Hunting Viral Food: Why Indonesians Queue and Spend Big for Trendy Eats

Hunting for viral culinary sensations has emerged as a significant trend in Indonesia, with consumers readily spending substantial amounts of money, enduring long queues, and placing pre-orders for foods that gain traction on social media.

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It's my hobby to eat, so my self-reward after being tired from work is eating. And trying new viral culinary experiences is something fun that I like to do.

Recent examples include the "Asinan Sultan Ceri-Ya," priced at 600,000 Indonesian rupiah, and the Dubai Chewy Cookie, which previously saw extensive lines and pre-orders. Food enthusiasts like Olivia, a 26-year-old from Bandung, actively seek out these trending eateries as a form of self-reward after work.

Olivia shared her experiences trying viral spots in Bandung, such as Tjilaki 9, Kopi Makmur Jaya, Tahu Priangan, and BMB Canteen. She noted that most of the viral foods she tried were indeed delicious and justified their price, leading to no regrets about the wait. However, she emphasizes the importance of research, checking social media and Google Reviews beforehand to avoid "gimmicks" where advertised abundance differs from the actual serving size.

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Because there are cases, like a food brand, I won't mention the name, where their social media content shows overflowing fillings that make your mouth water. But when I checked again, there were buyer reviews saying the filling was meager. So they said the overflowing filling was just for content.

"Because there are cases, like a food brand, I won't mention the name, where their social media content shows overflowing fillings that make your mouth water. But when I checked again, there were buyer reviews saying the filling was meager. So they said the overflowing filling was just for content," Olivia explained. She also balances her hobby with her finances, limiting herself to trying a maximum of two viral restaurants per month with a budget of around 400,000 rupiah, ensuring each meal doesn't exceed 200,000 rupiah.

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So even though I like trying viral food, I adjust it to my budget. For example, oh this month I'll try a maximum of two restaurants, and the range per place is not more than 200,000 rupiah. Well, if the food price is like earlier, 600,000 or 800,000 rupiah, that's not feasible for me.