Dari Dapur ke Dunia: Strategi Branding Global bagi UMKM Indonesia di Brisbane, Australia

Gesty Ernestivita; Subagyo; Euphrasia Suzy Suhendra; Diah Ayu Septi Fauji

Authors

Gesty Ernestivita Universitas Janabadra
Subagyo Universitas Nusantara PGRI Kediri
Euphrasia Suzy Suhendra Universitas Gunadarma
Diah Ayu Septi Fauji Universitas Nusantara PGRI Kediri

Keywords:

branding, diaspora MSMEs, culinary, storytelling, cultural diplomacy

Abstract

The goal of this community service project was to help Sendok Garpu Brisbane, an MSME partner with a diaspora base, increase its branding capabilities and broaden its global market reach. The partner encountered difficulties creating a consistent brand identity and successfully interacting with global customers despite providing genuine Indonesian cuisine products. The program was carried out in five phases using a participative approach: needs analysis, creation of the branding strategy, technical training, execution of the digital campaign, and final evaluation. The findings demonstrated that the partner's comprehension of brand equity and narrative principles had significantly improved, as had their capacity to create and oversee digital content on their own. Improved brand impression, more social media interactions, and better customer involvement were all signs of positive effects. This program showed how a branding strategy based on regional cultural values can be a potent instrument for raising the competitiveness of diaspora culinary MSMEs and advancing Indonesia's cultural diplomacy internationally.

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