Viral Global Foods and Local Culinary Resilience
Spatiotemporal Search Attention and Marketing Strategy in Indonesia, 2019-2026
DOI:
https://doi.org/10.9744/pemasaran.20.2.%25pKeywords:
Google Trends, culinary marketing, local food, viral food, digital attention, food tourism, IndonesiaAbstract
Local culinary businesses face a recurring marketing dilemma when a foreign food goes viral: whether to treat the surge as a temporary episode or as a lasting shift that calls for repositioning. This study asks whether search attention to viral foreign foods displaces attention to local foods in Indonesia persistently or only episodically. Monthly Google Trends data for January 2019-September 2026 (93 months) compared three global foods (tteokbokki, croissant, bulgogi) with three format-matched Indonesian foods (batagor, bakpia, empal gentong); a regional export covered 34 provinces. The global share of combined relative search interest (RSI) was compared across a pre-pandemic baseline, a viral episode (March 2020-December 2022), and a recent period using regression with calendar-month controls and Newey-West standard errors. The global share rose by 12.9 percentage points during the episode (p < .001) but returned to baseline afterward (+0.7 points, p = .498); global foods held a majority in only 17 of 93 months. The episode was driven by tteokbokki, which later fell below its baseline, while croissant gained steadily, indicating that global attention rotated rather than disappeared. Bakpia, the most place-anchored local food, recovered above baseline, whereas batagor declined. Regionally, 19 provinces were local-majority, 11 global-majority, and four tied, ranging from 63% global in Bali to 80% local in Yogyakarta. The results support a four-regime typology of episodic displacement, persistent local resilience, trend substitution, and spatial specialization, and suggest that local marketers should answer viral waves with reversible, regionally targeted tactics while protecting provenance.
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