The term ‘East’ and ‘West’ cannot repudiate the binary concept on ‘local’ and ‘global’. And today, the discussion on the meeting point of these two notions particularly in cultural phenomenon becomes social premiums in Indonesia. The trends of the intermingled East-West in fashion, language, food, and other art expressions, definitely cling to the process of globalization. Exemplifying this kind of transglobal culture, the study done is focused on hybrid food: how the influence of information technology works effectively to shape new cultural identity through globalized local cuisine. In the present-day fast moving world, one of the predominant features of Indonesian modern life style is eating fast food which of course engages in the idea of West. This opportunity is captured by restaurants, street-food sellers, and culinary young entrepreneurs. The creativity in serving food to be marketable can be explored from the ingredients used, the menus offered, and the advertisements displayed. Interestingly, the sources inspiring the culinary agents to create hybrid food do not merely derived from global-branded food such as McDonald or Italian cappuccino, but also from sport, music genres, and entertainment companies. The domain of food as a cultural product is unlimited; the borderline between East and West is fluid, as fluid as cultural identity.
Sri Herminingrum, Universitas Brawijaya, Indonesia
Stream: Humanities - Globalisation
This paper is part of the IICAHHawaii2017 Conference Proceedings (View)
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