On 28 August 2025, the Indonesian Spice Flavour Program (Program Rasa Rempah Indonesia/S'RASA) was officially inaugurated at Skydeck Sarinah, Thamrin, Jakarta. To mark the commencement of the S'RASA program collaboration, a cooperation agreement was signed at the launch by six ministries, including the Ministry of Trade, the Ministry of State-Owned Enterprises, the Ministry of Creative Economy, the Ministry of Micro, Small and Medium Enterprises, the Ministry of Foreign Affairs, and the Ministry of Tourism. S'RASA is a programme designed to promote the rich spice and flavour profile of Indonesian cuisine in foreign markets. The programme showcases Indonesian cuisine, its unique identity, culinary heritage and cultural significance in Indonesian restaurants across various international destinations.
As an initial step, the S'RASA pilot project will be launched in restaurants located in five cities around the world, namely Tokyo, Japan; Sydney, Australia; Amsterdam, Netherlands; London, England; and New York, United States. The restaurants and spice and herb suppliers involved will be selected through an open selection process by culinary professionals. Furthermore, S'RASA is a strategy to promote the export of Indonesian products to global markets. This will be achieved by offering spices, raw materials, packaging, and equipment to potential buyers. The goal is to expand the market for Indonesian products on the world stage. The S'RASA program is also supported by Indonesian food and beverage companies such as Bango soy sauce, Indofood seasoning products, and Acaraki herbal drinks. S'RASA serves as a platform for Indonesian culinary diplomacy, with the aim of enabling Indonesian culinary flavours to compete on the global stage. Authentic Indonesian cuisine, cooked with spices unique to Indonesia, is a vital part of promoting Indonesian food abroad. It also encourages an increase in foreign tourist visits to Indonesia as a long-term goal.
