Observers Suggest This Step If Rendang Is Recognized By UNESCO As An Intangible World Heritage

Illustration of a man driving rendang in Padang (ANTARA)

Tourism observer from Andalas University, Sari Lenggogeni, advised the government to immediately build a master plan to further introduce rendang as Indonesia's intangible cultural heritage if it was recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO).

"Promotion and communication are integrated offline and online, and the creative economy is prepared. Several cities have been branding city of rendang, in terms of rendang tourism villages can also be prepared, the master plan is prepared," said Sari when contacted by ANTARA in Jakarta, Wednesday, December 4, 2024.

The chairman of the West Sumatra Regional Tourism Promotion Agency emphasized that 50 percent of tourists visiting a country are culinary hunters (foodies). In the results of the study he conducted, nearly 2 thousand domestic tourists and foreign tourists placed culinary delights as the top three attractions from tourism.

When associated with tourism potential, the foodies population in West Sumatra is quite large. The province is not only a city of origin for rendang, but also an authentic place that encourages the establishment of restaurants in various regions so that it indirectly campaigns for rendang at home and abroad.

This will strengthen West Sumatra's branding as the core of an authentic slowfood tourism. Similar to pizza in Italy, Chinese tea and others, all will look for its city of origin," he said.

According to him, the making of a master plan is becoming increasingly important because rendang has again received worldwide recognition as the CNN version of the top 50 delicious food. This achievement proves that the taste of rendang has been recognized globally.

Moreover, rendang is rich in local stories and the philosophy behind its creation. For example, about patience, wisdom, resilience, history is part of the food supply during the second world war.

Even now rendang is used as a message of humanity by the government and the community in providing humanitarian assistance during disasters and crises. Rendang also has many variants so that the span of customers can be wider, the strength of the narrative is very strong accompanied by the power of taste itself," he said.

The increasing number of admissions to rendang, will have a good impact on global promotions. This recognition will later increase to recognition of Destination of origin Randang and Minangkabau food.

"This is what we are waiting for, because now without legacy there will be false brands, where other countries may claim their authentication," he said.

Through the master plan, the government can carry out diplomacy and promotion through rendang. Indonesian embassies in various countries can participate in in introducing them, including communities.

Rendang promotions can also be carried out through strengthening digital marketing and activities of Meetings, Incentives, Conventions, and Exhibitions (MICE) in every diplomatic activity and tourism activity.

Sari also asked the government to prepare good promotional and communication materials for the creative economy sector. This includes increasing reviews on global platforms, CHSE readiness and restaurants.

He hopes that through a master plan that is prepared in a structured and systematic manner, West Sumatra can be used as a 'Destination of origin slowfood rendang', which involves collaboration of raw materials, community collaboration, research and development, education, creative economy and regular attractive events.