The Diplomatic Plate: Indomie as a Soft Power Tool

in Indonesia’s Gastrodiplomacy

Essay by:

Maurits Bhoas Ering

170820230006

FACULTY OF SOCIAL AND POLITICAL SCIENCE

PADJADJARAN UNIVERSITY

BANDUNG

2024
 TABLE OF CONTENTS

TABLE OF CONTENTS...........................................................................................2

CHAPTER I: INTRODUCTION..............................................................................3

1.1 Background.......................................................................................................3

CHAPTER II: FRAMEWORK OF ANALYSIS.....................................................5

2.1 Soft Power........................................................................................................5

2.2 Diplomacy........................................................................................................6

2.3 Gastrodiplomacy...............................................................................................7

CHAPTER III: RESEARCH OBJECTIVES .........................................................8

3.1 Method..............................................................................................................8

3.2 Sources and Data Collection.............................................................................8

CHAPTER IV: ANALYSIS........................................................................................9

CHAPTER V: CONCLUSION..................................................................................12

REFERENCES...........................................................................................................13

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 CHAPTER I
INTRODUCTION

1.1 Background

The increasingly complex international environment has led to the need for
improvisation in diplomacy between countries. One of the ways that can be done today is
through gastrodiplomacy. Gastrodiplomacy itself is founded on making food a common
dimension in everyone's life and culture. This is often also considered as "public diplomacy"
with soft power thinking, where advocacy is no longer done directly to exert influence but to
attack emotional relationships (Rockower, 2012: 234). Gastrodiplomacy is a cultural
diplomacy strategy that uses cuisine as a tool to clarify a country's image.

Gastrodiplomacy is a public diplomacy tool that uses national cuisine to increase

awareness and understanding of local products. By promoting national cuisine,
gastrodiplomacy can enhance a country's soft power, which is the ability to influence others
through attraction and persuasion rather than coercion or force. This can be achieved by
combining cultural diplomacy, culinary diplomacy, and nation branding to make foreign
cultures familiar with national cuisine. The more positive the cuisine is in terms of taste and
nutritional value, the more likely it will be accepted by a wider audience. For example,
Indonesia has used gastrodiplomacy to promote its traditional cuisine in Europe. At the G-20
summit in Bali, Indonesia showcased its culinary culture through a gastronomic event, which
successfully introduced Indonesian cuisine to foreign audiences.

Indonesia has also used gastrodiplomacy to promote its vegetarian and vegan cuisine
in Europe. The Vegetarian Store, a restaurant in Europe, has adapted some Indonesian dishes
to be vegan and vegetarian, increasing the popularity of Indonesian cuisine among European
audiences. According to the Minister of Tourism, there are three factors that can enhance
Indonesia's culinary tourism. Firstly, continuous support and promotion of culinary delights.
Secondly, the establishment of the branding "Wonderful Indonesia". In CNN's 2017 poll of
the world's best dishes, rendang was ranked first as the best dish in the world, followed by
nasi goreng in second place, and sate in fourteenth place.

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 One of the well-known products from Indonesia that has gained widespread
recognition is Indomie. While noodles or instant noodles are not indigenous to Indonesia,
Indomie has become synonymous with Indonesian cuisine. Indomie is a brand of instant
noodles produced by Indofood. It was the first instant noodle product in Indonesia and has
since become one of the largest instant noodle products in the world. Currently, Indomie is
sold in more than 90 countries, including Australia, New Zealand, the United States, Canada,
Asia, Africa, Europe, and the Middle East. Indofood is capable of producing approximately
19 billion packages of Indomie per year. From this figure, it can be observed that Indomie is
one of the most favored instant noodle products worldwide. The price of Indomie in
Indonesia can be considered cheap, around Rp. 3,000.00 per package. However, the price of
Indomie outside Indonesia is much higher, reaching around Rp. 30,000.00 per package.
Despite the relatively high price, many people are still willing to buy Indomie because of its
unique taste. Indomie's fried noodles product has even been recognized as one of the most
delicious instant noodles in the world by many people worldwide. Due to its distinctive and
delicious taste, Indomie's fried noodles are still named "Mie Goreng" even when not sold in
Indonesia. In fact, the deliciousness of Indomie's fried noodles makes most people
automatically refer to Indomie as just "Mie Goreng" because Mie Goreng is indeed the
favorite product of Indomie. This is certainly done so that people in other countries can get to
know Indonesia better, not just as a country for tourism like Bali, Borobudur Temple, and so
on.

