{"id":364847,"date":"2025-08-25T15:44:40","date_gmt":"2025-08-25T08:44:40","guid":{"rendered":"https:\/\/unair.ac.id\/unair-expert-explains-how-social-media-fuels-indonesias-mobile-culinary-trends\/"},"modified":"2025-08-26T09:04:25","modified_gmt":"2025-08-26T02:04:25","slug":"unair-expert-explains-how-social-media-fuels-indonesias-mobile-culinary-trends","status":"publish","type":"post","link":"https:\/\/unair.ac.id\/en\/unair-expert-explains-how-social-media-fuels-indonesias-mobile-culinary-trends\/","title":{"rendered":"UNAIR expert explains how social media fuels Indonesia\u2019s mobile culinary trends"},"content":{"rendered":"\n

UNAIR NEWS<\/strong> \u2013 Mobile culinary concepts are increasingly popular in Indonesia, especially in major cities such as Surabaya. Most recently, social media has spotlighted mobile Padang rice vendors, following the earlier surge of traveling coffee sellers. While many see this as something new, the practice has historical roots. Mobile food vendors once served workers in remote areas with limited dining options. Beyond convenience, the trend also reflects cultural expression.<\/p>\n\n

Professor of Communication at Universitas Airlangga\u2019s<\/a> Faculty of Social and Political Sciences, Prof. Dra. Rachmah Ida, M.Com., Ph.D., explained that mobile culinary services\u2014commonly known today as food trucks\u2014first emerged as a way to reach workers who lacked access to nearby eateries.<\/p>\n\n

\u201cThis concept, in my view, is about reaching their target market. Vendors understand there are people who cannot easily leave their workplaces, where no food stalls exist. Now, food trucks have expanded widely and can be found everywhere,\u201d she said.<\/p>\n\n

Not new phenomenon<\/strong><\/h5>\n\n

Prof. Ida stressed that food trucks are not an entirely new development. She compared them to traditional street vendors who have long circulated through Indonesian neighborhoods.<\/p>\n

\n
\"Professor
Professor of Communication at Universitas Airlangga\u2019s Faculty of Social and Political Sciences, Prof. Dra. Rachmah Ida, M.Com., Ph.D. (Photo: UNAIR)<\/figcaption><\/figure><\/div>\n

\u201cWhat food trucks or mobile vendors are doing today is essentially the same as local bakso or tofu sellers who move from place to place. There is nothing truly new here\u2014only now they use cars or more modern vehicles,\u201d she noted.<\/p>\n\n

Still, she added, the model offers distinct advantages. Food trucks are less costly to operate and more efficient than conventional restaurants, providing clear benefits for business owners.<\/p>\n\n

\u201cFor entrepreneurs, running a food truck is far cheaper. Operational costs are low. If they operate a fixed stall, they are subject to building taxes. Food trucks avoid those taxes while generating direct income. That is a real advantage,\u201d she explained.<\/p>\n\n

Power of social media<\/strong><\/h5>\n\n

The rapid growth of mobile dining is tied closely to social media\u2019s ability to create instant waves of consumer interest. Prof. Ida also highlighted the role of content creators, whose viral posts can draw large crowds within hours.<\/p>\n\n

\u201cSocial media triggers people to look for something new. It has helped spark what feels like a revival of food trucks. It\u2019s extraordinary how social media can shape new subcultures within Indonesia\u2019s consumer society,\u201d she concluded.<\/p>\n\n

Author: Mohammad Adif Albarado<\/p>\n\n

Editor: Yulia Rohmawati<\/p>\n","protected":false},"excerpt":{"rendered":"

UNAIR NEWS \u2013 Mobile culinary concepts are increasingly popular in Indonesia, especially in major cities such as Surabaya. Most recently, social media has spotlighted mobile Padang rice vendors, following the earlier surge of traveling coffee sellers. While many see this as something new, the practice has historical roots. Mobile food vendors once served workers in […]<\/p>\n","protected":false},"author":79,"featured_media":364817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[48,50,4554],"tags":[14707],"class_list":["post-364847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experts","category-news-en-2","category-news","tag-news-en-3"],"yoast_head":"\nUNAIR expert explains how social media fuels Indonesia\u2019s mobile culinary trends - Universitas Airlangga Official Website<\/title>\n<meta name=\"description\" content=\"Mobile culinary concepts are increasingly popular in Indonesia, especially in major cities such as Surabaya\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/unair.ac.id\/en\/unair-expert-explains-how-social-media-fuels-indonesias-mobile-culinary-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UNAIR expert explains how social media fuels Indonesia\u2019s mobile culinary trends - 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