The Rise of Food Vlogging in Indonesia: A Cultural and Economic Phenomenon

In the bustling streets of Jakarta and beyond, a new breed of cultural ambassadors is shaping the way Indonesians dine. Food vloggers, armed with cameras and a passion for culinary exploration, have turned their love for food into thriving careers, influencing consumer choices and boosting businesses in a rapidly growing digital economy. From street food stalls to luxury hotel buffets, these influencers are redefining Indonesia’s food culture, one social media post at a time.

A Digital Culinary Revolution

The rise of food vlogging in Indonesia mirrors a global trend, but it carries a distinctly local flavor. With platforms like Instagram and TikTok gaining massive traction, especially during the COVID-19 pandemic, ordinary food enthusiasts have transformed into full-time influencers. Cindy Evelyne, a 30-year-old former office worker, exemplifies this shift. Starting her Instagram account, Bellyculinary, as a hobby in 2017, she now spends four days a week exploring restaurants, often visiting two spots in a single day. “I really love exploring food” she said, a sentiment that resonates with many in her field.

Similarly, Yohanes Cahya, who turned to food vlogging full-time in 2021, focuses on affordable street food across Indonesian cities. He believes this content is more relatable to his audience and helps promote small businesses. “I initially uploaded food review content regularly. Over time, I received more comments and endorsements, which made me decide to go full-time” he shared. Earning tens of millions of rupiah a month—three times his previous corporate salary—Yohanes highlights the economic potential of this digital career path.

A Boon for Businesses

For hotels and restaurants, food vloggers offer a powerful marketing tool. Keraton at The Plaza in Central Jakarta, which opened late last year, regularly invites influencers like Cindy to review its buffet offerings. Hafi Kamilia, the hotel’s marketing executive, noted the strategy’s effectiveness in building brand awareness. “Even if people do not visit our hotel immediately, it’s okay because we’re getting a lot of exposure” she said. Grand Hyatt has adopted a similar approach, recently collaborating with influencers to promote its Ramadan iftar menu. Chris Andre, the hotel’s marketing communications director, emphasized the increased visibility such partnerships bring. “They helped increase exposure and brand awareness, so more people learn about what Hyatt has to offer” he explained.

This symbiotic relationship benefits both parties. Influencers gain access to exclusive dining experiences and potential paid endorsements, while businesses tap into vast online audiences. For consumers like Faraya Maulida, a 33-year-old employee, vlogger reviews provide a glimpse into a restaurant’s ambience and menu before making a decision. “I once visited a Japanese restaurant, Kai Jin, after watching a food vlogger’s review. It turned out exactly like what was shown in the video, no exaggerations” she recalled. However, she cautioned that not all reviews are reliable, with some influencers overhyping dishes without offering detailed insights into flavors.

The Dark Side of Influence

Despite the mutual benefits, the rise of food vlogging has not been without controversy. A recent high-profile case involving Codeblu, a platform run by William Anderson, and Clairmont Patisserie in South Jakarta, underscores the potential pitfalls. Last November, William accused Clairmont of supplying moldy pineapple tarts to an orphanage and criticized the bakery’s kitchen hygiene. Clairmont denied the claims, later clarifying that a former employee of a maintenance vendor was responsible for the incident. After significant backlash, William issued a video apology for relying on an unreliable source.

The situation escalated when Codeblu was accused of demanding 350 million Indonesian Rupiah (US$21,432) from Clairmont’s owner to delete the negative review. William’s wife, Theresia Rosalinda, countered that the sum was intended as a consulting fee, not extortion. The controversy, which caught the attention of lawmakers during a meeting with Trade Minister Budi Santoso, has raised questions about ethical boundaries in influencer marketing and the government’s role in protecting businesses and consumers alike.

Navigating Ethical and Legal Challenges

The Codeblu-Clairmont dispute has spotlighted the need for clearer guidelines in the influencer space. Moga Simatupang, director-general of consumer protection and trade order at the Trade Ministry, warned that content harming businesses could lead to criminal charges under Indonesia’s 1999 Consumer Protection Law, even if the intent was to inform consumers. “If a vlogger creates content that spreads damaging information about food quality, causing financial harm to a business, they may face criminal charges” he said, as quoted by Kompas.com.

In response, the Food and Drug Monitoring Agency (BPOM) is drafting new regulations to govern influencer reviews in sectors like food, cosmetics, and pharmaceuticals. BPOM Head Taruna Ikrar emphasized the dual aim of protecting free expression while ensuring fair practices. “To avoid conflicts of interest and online disputes, the government aims to protect free expression while ensuring fair practices. That’s why we are setting clear guidelines” he stated during a press briefing on February 21. These regulations, still in development, will involve input from multiple ministries and the influencer community, signaling a collaborative approach to addressing these challenges.

Influencers like Cindy and Yohanes welcome the prospect of ethical standards, provided they do not stifle the growth of their industry. Their hope reflects a broader desire for balance—allowing food vloggers to thrive while safeguarding the integrity of businesses and the trust of consumers.

Cultural Significance of Food Vlogging

Beyond economics, food vlogging in Indonesia serves as a digital archive of the nation’s rich culinary heritage. From spicy street-side sambal to elaborate hotel buffets, influencers showcase a diversity of flavors that define Indonesian identity. This is particularly poignant during cultural moments like Ramadan, when iftar menus—shared meals to break the daily fast—become a focal point for vloggers and businesses alike. Grand Hyatt’s promotion of its iftar offerings through influencers not only boosts sales but also celebrates a communal tradition, bridging cultural and commercial interests.

Moreover, vloggers like Yohanes, who prioritize street food, play a crucial role in amplifying small vendors often overlooked by traditional media. By highlighting affordable eats, they democratize food culture, making it accessible to a wider audience while supporting local economies. This grassroots focus resonates with viewers seeking authentic, everyday experiences over polished fine dining.

The Road Ahead

As food vlogging continues to grow, its impact on Indonesia’s cultural and economic landscape is undeniable. It offers a platform for personal expression, drives business innovation, and fosters community through shared culinary experiences. Yet, the controversies surrounding unethical practices and legal disputes serve as a reminder of the industry’s growing pains. With the government stepping in to draft regulations, the coming years will test whether a balance can be struck between creative freedom and accountability.

For now, influencers like Cindy and Yohanes remain passionate about their craft, navigating a digital world where a single post can make or break a restaurant’s reputation. As Indonesia’s food vlogging scene evolves, one question lingers: will this digital culinary revolution continue to nourish both stomachs and livelihoods, or will unchecked influence sour the feast?