When you drink a Pisco sour do the ruins of Machu Picchu come to mind? Or does the aroma of a mole poblano bring you to a leisurely dinner on a plaza in Mexico? If this happens then you are experiencing what experts are now calling culinary nation branding.
For quite some time nation branding has been a tool for countries hoping to increase trade and tourism. It can include slogans (‘Belize: Mother Nature’s Best Kept Secret’); tourism campaigns (‘Why Not Chile’); and trade promotion (the work of PromPerú, e.g.).
As more and more countries become aware that . . .
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