Mapping the Foods of the World

Juyan Zhang, associate professor of communication at the University of Texas at San Antonio and a CPD Contributing Scholar, has published an insightful analysis of the intersection of culture and nation-branding in his article The Foods of the Worlds: Mapping and Comparing Contemporary Gastrodiplomacy Campaigns, in the 2015 issue of the International Journal of Communication. Zhang delves into the emerging field of gastrodiplomacy to assess and compare the campaign strategies of Japan, Malaysia, Peru, South Korea, Taiwan and Thailand. The article explores the use of targeted messaging, media events, “geographic locales and celebrities” and creative marketing to enhance awareness of and interest in those six nation brands.

The full article can be accessed here.


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