Ditya Rizky Ardeva, Ditya PENGGUNAAN TEMA JEPANG SEBAGAI STRATEGI GASTRODIPLOMASI DALAM BRANDING RESTORAN F&B DI SEMARANG 日本テーマの活用ガストロディプロマシー戦略としてのスマラ ンにおける飲食店ブランディング. PENGGUNAAN TEMA JEPANG SEBAGAI STRATEGI GASTRODIPLOMASI DALAM BRANDING RESTORAN F&B DI SEMARANG. (Unpublished)

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Abstract

Abstract

This research aims to analyze the branding strategies of Japanese-themed food and beverage (F&B)
restaurants in Semarang and to explore the motivations business owners in choosing a Japanese
theme for their businesses. This research focuses on three non-franchise restaurants, such as
Amanogawa, Atsushi and Momotaro, in adapting Japanese culture through menu, element,
ambience, service and visuals. The method used is qualitative, employing case studies through
interviews and direct observation. The data collected are primary sources obtained through in-depth
interviews with restaurant owners or managers, as well as direct observation, complemented by
secondary sources from literature studies, including journal articles and books. The findings show
that each restaurant employs different strategies in adapting Japanese culture whether through
menu, ambience, service, or visual elements and also demonstrate the practice of gastrodiplomacy
by using food as a medium to introduce Japanese culture to the people of Semarang. This research
contributes to enriching academic discourse on culture-based branding while also providing
practical insights for F&B entrepreneurs in designing strategies suited to the local context.

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