Branding Washoku as an instrument of Japanese soft power

Abstract

Japanese food has become a global trend over the past two decades, and boosted the international standing of Japan. This study delineates the role of Japanese cuisine, or washoku, as an instrument of Japanese soft power. It traces how washoku was transformed into a strong national brand and how this brand was framed differently in domestic and global contexts. This thesis argues that while the promotion of washoku abroad depicts it as a flourishing cuisine based on characteristics such as respect to nature, seasonality, and a well-balanced diet, in the domestic context it is designed to address issues like a decreasing domestic interest in Japanese foods and the need for greater self-sufficiency in food production. This thesis also argues that through the UNESCO Intangible Cultural Heritage List nomination process, Japan was able to combine these two concerns and create a comprehensive strategy to strengthen the washoku brand on both national and global levels.