figure 3.1. Dim Sum

Dim sum has been known as popular food since thousands of years ago. The eating habits of dim sum started from the period of the Silk Road (Central Asia to China) and the Han Dynasty (206 BC) to the Yuan Dynasty (M 14th Century).125 At that time the farmers, laborers and traders who do business along the Silk Route often stop by the teahouse or tea shop for afternoon tea. This habit had faded in the third century because of the famous physician Hua Tuo said the habit of eating dim sum drinking tea can make body fatter.126 The word dim sum has the meaning of "touching the heart." Which means the portion of snacks from dim sum is designed to touch the heart not to satisfy the hunger so that dim sum is indeed a snack dish.127 Dim sum is usually steamed, baked or fried, and served in bamboo containers.

125 Ng, John. Dim Sum Leadership: Your 2nd Serving : More Tips for Busy Executives. 2013. 126 Ibid 127 Ibid 46

III.3.3.2. Bobba (Bubble Tea)

Figure 3.2. Bubble Tea and the Original Boba

Boba Tea started in the late 80s in Taiwan.128 Milk tea was already well- known in Taiwan, as tea drinking was a robust practice in East Asia. At the time, both shaved ice and tapioca balls were common desserts. Bobba Tea is the most famous beverage in Taiwan. Served sweetly, tapioca balls on the bottom, followed by a layer of shaved ice, and milk tea to fill out the rest of the drink.

III.3.3.3. Stinky Tofu

Figure 3.3. Stinky Tofu

128 Derrick Chang, CNN. " Bubble tea quest in Taiwan: How did it start?“ CNN Travel. Last modified July 12, 2017. https://edition.cnn.com/travel/article/bubble-tea-inventor/index.html.

As the name implies, this tofu does have a stench of stinging smell. Although the aroma is not friendly with the nose, this tofu seems very popular in Taiwan.129 Long lines are always found in every stinky tofu outlet surrounding Taiwan. Usually this stinky tofu is processed into various dishes. Starting from boiled to fried, or added with pickled cabbage and bamboo shoots.130 The secret behind the unpleasant smell of stinky tofu is in the fermentation process that takes up to a week.

III.3.3.4. Beef Noodle Soup

Figure 3.4. Beef Noodle Soup

The next Taiwanese signature dishes is beef noodle soup (Niu Rou Mian) is a complex yet simple cuisine.131 Much work is done to perfect the rich and savory beef broth, using ingredients such as Taiwanese cooking wine, ginger, sesame oil, dark and light soy sauce, star anise, hot bean paste.132 Both beef brisket or beef shank is usually stewed or boiled red and the bowl should always arrive piping hot and with the side of the pickle radish to crunch.

129 Taiwanese Secret, “Everything you need to know about the stinky tofu” https://www.taiwanese- secrets.com/taiwan-stinky-tofu/ 130 Ibid 131Maggie Hiufu Wong. "World's Most Expensive Beef Noodle Soup." CNN Travel. Last modified September 14, 2017. https://edition.cnn.com/travel/article/taiwan-beef-noodle-soup-most- expensive/index.html. 132 Ibid 48

III.3.3.5. Milkfish Soup

Figure 3.5. Milkfish Soup

Milkfish soup (shī mù yú tang) is a traditional dish in the city of Tainan, Taiwan. The soup is made with a whole milk-fish, The fish is delicious and fresh, and sliced ginger gives the dish additional zest.133 It is both delicious and nutritious.

III.3.3.6. Oyster Omelette

Figure 3.6. Oyster Omelette

Oyster omelette is a dish serve with fresh sea oyster as an important key ingredient. The oysters are coated in potato starch, and eggs and leafy vegetables are added to the mixture, which is fried over high flame.134 A sweet and sour sauce further adds to the addictively delicious taste.

133 "Taiwan Night Market Snacks." 國立中興大學外國語文學系 NCHU DFLL – National Chung Hsing University Department of Foreign Languages and Literatures. Accessed May 2, 2018. http://dfll.nchu.edu.tw/food/soup/16.html. 134 Taiwan Today, “Taiwan street food: Taiwanese oyster omelette 蚵仔煎”

III.3.3.7. Oyster Vermicelli

Figure 3.7. Oyster Vermicelli

Oyster Vermicelli or well-known as ô-á mī-sòa is one of the most popular noodle soup in Taiwan.135 The ingredients of this dishes is oyster and also misua (vermicelli).136 Vermicelli used for this cuisine is made originally with wheat flour and salt. The steaming process of the vermicelli will make it has a unique colour which caramelizes the sugars in the dough allowing it to be cooked for longer periods without breaking down.

