Gastronomic and Physiological Exploration in Entrepreneurial Development

Abstract

Purpose, Jajanan pasar is a collective space that holds flavors, memories and cultural identities. This article aims to uncover jajanan pasar in digital narratives on Instagram, as well as look at the business potential born from the practice of culinary nostalgia. Methodology/Design/Approach – Using netnography methods, this study looked at Instagram accounts that actively promote jajanan pasar: @nypang71, @lapisbogor, @bekaldariibu,@ikikoue, @geulishomemade, @yunita_princess, @sarisari.jajananpasar, @palembangharum, and @gouw.id. The data was analyzed to explore how traditional foods are constructed as symbols of love, heritage, and business opportunities. Findings, Results show that narratives of flavors and memories are the main attraction in the marketing of jajanan pasar. Visual aesthetics, family stories, and references to the past are key to building emotional connections with adult consumers. The findings show that jajanan pasar are capable of transforming into promising heritage-based entrepreneurial products. Originality of the research – This research stands out for its innovative approach, weaving together gastronomy, psychology, and entrepreneurship all within the fascinating backdrop of contemporary romanticism for jajanan pasar in the digital age. The originality areas: the digital portrayal of culinary nostalgia, a blend of theories from multiple disciplines, and the exploration of entrepreneurial opportunities rooted in cultural heritage.

Keywords : Emotion; Cultural Entrepreneurship; Instagram; Netnography; Romanticism;