Proceedings of the 2nd International Conference on Culture and Sustainable Development (ICOCAS 2024)

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Rebranding “Nasi Uwet” as Pekalongan City Traditional Cuisine for Culinary Tourism as Part of Javanese Culture Maintenance

Authors
R. Aj. Atrinawati1, *
1Faculty of Humanities, Diponegoro University, Semarang, 50275, Indonesia
*Corresponding author. Email: ninahartono61@gmail.com
Corresponding Author
R. Aj. Atrinawati
Available Online 7 December 2024.
DOI
10.2991/978-2-38476-313-9_50How to use a DOI?
Keywords
Rebranding; Traditional Cuisine; Culinary Tourism; Pekalongan City; Culture Maintenance
Abstract

Using abundant but wasted raw material as a food source and processing it into decent meals is part of Javanese local wisdom to fulfil their daily need, save their environment, and earn money by selling the meal as a commercial product. This research shows how H. Zarkasi processes goat innard into delicious traditional cuisine and promotes it as a culinary tourism item of Pekalongan City. The research uses folklore field research to collect and analyse the data. The result shows that wasted raw material can be transformed into a profitable brand in culinary business and rebranding the product is needed to keep its sale. This research reflects the local people's cultural maintenance which saves their natural resources, supports their culinary business, and improves their economy.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Culture and Sustainable Development (ICOCAS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
7 December 2024
ISBN
978-2-38476-313-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-313-9_50How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - R. Aj. Atrinawati
PY  - 2024
DA  - 2024/12/07
TI  - Rebranding “Nasi Uwet” as Pekalongan City Traditional Cuisine for Culinary Tourism as Part of Javanese Culture Maintenance
BT  - Proceedings of the 2nd International Conference on Culture and Sustainable Development (ICOCAS 2024)
PB  - Atlantis Press
SP  - 343
EP  - 349
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-313-9_50
DO  - 10.2991/978-2-38476-313-9_50
ID  - Atrinawati2024
ER  -