DIGITAL GASTRO-DIPLOMACY: SHOWCASING BALINESE CUISINE THROUGH SOCIAL MEDIA

Abstract

This study explores the emerging concept of digital gastrodiplomacy and its role in enhancing the visibility and preservation of Balinese cuisine through social media platforms. Employing a qualitative methodology, the research combines an extensive literature review with semi-structured interviews involving two Balinese restaurants, two chefs active on social media, and three high-reach influencers. Social media metrics (including likes, comments, shares, and engagement rates) were analyzed across platforms such as Instagram, TikTok, and YouTube. Findings reveal that these platforms serve as powerful tools for promoting Balinese cuisine, with high-quality visual content and interactive features significantly enhancing audience engagement. Collaborations with influencers were found to be especially effective in expanding reach and fostering both immediate interest and long-term cultural preservation. The study highlights the strategic importance of digital platforms in promoting culinary heritage, emphasizing that digital gastrodiplomacy offers a promising avenue to deepen global appreciation for Balinese food culture and support its sustainable preservation.