Centering the Margin

The vital trend of local cuisine has emerged as a provocative movement through culinary vlogs. Local cuisine, previously viewed as part of health, tourism, and economic movements, is now establishing its position in the digital space. Vlogs explore strategic elements that position local cuisine at the forefront of the global gastronomic stage. This study employs a qualitative approach using multimodal analysis of vlog content by Mark Wiens, Hari Jisun, and David Allen TV from March to December 2023. This study examines the verbal and visual aspects of local cuisine in the construction of digital authenticity. The findings reveal that the authenticity of local cuisine is built through verbal strategies alongside gestural elements. Geographical specificity, the use of traditional tools, and natural interactions with the local community also contribute to enhancing the value of local cuisine in digital spaces. Culinary vlogs have successfully created a sensory experience of culinary delight that fosters active engagement and pride in local cuisine. This study recommends the use of multimodal strategies by creative industry practitioners and government actors as a tool for cultural diplomacy to preserve nearly extinct culinary assets while strengthening national identity through local cuisine.