Kabar Gemerlap - The 2026 Festival Jajanan Bango (FJB) at Hutan Kota, Gelora Bung Karno (GBK), Senayan, Jakarta, has sparked debate among culinary professionals about the balance between preserving cultural heritage and adapting to modern consumer trends. With over 50 culinary creations on display, the event positions itself as a "culinary culture playground"—a concept that intertwines tradition with innovation, yet raises questions about authenticity and commercialization.
Organized by Unilever Indonesia's Bango brand, FJB 2026 is not merely a food festival but a strategic initiative to capitalize on the growing interest of Millennials and Gen Z in Indonesian cuisine. According to a Jakpat survey, 77% of these demographics still prefer local dishes, despite global culinary influences. However, the festival's emphasis on kecap (soy sauce) as a modern ingredient in fusion dishes like "tempe orek tiramisu" and "soy caramel cheesecake salt bread" has drawn both praise and skepticism from culinary experts.
The festival's zonation strategy—dividing stalls into "Kreasi Asli Indonesia," "Kreasi Fusion," "Kreasi Bites," and "Kreasi Dessert & Drinks"—aims to streamline the experience for visitors. Yet, critics argue that this categorization may oversimplify the complexity of Indonesian cuisine, reducing it to marketable segments rather than celebrating its regional diversity.
Unilever's involvement has been central to the event's success, with Bango's marketing head, Nuning Wahyuningsih, emphasizing the brand's 98-year commitment to "preserving and promoting Indonesian culinary heritage through innovation." However, the partnership with UMKM (micro, small, and medium enterprises) has raised concerns about whether the festival prioritizes commercial viability over genuine cultural preservation.
Government support, including endorsements from the Ministry of Trade and DKI Jakarta, underscores the event's economic significance. Yet, the festival's alignment with initiatives like S'RASA (Rasa Rempah Indonesia)—aimed at globalizing Indonesian cuisine—has sparked discussions about the potential commodification of traditional flavors for international markets.
While FJB 2026 presents itself as an educational platform, its interactive activities and workshops have been critiqued for lacking depth in cultural storytelling. Culinary professionals argue that the festival's focus on "experiential learning" risks reducing Indonesia's rich culinary history to a novelty for tourists rather than fostering a deeper understanding of its roots.
As the festival continues to evolve, its ability to navigate the tensions between tradition, innovation, and commercialization will determine its lasting impact on Indonesia's culinary landscape and the UMKM sector it claims to support.