This study aims to explain the strategies that can be employed to leverage Indonesia's
culinary potential, especially through instant noodles such as Indomie, as a tool for soft
diplomacy in Indonesia’s gastrodiplomacy.

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 CHAPTER II
FRAMEWORK OF ANALYSIS

2.1 Soft Power

Nye (2004) explains soft power, which refers to the use of power to achieve desired
outcomes through co-optation rather than coercion. Soft power is based on a country's ability
to shape what others want through intangible assets such as attractiveness, culture,
institutions, and political values, as well as policies that are perceived as legitimate or
morally authoritative (Nye, 2004). In contemporary political practice, policy-making often
considers whether policies are attractive enough to allow societies to help implement them.
The ability to influence what others want is based on intangible assets such as attractiveness,
culture, institutions, and political values, as well as policies perceived as legitimate or
morally authoritative (Nye, 2004). In international relations, soft power can mean a positive
image in foreign affairs of a country that makes the country liked by other countries
(Gallarotti, 2011). This positive image will foster respect and admiration, making a country
have soft power in the eyes of other countries. Soft power, as described by Nye (2004), refers
to the ability of a country to influence others through persuasion and attraction rather than
coercion or force. It encompasses the country's resources of culture, values, and policies, and
involves the use of positive attraction and persuasion to achieve foreign policy objectives.
Soft power can also be considered as attractive power, as it relies on the country's ability to
shape the preferences of others through the use of culture, values, and ideas, rather than
relying on coercion and military power to achieve its objectives.

Soft power is the ability of a country to influence others through attraction and
persuasion rather than coercion or force. It is based on a country's resources of culture,
values, and policies, and can be used to achieve foreign policy objectives without resorting to
military or economic force. Soft power can come from various sources, including culture,
values, and policies that are perceived as legitimate or morally authoritative. Cultural
resources, such as music, film, and other forms of entertainment, can be particularly effective
in creating attraction and influencing others. For example, the United States has used its
popular culture to promote its values and ideals around the world. Education diplomacy,
which includes educational exchanges and scholarships, can also be a powerful tool for

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building international prestige and soft power. Soft power is not limited to persuasion but can
also involve co-optation and the creation of a desire for the power holder's goals. It is a
means to success in world politics for those who know how to leverage it effectively. In
summary, soft power is a country's ability to influence others through attraction and
persuasion, and it can come from various sources such as culture, values, and policies. It is a
valuable tool for achieving foreign policy objectives without resorting to coercion or force.

2.2 Diplomacy

Diplomacy is a series of policies or rules implemented by a state to maintain its

national interest with other countries. This relationship is carried out through processes of
bargaining, negotiation, non-coercive actions, and garnering public support. There are six
main tasks of diplomacy: (1) Ceremonial/protocol; (2) Management; (3) Information and
Communication/formation and analysis; (4) International negotiation/negotiation; (5)
Protection; and (6) Contribution to international order/mediation and participation, all of
which are on an international scale. Nowadays, the development of diplomacy is directly
proportional to the rate of international relations issues, the increase in actors, the growth of
international organizations, and the rapid pace of technology, impacting diplomatic relations
that are no longer merely binding diplomatic representation. Currently, diplomatic relations
involve government actors, non-governmental actors, individuals, and international
organizations. These changes also imply implications for the tasks, functions, and
systems/working methods of diplomatic actors in securing and advocating their national
interests (Ashari, 2015).

