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BOOK/01 INDONESIAN CREATIVE CULINARY INCORPORATED WWW.BEKRAF.GO.ID BOOK/01 CULINARY CREDITS & First Printing, 2019 ISBN Design & Layout Celsius Creative Lab Editorial Team Fryza Pavitta P Namira Daufina Desi Puspita Handoko Lun Jennifer Olivia Fitriana Citra ICINC FOR YOU: CULINARY Jakarta, Indonesia Simpul Group, 2019 [jumlah] pages, [ukuran] ISBN All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any storage and retrieval system, without the prior consent of the publisher. Printed and bound in Indonesia by […], Jakarta. The printer is not responsible for the content of this publication. ICINC FOR YOU: CULINARY INDONESIAN CREATIVE INCORPORATED TABLE OF CONTENTS Foreword X Industry Overview X Methods X Industry Proffesionals X Index X Important Contacts X P. ICINC FOR YOU: CULINARY INDONESIAN CREATIVE INCORPORATED P. 8 9 CHAPTER I FOREWORD P. P. 10 11 P. ICINC FOR YOU: CULINARY INDONESIAN CREATIVE INCORPORATED P. 12 13 CHAPTER II INDUSTRY OVERVIEW P. ICINC FOR YOU: CULINARY INDONESIAN CREATIVE INCORPORATED P. 14 15 The Crown The crowning of Indonesian herbs and spices in the world’s eyes has started since more than hundreds, if not thousands, of years ago. Traders came from across the oceans for the indigenous and most luxurious herbs and spices of Indonesia such as nutmegs, cloves and maces which were three of the most sought after spices by traders. Spices were considered special because of the aroma and the capability to enrich the flavour of food and preserve it. These qualities are amongst many reasons why Indonesian food is special, for spices and seasonings are at the core of every Indonesian dishes. It is rare if it is not impossible to find Indonesian dishes comprised of only 1 type of herb or spice. Indonesian seasonings are rich in mixture. The dishes are made with techniques and recipes that were influenced by many long lived cultures derived from India, China, Arab, and Nusantara itself. Heritage is indeed a distinct value of Indonesian dishes. Hundreds to millenia-old dishes and beverages are still widely consumed today. Sambel, Pindang, Rawon are some of those heritage dishes recorded to dated back to 901 AD. P. ICINC FOR YOU: CULINARY INDONESIAN CREATIVE INCORPORATED P. 16 17 Acknowledging this power and potential for growth, the government is But this effort to hype up Indonesian food can’t happen alone. actively supporting the industry to ensure it happened. BEKRAF has Indonesian food should then also be widely available and its existence been actively promoting culinary industry at many creative industries is well connected with other industries and platforms. To do so, one marketing opportunities, and neatly branding Soto and coffee in the of the strategies of Indonesia Ministry of Tourism in 2018 was by activities. Some of them are the appearance of Soto, Kopi, Jamu, Teh, gathering 100 Indonesian restaurants owned by Indonesian diaspora and other Indonesian food at London Book Fair 2019, not only to serve for Wonderful Indonesia Gastronomy Forum and to create a promotion the guest, but also as a discourse. Soto and Kopi Indonesia pavilion partnership. at Asian Games 2018, and many more. BEKRAF also partnered with start-up incubations and investment platforms such as Food Start-up To some culinary and traveling enthusiasts, it is easy to notice that Indonesia's culinary sector has grown on an average of 7 to 14% Indonesia and Kreatifood. Indonesian culinary brands has already making appearances abroad by per year in the past five years. The beverage sub-sector, especially branching and exporting well branded packaged food to supermarkets packaged drinks, has the highest growth of 14% per year and the figure Culinary industry players have also continuously challenged overseas. Several food brands—with different styles and market tends to increase every year.3 The growth in culinary is also supported themselves and helping the country to establish a good branding on targets— expanding abroad are Potato Head, Three Buns, Es Teler by the increase of investments. An expansion that included three culinary sector. Some proven with achievements and appreciations, 77, J.CO, Bumbu Desa, Ayam Bakar Mas Mono and Kebab Baba Rafi.9 factories located in Karawang, Pasuruan and Bandar Lampung was such as 7 Indonesian restaurants that have received the Restaurant While Indonesian local packaged food brand doing exports are Silver undertaken by PT Nestlé Indonesia. The total investment value has Local Appreciation by The Ministry of Tourism, with 5 restaurants from Queen, Kacang Dua Kelinci, Mariza Food, La Fonte, Indomie, Kopi reached up to US $ 100 million or around Rp 1.4 trillion. PT Nestlé Bali and 2 from Jakarta. These restaurants are the ones that managed Kapal Api and Equil.10 Anyhow, increasing people’s interest towards Indonesia produces liquid drinks (Milo) at Karawang factory, liquid to break through the careful selection processes to be rewarded the