Upaya Gastrodiplomasi Indonesia di Amerika Serikat Melalui Co-Branding Restoran Diaspora Tahun 2018-2020

Siahaan, Eunike Roelza Serafim (2023) Upaya Gastrodiplomasi Indonesia di Amerika Serikat Melalui Co-Branding Restoran Diaspora Tahun 2018-2020. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Gastrodiplomasi menjadi salah satu cara yang ampuh untuk menarik suatu negara melakukan diplomasi melalui makanan. Pada tahun 2018, Kementerian Pariwisata membuat program yang dinamakan Co-Branding Restoran Diaspora sebagai bentuk gastrodiplomasi Indonesia. Penelitian ini bertujuan untuk membahas upaya Indonesia melakukan gastrodiplomasi terhadap Amerika Serikat melalui program Co-Branding Restoran Diaspora dan keberhasilan upaya tersebut untuk meningkatkan nation branding negara. Peneliti menggunakan konsep diplomasi publik, gastrodiplomasi dan nation branding untuk menjawab pertanyaan penelitian. Metode penelitian yang digunakan adalah metodologi penelitian kualitatif yang bersifat deskriptif analisis. Hasil dari penelitian menyimpulkan bahwa adanya upaya gastrodiplomasi Indonesia di Amerika Serikat melalui program Co-Branding Restoran Diaspora tahun 2018-2020. Co-Branding Restoran Diaspora menetapkan lima National Foods dan merangkul sekitar 100 restoran diaspora Indonesia untuk menjadi mitra. Restoran-restoran diaspora Indonesia menunjukkan bagaimana peran mereka dalam mempromosikan kuliner dan budaya Indonesia. Upaya gastrodiplomasi tersebut membuat Indonesia dapat meningkatkan nation brandingnya. Akan tetapi, dalam upaya gastrodiplomasi yang dilakukan terdapat faktor tidak terduga yaitu adanya pandemi Covid-19 yang berpengaruh negatif pada pelaksanaan gastrodiplomasi dan kondisi restoran diaspora Indonesia di Amerika Serikat. / Gastrodiplomacy is a powerful way to attract a country to do diplomacy through food. In 2018, the Ministry of Tourism created a program called Diaspora Restaurant Co-Branding as a form of Indonesian gastrodiplomacy. This study aims to discuss Indonesia's efforts to carry out gastrodiplomacy towards the United States through the Diaspora Restaurant Co-Branding program and the success of these efforts to increase the country's nation branding. Researchers use the concepts of public diplomacy, gastrodiplomacy, and nation branding to answer research questions. The research method used is a qualitative research methodology that is descriptive analysis. The results of the research conclude that there are Indonesian gastrodiplomacy efforts in the United States through the Diaspora Restaurant Co-Branding program for 2018-2020. Diaspora Restaurant Co-Branding established five National Foods and recruited around 100 Indonesian diaspora restaurants to become partners. Indonesian diaspora restaurants show their role in promoting Indonesian cuisine and culture. This gastrodiplomacy effort allows Indonesia to improve its nation branding. However, in the gastrodiplomacy efforts that were carried out, there were unexpected factors, namely the Covid-19 pandemic which harmed the implementation of gastrodiplomacy and the conditions of Indonesian diaspora restaurants in the United States.

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