Jakarta, 28 August 2025 – Minister of Creative Economy Teuku Riefky Harsya officially launched the Indonesia Spice Flavor Program (S’RASA) in collaboration with five other ministries to boost Indonesia’s culinary diplomacy on the international stage. The initiative is formalized through a memorandum of understanding (MoU) that serves as the foundation for cross-ministry collaboration in developing the nation’s gastronomy.
Menteri Ekonomi Kreatif, Teuku Riefky Harsya, bersama lima Kementerian meresmikan Program Rasa Rempah Indonesia (S’RASA) di Skydeck Sarinah, Jakarta, Kamis (28/08/2025).
“We thank the five ministries involved in S’RASA. This initiative does not end tonight; it will continue to ensure Indonesian cuisine becomes increasingly recognized and celebrated worldwide. With the support of all parties, including the media, Indonesia’s gastronomic identity will gain global prominence,” said Minister of Creative Economy Teuku Riefky during the official launch at Skydeck Sarinah, Jakarta, on Thursday, 28 August 2025.
S’RASA is designed to promote Indonesian cuisine centered on spices to countries worldwide, featuring Nusantara dishes enriched with stories, cultural identity, and heritage values. The program marks a new chapter following the conclusion of Indonesia Spice Up The World (ISUTW) in 2024, further strengthening Indonesia’s culinary diplomacy through Indonesian restaurants abroad.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
The collaboration among the six ministries is formalized through the MoU signed by echelon I representatives from the Ministry of Creative Economy, Ministry of Tourism, Ministry of Trade, Ministry of State-Owned Enterprises (BUMN), Ministry of MSMEs, and Ministry of Foreign Affairs. This milestone underlines the effort to position Indonesian cuisine as a global brand and a strategic instrument for enhancing the international creative economy ecosystem.
During a brief presentation, Minister of Trade Budi Santoso stated that the program will begin with pilot collaborations in five global cities, establishing Indonesian restaurants with consistent service standards. He emphasized the ministries’ commitment to creating a global representation of Nusantara cuisine with wide-ranging impact.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“We will collaborate in five countries, five cities: New York, London, Amsterdam, Tokyo, and Sydney. Teams will prepare the standards and concepts. Through this MoU, each ministry unites to build Indonesia’s restaurant brand abroad—not just food, but flavor and cultural heritage. The impact will be significant: increased exports, tourism growth, stronger BUMNs and creative economy,” said Minister Budi.
Meanwhile, Deputy Minister of Foreign Affairs Arrmanatha Christiawan Nasir highlighted that culinary diplomacy is one of the oldest and most effective forms of diplomacy. He noted that a Ministry of Foreign Affairs survey across 132 overseas missions identified 1,221 Indonesian restaurants as key promotion channels.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“From the survey, we found the five most recognized Indonesian dishes: sate, nasi goreng, gado-gado, rendang, and various noodle dishes. This is an excellent starting point for standardization efforts, ensuring consistent flavors in every Indonesian restaurant abroad. This is a key step to bring Indonesian cuisine to the global stage,” said Deputy Minister Arrmanatha.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
The S’RASA launch was also attended by Minister of State-Owned Enterprises Erick Thohir, Minister of Tourism Widiyanti Putri, and echelon I officials representing the Ministry of MSMEs. From the Ministry of Creative Economy, Deputy for Cultural and Design Creativity Yuke Sri Rahayu, Deputy for Strategic Development Cecep Rukendi, and Culinary Director Andy Ruswar were present.
Kiagoos Irvan Faisal
Acting Head of Communications Bureau
Ministry of Creative Economy / Creative Economy Agency