Diplomacy has several variations classified by the methods used in diplomatic

relations. These types include Public Diplomacy and Cultural Diplomacy. Public Diplomacy
is the process of creating an image of a country on the international stage to build trust of
other countries regarding the potential and capacity of a country (changing public perception
of a country). This will play an important role in gaining benefits built on the basis of
cooperation to achieve the diplomatic goals of each country or national interest (Ma'mun,
2012). The target of public diplomacy is the people or public in other countries. Public
diplomacy involves non-governmental elements such as academics, public figures, and mass

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media. Public diplomacy also differs from propaganda, as there is a dialectical space within
public diplomacy (Ashari, 2015).

Cultural diplomacy, on the other hand, is a tool to demonstrate or introduce the level
of civilization of a nation or homeland (maintaining the national identity amidst global
developments through the cultural dimension). Cultural diplomacy is carried out through the
organization of cultural exhibitions, culinary events, and the distinctive features of a country,
among others. Cultural diplomacy also focuses on the international community, not
government-to-government (government to government). Individuals interested in the culture
of a country are usually more curious about the related country. Eventually, art and culture
can create a positive contribution to world peace. Cultural diplomacy is believed to have a
greater influence compared to the use of military force (Sinulingga & Pahlawan, 2017).

2.3 Gastrodiplomacy

Gastrodiplomacy originates from the word "Gastronomy," which means "the art and
science of good eating" and corresponds to the term "culinary." The Ministry of Tourism and
Creative Economy (Kemenparekraf) of the Republic of Indonesia in 2011 placed culinary as
one of the subsectors of the creative economy and is expected to be able to represent the
country. Gastrodiplomacy is the act of winning or capturing hearts and minds through the
stomach (food). This aims to attract and introduce the reputation of the nation and culture to
global consumers (cross-culturally). The sustainability of gastrodiplomacy also has
implications for relations between countries, for example, if used as a platform to promote
bilateral and multilateral cooperation, friendship peace of a country, and the development of
communities (SAMSI, 2019).

Some authentic Indonesian foods include Rendang, Soto, Mie Aceh, Sambal Matah,
Rica-rica, and more. These authentic foods have been successfully distributed in a product
called "Indomie." Indomie, as a popular Indonesian culinary product worldwide, is used in
Indonesia's gastrodiplomacy as a symbol of Indonesia's culinary richness and is a product
followed in international markets, thus clarifying Indonesia's economic strength and culinary
industry.

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 CHAPTER III
RESEARCH OBJECTIVES

3.1 Methods

For the purpose of the paper, qualitative descriptive method will be used in providing
a comprehensive understanding of the phenomenon under study, allowing for a detailed
exploration of the role of Indomie as a soft power tool in Indonesia's gastrodiplomacy. This
qualitative research process also includes efforts to ask questions and procedures, collect
specific data from various sources and analyze it inductively, finally followed by interpreting
the meaning of the data.

Next, the author uses qualitative descriptive research techniques, where this method
describes specifically the situation, social setting or relationships that exist in a social
phenomenon that is interpreted in a scientific setting (Neuman, 1997). This research method
is suitable for studying problems, situations, relationships, activities, attitudes, views, and
ongoing processes in a social phenomenon in society. In this technique, there are several
activities, such as narrative, recording, analysis and continuing with the interpretation of an
event or existing social phenomena. Through these stages a systematic, factual, and accurate
explanation of the phenomenon being studied will be produced.

3.2 Sources and Data Collection

In this paper, data will be primarily collected from media sources like news articles,
literature, and academic articles. A comprehensive review of Indonesian and international
media coverage will be conducted to gather information on the perception of Indomie as a
representation of Indonesian culture and soft power. This will include analyzing news
reports, features, and opinion pieces discussing the cultural significance and international
popularity of Indomie. Additionally, scholarly literature and articles related to soft power,
gastrodiplomacy, and the culinary industry will be reviewed to provide theoretical
frameworks and contextual background for the study. These sources will be instrumental in

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understanding the role of Indomie in Indonesia's gastrodiplomacy efforts and its impact on
shaping perceptions of Indonesian cuisine and culture globally.

