GASTRODIPLOMACY: Branding Efforts "City of Randang Payakumbuh" in Improving the Economy in the Rendang Industry and Culinary Tourism Sector (Case study on Dapur Rendang Mutiara, the Pioneer of Exportin West Sumatra Indonesia)

Abstract

Branding "city of Randang" since 2018, Payakumbuh City has been actively building awareness among the public, both internally and externally. Communication External Payakumbuh built one of them through rendang culinary diplomacy. Talking about diplomacy, one diplomacy that can improve the national image so that the people of a country are interested in what our country has is the gastrodiplomacy method which uses food and drinks or culinary offerings as instruments. Rendang diplomacy gastronomic activities from Payakumbuh, the 'city of inflammation,' are actively carried out by Dapur Rendang Mutiara. Dapur Mutiara Payakumbuh is the pioneer of exporting instant seasoned rendang in West Sumatra. Dapur Mutiara is the only small and medium industry (IKM) in Payakumbuh that has entered an official export contract to the European market. The culinary diplomacy carried out by Dapur Rendang Mutiara is very simple but has an extraordinary impact. Initial communication via Facebook chat with friends who live in Germany. From the first order, it continued with discussions on large-scale orders in Zoom meetings, and the choice fell on rendang pasta. Then, the promotion of Rendang Mutiara began to be intensively carried out by the Rang Minang Hamburg (RMH) association through live streaming, which was followed by many Indonesians in Europe, including chef influencers and blue tick celebrities who played an active role in promoting Dapur Mutiara rendang. The delicious rendang from Dapur Mutiara brought him together with the owner of Toko Indonesia Hamburg. The discussion continued from social media to a direct meeting for a cooperation contract between Dapur Rendang Mutiara (Payakumbuh City) and the Buyer (Toko Indonesia Hamburg, Germany). A 10-year cooperation contract was established to deliver 1.5 tons of rendang paste monthly. As a result, the culinary rendang of Payakumbuh city of Randang became increasingly popular, and the economy increased and made rendang a culinary tourism destination.