Whether you’ve flipped sizzling beef over a Korean barbecue, crunched down on a tangy piece of kimchi, or basked in the warm steam wafting off a bib

The $40m bet that made South Korea a food and cultural power

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2023-05-21 20:00:05

Whether you’ve flipped sizzling beef over a Korean barbecue, crunched down on a tangy piece of kimchi, or basked in the warm steam wafting off a bibimbap bowl, the experience is captivating. 

In 2009, the South Korean government launched the $40m Korean Cuisine to the World campaign with the goal of improving South Korea’s global reputation through its food.  

In the years to come, the government would spend millions of dollars opening Korean restaurants abroad, developing and standardizing recipes, and working to make South Korea a culinary destination for international tourists.

But can food really help elevate a country’s reputation? And how much further can South Korea push its food campaigns?  

Gastrodiplomacy, a term first coined by The Economist in 2002, happens when governments try to increase the value and knowledge of their nation through food. 

Though the term was born in the 21st century, the tactic can be traced back to the Greeks and Romans inviting their adversaries to the table to break bread, drink wine, and settle arguments. 

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