This study examines the strategic role of sake as an instrument of cultural diplomacy within the framework of trade relations between Japan and Europe, using a theoretical approach that combines the concepts of soft power, gastrodiplomacy, and nation branding. Sake, as a traditional Japanese fermented beverage rooted in the spiritual and social practices of society, has undergone a reorientation of its function from domestic consumption to a symbol of national cultural identity promoted internationally. Through the Cool Japan policy, the Japanese government actively positions sake as a key element in public diplomacy, linking cultural heritage with export trade strategies. The implementation of the EU-Japan Economic Partnership Agreement (EPA) since 2018, which includes geographical indication (GI) protection, provides additional legitimacy for the authenticity of sake in the European market. Promotional strategies involving culinary festivals, cross-industry collaborations, and product narratives emphasizing aesthetic value, origins, and traditional production techniques have successfully enhanced European public perception of sake and, more broadly, of Japan. Export data shows signi¿cant growth, with France, the United Kingdom, and Germany contributing the most, indicating the success of this approach in expanding market penetration. However, this dynamic is not without criticism, including the commodi¿cation of cultural values, exclusion of small producers, and the risk of reducing the spiritual meaning of sake in a commercialized context.
Therefore, this study emphasizes the importance of cultural diplomacy that not only highlights visual appeal and market narratives but also commits to preserving values and the participation of local cultural communities. In conclusion, sake diplomacy offers an intriguing model for the integration of culture and economy in international relations, demonstrating that cultural products can serve as an effective means to build cross-national relations rooted in empathy, experience, and appreciation for the uniqueness of traditions
Идентификаторы и классификаторы
- SCI
- Социология
Over the past two decades, the dynamics of international relations have undergone signi¿cant shifts, where diplomatic instruments are no longer dominated by military power or heavy industry trade alone, but also rely on culture-based soft power. [Nye 2004]. One rapidly growing form of cultural diplomacy is gastrodiplomacy, which involves introducing national cuisine to the international stage as part of public diplomacy strategies [Rockower 2012]. This phenomenon has gained momentum with the rise of global mobility, international tourism, and cross-border cultural exchange, enabling cuisine to serve as a means of building positive perceptions of its country of origin. East Asian countries, including Japan, have been pioneers in leveraging the power of cuisine as a diplomatic tool to expand cultural inÀuence while opening up trade opportunities [Strugar 2015].
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- АССОЦИАЦИЯ ЯПОНОВЕДОВ
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- Россия, Москва
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- 117218, г. Москва, Нахимовский проспект, 32
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- Стрельцов Дмитрий Викторович (ПРЕДСЕДАТЕЛЬ)
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- japanassoc@gmail.com