Public Diplomacy and Policy Advocacy for Japanese Cuisine in International Markets

Abstract

In an era in which soft power has become a strategic resource for nation-states, public diplomacy has increasingly been employed to foster international understanding and strengthen national image. Japan provides a notable example of the strategic use of soft power through culture, particularly through traditional Japanese cuisine, or Washoku, which has gained international recognition both as cultural heritage and as a vehicle for expressing national identity. This study examines the promotion of Japanese food policy in international markets by analyzing the role of cultural public diplomacy under the Cool Japan strategy, as well as the activities of relevant state agencies and affiliated organizations, including the Japan External Trade Organization (JETRO) and the Japanese Restaurant Organization (JRO). It also assesses the extent to which these efforts have contributed to the global expansion of Japanese cuisine. This research adopts a qualitative approach, drawing on policy documents, government reports, academic articles, research studies, books, and digital media published from 2005 to 2024. The data were analyzed through content analysis and comparative synthesis in order to explain the structural factors, policy mechanisms, and contextual conditions that have supported the international expansion of Japanese cuisine. The findings reveal that Japanese cuisine functions as a form of cultural capital that enhances Japan’s international appeal while reinforcing its national image as a country associated with refinement, hygiene, and distinctive social values. The promotion of Japanese food, therefore, is not merely the dissemination of products; rather, it constitutes a strategic form of public diplomacy that systematically links culture, economy, and diplomacy.