CHAPTER IV
ANALYSIS

Indomie is one of the instant noodle products and at the same time an instrument of
Indonesian diplomacy produced by PT. Indofood CBP Sukses Makmur Tbk (ICBP), a
subsidiary of Indofood (a multinational corporation) Indonesia, which is an actor in
Indomie's diplomacy. Not only domestic, but the popularity of Indomie also reaches an
international scope. This is thanks to ISO 22.000 certification, ISO 9001:2000 certification,
and halal certification that facilitate the smooth expansion of Indomie overseas. With the
increasing demand for instant noodles production over time, the World Instant Noodles
Association (WINA) reported that global demand for instant noodles reached 97.46 billion
packages in 2017. Currently, Indomie has 16 factories spread globally and produces around
15 billion packages of Indomie annually. Indomie has also successfully become an exporter
to more than 80 countries worldwide (Noviana, 2021).

During the implementation of International Nelson Mandela Day 2019, through its
diplomatic representation at the Embassy of the Republic of Indonesia (KBRI), dozens of
boxes of Indomie were donated to several schools in South Africa and warmly welcomed by
the South African Department of International Relations and Cooperation (DIRCO). This
opportunity was used to visualize Indonesia through the enjoyment of one of Indonesia's
popular foods, Indomie. Once again, this demonstrates how Indomie is used as both an
instrument and an object in diplomacy between countries (Pretoria, 2019).

Countries with Indomie cooperation include Australia, New Zealand, the United
States, Canada, Asia, Europe, the Middle East, and Africa. In 2017, the largest sales of
Indomie were in Africa, with a 70% market share. Indomie is very popular in Africa, giving
rise to the Indomie Fans Club (IFC). The presence of Indomie in Africa is rapidly growing,
as evidenced by PT. Indofood CBP Sukses Makmur Tbk (ICBP) officially acquiring Pinehill
Company Ltd. The share purchase was based on the acquisition on August 27, 2020. In
2009, an instant noodle factory in the industrial area, Bard City, Cairo, Egypt began

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commercial production of Indomie, and distribution was carried out to all markets in Egypt
(Apriyadi, 2021).

Indonesia has also negotiated trade agreements on Preferential Trade Agreements

(PTA) with economic groups in Africa regarding the minimization of trade tariffs. Indonesia,
through the Ministry of Foreign Affairs (Kemenlu) and the Ministry of Trade of the Republic
of Indonesia, involves national companies to invest in the food and agro-industry sectors in
Africa, due to the potential positive impact of Indonesia-Africa economic diplomacy. One of
them is the Indomie factory, which operates with 6,000 employees in Nigeria, and dominates
the market with a 74% share in West Africa (Ramadhani et al., 2020).

In these soft power diplomacy activities, national interests are certainly involved
from each country that builds cooperation. National interest consists of the ambitions and
goals of a country that encompass almost all sectors, whether economic, military,
ideological, or cultural (Bainus & Rachman, 2018). Based on the chronological sequence of
cooperation in Indomie diplomacy, it can be concluded that there are realized national
interests in its activities. These include economic sector benefits based on its expansion
across many regions of the world, good relations or inter-country relations marked by the
approval and use of Indomie as an instrument or tool of diplomacy and introducing the
country's identity through a culinary product. Activities in the food sector indirectly build
interest among the people or public in other countries (collaborating) towards Indonesia,
such as the establishment of the Indomie Fans Club (IFC). This is also Indonesia's success in
representing its country in the form of instant noodle products and being well received by
manufacturers from various parts of the world.

