The kitchen Of The World Sebagai Instrumen Diplomasi Thailand Dalam Persaingan Pasar Kuliner Indonesia: Dari Pandangan Gen Z = The Kitchen Of The World As An Instrument Of Thai Diplomacy In The Indonesian Culinary Market: A Gen Z Perspective

Sitorus, Ezhekiel Rohandi (2026) The kitchen Of The World Sebagai Instrumen Diplomasi Thailand Dalam Persaingan Pasar Kuliner Indonesia: Dari Pandangan Gen Z = The Kitchen Of The World As An Instrument Of Thai Diplomacy In The Indonesian Culinary Market: A Gen Z Perspective. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk memahami bagaimana program The Kitchen of the World dimanfaatkan oleh Thailand sebagai salah satu instrumen diplomasi dalam memperkenalkan dan memperkuat keberadaan kuliner Thailand di tengah persaingan pasar kuliner di Indonesia, khususnya berdasarkan pandangan Gen Z. Penulis menggunakan konsep Gastrodipomasi dan diplomasi budaya dengan teori Public Opinion yang digunakan untuk mengolah hasil dari survei yang dilakukan. Penelitian ini menggunakan metode kualitatif dengan menggunakan instrument survei yang diolah secara kualitatif. Hasil penelitian menunjukkan bahwa kuliner Thailand berhasil masuk ke Indonesia dan telah mendapatkan respons yang cukup positif dari Gen Z. Sebanyak 86,6% responden menyatakan pernah mengonsumsi makanan Thailand. Temuan ini menunjukkan bahwa kuliner Thailand telah berhasil memasuki dan dikenal di pasar kuliner Indonesia. Selain itu, sebagian besar responden mengenal makanan Thailand melalui media sosial, yang menandakan bahwa platform digital memiliki peran penting dalam memperluas penyebaran dan popularitas kuliner Thailand di kalangan generasi muda. Penelitian ini juga menemukan bahwa makanan Thailand tidak hanya dipandang sebagai produk konsumsi, tetapi juga sebagai bagian dari identitas budaya Thailand. Popularitas berbagai makanan khas Thailand, seperti Tom Yum yang menjadi makanan paling banyak dimakan oleh para responden sekitar, serta semakin banyaknya restoran Thailand di Indonesia menunjukkan adanya pengaruh yang cukup kuat dari program The Kitchen of the World. Kata kunci: Gastrodiplomasi, Diplomasi Budaya, The Kitchen of the World, Diplomasi Thailand, Pasar Kuliner Indonesia. /This study aims to examine how the The Kitchen of the World program has been utilized by Thailand as a diplomatic instrument to introduce and strengthen the presence of Thai cuisine within the competitive culinary market in Indonesia, particularly from the perspective of Gen Z. The study employs the concepts of gastrodiplomacy and cultural diplomacy, as well as Public Opinion Theory, to analyze the survey results collected from respondents. A qualitative research method was adopted, using survey instruments whose findings were interpreted through qualitative analysis. The findings indicate that Thai cuisine has received a largely positive response from Gen Z. A total of 86,6% of respondents reported having consumed Thai food.. These results suggest that Thai cuisine has successfully entered and gained recognition within the Indonesian culinary market. Furthermore, most respondents first became familiar with Thai food through social media, highlighting the significant role of digital platforms in promoting and increasing the popularity of Thai cuisine among younger generations. The study also reveals that Thai food is not merely perceived as a culinary product but also as a representation of Thai cultural identity. The popularity of various Thai dishes, particularly Tom Yum, which was identified as the most frequently consumed Thai dish among respondents, along with the growing number of Thai restaurants in Indonesia, demonstrates the considerable influence of the The Kitchen of the World program. Keywords: gastrodiplomacy, cultural diplomacy, The Kitchen of the World, Thailand Diplomacy, Indonesian Culinary Market.

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