How free trade led to Canadian scholar's interest in 'sool diplomacy'
Robert Watson contrasts Japanese and Korean promotional campaigns for their alcohols during a lecture for the Royal Asiatic Society Korea at KOTE in downtown Seoul, Nov. 21. Courtesy of Bereket Alemayehu
Robert Watson’s academic career took shape based on one thing he loves: alcohol.
Having earned his master’s degree in East Asian Studies at Korea University’s Graduate School of International Studies (GSIS), he looked closely into how Korea and Japan promote their alcoholic cultural assets around the world.
“Originally I was going to focus on free trade, and then the Trump administration showed up,” he said. This left him asking, “What was it about free trade that I found appealing?”
That answer of course was booze.
“I really like going to the convenience store and finding 16 different kinds of beer on the shelf, half of which I've never tried before,” said Watson, who now teaches at Sungkyul University south of Seoul. “That's how I sort of moved into this idea of food identity and nationalism, which became some of the foundational stuff that I was working with.”
In a recent lecture for the Royal Asiatic Society (RAS) Korea on Nov. 21, Watson laid out the concept of "sool diplomacy,” shedding light on how Korea's traditional alcohol has emerged as a tool for soft power on the global stage.
“It was the contention of my studies during my time at Korea University to examine how alcohol has become an increasingly important product when countries seek to promote themselves and their food abroad,” he said during the talk.
He explained to the audience gathered at KOTE in central Seoul’s Insa-dong the intriguing intersection of food, national identity and international relations, with a particular focus on the role of Korean alcoholic beverages in shaping diplomatic campaigns.
He emphasized the versatility of alcohol as a product that can be both a cultural ambassador and a driver of economic activity.
"Alcohol is a pretty good product to go in models and be shipped around the world," Watson noted, emphasizing how it is tied with various agricultural products in Korea.
Watson discussed the evolution of this culinary diplomacy, tracing its roots back to a promotion of Korean food products that began during the 2008-13 Lee Myung-bak administration. Lee’s wife, former first lady Kim Yoon-ok, took a deep interest in promoting Korean food, which was often branded at the time as “hansik.”
Watson further discussed academic concepts such as nation branding, cultural diplomacy and culinary diplomacy. He spoke of how gastrodiplomacy is effective in creating awareness, access and appreciation in international cultural engagement.
He emphasized the role of alcohol, particularly in training and promoting the ability to engage with different cuisines, citing the success of Thai food in promoting Thailand's gastro-diplomacy efforts which started earlier this century.
Comparatively, these Korean beverages offer a unique cultural experience. Makgeolli, with its rich history dating back centuries, provides a taste of Korea's traditional brewing methods. The craft beer movement in Korea adds a contemporary touch, incorporating local agricultural ingredients and innovative brewing techniques.
Robert Watson poses at KOTE in downtown Seoul after giving a lecture for the Royal Asiatic Society Korea, Nov. 21. Courtesy of Bereket Alemayehu
The importance of alcohol in addressing rural affairs issues was also highlighted. Watson suggested that alcohol production could catalyze economic revitalization in depopulated rural areas, citing examples in both Japan and Korea where craft beer companies have thrived with government support by moving their production to rural regions in exchange for tax incentives. Notably, Watson highlighted the success of Magpie Brewing Co. which moved its brewery to Jeju Island in 2016, illustrating how such initiatives can create employment opportunities and boost economic activity in remote regions.
In conclusion, Watson stressed that private distillers and mid-tier players in Korea's alcohol industry can take advantage of the government’s evolving programs that support the development and promotion of traditional alcohol abroad. This not only opens up new markets but also contributes to the economic growth of depopulated agricultural regions.
"Sool diplomacy" appears to be more than just a buzzword; it represents a tangible avenue for promoting Korean culture, stimulating rural economies and creating opportunities for businesses to thrive both domestically and internationally. As Korea's traditional alcohol wins more attention, the liquid lining to these gastrodiplomacy campaigns is proving to be both culturally rich and economically promising.
Bereket Alemayehu is an Ethiopian photo artist, social activist and writer based in Seoul. He's also co-founder of Hanokers, a refugee-led social initiative, and freelance contributor for Pressenza Press Agency.