Gastrodiplomacy as Soft Power Tool to Enhance National Branding: Thailand of Kitchen of the World Project in Indonesia (2015-2017)

Jul 6, 2026

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The thesis examines how gastrodiplomacy can function as a soft power instrument to strengthen national branding, focusing on Thailand’s “Kitchen of the World” project implemented in Indonesia during 2015–2017. It frames the study through concepts of soft power, public diplomacy, and gastrodiplomacy, and applies a nation branding framework. The research identifies the relationship between Thailand–Indonesia relations and branding efforts, including changes in branding after the coup, and situates the analysis within Thailand 4.0 policy direction.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages109

Reading Time4 h 35 min

Introduction

Background

Problem of Statement

Research Question

Research Objective

Theoretical Framework

Soft Power

Public Diplomacy

Gastrodiplomacy

Nation Branding Framework

Scope and Limitation

Literature Review

Research Methodology

Definition of Term

Thesis Structure

Thailand Gastrodiplomacy in Indonesia

Thailand – Indonesia Relations

Thailand National Branding

Branding Post-coup Thailand

Thailand 4.0

GASTRODIPLOMACY AS SOFT POWER TOOL TO ENCHANCE NATIONAL BRANDING: THAILAND OF KITCHEN OF THE WORLD PROJECT IN INDONESIA (2015-2017) By STEVEN WIJAYA 016201400193 A thesis presented to the Faculty of Humanities President University In partial fulfilment of the requirements for Bachelor Degree in International Relations Major in Diplomacy Studies 2018 THESIS ADVISER RECOMMENDATION LETTER This thesis entitled “GASTRODIPLOMACY AS SOFT POWER TOOL TO ENCHANCE NATIONAL BRANDING: THAILAND OF KITCHEN OF THE WORLD PROJECT IN INDONESIA (2015-2017)” prepared and submitted by Steven Wijaya in partial fulfilment of the requirements for the degree of Bachelor in International Relations in the Faculty of Humanities has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense Cikarang, Indonesia, 22 February 2018 Hendra Manurung, S.IP., M.A. Thesis Adviser DECLARATION OF ORIGINALITY I declare that this thesis, entitled “GASTRODIPLOMACY AS SOFT POWER TOOL TO ENCHANCE NATIONAL BRANDING: THAILAND OF KITCHEN OF THE WORLD PROJECT IN INDONESIA (2015-2017)”is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree. Cikarang, Indonesia, 22 February 2018 Steven Wijaya PANEL OF EXAMINER APPROVAL SHEET The Panel of Examiners declare that the thesis entitled “GASTRODIPLOMACY AS SOFT POWER TOOL TO ENCHANCE NATIONAL BRANDING: THAILAND OF KITCHEN OF THE WORLD PROJECT IN INDONESIA (2015-2017)” that was submitted by Steven Wijaya majoring in Diplomacy from the Faculty of Humanities was assessed and approved to have passed the Oral Examinations on February 27, 2018. Drs. Teuku Rezasyah, M.A., Ph.D. Chair – Panel of Examiners Dr. Endi Haryono, S.IP., M.Si. Examiner Hendra Manurung, S.IP., M.A. Thesis Adviser Table of Contents THESIS ADVISER RECOMMENDATION LETTER ..................................... i DECLARATION OF ORIGINALLITY............................................................. ii PANEL OF EXAMINER……………………………………………………….iii APPROVAL SHEET……………………………………………………………iii [TABLE OF CONTENT....................................................................................... vi](TABLE OF CONTENT....................................................................................... vi) [ABSTRAK ........................................................................................................... vii](ABSTRAK ........................................................................................................... vii) [ABSTRACT ........................................................................................................ viii](ABSTRACT ........................................................................................................ viii) [ACKNOWLEDGMENT ...............................................................](ACKNOWLEDGMENT ...............................................................)...................... ix LIST OF TABLE ...................................................................................................x LIST OF FIGURE ............................................................................................... xi LIST OF ABBREVIATIONS ............................................................................ xii CHAPTER I ...........................................................................................................1 INTRODUCTION..................................................................................................1 I.1 . Background .......................................................................................... 1 I.2 . Problem of Statement ..........................................................................7 I.3 . Research Question .............................................................

FAQs

What is the main purpose of the thesis?

To analyze gastrodiplomacy as a soft power tool for enhancing Thailand’s national branding through the “Kitchen of the World” project in Indonesia during 2015–2017.

Which theoretical concepts guide the study?

The thesis uses a theoretical framework grounded in soft power, public diplomacy, gastrodiplomacy, and a nation branding framework.

What period and case does the research focus on?

The case focuses on Thailand’s “Kitchen of the World” project in Indonesia, covering the years 2015–2017.

Jul 6, 2026

Upload by Jiven