Bipang Ambawang and Jokowi's Viral "Promotion": A Culinary Sensation

 

Roast pork (Bipang) Ambawang: An unmatched perfect delight. Photo credit: the author.

PONTIANAK - dayaktoday.com : If you're traveling or on a business trip in West Kalimantan, don't forget to stop by Ambawang. 

Where is Ambawang? 

Nestled in the Sungai Ambawang district of Kubu Raya Regency, West Kalimantan, Ambawang has gained fame for its legendary "babi panggang" or roasted pork, a dish deeply rooted in Dayak culture. 

It’s clear that this culinary gem, influenced by both Dayak and Chinese traditions, can be found right here.

Bipang Ambawang gains fame via Jokowi

Located just about 23 kilometers from Pontianak, in the direction of Simpang Ampar and Tayan, Ambawang is suddenly on everyone’s lips. Out of nowhere—no wind, no rain—this unique fusion of Dayak and Chinese cuisine has become a phenomenon among locals and beyond.

It all started when Joko Widodo, the President of Indonesia, casually mentioned Bipang Ambawang during a public event. Almost instantly, his words went viral, proving the media adage that “big people make big news.”

 This mention acted as a powerful catalyst, drawing attention not just to the dish itself, but to the rich culinary heritage of the region.

Reports about Jokowi’s reference to Bipang Ambawang spread like wildfire across various platforms. Rather than dismissing it, many embraced the "special food" he highlighted, acknowledging its uniqueness and the cultural stories behind it. It was more than just a dish; it represented the local identity and traditions.

Jokowi’s endorsement effectively introduced this dish to a broader audience, although reactions varied widely. The dish itself, known as "bipang" or "babi panggang Ambawang," features roasted pork with a distinct local flavor, making it a must-try for anyone visiting the area.

While some voiced opposition to this culinary introduction, many others rallied in support, welcoming it with enthusiasm. After all, as the president of all citizens, Jokowi represents the whole nation and serves as a bridge between tradition and modernity.

The "soft promotion" of Bipang Ambawang has led to an explosive rise in popularity. With a vast potential customer base, travelers passing through the trans-Kalimantan highway from Tayan to Ketapang and Central Kalimantan are now eager to taste this intriguing dish. Is it as good as everyone says? Many are curious to find out!

Its strategic location also plays a key role in its success. Ambawang is just a 30 to 40-minute drive from Supadio Airport in Pontianak, making it easily accessible to both tourists and locals. The scenic route itself adds to the allure, inviting travelers to stop and savor the local flavors.

Bipang Ambawang offers a variety of menu options, ranging from small to large portions, with names rooted in the local Kanayatn language, spoken by a prominent Dayak sub-ethnic group in West Kalimantan. This attention to local language and culture not only enhances the dining experience but also fosters a deeper connection to the heritage.

The best time to enjoy this dish is between 11 AM and noon when the food is freshly prepared and just out of the oven, enhancing its deliciousness and aroma. This time frame has become a mini-event for locals and visitors alike, with people gathering to enjoy the vibrant atmosphere.

And for those who aren’t fans of pork, there are plenty of alternatives like chicken and fish, ensuring everyone can enjoy a rich culinary experience. The menu's diversity reflects the inclusive nature of the culture, inviting everyone to partake in the local gastronomic journey.

Bipang branding fosters cultural pride

The success of this dish is largely due to effective branding. The name "bipang" has created a unique appeal for tourists and food lovers alike, leading to its viral fame. This branding, combined with Jokowi’s mention, has turned a local delicacy into a symbol of cultural pride.

If you're coming from Pontianak towards Ambawang, you'll see the sign for Bipang Ambawang on your left. If you're coming from Simpang Ampar towards Pontianak, it will be on your right. Stop by here to enjoy the one-of-a-kind Bipang Ambawang! Photo credit: the author.

This story illustrates how a local culinary delight can become a sensation, bridging diverse perspectives within the community. The unique Dayak and Chinese cuisine found on the outskirts of Pontianak is a testament to Indonesia’s rich and unyielding cultural heritage, showcasing the harmony between different ethnic traditions.

Ultimately, especially regarding culinary experiences, we can learn from the Bipang Ambawang phenomenon. 

The influence of celebrities and outsiders in promoting local cuisine is essential for its growth. As the saying goes among the people of Sekadau and Sintang, “Tempunakng muji bakul”—self-promotion can sometimes lead to negative outcomes.

Over-promoting oneself, as noted by strategic management expert Prof. AB Susanto, can backfire and be counterproductive. 

Thus, the phenomenon of Jokowi promoting Bipang Ambawang is far from trivial. It could even serve as a dissertation topic, exploring the interplay between cognitive, affective, and behavioral levels in shaping consumer minds for marketing and direct sales. 

This scenario exemplifies how cultural culinary experiences can thrive through effective promotion, creating a ripple effect that not only boosts local businesses but also celebrates the rich tapestry of Indonesia's diverse cultures. 

Bipang Ambawang stands as a delicious reminder that food is not just about sustenance but also about connection, tradition, and the shared stories that bind communities together.

-- Rangkaya Bada