In public diplomacy, the interests pursued are ideologies, economics, politics, etc.,
while in cultural diplomacy, the national interests pursued are the culture or authentic values
of a country. Public diplomacy benefits economically from sales and profits in the political
sector from cooperation or relationships that are created. On the other hand, cultural
diplomacy benefits from the promotion of domestic culture that is well-received by the
international community, where the international community eventually places its interest in
Indonesia through Indomie. Indomie also represents the country's identity through the taste
of authentic Indonesian foods formed in instant noodle products. Thus, "The best way to win

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hearts and minds is through the stomach" has been successfully implemented by Indonesia
through gastrodiplomacy. The presence of Indomie as a diplomatic tool and economic
cooperation with Africa has built a transregional network in efforts to enhance food security
in Africa. Therefore, Indonesia's foreign policy role is in accordance with the mandate of the
1945 Constitution and Pancasila, which aims at mutually beneficial partnerships between
countries and is aimed at addressing social issues such as poverty, unemployment, and
hunger, especially the supply of basic needs that can be achieved by the African community.

The actors involved in the diplomacy activities of Indomie (food) include

governmental and non-governmental actors. Indomie is sometimes used as a diplomatic tool
by Indonesian diplomatic representatives, such as in the implementation of International
Nelson Mandela Day 2019. Meanwhile, non-governmental actors come from the owners or
producers of Indomie themselves, namely PT. Indofood CBP Sukses Makmur Tbk (ICBP), a
subsidiary of Indofood Indonesia. Through the relationships established with many
countries, PT. Indofood CBP Sukses Makmur Tbk (ICBP) is positioned as a multinational
corporation. Another actor that can be involved is individuals, which occurs when someone,
either from Indonesia or another country, introduces Indomie as one of Indonesia's typical
foods to the international community.

In this case, Indonesia has successfully implemented its soft diplomacy through
power, in the form of Indomie. The achievements obtained certainly encompass the national
interest of the country. This success will have implications for Indonesia's image
internationally in introducing, promoting, and visualizing its country through a food product
via gastrodiplomacy. With the rapid changes in the global landscape, the development and
popularity of Indomie have also increased. The expansion of export territories and importing
countries will certainly increase through the cooperation built between the two related
countries. Indomie's success in maintaining the authenticity of its taste, which reflects the
country, makes Indomie one of Indonesia's unique and unparalleled signature foods.

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 CHAPTER V
CONCLUSION

Diplomacy is a set of rules used by a country to achieve national interest. Diplomacy

can be implemented through negotiation processes, cooperation, garnering support, and
other non-coercive actions towards the international community. As it has evolved, actors in
diplomacy have involved both governmental and non-governmental actors. In diplomacy,
there are two approaches used: hard diplomacy and soft diplomacy. Soft diplomacy is the
ability of a country to influence other countries through attraction, rather than through
pressure and coercion as in hard diplomacy. The methods of communication in soft
diplomacy are divided into several categories, including public diplomacy and cultural
diplomacy.

Public diplomacy aims to change the international community's perception of a

country or, in other words, seeks to build a positive image on an international scale. On the
other hand, cultural diplomacy is a tool to maintain a nation's identity amidst global
developments through the cultural dimension. One of the diplomacy methods used by
Indonesia to uphold its national interest is gastrodiplomacy. Gastrodiplomacy is the act of
winning hearts and minds through the stomach (food). One popular product in
gastrodiplomacy is Indomie.

Indomie is used as both an instrument and an object in diplomacy by governmental

and non-governmental actors. The cooperation between PT. Indofood and importing
countries in the economic field signifies the success of the Indomie market. The economic
benefits gained, and Indonesia's successful visualization embodied in the taste of instant
noodles make Indomie an instrument worth considering as a diplomatic tool. The
cooperation established by the manufacturer with consumer countries has reached more than
80 countries, with 16 factories spread across the globe. Indomie's diplomacy is a suitable
model to be emulated by other food products in gastrodiplomacy. How Indomie continues to
maintain Indonesia's authenticity in taste is an existence that should be further empowered in
other local products.

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