Nation branding potential for Vietnam: Gastrodiplomacy efforts, cuisine’s contribution and practical implementation in the dimensions of a nation-brand

Phan Vu Bao Ngan (2025) Nation branding potential for Vietnam: Gastrodiplomacy efforts, cuisine’s contribution and practical implementation in the dimensions of a nation-brand. Külkereskedelmi Kar.

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Absztrakt (kivonat)

“Winning hearts and minds through the stomachs” – the art of cultural diplomacy seeking to enhance national reputation and assert influence on a global level. Vietnam, despite having promising nation branding potential thanks to its rich culinary culture, regional food diversity and historical depth, has yet to fully exploit those cultural assets. This dissertation examines the possibilities, advantages and difficulties for Vietnamese cuisine to contribute to the country’s nation branding efforts, under the lens of gastrodiplomacy. The study employs a qualitative methodology of analyzing secondary data, investigating how a country’s cuisine aligns with the elements of the Nation Branding Hexagon and how it can be leveraged for nation branding purposes. On top of that, this research examines and compares some of the successful gastrodiplomacy initiatives of Asian countries (Thailand, South Korea, Japan and Taiwan) in the light of determining a suitable direction for Vietnam’s nation-brand. Research findings reveal that Vietnamese cuisine is identified with cultural significance, regional diversity, philosophy and balance. Despite possessing such profound heritage and assets for cuisine and culinary culture, there is still a significant gap in Vietnam’s gastrodiplomacy efforts due to insufficient coordination between governmental bodies, limited systematic planning and investment, and so on. As a result, most of Vietnam’s initiatives on culinary nation branding are still fragmented and reactive rather than proactive. This study contributes to the theoretical understanding of strategic gastrodiplomacy in a way that cuisine can contribute to building the nation-brand. As for practical implications, it proposes competitive potential, current opportunities and challenges for Vietnam to foster itself by implementing national cuisine in its nation branding. Keywords: nation branding, cultural diplomacy, gastrodiplomacy, food, Vietnamese cuisine

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	cultural diplomacy, food, gastrodiplomacy, nation branding, Vietnamese cuisine
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:29
Utolsó módosítás:	2025. Okt. 27. 14:29

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