How Indonesia can expand its influence through food

Who does not know rendang, processed beef or buffalo combined with spices and dry coconut milk typical of Minangkabau. Not only is it a favorite food for Indonesians, the deliciousness of rendang is also recognized in the international culinary scene. In 2017, rendang had topped the list of the most delicious food in the world according to CNN Travel's version.

With abundant natural and cultural wealth, Indonesia has a myriad of foods that have the potential to steal the hearts of culinary lovers in the world – from satay, rawon (East Java), gudeg (Yogyakarta), to konro soup (Makassar, South Sulawesi).

This culinary strength can be used as ammunition for Indonesia's diplomacy. Instead of military power and economic threats, Indonesia can expand its influence with soft power, which emphasizes cooperation and persuasive approaches such as through culture and food.

As the host of the 2022 G20 event, Indonesia can introduce its culinary products to expand its influence and build closeness between member countries through gastrodiplomacy.

The basic argument for using gastrodiplomacy is that food is a crucial non-verbal communication instrument, not only a tool for survival, but also a marker of identity.

Apart from being a representation of identity, food can also be interpreted as a means of unifying community members by giving the impression that each member is equal, close, and strong when together. This clearly shows that food as a soft power approach can be a strong diplomatic strategy.

Indonesia has started to practice its gastrodiplomacy. In 2021, the Ministry of Tourism and Creative Economy will launch the Indonesia Spice Up The World program to increase the marketing of seasoning and spice products as Indonesia's leading commodity.

This program encourages the presence of Indonesian culinary delights abroad, by targeting 4,000 Indonesian restaurants abroad and reaping the export value of spices and herbs of US$2 billion (Rp 2.75 trillion).

The government also carries out promotions through packaging improvements, financing, exhibitions, festivals, to digital content. The spices promoted are rendang seasoning, fried rice, satay, soto, gado-gado, as well as other supporting spices, namely sweet soy sauce and peanuts. Meanwhile, the priority spices for export are pepper, nutmeg, cloves, ginger, cinnamon, and vanilla.