Sambal and Soft Power: How Indonesian Food Diplomacy Boosts Tourism and Investment

When I travel abroad and see a packet of Indomie on a supermarket shelf in Lagos, a Kopiko candy on a desk in New York, or a bustling Padang restaurant in Kuala Lumpur, I see more than just food. I see Indonesia’s soft power at work—a quiet, flavorful force that is building bridges, inviting curiosity, and unlocking investment opportunities far beyond our borders.

This is what we call food diplomacy. It is not just about taste—it is about influence, identity, and strategic opportunity.

Food as the Gateway to Tourism

In today’s global tourism landscape, culinary experience has become a primary motivator for travel. More travelers now plan their itineraries around what they can eat, not just what they can see. Indonesia, with its 1,300 ethnic groups and a spice trail history that predates colonialism, has a powerful culinary story to tell.

From the smoky richness of rendang to the simplicity of gado-gado, Indonesian cuisine is an ambassador. When people abroad encounter Tesate in Singapore, Sari Ratu in Sydney, or even Kebab Turki Baba Rafi in Amsterdam, they get a taste of Indonesia’s depth—and they want more. That curiosity leads to tourism interest. And interest leads to investment potential.

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The Investment Ripple Effect

Food diplomacy is proving to be a strategic prelude to tourism investment. Here’s how:

1. Cultural Familiarity Builds Confidence

When international consumers become familiar with Indonesian flavors, they begin to perceive Indonesia as accessible and welcoming. This is critical for tourism investors who often fear cultural barriers and perception risks.

2. Restaurants as Frontline Ambassadors

Global outlets like Sate Khas Senayan’s Tesate, or Padang restaurants in Europe, serve as cultural outposts. These are spaces where people experience not just food but the Indonesian way of hospitality. Investors in tourism—hotels, resorts, tour operators—often trace their curiosity back to that first bite of rendang or sip of es teler.

3. Diaspora Enterprises as Investment Catalysts

Many overseas Indonesian restaurants are run by our diaspora, who act as informal diplomats. They not only promote cuisine but often form business partnerships that later extend into tourism-related ventures—boutique travel, halal tourism, cultural events.

4. Culinary Tourism as a Growth Segment

The rise of culinary tourism—from cooking classes in Ubud to spice plantation tours in Ternate—is attracting impact investors focused on sustainability, culture, and community empowerment.

A Platform for National Branding

Through initiatives like the government’s “Indonesia Spice Up the World”, we are seeing a structured approach to food diplomacy. The target is bold: 4,000 Indonesian restaurants abroad by 2025. But the potential payoff is even bolder. This movement not only opens markets for Indonesian packaged goods (Mayora’s Kopiko, Indofood’s Indomie, Wings’ Sedaap), but it also positions Indonesia as a culinary destination, increasing its global tourism value proposition.

In fact, food diplomacy strengthens Indonesia’s investment story in three key ways:

• Brand Identity: It sharpens Indonesia’s global image beyond Bali, highlighting diversity and sophistication.
• Market Access: It opens trade routes for spices, halal products, and premium food exports—creating supply chain opportunities for F&B and agri-tourism investors.
• Soft Infrastructure: It makes Indonesia “mentally closer” to international investors—lowering entry resistance.

Policy Recommendations

To maximize the impact of food diplomacy on tourism investment, I propose three directions:

1. Integration of Culinary Promotion with Tourism Investment Forums

Every tourism investment forum hosted by the Ministry should include a curated Indonesian culinary experience. Let investors taste what they are investing in.

2. Public-Private Global Restaurant Expansion Fund

Provide catalytic grants or credit support to proven brands like Sari Ratu, Baba Rafi, Tesate, or even Burgreens to expand internationally as part of cultural and business diplomacy.

3. Culinary Tourism Investment Zones

Develop special zones in places like West Sumatra, North Sulawesi, and East Nusa Tenggara that combine agriculture, cooking schools, boutique resorts, and culinary heritage trails.

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Conclusion: Let the Taste Lead

In diplomacy, it’s often said that people may forget what you said, but they will never forget how you made them feel. I would add: they also never forget how you made them taste. Indonesian cuisine is one of the most underutilized diplomatic tools we have—an edible invitation to experience more of what this nation offers.

If we use it well, food diplomacy won’t just fill stomachs. It will open hearts, build trust, and bring capital to the table.

Because when people fall in love with our sambal, they may just fall in love with our islands—and that’s where tourism investment begins.