Crafting urban identities: Local cuisine and city branding in Indonesia and Myanmar

Background: This comparative study examines the significant role of local cuisine in shaping urban identities and enhancing city branding in Indonesia and Myanmar. With a rich tapestry of culinary traditions, these Southeast Asian nations offer unique insights into how food culture can be leveraged as a strategic asset in urban planning. The research delves into integrating local cuisine in city branding initiatives, highlighting successful examples from major cities in both countries. By analyzing local food's cultural, economic, and social dimensions, the study underscores its potential to foster a sense of place and community, attract tourism, and stimulate local economies. Method: This study uses a comparative case study approach to investigate the role of local cuisine in shaping urban identity and enhancing city image in Indonesia and Myanmar. Data were collected through semi-structured interviews with key stakeholders and document analysis from various sources. Data analysis was conducted using thematic analysis to identify key themes and comparative analysis to highlight differences and similarities between the two countries. This approach allows the study to develop practical recommendations for urban planners and policymakers. Findings: The findings reveal that incorporating local cuisine into urban planning not only preserves culinary heritage but also enhances the distinctive character of cities, making them more appealing to both residents and visitors. Furthermore, the research discusses the challenges and opportunities urban planners and policymakers face in promoting local cuisine while balancing modernization and cultural preservation. Conclusion: Through a comparative lens, the study provides practical recommendations for cities aiming to integrate culinary elements into their branding strategies. The insights gained from Indonesia and Myanmar's experiences can serve as a valuable reference for other cities globally, seeking to enrich their urban identities through the celebration of local cuisine. Novelty/Originality of this study: The development of a comprehensive model for integrating local cuisine into a city’s branding strategy provides practical and measurable guidance for city planners to leverage culinary heritage to enhance city attractiveness, identity, and local economic empowerment while maintaining the authenticity and sustainability of culinary traditions.