135 "Oyster Mee Sua - Taiwanese Vermicelli Noodle Soup with Oyster." Food-Spotter. Last modified January 3, 2018. http://www.food-spotter.com/oyster-mee-sua-taiwan/. 136 Ibid 50

CHAPTER IV THE IMPLEMENTATION OF ALL IN GOOD TASTE: SAVOR THE FLAVOURS OF TAIWAN GASTRODIPLOMACY CAMPAIGN IN PROMOTING ITS NATION BRANDING THROUGH TAIWANFEST IN CANADA (VANCOUVER AND TORONTO) 2010-2013

IV.1. The Implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2010

Food is an important part of human life, which can show the traditions and history of the country itself. Food is an important way for a country to define its country. The power of food relations and nationalism has led the Taiwan government to consider the use of gastrodiplomacy as a tool which has high potential in international relations. Taiwan government launched a gastrodiplomacy campaign to promote Taiwanese cuisine as a public diplomacy and highlight Taiwan's reputation in the world ahead. The use of Gastrodiplomacy taken by Taiwan is a broader effort to communicate and promote Taiwan's culinary culture to foreign publics in more diffuse ways and try to engage foreign society widely.

The objectives of the Taiwan government in gastodiplomacy campaign are to raise awareness of Taiwanese culture and its nation branding and also to ensure the world to understands the difference between Taiwan and mainland China.137 One of the efforts to promote Taiwan gastrodiplomacy campaign is through TAIWANFest.138 This is the first year, in which Taiwan promotes its signature dishes at Taiwanfest in Canada.This year, TAIWANFest held both in Vancouver and Toronto, for Vancouver

137 Ministry of Foreign Affairs of Republic of China, “Foreign Policy Report, Congress of the Legislative Yuan (2009). n.d 138 Ibid 51 the date is September 4th to 6th at the Plaza of Nations, As for Toronto, it would be August 27 to 29 at the Harbourfront Centre.139 The main reason that Taiwan government chose Vancouver and Toronto as a city to held the gastrodiplomacy campaign through TAIWANFest is because both countries well known as the country which has diverse cultural ethnic. According to Census Community Profile Vancouver City from Government of Canada, Vancouver is one of the most multicultural city in the world, and Toronto is one of the most ethnically diverse cities in Canada.140 This is become the reason why Taiwan government chose Vancouver and Toronto to promote its gastrodiplomacy campaign through TAIWANFest.141 At the very first place, Taiwan and Canada already has a good substantive relations, as both of Vancouver and Toronto has a strong background of cultural aspect, Taiwan assess that both cities will easily accept gastrodiplomacy campaign through TAIWANFest. Vancouver as one of the most multicultural city in the world, and Toronto as one of the most ethnically diverse cities in Canada become Taiwan big consideration expected that Taiwan will get a greater cultural acceptance of its own culture in Canada.142

Figure 4.1.TAIWANFest Logo

Gastrodiplomacy campaign which conducted through TAIWANFest is created for other people to understand the beautiful culture of Taiwan, especially to promote Taiwan signature dishes which has unique flavors and culinary traditions are finding their way abroad in tasty and unexpected ways. This year, Taiwan

139 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2010). n.d 140 Government of Canada, “Census Community Profiles: Vancouver City” 141 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2010). n.d 142 Ibid 52 gastrodiplomacy campaign focus on cooking demonstrations conducted by Taiwanese master chefs sent by the Taiwan government.143 The cooking demo was chosen as part of the 2010 gastrodiplomacy campaign as it attracted the attention of broader communities, especially in Vancouver and Toronto, Canada.144

Taiwan government sent Taiwan's internationally acclaimed and popular master chef, chef Pao-Yuan Huang.145 Chef Huang was awarded the 2009 Executive Chef Medal of Honor from the Chain de Rotisseurs International and has led many award-winning team competitions in Taiwan, South Korea and Malaysia.146 The appointment of chef pao is not arbitrary. Taiwanese government rightly chooses competent chefs and experts in the field in serving Taiwan signature dishes. Chef Pao is not alone, he is accompanied by two other master chefs namely Master Chef Wei- Che Hong & Chef Shun-Wei Tsao.147The Chefs will demonstrate how to cook Taiwanese dishes, and attendees will receive printed recipes to take with them, and also have chances to learn directly from the master chefs of Taiwan Signature Dishes.

