Cultivating food customs through gastrodiplomacy and tourism
The culinary heritage of the Philippines is a valuable asset that should be preserved and acknowledged on a global scale, the Department of Tourism (DOT) said as it took the lead in the celebration of the Filipino Food Month 2024.
Unfortunately, various aspects of Filipino cuisine and culture are fading away and are no longer being practiced or enjoyed, according to Sharlene Zabala-batin, regional director of the Department of Tourism-national Capital Report (DOT-NCR), as she emphasized the need to identify and comprehend food and culture in order to maintain them.
How will we accomplish this?
One approach is to communicate with culture bearers, or people who practice and pass on cultural values, traits, and knowledge within their communities, according to Batin.
“Beyond mere awareness of Filipino cuisine and regional food cultures, it is essential to actively promote them both domestically and internationally,” said Batin.
“Gastrodiplomacy and tourism possess immense potential as effective instruments to protect and exhibit the rich culinary heritage of the Philippines,” she added.
Initiatives undertaken by neighboring nations
During the conference, Batin presented an illustration of Thailand’s initiative in promoting its food industry through a gastronomy branding campaign known as “Thailand: Kitchen of the World.”
“The primary purpose of this endeavor is to introduce the diverse culinary traditions of Thailand to a global audience. However, it goes beyond that as it strategically promotes the branding of gastronomy to generate a significant demand for the country's agricultural products,” Batin said.
Thailand is dedicated to boosting the Thai food industry by setting aside funds for global initiatives.
“If you aspire to be an entrepreneur and have the desire to establish Thai restaurants across various locations worldwide, they will provide financial support on the condition that you adhere to the consistency of ingredients, hygiene standards, safety measures, appearance, and branding," she said.
Foreign entrepreneurs and customers find these restaurants to be a gateway to acquaint themselves with Thai cuisine, eliminating the need to journey to its place of origin.
In certain ways, it sparks the curiosity of diners to not only explore Thai cuisine but also the destinations and culture of the country.
This is where the promotion of tourism comes into play.
Thailand attracts millions of international travelers, and as Batin points out, a majority of them visit for the food and culture. Traveling is incomplete without souvenirs, so the Thai government has also made beautifully packaged products available for tourists.
“This is the beauty of gastronomy, diplomacy, and tourism. When you have the support of the government working alongside you, it becomes a powerful and well-organized campaign.”
In order to effectively carry out gastrodiplomacy campaigns, it is essential to have three key elements in place: adequate funding, government support, and active participation from the private sector.
Taking inspiration from Thailand, South Korea has also launched the “Kimchi Diplomacy” campaign to promote their cuisine and culture. They have started producing and promoting Korean movies, celebrities, music, and more.
“They just need to follow the same example. Suddenly, Korean restaurants are dominating various parts of the world.”
Observing the efforts of these two countries, Batine explains, “When you showcase traditions, there is a sense of appreciation. If you sponsor international food and travel shows featuring these traditions, it creates curiosity among viewers. They become interested in visiting the places where kimchi is showcased, learning about the process, and meeting the people they see on screen.”
Embracing Filipino culinary heritage
Batin stated that events such as Filipino Food Month provide each region in the Philippines with an opportunity to honor our culinary heritage, which is anticipated to progress over time.
She is hopeful about the preservation and promotion of Filipino cuisine and culture through gastronomy and tourism, highlighting the importance of working together to accomplish more.
One method to provide assistance, particularly during the pandemic, is by traveling within our local area and backing local establishments, according to her.
Batin emphasized the importance of sustainability in the present time, “taking care of our environment not only reflects who we are as individuals and as a nation, but also influences our identity as Filipinos. If we neglect this responsibility, we risk losing a core part of our collective identity.”