Gastrodiplomacy of Bandung City in Advancing MSMEs by Utilizing Digital Transformation

Abstract

Diplomacy has evolved with the rise of soft power, shifting from reliance on military and economic strength to more variative approaches like gastrodiplomacy. This study explores the role of micro, small, and medium enterprise (MSMEs) as key actors in Bandung’s gastrodiplomacy efforts, emphasizing the integration of digital transformation to enhance these initiatives. The research aims to identify the strategic opportunities and challenges faced by Bandung’s MSMEs in promoting local culinary culture globally through gastrodiplomacy and digital tools. Using a qualitative research method, data was collected through internet-based research and literature reviews. The findings reveal that Bandung has implemented strategic gastrodiplomacy initiatives, such as Little Bandung digital platform and international collaborations like sister-city partnerships and participation in events such as MIHAS. These efforts have expanded market access and increased the global visibility of Bandung’s culinary heritage. However, challenges like environmental concerns, regulatory barriers, and market adaptation persist. Despite these obstacles, the study highlights significant potential for Bandung to transform challenges into opportunities, including the adoption of eco-friendly packaging, integration of international payment systems like QRIS, and improved digital literacy programs. The impact of this research lies in its contribution to understanding how digital transformation and MSMEs can synergize to strengthen gastrodiplomacy, offering actionable insights for policymakers, business actors, and stakeholders to enhance Bandung’s culinary diplomacy sustainably and effectively.