Fast-changing trend is not unique to the fashion sector, it also affects the food and beverage industry. While many consumers would love to eat out in their favorite restaurants, food trend is not shaped by consumers’ demand for food. Instead it is associated with the changing lifestyle of the people.
Among modern Indonesian consumers, food could now become trendy through social media exposure. People are using the social media to post almost everything, including what they eat and drink.
Indonesian millennials are increasingly exploring a diverse selection of food offering through the social media, particularly using Instagram and Path. Many also read food blogs and reviews on Zomato and Tripadvisor, for the purpose of knowing food ratings or what other people have to say about the food and the eating place.
Hence it is not surprising that restaurants and food stalls now heavily utilize the social media to promote their business. With food aesthetic becoming more important than ever, in addition to having a good taste, food must now look good or photogenic for it to become trendy on social media.
In this article, we would like to share the five foods and beverages that are trendy among Indonesian millennials.
1. Anything with salted egg
Foods containing salted egg ingredient are trendy, hence many restaurants and food stalls offer salted egg related food on their menu.
This is one of the most popular salted egg-related foods in Jakarta. (Photo source: Detik Food)
One of the most well-known salted egg food stalls is found in South Jakarta, serving fried chicken or fish with salted egg sauce. This place becomes a favorite through Instagram posts, in addition to the good taste and affordable price. Moreover, foods with salted egg are also trendy as snacks. Singapore-based Irvins brand is among the most famous in Indonesia, thanks to those selling the snacks online.
2. Mango drinks
Mango is one special tropical fruit that can be abundantly found in Indonesia and creative people now take mango to a whole new level. Today, we can find people selling not just mango fruit per se, but also as a drink/dessert.
The drink from King Mango Thai in Jakarta. (Photo source: Qraved.com)
Mango drink is a hype In Jakarta and the trendiest is sold by King Mango Thai. People would spend hours on the line just to get the giant cups of mango juice from the seller, which is well known in Jakarta, thanks to the social media. The drink comes with a layer of whipped cream, shaved ice and sliced fresh mango. Nonetheless, there are those who think that this drink tastes like the usual mango, which is sweet-sour, depending on the quality of the mango they got.
3. New Indonesian variants
Indonesia as a country is rich in cuisines, and there is now a trend of new variants of Indonesian food. This is done by creating fusion foods, mixing local delicacies with that from other places around the world.
One example is the sweet martabak with new variants on the rise. This leads to a slight twist of the food in red velvet martabak, marshmallow martabak, Nutella martabak and even martabak pizza.
Would you eat this red velvet martabak? (Photo source: Qraved.com)
Sate or satay is another renowned Indonesian food. Traditionally, one would order chicken, lamb or beef satay with peanut or black soy sauce. But since 2016, there has been a new variant of satay that is particularly popular among the millennials: sate taichan.
Sate taichan is arguably different from a regular satay as it does not come with the traditional seasoning. Instead, millennials eat them with just salt, lime, and sambal as sauce. And again, it is creativity, good marketing and social media strategy that boosted their popularity.
Sate taichan. (Photo source: Kompas.com)
4. Cheese tarts and celebrity cakes
Cheese tarts and cake endorsed by Indonesian celebrities are popular among Indonesian millennials. Many are willing to queue for hours to get few boxes of such tarts and cakes.
The renowned Japanese cheese tart. (Photo source: Foody.id)
While many cheese tart shops are originated from Japan, with shops at high-end malls in Jakarta, popular local cake shops are usually endorsed by celebrities, such as Laudya Cynthia Bella and Syahrini. These businesses would raise awareness of their product through famous personnel, thereby increasing sales.
Unlike the cheese tart shops that are found only in major cities, ‘celebrities cakes’ can be found almost in all provinces, such as in West Java, South Sulawesi, and North Sumatera.
5. Korean food
The K-wave is not yet over in Indonesia and it is not only in the music and film industry, but also in the food and beverage sector. While Korean restaurants are not new in big city such as in Jakarta and Surabaya, the trend can also be observed in smaller across the archipelago.
A hearty bowl of bibimbap. (Photo source: Theworksoflife.com)
They usually serve basic Korean food like bibimbap (Korean mixed-rice), variants of jjigae (Korean soup) and tteokbokki (Korean rice cake). Some Korean restaurants are even Halal certified, catering to the Muslims market.
Besides Korean food served in Korean restaurants, there is also a trend in people buying ramyeon, a Korean instant noodle. One famous example is Samyang, the brand selling spicy Korean instant noodle.