Packaging and Place: Omiyagi as Gastrodiplomacy

Artfully designed packaging is central to the appeal of omiyage, the Japanese tradition of gifting souvenirs, often food, to friends, family, and colleagues after a trip. Far from simple tokens, omiyage plays a vital role in Japanese social organization by reaffirming bonds and fulfilling interpersonal obligations. Additionally, omiyage serves as a form of cultural exchange, embodying the principles of gastrodiplomacy by using food to promote cultural identity and foster mutual understanding both nationally and internationally.   

Sweet and savory snacks are popular omiyage choices, because they can be easily shared and are peripheral foods. Their packaging often showcases local nature, cultural heritage, or historical figures, establishing a strong connection to the region they represent. For instance, Miyajima Island’s maple-leaf buns, combining Western-style sponge cake with traditional Japanese adzuki bean-paste filling, were trademarked in 1920, solidifying their place as part of the Hiroshima brand and its promotional efforts. Similarly, mascots like Kumamon, representing Kumamoto Prefecture, appear on regional treats such as Kumamoto butter and chocolate cookies in a bear shape or bite-sized maple cheesecakes with Kumamon designed on the wrapping paper, fostering pride in regional identity.  

Currently a Fulbright scholar in Japan, I will draw upon ethnographic data and popular cultural materials to analyze omiyage through multimodal discourse. Its visual language and packaging design highlight local nature, history, and culture, transforming omiyage from a mere souvenir into a tool of gastrodiplomacy. It strengthens personal ties, promotes regional branding, and enriches Japan’s cultural narrative. 

Kelsi Matwick, PhD, is a Fulbright Scholar in Japan for the AY2024/2025. She teaches culinary diplomacy and American culture at Tokyo University of Agriculture and Technology (Fuchu) and The University of the  Ryukyus (Okinawa). As a language and food scholar, she has published on diverse topics, such as celebrity chefs, culinary diplomacy, comic posters, and linguistic landscape. She also lectures on American food, media, and culture at the University of Florida, USA.