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From frozen Milo, waffle-shaped croissants, to macaroni kebabs: Indonesia’s ever changing ‘trending food’
In Indonesia, food trends change in a matter of months, which means sellers have to adapt and adjust quickly.
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Forgotten one: Ela Nurlaila, 37, makes an es kepal milo for a customer at her stall in Keagungan, West Jakarta. (JP/Radhiyya Indra) (JP/Radhiyya Indra)
Part of our popular culture, food trends change in a matter of months, which means sellers have to adapt and adjust quickly.
In a country like Indonesia, every type of street food will likely have its 15 minutes of fame. Oftentimes, this happens by mixing the unorthodox (consider the blink-and-you’ll-miss-it recognition of macaroni kebabs and yogurt-adorned sushi) or by simply being so tasty that no belly can refuse it.
There is a simple way to spot what the current and upcoming trending food will be - a walk on a busy street or scroll through an online food delivery service. If you notice the same dish repeatedly in both cases, then that dish might be having its moment in the limelight.
The unpredictable nature of culinary trends is what makes them unique. Take Thai teas and boba milk teas, for example. Despite their own booms of popularity several years ago, they differ in performances and fame recently. More boba milk tea variations are coming out while the hype around Thai teas seems to be declining.
But even though their days might be numbered, their selling power when the trending phase happens is undeniable. This, eventually, is what drives food sellers across Indonesia to get their hands on them.
Taking all chances
Currently, a waffle-shaped croissant, aptly called a “croffle”, is the biggest trending food in the country this year.
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