Indonesian Street Food "Seblak" Goes Viral in Thailand

September 23, 2025 | 10:26 am

TEMPO.CO, Jakarta - Seblak, a popular street food from West Java, has unexpectedly gone viral in Thailand. Thai citizens and influencers alike are sharing reviews and creating "mukbang" content featuring the dish on social media. Known for its distinct flavor from kencur (aromatic ginger), seblak has gained popularity in Indonesia for its savory and spicy taste. Beyond its flavor, its recent surge in popularity can be attributed to social media.

Deputy for Marketing at the Indonesian Tourism Ministry, Ni Made Ayu Marthini, noted the positive trend. "This (seblak going international) is good news that Indonesian food is starting to go global, and now it's the time for young people with viral and social media, that's good," she said, as reported by Antara on Monday, September 22, 2025.

Promoting Culinary Tourism Through Social Media

Responding to the viral trend, Made noted the strong potential of social media reviews to attract foreign tourists seeking unique culinary experiences. These online testimonials can spark curiosity and motivate travelers to consider Indonesia as a captivating tourist destination. This trend also serves to enhance Indonesia's image as a country rich in diverse food and flavors.

Made also believes that seblak has a promising future, particularly with the rising trend of young international travelers who enjoy adventure and trying new things. "Seblak has a lot of potential [as a culinary item], even as street food, it's a hidden gem, so people want to try it," she said.

For tourists exploring Indonesia's cuisine, Made advises consuming clean and hygienic food and beverages. She encourages visitors to share their experiences with these Indonesian snacks on social media to broaden their appeal.

Furthermore, she urged local business owners not to feel intimidated by established food and beverage companies, but to remain creative to attract a wider audience of tourists.

The Creativity of Sundanese Cuisine

The Chair of the Indonesia Gastronomy Network, Vita Datau, separately commented that social media has been an invaluable tool for promoting distinctive Indonesian dishes. She also gave credit to the Sundanese people, who are considered highly creative in their culinary traditions, for the creation of seblak.

The dish's viral success on social media is attributed to its unique nature, which offers numerous variations, and its bold seasoning, which may resonate with the palates of foreign tourists, particularly those from a country like Thailand.

"If we talk about the most creative people in exploring their food culture, who are they? The Sundanese. There are all kinds of aci (tapioca flour-based foods), there are 17 types of aci from cilok, cireng," Vita said.

Editor's Choice: 5 Indonesian Dishes Named Among World's Best by TasteAtlas

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