Indonesian food will affect the country’s tourism. milk products (Bear Brand) at Pasuruan factory, and spices (Maggi) at appreciation. Several individual names have also received Culinary Bandar Lampung factory. The increase of this investment also increases Ambassador Appreciation by The Ministry of Tourism. It is an award The culinary industry has always been tied closely with tourism. Based the total production capacity of PT Nestlé Indonesia from 620,000 tons for those in the culinary industry who had been constantly persistent on research conducted by UNWTO in 2012, 87% of their respondents to 775,000 tons per year.4 in promoting the rich Indonesian food archipelago. They are: Mrs. admit that culinary is an essential element on a travel journey. A culinary Sri Owen (English), Chef Agus Hermawan from Ron Gastrobar (The expert, William Wongso, also shared his perspective on food tourism To adapt with Indonesian dishes palates is to be familiar with cultures Jakarta, the capital city of Indonesia, has experienced a food awakening Netherlands), Chef Yono Purnomo from Yono's Indonesian Fine Dining trend. According to him, tourism activities that implements food far beyond current culture we know today. For example, there is a high since 2010. Quite accidentally, it is also the year when Instagram was (United States) and Chef William Wongso (Indonesia). tourism activities were already offered in many developed countries probability that dishes with curry-based quality were created based on released. Since then, a surge in the newly opened and the resurrected since before the year 2000. the influence of India who brought spices like coriander, cumin, and old establishment can be seen with naked eyes. Young chefs with fresh In the case of promoting and spreading the power of one’s culinary ginger to Indonesia more than 10 centuries ago. Though it has been ideas emerges in this dynamic and constantly-hungry-for-innovation industry and influence to global scale, these kind of achievements There’s no doubt that with the active roles of the government, around since so long, taste-bud gap is still needed to be bridged. city, giving the locals a taste and experience of artisanal pastries, are highly important. At one of BEKRAF’s interview sessions with associations, culinary business owners, players, experts, and those with Indonesian strong flavors may not be for every taste-buds around modern Japanese izakaya, beerhouses, Scandinavian-style coffee industry experts for the creation of this book, Kevindra Soemantri from a simple love for food will continue to be a great boost for the industry the world. Yet, culinary and its arts as we all know holds plenty of shops to Australian-inspired brunch eatery.5 Now, many capital cities TopTables said that Indonesia culinary industry has a uniqueness which to expand both nationally and globally. Appreciation for Indonesian fascinating story to tell. Telling stories about Indonesian food would have followed the steps. Surabaya, Yogyakarta, Bandung, Medan, have letting top-down approach very effective and acceptable. Allowing top cuisine has also increased and matured remarkably compared to be one of the ways to bridge that gap.1 Perhaps realising this, in 2018, now became an interesting and well-spirited platform for the culinary chefs, top restaurants, and top of mind people to offer something 10 years ago11, even successfully reaching international audiences. the Ministry of Tourism have selected 5 Indonesian cuisines as national players. new for Indonesian culinary players to happily follow. Although, he The appreciation can be seen in increasing demands for Indonesia- food: Soto, Rendang, Satay, Nasi Goreng and Gado-Gado. These noted that curating (culinary) brands in a right way is very important originated food, especially the traditional ones. Other than the food cuisines are crowned because of its commonality in terms of flavor and These increase is also triggered by the rising needs of communities in because otherwise Indonesian consumers will be the ones who are at itself, the culinary landscape of Indonesia has expanded greatly and nationwide availability - making them the rightful representatives of sleepless, fast paced, big cities, where its citizens rarely has time to disadvantages.7 has now beautifully transformed into a gigantic industry filled with all Indonesian cuisine. cook for themselves and the convenience offered by the internet and kinds of figures from outstanding food photographers to talented chefs digital start-ups contribution in delivery and booking services.6 Some of Top-down approach might start from featuring Indonesian food that will continue to change the game as we know it.12 Food, beyond being the necessity for survival for every human being, these are Go-jek, Kulina, and Qraved. With the ease to create a media through other popular medium and sub-sectors, such as Films and is a cultural industry.
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