Figure 4.2. Master Chef Pao-Yuan Huang

143 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2010). n.d 144 Ibid. 145 Taipei Economic and Cultural Office Republic of China, “Press Release Taiwanese Cuisine by Star Chef Pao-Yuan Huang.” 146 Taipei Economic and Cultural Office Republic of China, “Press Release Taiwanese Cuisine by Star Chef Pao-Yuan Huang.” 147 Taipei Economic and Cultural Office Republic of China, “Press Release Taiwanese Cuisine by Star Chef Pao-Yuan Huang.” 53

Figure 4.3. Master Chef Wei-Che Hong serving a cooking demonstration in Harbourfront Center Toronto

Figure 4.4. TAIWANFest 2010 in Plaza of Nations Vancouver

The event featured the preparation of 7 exquisite dishes from Taiwan which are, dim sum (dumplings), stinky tofu, beef noodle soup, milkfish, oyster omelette, oyster vermicelli, bobba (bubble tea).148 Showcasing the skills to make the best Taiwan signature dishes. The chef provided those present with an exquisite culinary demonstration, featuring cookery skills that impressed the audience. The cooking demo proved to be a great success and displayed Taiwan's exquisite food culture at its very

148 Ministry of Foreign Affairs of Republic of China, “Foreign Policy Report, Congress of the Legislative Yuan (2009). n.d 54 best, helping to greatly promote Taiwan’s culture. Taiwanese gourmet cuisine features a combination of visual delights, beautiful aromas and rich taste.149 It combines exquisite ingredients with artistic and aesthetic experience to produce a beautiful end result.

The culinary demonstration also featured posters depicting Taiwan’s beautiful scenery and introduction booklets were provided for the guests. The demonstration and booklets helped those present gain a better understanding of Taiwan's culture and art.150 In addition to sampling the chef’s beautiful culinary displays, there were Taiwanese dishes including dumplings, milkfish radish cakes and glutinous rice, yansu chicken all of which helped satisfy the guests. Several lucky audiences who come to the festival, have the opportunity to cook directly under the direction of master chefs. As the opening of the gastrodiplomacy campaign at TAIWANFest, the Taiwan government considers that cooking demos succeeded in promoting Taiwanese food to the Canadian community.151

IV.2. The Implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2011

Taiwan known for its variety of distinctive and Gourmet cuisines. You can taste traditional Taiwanese dishes and street food, dessert, vegetarian food and lots more. Promotion of gastrodiplomacy this year only held in Vancouver in 3 days, focusing on night market held at Granville St and Vancouver Art Gallery Plaza on September 3rd 2011 until september 5th 2011.152 A brief history of the formation of a night market in Taiwan because Taiwan was once an agrarian country, financial

149 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 150 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2010). 151 Ibid 152 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2011). 55 weakness and material resources, as well as the difficulty of transportation resulted in at least a fixed place of business.153 Most Taiwanese people entrust money to people who often travel to the market. The establishment of the night market not only offers daily necessities, but also food, entertainment, medicines, ornaments, and other items that can attract the attention of the public.154 The arrival peddler is an important event in the ancient rural community in Taiwan. The excitement of the night market becomes a well-known place for socializing and also promoting Taiwan signature dishes.

