Experts Call for Government Masterplan to Promote Rendang if UNESCO Recognizes It

The proposed masterplan would also help the Indonesian government leverage diplomatic channels, such as embassies and international events, to further promote rendang as a cultural treasure. This could be enhanced through digital marketing and various promotional activities in the tourism sector.

Lenggogeni also urged the government to strengthen the creative economy around rendang, focusing on high-quality promotion and readiness for global market platforms. This includes raising awareness on international review sites and ensuring the readiness of restaurants to uphold standards.

A structured and systematic masterplan is needed to elevate West Sumatra as the “slow food destination of origin” for rendang, involving collaborations in research, community development, and cultural events, ultimately fostering a deeper global understanding of Indonesia’s culinary heritage. (Uki Ruknuddin)