Gastrodiplomasi Turki Melalui Turkish Cuisine Week Sebagai Strategi Soft Power

Abstract

International relations experienced rapid development after the Cold War, one of which was marked by increasing attention to the use of soft power. Although Türkiye has a widely recognized wealth of culture and gastronomy, international discourse regarding Türkiye over the past decade has tended to be dominated by rigid hard power issues. This condition creates a gap in the national image, prompting the Turkish government to seek a strategy capable of shifting international public attention toward a more positive cultural aspect through the Turkish Cuisine Week program for the 2022-2025 period. The research in this article uses a descriptive qualitative research method with a case study approach to analyze Türkiye's gastrodiplomacy strategy in building an international image through Turkish Cuisine Week for the 2022-2025 period. Secondary data collection was carried out systematically using literature study techniques. The results show that the Turkish government implements five of the six gastrodiplomacy strategies according to Juyan Zhang: food events strategy, media relations strategy, using opinion leaders strategy, coalition building strategy, and education strategy. Through the active involvement of various state and non-state actors, this program significantly contributes to building Türkiye's international image as a country with an authentic, healthy, sustainable, and multicultural culinar heritage.