Figure 4.5. The opening of night market in Granville St

The existence of the night market attracted many foreign people and became one of the goals to be achieved in the travel of tourists who visit Taiwan. In night market, Taiwan's government provides 27 street food and 34 dining table dishes that are used as experiments to be sampled by Canadians who come to the festival.155 There are 4 among street food served by Taiwan is the most popular street food by the Canadians, namely oyster omelette, dimsum, bobba (buble tea), and also yansu

153 Taiwan The Heart of Asia “History of Taiwan Night Markets”. https://eng.taiwan.net.tw/m1.aspx?sNo=0002040 154 154 Taiwan The Heart of Asia “History of Taiwan Night Markets”. https://eng.taiwan.net.tw/m1.aspx?sNo=0002040 155 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2011). 56 chicken.156 While the three most popular table dishes are beef noodle soup, oyster vermicelli and also dried radish and egg frittata.157

Figure 4.6. Taiwan Night Market situations in TAIWANFest 2011 in Vancouver158

The night market held in Vancouver is not much different from the original night market in Taiwan, although crowded and full, it does not discourage visitors to come to enjoy the atmosphere of Taiwan night market itself. Although the name of the night market, do not imagine Night Market as a dirty, crowded place like general night market. Taiwan Night Market is very well organized. The stalls are also very orderly. Even for trash affairs, Taiwan Night Market can be said to be very clean, considering

156 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2011). 157 Ibid 158 TAIWANFest 2011 in Vancouver. https://taiwanfest.ca/socialgood/ 57 the many people who visit there.159 Taiwan government organize the night market in TAIWANFest very well. Taiwan night market is also decorated in such a way to exactly match the original Taiwan night market, so the visitors can feel the same exact atmosphere of the original Taiwan night market.160

Taiwan night market in TAIWANFest magically transformed in such way. The atmosphere, foods, vibes made visitors feel like they are in original in Taiwan night market. The same decoration of night market, it is expected to promote its food, culture, and also the most important thing is branding. Taiwan wants the people of Canada feel the original vibes of the night market itself, if the people impressed, the experience in night market will be memorable.161 If the experience already memorable, people will remember Taiwanese cuisine, atmosphere, and culture. That is all would lead to the recognition that there is country out there named Taiwan and it is fact that can not be denied.162

IV.3. The Implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2012

As part of the gastrodiplomacy campaign to internationalize local cuisine, Taiwan focus on supporting the introduction of Taiwanese restaurants abroad, with a focus on major overseas shopping malls and department stores as well as sampling stations for Taiwanese cuisines at international airports. Moreover, the gastrodiplomacy plan is anticipated to enable local businesses to set up 3500 restaurants in both Taiwan and abroad and generate close to NT $ 2 billion in private investments.163 The emergence of Taiwanese restaurants abroad especially in Canada

159 Taiwan The Heart of Asia “History of Taiwan Night Markets”. https://eng.taiwan.net.tw/m1.aspx?sNo=0002040 160 Ibid 161 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2012). 162 Ibid 163 TAIWANFest 2012 in Vancouver. https://taiwanfest.ca/socialgood/ 58 is an important key point to promote its culinary treasure. If Canada has numbers of Taiwanese restaurant, many of Canadian people will be familiar with the existence of Taiwan in international scope itself. The taste which offered by Taiwan will be always remembered in the heart of everyone who tasted it especially in Canada. In Taiwan, the government is establishing a Taiwanese food foundation as a culinary think tank that will assist coffee shops and restaurant chains that promote Taiwanese foods abroad.164 One particular part of Taiwan’s gastrodiplomacy campaign has been eager to promote is the Taiwanese restaurant.

Taiwanese restaurant growing rapidly over the years in Canada both in Vancouver and Toronto.165

Vancouver Toronto

Rhinofish Noodle Bar Kanpai

Tai One by Bubbleworld Papa Chang’s Express

Corner 23 Restaurant Beef Noodle Restaurant

Big Bowl Mabu Generation

Tea Wok Asian Cuisine Charidise

Wang’s Taiwan Beef Noodle Chop Chop

Beefy Beef Noodle Dazzling Café

Chef Hung Taiwanese Beef Noodle Wei’s Taiwanese

Bubble World Enterprises Taipei Chin Yuan Pai Ku

164 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2012). 165 Ibid 59

Kalvin’s Szechuan Restaurant

Fat Mao

D&T Taiwanese Restaurant

Boba Monster

RedBeef Noodle Kitchen

Yi Fang

Bubble Waffle Noodle House

J.R Taste of Ceylon

Bubble Bear Café

Table 4.1. List of Taiwanese Restaurant in Vancouver and Toronto

IV.4. The implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2013

This is the last year of Taiwan government gastrodiplomacy campaign in Canada through TAIWANFest in Vancouver. In this very special occasion, TAIWANFest brings together the theme of appropriate gastrodiplomacy campaign closure which is Children of the Ocean.166 This theme trying to deliver a message that no matter how big the ocean is, Taiwan is never surrender to sail the ocean to promote its own nation branding in the eyes of the world and fight for its rights to be released from China. The recognition from the international scope is something really necessary for the Taiwan. Taiwan get inspired from the Ocean, the ocean is an integral part od all

166Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2013). 60 known life and influences climate and weather patterns. Ocean also connecting continents and civilizations, Ocean symbolizes diversity, inclusiveness, and infinity.167 It is also about how people imagine, recognize, and also implement a better society, passing on the value and self-identity of Taiwan, as well as reflecting the Taiwan Nation branding.

