Indonesia Spice Up The World Campaign Brings Culinary Tourism to London: Discover Authentic Dishes Like Rendang and Nasi Goreng

Indonesia’s vibrant culinary traditions have arrived in the United Kingdom, offering an immersive taste of the country’s rich gastronomic heritage. The Indonesian Ministry of Tourism has launched the “Indonesia Spice Up The World” (ISUTW) campaign, a global initiative aimed at showcasing the nation’s exceptional culinary culture to international audiences. This campaign is not just about food—it’s a strategic effort to position Indonesia as a premier travel destination while fostering a deeper connection to its cultural identity.

A Celebration of Culinary Excellence

Through the ISUTW campaign, visitors to the UK are invited to explore Indonesia’s incredible flavors through its iconic dishes. These culinary treasures not only delight the palate but also tell the story of Indonesia’s history, culture, and diversity:

1. Sate Ayam: Succulent grilled chicken skewers served with creamy peanut sauce, a dish that embodies Indonesia’s flair for bold, harmonious flavors.
2. Gado-Gado: A vibrant mix of steamed vegetables, tofu, and egg, dressed with a sweet and savory peanut sauce that represents the country’s love for fresh, healthy ingredients.
3. Soto Ayam: A comforting spiced chicken soup filled with rice vermicelli, bean sprouts, and egg, perfect for savoring the warmth of Indonesian hospitality.
4. Nasi Goreng: Indonesia’s famous fried rice, enhanced with sweet soy sauce and prawn crackers, delivering an unforgettable fusion of taste and texture.
5. Rendang: A slow-cooked beef stew infused with a rich medley of spices, hailing from South Sumatra, and widely regarded as one of the world’s most flavorful dishes.

Promoting Indonesia as a Premier Travel Destination

This campaign serves a dual purpose: to tantalize taste buds and inspire wanderlust. The featured dishes are more than meals; they are an invitation for international visitors to discover Indonesia firsthand. With its tropical beauty, cultural diversity, and warm hospitality, Indonesia is poised to become a must-visit destination for travelers seeking a multi-sensory experience.

“Through our culinary heritage, we aim to spark curiosity and inspire more tourists to visit Indonesia,” said Ni Made Ayu Marthini, Deputy of Marketing at Indonesia’s Ministry of Tourism. “Culinary tourism is a significant attraction for visitors, and showcasing our rich gastronomic heritage allows travelers to experience the heart of our culture before even stepping onto Indonesian soil.”

Enhancing Cultural Awareness

The campaign also shines a spotlight on Indonesia’s historical role in the global spice trade. As The Mother of Spices, Indonesia has a long tradition of producing some of the world’s most sought-after spices, including pepper, nutmeg, clove, ginger, cinnamon, and vanilla. These spices are at the heart of Indonesian cuisine, connecting the country to a global audience and fostering a sense of shared cultural appreciation.

“By promoting our culinary legacy, we offer an authentic window into Indonesia’s cultural identity,” said Marthini. “Our food is a reflection of who we are—diverse, innovative, and deeply rooted in tradition.”

A Star-Studded Culinary Event in London

To celebrate this initiative, a special lunch event was hosted at Toba London, an acclaimed Indonesian restaurant near Piccadilly Circus. The event featured renowned Indonesian chefs, Rahel Stephanie and Chef Pino, who are celebrated for their dedication to authentic Indonesian cuisine. Guests were treated to a curated menu of traditional dishes, prepared with passion and authenticity.

Toba London has long been a hub for Indonesian food enthusiasts, and this event reaffirmed its role in promoting the country’s culinary excellence. Chef Rahel and Chef Pino emphasized that their mission goes beyond cooking; they aim to educate diners about Indonesia’s rich culinary traditions and inspire a desire to explore the source of these flavors.

Global Expansion of Indonesian Cuisine

The ISUTW campaign also includes an ambitious plan to establish over 4,000 Indonesian restaurants worldwide. This global expansion is designed to make Indonesian cuisine more accessible, broadening its appeal and encouraging more people to discover the country’s unique culinary offerings. The campaign has already seen successful stops in Amsterdam and Paris, with plans for similar events in other major cities.

Engaging Audiences with Digital Campaigns

As part of its efforts to engage a global audience, the Ministry of Tourism has teamed up with influencers and digital media platforms to promote Indonesian cuisine. A social media campaign, featuring captivating visuals and compelling stories about Indonesia’s food culture, invites participants to enter a contest for a chance to win a trip to Indonesia. This initiative not only showcases the beauty of Indonesian cuisine but also provides a tangible incentive for audiences to explore the country themselves.

A Vision for Culinary and Cultural Tourism

Indonesia’s culinary heritage is not just a feast for the senses—it’s a gateway to the country’s culture, traditions, and landscapes. By sharing its food with the world, Indonesia is inviting travelers to experience its breathtaking beaches, lush jungles, historic temples, and vibrant cities. Each dish tells a story of a region, a community, and a way of life, making every bite an introduction to a new adventure.

With the ISUTW campaign, Indonesia is positioning itself as a leader in culinary tourism, blending the allure of its food with the promise of unforgettable travel experiences.