Wonderful Indonesia Gourmet: Turning Taste into a Pillar of National Resilience

By Teguh Anantawikrama
Vice Chairman, Indonesian Chamber of Commerce (KADIN)

UKMDANBURSA.COM  – When Indonesia invites the world to experience its beauty, the journey often begins with a plate. From the fiery aroma of Padang rendang to the soft sweetness of Balinese jaja laklak, our cuisine tells stories of geography, heritage, and human connection.

The Ministry of Tourism’s “Wonderful Indonesia Gourmet” initiative, led by Minister Widiyanti Putri Wardhana, recognizes culinary culture’s dual role. It’s not just a sensory pleasure, but also a strategic tool for economic resilience and creative empowerment.

Globally, culinary tourism is among the fastest-growing segments in travel. The World Food Travel Association estimates that up to 80% of travelers consider food experiences as a key part of their itinerary.

In Indonesia, this trend finds fertile ground. Our culinary subsector accounts for 56.86% of the nation’s creative economy workforce, representing millions of small entrepreneurs, from street vendors to artisan food producers. It contributes around 41% of creative economy Gross Domestic Product (GDP), anchoring the livelihoods of women and youth across the archipelago.

In a creative economy contributing 7.8% of Indonesia’s total GDP, the culinary dimension isn’t a garnish—it’s the main course. By consolidating this strength under a unified gourmet branding, Indonesia can create an exportable national identity around its flavors, much like Thai Select or Washoku has done for Thailand and Japan.

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A Smart Way to Strengthen Resilience
Minister Widiyanti’s strategy to elevate culinary excellence under the Wonderful Indonesia brand represents a new resilient pillar of national development. Unlike sectors heavily reliant on imported components or volatile global demand, food-based industries are locally sourced, culturally grounded, and labor-intensive—a trifecta for economic inclusivity.

The data underscores this potential. Micro, Small, and Medium Enterprises (MSMEs)—of which culinary businesses form a dominant part—contribute 61.4% of Indonesia’s GDP and employ 96.7% of its workforce. By empowering local food producers, Indonesia doesn’t just sell meals—it creates jobs, sustains farmers, and revives regional economies.

Moreover, culinary spending is a major driver of tourism revenue. In 2024, foreign tourists spent an average of USD 1,287 per visit, with over 57% of their expenditure going to accommodation and food & beverage. Culinary refinement—through standardized experiences, chef training, and storytelling—can thus significantly raise the tourism value chain.

Empowering the Creative Class
Behind every dish lies creativity. “Wonderful Indonesia Gourmet” is not about franchising uniformity—it’s about empowering creativity. It nurtures a network of chefs, designers, digital storytellers, and cultural curators who together redefine the narrative of Indonesian cuisine for the world.

As we move deeper into the digital era, culinary innovation must blend tradition with technology. Local MSMEs in cities like Makassar and Yogyakarta are already leveraging digital platforms to reach wider audiences, modernize branding, and adopt sustainable practices—reducing waste, sourcing ethically, and tapping into Indonesia’s green economy agenda.

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Culinary Diplomacy: Indonesia’s Soft Power
Food has always been the most persuasive form of diplomacy. Every serving of nasi tumpeng or soto Betawi presented abroad carries a piece of Indonesia’s identity—its diversity, hospitality, and creativity. “Wonderful Indonesia Gourmet” provides a framework for embassies, trade missions, and tourism boards to conduct culinary diplomacy: hosting chef exchanges, pop-up restaurants, and cross-border collaborations that elevate Indonesian gastronomy onto the global stage.

The initiative also aligns with Indonesia’s post-pandemic vision of resilient and inclusive tourism. The tourism sector welcomed 13.9 million international arrivals in 2024, with 1.02 billion domestic trips made by Indonesians. Embedding gourmet experiences in these journeys enhances both value and sustainability—encouraging tourists to stay longer, spend more locally, and appreciate regional identities.

This culinary renaissance can also anchor Indonesia’s green and creative economy, promoting local sourcing, responsible farming, and zero-waste cooking. When food becomes a tool for sustainability, tourism becomes a force for good.

Serving the Future
In an era of global uncertainty, nations that thrive are those that consolidate identity with innovation. Through “Wonderful Indonesia Gourmet,” Minister Widiyanti Putri Wardhana has introduced not just a tourism campaign, but a national strategy—one that binds the power of taste with the promise of resilience.

Indonesia’s strength lies not merely in what we show the world, but in what we share. And there is no better way to share Indonesia’s soul than through the universal language of food. ***