DOI: 10.31123/ajcs.2049977 ISSN: 3149-9317

Digital Gastrodiplomacy in the Construction of National Image: The Case of TasteAtlas and Turkish Cuisine

Mehmet Can Tokmak
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Purpose: This study examines how Turkish cuisine is represented in the international public sphere and how this representation may contribute to national image and nation branding through Instagram posts shared by TasteAtlas, a global digital gastronomy platform. It aims to reveal how gastrodiplomacy functions within digital media and how it may offer representational support for Türkiye's soft power.Design/methodology/approach: The study adopts a content analysis method. A total of 94 Instagram posts related to Turkish cuisine, shared on the TasteAtlas account between January 1 and December 31, 2025 were analyzed. The data were categorized into five themes: gastronomic diversity, geographical and cultural representations, digital narrative forms, nation branding, and sociocultural rituals.Findings: Results show that Turkish cuisine is consistently represented throughout the year and generates high engagement, reaching approximately 1.5 million likes. Meat dishes and desserts attract more attention than other food categories, while Gaziantep stands out as the most frequently highlighted gastronomic destination. Additionally, several Turkish dishes received awards in different categories in 2025, indicating strong global recognition.Research limitations/implications: The study is limited to a single Instagram account and does not include other platforms or detailed user interaction analysis. Future studies may adopt comparative and qualitative approaches.Practical implications: Digital platforms serve as effective tools for gastrodiplomacy, offering representational opportunities that may contribute to national image through cultural and gastronomic content. Originality/value: The study offers a digital perspective on gastrodiplomacy, contributing to the literature through its focus on social media representation.

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