Gastrodiplomacia: gastronomia como fonte de soft power, estratégia de diplomacia pública e desenvolvimento do branding nacional da Tailândia (2002-2020)

Abstract

Cuisine is an universal language, capable of crossing borders and building invisible bridges between nations. Based on this premise, this study analyzes how Thailand skillfully transformed its rich culinary heritage into a powerful tool of soft power, public diplomacy, and national branding development. Since the early 2000s, programs such as the Global Thai Program and Thailand: Kitchen of the World have demonstrated that a country's influence can be cultivated not only through speeches or treaties but also by gastronomy and hospitality. Throughout the study, it becomes evident that gastrodiplomacy is not merely about selling food, but about offering experiences, evoking memories, and emotionally connecting with foreign audiences. Each Thai dish served abroad becomes a small sensory embassy, carrying with it values, traditions, and a history of national pride. By choosing to communicate through taste, Thailand demonstrates that culture, when shared with authenticity, is capable of shaping opinions and improving its economy.