The Taste of Influence: Southeast Asia’s Culinary Diplomacy and Tourism Appeal

Before a traveler ever sets foot in Bangkok or Hanoi, they’ve likely already been hooked by images of sizzling pad thai and steaming bowls of pho circulating online. In an era when a viral food video can spark flight bookings, culinary diplomacy has become one of Asia’s most effective tools of attraction. Both Thailand and Vietnam have recognized that their cuisines carry not just flavor, but foreign policy potential. Yet, while Thailand has institutionalized its food as a core tourism brand, Vietnam’s approach remains more organic, relying on authenticity and social media-driven buzz. Together, they reveal how cuisine can both flavor a nation’s image and feed its global influence. 

Thailand’s success story in culinary diplomacy is often cited as a masterclass in nation-building branding. The early 2000s Global Thai Campaign launched by the government sought to make Thai cuisine available worldwide, setting a goal to open thousands of Thai restaurants abroad to further their reach overseas. Backed by the Ministry of Commerce and the Ministry of Foreign Affairs, this initiative standardized menus, promoted chef training, and even created the Thai Select certification to ensure authentic representation abroad. This systematic approach not only introduced international audiences to the flavors of Thailand but also established Thai food as synonymous with both quality and accessibility. Bangkok’s branding as the street-food capital of the world has become a powerful magnet for international visitors, with Michelin Guides even expanding to include street vendors. By 2019, Thailand ranked among the world’s top travel destinations, with over 38 million tourists– many lured by the promise of its cuisine.

Vietnam’s culinary diplomacy, by contrast, has been less centralized but no less potent. The global rise of Vietnamese street food—from bánh mì stalls in Paris to pho pop-ups in New York City—has been propelled by diaspora communities and social media rather than government coordination. Vietnamese cuisine’s emphasis on freshness and balance has attracted health-conscious travelers and inspired culinary tourism that celebrates authenticity over polish. Yet, while the flavors of Vietnam have gone viral, its government has struggled to turn this soft-power potential into a cohesive national brand. One study noted that typically, “Vietnamese cuisine remains beloved worldwide, yet still nationally underpromoted,” reflecting a lack of consistent strategy. Without the institutional support Thailand enjoys, Vietnam risks being perceived as a culinary treasure discovered by accident, rather than a destination intentionally cultivated for gastronomic tourism.

Still, Vietnam’s organic approach has its own appeal. In recent years, food vloggers and TikTok influencers have amplified the country’s street-food culture, with videos of sizzling bánh xèo, or egg coffee, in Hanoi drawing millions of views. This digital authenticity connects emotionally with global audiences and conveys a sense of unfiltered discovery that appeals to younger travelers. However, without strategic investment in culinary infrastructure and promotion, such virality can fade quickly. According to OANA News, while Vietnam’s street food has gained global attention, the lack of coordinated programs to sustain international engagement has caused tourist interest to fluctuate, highlighting the risk of short-lived tourism spikes. For example, Vietnam experienced a surge in culinary tourism after Anthony Bourdain’s 2016 Hanoi feature, but interest dropped by 2018 as travelers shifted to countries with more sustained food branding, such as South Korea. Tourism spikes briefly but lacks the sustained growth that state-led branding can maintain. Thailand’s Ministry of Foreign Affairs, for instance, collaborates regularly with Michelin to host international food festivals and culinary diplomacy events—a model that Vietnam could emulate to transform its culinary visibility into tourism stability.

The contrast between Thailand’s polished strategy and Vietnam’s organic charm highlights two pathways to gastronomic influence. Thailand’s model demonstrates that institutionalizing taste– through branding, chef training, and certification– creates long-term tourism revenue and diplomatic credibility. Vietnam’s model proves that authenticity and community-driven promotion resonate deeply with modern travelers, but can face instability without institutional support. While Vietnam’s street food culture has gained international attention through social media and culinary ambassadors, coordinated government programs to sustain engagement remain limited. Both countries show that food can serve as an ambassador more persuasive than any policy speech, but Thailand’s case illustrates that coordinated investment transforms culinary appeal into economic power. To maintain its leadership, Thailand must innovate beyond its established restaurant diplomacy and engage in sustainable gastronomy, emphasizing farm-to-table practices and regional diversity to align with global tourism trends. Vietnam, meanwhile, could leverage its organic momentum by developing a cohesive “Vietnam Kitchen Global” initiative—creating official culinary festivals, accrediting chefs abroad, and partnering with travel platforms to curate food-based itineraries. These steps would ensure that Vietnam’s culinary charm matures into a sustained, strategic asset.

Regardless, Thailand and Vietnam illustrate the evolving diplomacy of taste: a form of international engagement that bypasses politics to appeal directly to the senses. In both cases, food has become more than a cultural artifact; it is an invitation to travel, a tool of persuasion, and a source of national pride. As tourists chase the next great meal, these two nations remind us that the fastest route to understanding and visiting a country might just begin with a single bite.