Figure 4.7. TAIWANFest: Children of The Ocean 2013

The 2013 event included concerts and other live entertainment as well as lectures, films, culinary shows, visual arts exhibits, family-oriented activities and not to forget giant street party with food and market stalls as a part of gastrodiplomacy campaign.168 TaiwanFest tends to be a fairly simple event, but still interesting. There is one stage where small bands play, and numerous vendor and community organization booths. In this last year gastrodiplomacy campaign in TAIWANFest trying to be more embrace not only from culinary aspect but also it provided a huge and various activities from playing mah-jong, promotion of the Taiwanese restaurants, there are also educational booths with information about Taiwan as well as cooking

167 TAIWANFest 2013: Children of The Ocean. https://taiwanfest.ca/socialgood/ 168 Ministry of Foreign Affairs of Republic of China, “Taiwan-Canada Substantive Relations” Foreign Policy Report, Congress of the Legislative Yuan (2013). 61 demo, and also night market. Last gastrodiplomacy campaign in TAIWANFest tend to more concluded the campaign from 2010.

In Vancouver’s cultural event landscape, TAIWANFest’ position represents a rare occurrence whereas other multicultural festivals often stayed on the periphery of mainstream culture, staying in ethnic conclaves before standing out in a few years’ time, TaiwanFest has embedded itself into the heart of downtown.169 The festival has since become one of the top annual draws during Vancouver’s festive summer season, a status that few cultural events achieve.170 This showed that Canadian recognized Taiwan deeper. This is also showed the consistence of Taiwan Government in promoting its nation in Canada.

Figure 4.8. Charlie Wu (Managing Director of Asian-Canadian Special Events Association)

Charlie Wu, managing director of Asian-Canadian Special Events Association (ACSEA, the festival’s organizers), said gastrodiplomacy campaign through TaiwanFest 2010-2013 succeeds largely because of a simple fact: It evolves “The thing about Taiwanese cultures is that we tend to want to show everyone what we think is

169 TAIWANFest 2013: Children of The Ocean. https://taiwanfest.ca/socialgood/ 170 Ibid 62 the best of what we have to offer,” Wu said.171 The result, Wu said, is a festival that is constantly evolving, offering entirely new experiences to the public every year. “Culture is defined by the way we live,” he said. “To demonstrate the way we live, that’s how we showcase culture. We offer the opportunity to (groups, chefs and artists), and they’ve taken the ball and ran with it.”172

IV.5. The Analysis of The implementation of Taiwan Gastrodiplomacy Campaign through TAIWANFest in Canada 2010- 2013

Gastrodiplomacy has become one of the public diplomacy taken by Taiwan to promote its nation branding. Some forms of promotion by the government of Taiwan are considered to establish foreign publics perception to a country itself. Gastrodiplomacy undertaken by Taiwan is one of the issue of public diplomacy to promote its own nation branding. Public diplomacy has been widely applied by government in order to shape a positive perspective of a country.

One of the public diplomacy efforts is gastrodiplomacy. Gastrodiplomacy as the use of food in the building of a national brand, one of the few tools by which the government can work on a broader strategy of public diplomacy.174 Public diplomacy as an attempt to influence other countries or other organizations abroad in a positive

171 TAIWANFest 2013: Children of The Ocean. https://taiwanfest.ca/socialgood/ 172 Ibid 173 Leonard, Mark. "The Three Dimensions of Public Diplomacy." In Public Diplomacy, (p.9-p.21). 39 York London: The Foreign Policy Centre 2002, 2002. 174 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 63 way to be able to change the country’s perspective to a country.175 So far gastrodiplomacy used by middle power country as a nation-branding strategy.176 Gastrodiplomacy focus in winning hearts and minds but not in the form of information, but shaped emotional connection. Gastrodiplomacy is a broader effort of public diplomacy to communicate culinary culture to foreign public in a more diffuse way and try to influence foreign society. Taiwan chose gastrodiplomacy as an effort to promote its nation branding and also to build positive reputation in international scope.

