TikTok FoodFest 2026: Wamendag Urges Culinary SMEs to Leverage Innovation and Digital Tech for Upscaling
Indonesia’s deputy trade minister Dyah Roro Esti Widya Putri called on culinary micro-, small- and medium-sized enterprises (MSMEs) to leverage digital technology and innovation to elevate product quality and brand…
Source: Ministry of Trade Indonesia · September 26, 2026 at 1:30 PM · AI-assisted report
Single-source
JAKARTA, 26 SEPTEMBER 2026 —
Indonesia’s deputy trade minister Dyah Roro Esti Widya Putri called on culinary micro-, small- and medium-sized enterprises (MSMEs) to leverage digital technology and innovation to elevate product quality and brand strength at the opening of TikTok FoodFest 2026 in Jakarta on Saturday.
Market Impact
The event, organised by TikTok Group Indonesia, features 25 brands and 43 food businesses alongside content creators, with Roro noting that food-related content on the platform has grown 52% year-on-year. Over 6 million posts tagged with #Kuliner and #JajananTikTok have driven viral demand for local cuisine, according to the ministry.
Roro urged MSMEs to focus on authentic storytelling and seamless transactions, stating that modern consumers seek not just taste but “experience and value behind a product.” The festival aims to strengthen Indonesia’s culinary ecosystem by fostering collaboration and expanding market reach.
TikTok Indonesia’s industry head Zaheer Travadi described the food sector as a major economic driver, with digital adoption accelerating as food-related content thrives on the platform. The festival, held at Hutan Kota Gelora Bung Karno, runs through Sunday.
One participant, Nadya from snack brand Geroz, said the event provides an opportunity to introduce its 27 flavour variants beyond TikTok Shop, where digital sales now account for the majority of its revenue. The ministry has not announced further plans beyond the festival’s conclusion.
While the initiative is focused on domestic participation, its emphasis on digital transformation reflects broader trends in Southeast Asia, where food-related content drives consumer engagement on short-form video platforms. The push aligns with Indonesia’s strategy to formalise its informal sector through technology adoption.