BUILDING SOFT POWER THROUGH GASTRONOMIC DIPLOMACY: NATIONAL BRANDING, CULTURAL IDENTITY AND GLOBAL COMMUNICATION

Abstract

This study examines gastronomic diplomacy as a strategic public diplomacy tool in the construction of soft power in the age of global communication. Today, nation-states seek visibility and legitimacy on a global scale not only through economic and military capacity, but also through cultural, symbolic, and communicative resources. In this context, gastronomy plays an important role in representing cultural identity, conveying national narratives through everyday life practices, and strengthening nation branding strategies. The study aims to examine the role of culinary culture in international perception production, cultural appeal, and soft power construction.

The article conceptualises gastronomic diplomacy as a multi-layered soft power mechanism within the framework of public diplomacy, cultural diplomacy and nation branding literature. In this regard, it analyses how gastronomic representations are structured in the field of global communication through media, tourism, cultural events and digital communication platforms. The qualitative theoretical approach reveals that gastronomy is not merely a promotional element, but also a strategic communication practice in terms of cultural interaction, mutual understanding, and long-term relationship building. Consequently, the article evaluates the contribution of gastrodiplomacy to the representation of national identity on a global scale and the sustainable institutionalisation of soft power from a holistic perspective. In this regard, the study aims to present a conceptual framework for the literature on communication studies, international relations, and cultural studies, elucidating and integrating the transformative role of gastrodiplomacy in contemporary public diplomacy strategies. In this context, theoretical consistency, an interdisciplinary approach, and analytical depth are particularly emphasised.