There is an old American public diplomacy maxim that states: “To know us is to love us.” But in Taiwan, gastrodiplomacy—the promotion of Taiwan abroad through its cuisine—has served up a mouthwatering variation on this theme: “To taste us is to love us.”
The sad culinary reality is that most people associate Chinese food with the heavy, sauce-laden fare that is billed as typical Middle Kingdom cuisine. For those not of the foodie bent, the notion of Taiwanese food draws a blank. That creates a tremendous opportunity for the country to conduct gastrodiplomacy in order to brand its own cuisine as a healthy, light alternative to the heavy image associated with Western versions of Chinese food.
The lighter side of Taiwanese cuisine, with its unique flavors and textures, could really tempt global tummies as it creates brand awareness of what Taiwanese food entails. Dishes like “long xu cai,” or “chayote shoots,” fried in chili and garlic, the sumptuous sauteed “kong xin cai,” or “hollow-heart vegetable,” and sesame-paste noodles with carrot and cucumber shreds, could help promote Taiwanese cuisine, and display its subtlety, freshness and healthiness.
Meanwhile, Taiwan could market its beef noodle soup as the next popular dish. With its savory taste and tempting aroma, the soup could be a very marketable cuisine in the culinary diplomacy department. It is easy to imagine how much Texas, or any other state that constitutes cattle-country, would enjoy a hearty bowl of Taiwan’s signature dish.
And what would be a meal without dessert? There has been an explosion in popularity of South Korean-style upscale yogurt chains in the U.S. Shops like Pink Berry, Red Mango and Yogiberry grew popular with their tart frozen yogurts covered in fresh fruit toppings, and quickly expanded across America. Taiwan could create its own unique dessert market with “tsua bing,” or “shaved ice covered in delicious fruits.” If incorporated into the nation’s culinary outreach, this could be the perfect summer treat to cool the warming globe.
But if Taiwan wants to truly conduct audacious public diplomacy, cultural promotion and nation branding, then some way must be found to make a traveling night market part of its cultural and culinary diplomacy policy. Effective public diplomacy takes a national trait, distills it and communicates it abroad. In this regard, nothing signifies Taiwan like the night market.
Taiwan’s e-government website already promotes night markets, but more effective public diplomacy and nation branding would be to present the authentic Taiwanese experience to audiences abroad by sending a traveling version of the night market. Taiwan has previously conducted public diplomacy in the form of exhibits and fairs with Taiwan Week in the U.S. and Taiwanese Cultural Festival in Canada.
Other countries have already begun to use their own night markets to public diplomacy ends, as Malaysia recently set up a night market in the middle of London’s Trafalgar Square. All of the hallmarks of Taiwanese cuisine and culture could be included in this new version of the traveling show. Moreover, since there are commercial possibilities with the sale of Taiwanese cuisine at the different night market stalls, perhaps the venture could be a public-private partnership.
For example, for an American audience, a touring Taiwanese night market could be set up in major public spaces like Pershing Square in Los Angeles, or in Washington at the annual Smithsonian Folklife Festival on the National Mall. Another opportunity would be to run the project in conjunction with state and county fairs, as well as rodeos throughout the heartland of the U.S.
The prospect of a traveling night market could introduce Taiwan through cultural and culinary diplomacy and familiarize the foreign and unknown to global audiences. It would be an excellent way to brand Taiwan, its culture and culinary treasures through an exciting and original bit of public diplomacy. Worldwide audiences could experience a tangible way to taste Taiwan, and to let Taiwan touch the heart as it tickles the tummy.
The gastrodiplomacy campaign is a creative first step to better Taiwanese public diplomacy, but a flair for the audacious such as a traveling night market will take Taiwan’s public diplomacy to the next level.
Paul Rockower recently completed a visiting fellowship in public diplomacy at the Taiwan Foundation for Democracy. These views are the author’s and not necessarily those of Taiwan Today. Copyright © 2010 by Paul Rockower
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