Indonesia wants to spice up the world by taking its cuisine, its culinary traditions and its chefs to all corners of the globe.
Think gado-gado in Guam, beef rendang in Rome and satay in Sydney.
For starters, it will be nasi goreng in New York, the first stop in a global campaign that will launch a new spice route passing through Asia, the Middle East, Europe and the Americas.
Indonesia’s minister of tourism and the creative economy, Sandiaga Uno, said the New York launch of the campaign would target culinary professionals, spice importers and non-Indonesian restaurant entrepreneurs.
Luhut Binsar Pandjaitan, coordinating minister for maritime affairs and investment, said global demand for spices is rising amid the Covid-19 pandemic “as the world is becoming more aware of its healing properties”.
Under the banner of “Indonesia Spices Up the World”, the government will also launch culinary promotions via food festivals and digital channels.
The government also hopes to increase the value of Indonesian spice exports to US$2 billion, up from US$1 billion in 2020.