Increase Creativity In Culinary Field, TikTok Holds FoodFestOnTikTok Program

Media Briefing event for the culinary festival from TikTok. (Doc. TikTok)

JAKARTA TikTok realizes that its platform is often used as a means to share information. Of the many topics shared on TikTok, one of the topics that are quite widely discussed is culinary.

The great interest of TikTok users in talking about culinary can be seen from the three popular hashtags. Delivered by the Public Policy and Government Relations of TikTok Indonesia Faris Mufid, the three most popular hashtags on TikTok are Snack Viral, Call for Culinary, and Viral Food.

The first hashtag was used in 250 thousand uploads and the broadcast reached 5 billion, followed by the Serunya Culinary hashtag which was used in 7 thousand uploads and received 1.2 billion views. Finally, the Food Viral hashtag was used in 40 thousand uploads and received 557 million views.

Seeing the great enthusiasm of the public in talking about culinary, TikTok realizes that there is great potential in the culinary field. Therefore, TikTok held the first culinary festival supported by the DKI Jakarta Provincial Government with the title FoodFest OnTikTok.

"From the three hashtags, that's why we saw, 'Oh, there is great potential in terms of culinary food.' That's why we brought our latest campaign FoodFest OnTikTok, a special program from us to celebrate the vibrant culinary world in Indonesia," said Farid.

FestFood OnTikTok is an off-site and on-site culinary program. There are two on-site activities, namely the challenge FestFood OnTikTok by uploading videos and the launch of a special FestFood OnTikTok hub.

Hubs with this hashtag will display interesting culinary recommendations throughout Indonesia and this hub has been launched since May 6. Farid said that all videos in this hub have been watched more than 82 million times since it was first launched.

Meanwhile, TikTok will share a prize of IDR 7.5 million for 3 challenge winners. To take part in the challenge, TikTok users must upload videos with a minimum duration of 60 seconds, add a FestFood OnTikTok hashtag, and add location features.

"Well, we also have a new feature to tag the location. So, this is to make it easier for other users if they want to find culinary recommendations," explained Farid. "Let's make it easier to find recommendations for hidden games that are uploaded to friends."

For the off-site version of the TikTok culinary campaign, the platform will hold a culinary festival in Lapangan Banteng for two days, namely on May 25 and 26. This event will bring more than 80 culinary, more than 20 experience zones, to talk shows.

This event received direct support from the PPUKM Office of DKI Jakarta Province. Represented by Bagia Raja Siregar, Chairman of the Sub-Market Group of the PPUKM Service, the DKI Jakarta government supports the event organized by TikTok because of its potential.

According to him, the digital era is unavoidable and TikTok has become a massive promotion platform to optimize many things, including culinary. Therefore, the PPUKM Service fully supports the culinary festival organized by TikTok.

"So we want to try collaborating with TikTok because we are aware of the potential of TikTok It is to create new opportunities for small businesses in terms of promotion and also in terms of realizing the spread of social awareness for food products," said Bagia.