Fondue was popularized as a Swiss national dish by the Swiss Cheese Union (Schweizerische Käseunion) in the 1930s as a way of increasing cheese consumption. The Swiss Cheese Union also created pseudo-regional recipes as part of the "spiritual defence of Switzerland".[17][18] After World War II rationing ended, the Swiss Cheese Union continued its marketing campaign, sending fondue sets to military regiments and event organizers across Switzerland. Fondue is now a symbol of Swiss unity.[17]

In the meantime, fondue continued to be promoted aggressively in Switzerland, with slogans like "La fondue crée la bonne humeur" 'fondue creates a good mood' and (1981, in Swiss German) "Fondue isch guet und git e gueti Luune" 'fondue is good and creates a good mood' – abbreviated as "figugegl".

Fondue was promoted to Americans at the Swiss Pavilion's Alpine restaurant at the 1964 New York World's Fair.

Fondue was popular in the United States in the 1960s and 1970s, along with other foods made in chafing dishes.[21]