GASTRODIPLOMACY AS COMMUNICATIONS OF INDONESIAN IDENTITY

“Gastrodiplomacy as Communication of Indonesian Identity” is a qualitative research that seeks to study the policy of Indonesian gastrodiplomacy and the identity of Indonesia communicating through gastrodiplomacy by means of documentary research, interviews with key informants from Indonesian official and entrepreneur, as well as face-to-face surveys with foreigners who attended Indonesian gastrodiplomacy events. The research found out that there is neither a unity nor a master plan in terms policy for Indonesian gastrodiplomacy. Different involving governmental agencies have their own versions of Indonesian gastrodiplomacy and conduct their own activities in separation. Although people in the private sector are aware of the idea initiated by the government, there is no mechanism nor a driving force that would help Indonesian entrepreneurs to translate this idea into practice. This has resulted in the incoherency of the activities and the key message conveying through Indonesian gastrodiplomacy. The research also revealed that the concept of “Bhinneka Tunggal Ika" or “Unity in Diversity” embraced by the Indonesian government may not be applicable during this early stage of Indonesian gastrodiplomacy. The concept might be important for Indonesians as a nation-state, but it does not help non-Indonesians to have a clear concept of what Indonesian food or Indonesian identity is. Accordingly, the research suggested that the Indonesian government should come up with a strong key message for gastrodiplomacy that is appealing to its target audience. Also, it should strategically set up a communication mechanism that would help translating governmental policy to private sector and creating a coherency in Indonesian gastrodiplomacy.