[Report] Ambassador Shares Gimbap as 'K-Food Diplomacy' Aims for ASEAN's 700 Million

Lee Chul, Ambassador to ASEAN, Makes an Impression at Food Festival
ASEAN Celebrates 59th Anniversary as U.S. and Japan Also Compete
Focus Expands from Peace and Economic Integration to Energy, Food, Supply Chains, and AI
Changing Status Felt Ahead of the 60th Anniversary Next Year

On one side, signature Korean dishes such as gimbap and Korean-style chicken were served, while a few steps away, the quintessential American whoopie pie cookies caught attention. Although the cuisine was very different, the destination was the same: the "hearts" of the nearly 700 million people living in the Association of Southeast Asian Nations (ASEAN).

Ambassador Cheol Lee, head of the ASEAN delegation, and his spouse are handing out containers filled with gimbap and Korean-style chicken at the Food Festival held on the 8th at the ASEAN Secretariat building in Jakarta, Indonesia. Photo by Paek Jongmin, Tech Specialist

On the morning of the 8th, the ASEAN Secretariat headquarters in Jakarta, Indonesia was bustling with people at the Food Festival held after the official event commemorating the 59th anniversary of ASEAN Day. This year, ASEAN organized the festival as an event not only for representatives of member countries but also for diplomats, ASEAN-related institutions, and partners, creating a space for everyone to engage through their national cuisines.

At the Korea booth, Lee Chul, Ambassador to the ASEAN Mission, and his spouse personally greeted visitors. In a booth decorated with a hanok backdrop, Ambassador Lee handed out containers filled with gimbap and chicken to the crowds of visitors.

The United States also set up a booth adorned with the Stars and Stripes and the emblem of its Mission to ASEAN, prominently featuring "The Taste of American Food." While Korea drew attention with hanbok, hanok, and gimbap, the United States made its presence felt with its flag and American-style desserts.

It wasn't just Korea and the United States. Among the various promotional spaces, the Japan booth was also notable. Non-member countries took the opportunity to showcase their cuisine and culture at ASEAN's festival. This scene illustrated ASEAN's elevated stature as the organization celebrated its 59th anniversary.

ASEAN started in 1967 with five countries: Indonesia, Malaysia, the Philippines, Singapore, and Thailand. With Timor-Leste joining as a full member last year, it has become a community of 11 nations. This year marks the first ASEAN Day in which all 11 member states are celebrating together.

Kao Kim Hourn, Secretary-General of ASEAN, remarked in his welcoming speech for ASEAN Day, "Fifty-nine years ago, the founders dreamed of a Southeast Asia connected by friendship, dialogue, and cooperation," evaluating that ASEAN, which began with five countries, has now grown into a community of 11 nations and one of the world's most dynamic economic regions. He noted that Timor-Leste's accession symbolizes the confidence that the ASEAN community becomes stronger as it becomes more inclusive.

Secretary-General Kao also highlighted ASEAN's current crises and opportunities. He pointed out that the world is becoming increasingly complex and unpredictable, with external conflicts impacting trade and the prices of food and energy. He assessed that strategic competition and shifts in trade and investment flows are restructuring global supply chains, presenting ASEAN with both new risks and new opportunities.

Secretary-General Kao identified climate change as another challenge that requires collective action. He explained that with floods, droughts, and extreme weather threatening housing, livelihoods, agriculture, and food security across Southeast Asia—coupled with the energy crisis, economic shocks, and strategic tensions—the region is facing more and more problems that no single country can handle alone.

Ferdinand Marcos Jr., President of the Philippines, ASEAN's chair country this year, echoed these concerns in a pre-recorded video address. He cited the Middle East crisis, climate change, economic uncertainty, geopolitical tensions, and “the rapid rise of artificial intelligence (AI)” as new changes confronting ASEAN.

The focus of ASEAN has expanded beyond regional peace and economic integration to encompass energy, food, supply chains, digital transformation, and AI. President Marcos described ASEAN as the world's fifth-largest economic bloc with a population of nearly 700 million, a region that attracts trade, investment, innovation, and long-term partnerships, but he stressed that “our biggest strength does not lie in the scale of our market alone.”

As ASEAN transforms from a mere low-cost production base into a vast consumer market, supply chain hub, and a growing market for digital and AI, competition among major powers to establish influence within the region is expected to intensify.

ASEAN's attention is now turning to the future. In 2027, on the occasion of its 60th anniversary, Singapore will serve as the ASEAN chair. Singapore has already begun preparations for its chairmanship in 2027.

This content was produced with the assistance of AI translation services.