Based on the objectives of Taiwan gastrodiplomacy campaign, the campaign focus on raise awareness of its own culture and also nation brand, and also to differentiate Taiwan and China.178 The status of Taiwan has been one of the most complicated issues in both international law and international relations arenas for past decades because of the existence of One China Policy. One china policy tends to limit the diplomatic activities and relations of Taiwan itself. To anticipate the limitations of diplomatic ties of Taiwan, Flexible diplomacy is the answer to all the prayers. Flexible diplomacy met with great success over the past years. It has not only effectively rebuilt Taiwan’s credibility and created a positive image for the nation internationally, but it

175 Melissen, Jan, “Public Diplomacy Between Theory and Practice”, The Present and Future of Public Diplomacy: A European Perspective. (p.43) California: Rand Corporation, 2006. 176 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 177 Rockower, Paul S. "Recipes for Gastrodiplomacy." In Place Branding and Public Diplpomacy, (p.2-4). Bethesda, MD 20817: Macmillan Publishers Ltd., 2012. 178 Ministry of Foreign Affairs of Republic of China, “Foreign Policy Report, Congress of the Legislative Yuan (2009). n.d 64

has also greatly improved it substantive relations with other friendly nations, as well as broadened Taiwan’s international space. Although Taiwan is not yet fully recognized country, Taiwan concern on using its own engagement in cultural exchanges and also economic without any official diplomatic ties. The first main goal is to get recognition that Taiwan is a fully a country from other countries. This apply in the relations with Canada and Taiwan, both countries do not have official diplomatic relations. However, they tend to have engagement and relations in cultural aspect.

TAIWAN Asian Canadian Special TAIWANFest Events Association in Campaign of All PUBLIC Canada in Good Taste: DIPLOMACY Savor The Falovours of GASTRO Taiwan DIPLOMACY Gastrodiplomacy (2010-2013)

CANADA (Vancouver & Toronto)

OUTPUT

• Taiwan nation branding promoted • Recognition that Taiwan is different with People’s Republic of China Figure 4.9. Framework of Analysis

Based on the research framework from Chapter 1, it can be seen that Taiwan appointed Asian-Canadian Special Events Association to promote Campaign of All in

Good Taste: Savor The Falovours of Taiwan Gastrodiplomacy through TAIWANFest. Started from 2010-2013. The campaign is a part of public diplomacy efforts undertaken by Taiwan government and held in Canada (Vancouver and Toronto). Vancouver and Toronto has been chosen because of both cities has stronger cultural background which is Vancouver is the most multicultural city in the world, why Toronto is the most ethnically diverse city in the world become Taiwan big consideration expected that Taiwan will get a greater cultural acceptance of its own culture in Canada. Taiwan assess that both cities will easily accept gastrodiplomacy campaign through TAIWANFest. At the very first place, Taiwan and Canada already has a good substantive relation, Taiwan assess that both cities will easily accept gastrodiplomacy campaign through TAIWANFest. Vancouver and Toronto accept the existence of TAIWANFest and gastrodiplomacy campaign with open arms.

To create a stronger nation branding through culinary and cultural awareness raising, gastrodiplomacy is established to enhance soft power, which is a force to attract attention. Gastrodiplomacy is one of the Taiwan government’s effort to promote its nation branding in diffuse way to touch emotional connection with the foreign publics. With the introduction to Taiwanese food and culture it is expected to gain more positive reputation in a simpler way but stronger. Gastrodiplomacy seems trivial, but this is where Taiwan concern about, with simple things in this case is cuisine it could embrace all layers of society. Once gastrodiplomacy already embrace all layers of society, that's where positive perceptions about Taiwan will be formed, foreign public awareness of Taiwan will be built, and that is all would lead to nation branding of Taiwan itself will be promoted. Countries around the world will be recognized that there are a country named Taiwan and it is different from China. Gastrodiplomacy seems weak but it is way stronger engagement.

