Bandung always has its own charm for the younger generation. This city is not only known for its beautiful and culinary nature, but is also a space for the growth of various creativity and expressions of young people.
No wonder that various experience-based activities (experiential events) are often held in this city, especially those targeting Generation Z, namely the age group that now dominates Indonesia's productive population.
One of the striking trends among Gen Z is the tendency to find activities that are not only exciting, but also multi-sensorial. That is, they want more than just coming and seeing.
They wanted to try, play, experience, and share that experience with social media. This is what gives birth to an experience economy phenomenon, where personal experiences are considered more valuable than just buying goods.
A festival held recently at Kiara Artha Park, Bandung, seems to understand this need. There, visitors are invited to explore various unusual rides.
There is a surprise box containing a limited edition collection figure, a giant comic zone that can be passed while choosing the storyline itself, to an interactive game area that provokes adrenaline as well as laughter.
"Young people today want something unique and personal. They love challenges, but also want to capture these moments visually," said Katria Arintya Anindyantari, Head of Marketing Food WINGS Group Indonesia, when met at Kiara Artha Park, Bandung on Friday, August 1, 2025.
This can be seen from the enthusiasm of visitors queuing to enter the Expression Box, an interactive LED room made specifically for social media content.
Not only playing, visitors are also invited to challenge themselves through the culinary experience that is out of the box.
"It's really funny, because there is a small competition," said Katria.
There is also a special creation menu that is only available during the event. These menus are not sold freely on the market, thus creating curiosity.
The concept of braver and bold' seems to be the common thread of this event. According to the organizers, the meaning of braver is reflected in various Exploratory activities that encourage visitors to try new things, while banders refer to flavor innovation and culinary experiences that dare to look different
"We want to present something that can be enjoyed by all senses, from visual, taste, to atmosphere," explained Katria.
Bandung was chosen not without reason. This city is considered one of the largest Gen Z population centers in Indonesia, mainly because of the large number of universities and the creative community that grew here. The fact that a similar event was attended in the previous year was attended by more than 37 thousand visitors as a strong indicator that the Bandung market was very potential.
"Bandung is not only a city full of young people, but also has an exploratory character that is in line with the spirit of this event," he added.
Interestingly, every city visited by this festival has a slightly different feel. Although the main identity is still being carried, such as collaboration with local creators and typical menu fees, the concept of events in each city can be adjusted to be more relevant to local characters. After Bandung, the plan is for this festival to visit other cities such as Jogja, Jakarta, and Surabaya.
For visitors who pay attention to the halal aspect, the organizers also ensure that all products presented have met halal standards from the start. In fact, since the product was first launched, halal certification has become part of their food security system.
"We don't just talk about halal as a formality, but do make it part of the production process from upstream to downstream," explained Katria.
Through this kind of activity, young people are not only presented with entertainment, but also space to express themselves, build memories, and experience an authentic experience.
In a world that is increasingly digital and rapidly changing, activities that can unite physical and social experiences like this, clearly have their own place in the hearts of the current generation.
"For Gen Z, experience is a new currency. They are willing to wait, queue, even travel long distances, as long as they can feel something new and personal." Katria said.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
