Abstract

Indonesia launched its first gastrodiplomacy initiative, Indonesia Spice Up the World (ISUTW) in 2021, aiming to establish 4,000 Indonesian restaurants overseas and increase spice trade revenue to $2 billion by 2024. However, as the initial phase approaches its conclusion in 2024, the tangible impact of ISUTW in certain countries, especially in Europe, remains less apparent and somewhat puzzling. This study aims to examine the current impact of ISUTW in Europe, with a particular focus on the Netherlands and France. A qualitative research approach was employed, drawing on a combination of interviews, literature review, discussions with state and non-state actors in Indonesia, and fieldwork conducted in the Netherlands and France. This study suggests prioritizing specific European countries, namely the Netherlands and France, for the second cycle of ISUTW due to their historical ties with Indonesia, including colonial pasts, the romanticism of Indonesian exiles, the presence of Indonesian restaurants, and the societal familiarity with Indonesian cuisine. These crucial features are expected to facilitate the promotion of Indonesian culinary heritage through ISUTW. The study suggests that a more targeted and well-calibrated strategy is required to improve the effectiveness of ISUTW initiatives in Europe, with pilot implementations proposed in the Netherlands and France.