Anholt defines nation branding as a policy-making approach, designed to strengthen the country's better reputation internationally. As an important component of a country, nation branding has become a vital part of public diplomacy plan. Nation

66 branding has also emerged as a state asset to compete in geopolitical forces and international considerations.179

“Country’s representation powerfully affects the way people inside and outside the place think about it, the way they behave towards it, and the way they respond to everything that’s made or done there.”180 In the implementation of Taiwan's gastrodiplomacy campaign, the Taiwanese government initiated and acted as a endorser and proponent in this campaign. The message to be conveyed through this campaign is in the form of information, messages, invitations to the outside community more interested and want to know more about the cuisine of Taiwan through gastrodiplomacy campaign. The receiver in this case is the wider community that receives the information, the messages conveyed by the Taiwan government to have awareness and realize the taste of Taiwanese cuisine that is different from China. Channel used is to launch gastrodiplomacy campaign to promote the country's nation brand in Canada including cooking demo, introducing Taiwanese restaurant abroad, night market, and introducing to Taiwanese cultural aspect. The outcome of this gastrodiplomacy campaign is to promote its nation branding and build the positive opinion from Canadian society which will establish Taiwan country reputation in international scope and last but not least is to differentiate Taiwan with China.

179 Anholt, Simon. "Beyond the Nation Brand: The Role of Image and Identity in International Relations." The Journal of Public Diplomacy 2, no. 1 (2013). 180 Sam Chapple-Sokol. 2013. Culinary Diplomacy: Breaking Bread to Win Hearts and Minds. The Hague Journal of Diplomacy Volume 8 Issue 2 (p.161-183). USA: Martius Hijhoff Publishers. 67

CHAPTER V CONCLUSION

Gastrodiplomacy is one of the ways in which the government of Taiwan to promote its country through food. The use of food in promoting is considered safe and harmless. In terms of food, Taiwan managed to touch the emotional connection between target audiences with Taiwan itself. Through the introduction of food to the foreign community, then a positive opinion on the country of Taiwan will be formed and nation branding will be promoted.

Gastrodiplomacy performed by Taiwan became an attempt to separate and distinguish themselves with PRC, with One China Policy severely inhibiting Taiwan's diplomatic relations. The obstacles are caused by the lack of recognition of the sovereignty of some countries that have cooperated with PRC first. Although Taiwan is not recognize as a sovereign state by some countries, but Taiwan is still trying hard to engage in any other aspect which is culture, economic and etc without any official diplomatic ties. Therefore, Taiwan uses flexible diplomacy in establishing relationships with other countries which want to cooperate with Taiwan. Flexible diplomacy has been helping Taiwan to increase its own substantive relations with other countries.

Taiwan's goal of gastrodiplomacy conducted through TAIWANFest in Canada is not only to introduce Taiwanese food to foreign communities, especially to Canadians, but of course Taiwan wants to promote its nation branding and also affirm

68 that Taiwan is different from China and can not be equated. Because passing the food is one aspect that can touch the emotional connection between people, it would be memorable, and also Taiwanese expect a positive opinion from the people of Canada about Taiwan. The positive opinion from the people of Canada can be a reference for Taiwan to promote its nation branding and also to enhance cooperation between both two countries Taiwan and Canada. According to the author, Taiwan use gastrodiplomacy also to show to China that taiwan is an independent country. Taiwan launch gastrodiplomacy without interference from China in the slightest. Taiwan can still be a developing country and can cooperate with other countries even without official diplomatic ties. With so Taiwan can still establish relationships with many countries despite the existence of One China Policy. To create a stronger nation branding through culinary and cultural awareness raising, gastrodiplomasy is established to enhance soft power, which is a force to attract attention. gastrodiplomacy focus in winning hearts and minds but not in the form of information, but shaped emotional connection. In its efforts to promote its nation branding, Taiwan has succeeded in making foreign society recognize Taiwanese culinary that indirectly also made Taiwanese culinary connoisseurs aware of Taiwan's existence and also realized the difference between Taiwan and PRC. All can be proved by the large number of people who visited during TAIWANFest and can also be seen from the substantive relations between Taiwan and Canada that are still going on until today. The outcome of this gastrodiplomacy campaign is to promote its nation branding and build the positive opinion from Canadian society which will establish Taiwan country reputation.

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