Reintroducing Traditional Food Ampiang Dadiah Amidst the Onslaught of Modern Food as a Culinary Competitive Edge in Bukittinggi

Abstract

This study aims to analyze and formulate a strategy for reintroducing Ampiang Dadiah as a traditional Minangkabau culinary heritage amidst the dominance of modern food, particularly in the context of Bukittinggi's culinary tourism competitiveness. Ampiang Dadiah, a fermented product of probiotic-rich buffalo milk (dadiah) and glutinous rice (ampiang), boasts authentic flavors and exceptional nutritional value. However, this culinary treat faces significant challenges in the form of declining consumer interest, particularly among the younger generation, who tend to adopt consumption patterns that prioritize practicality, speed of presentation, and the visual aesthetics of modern cuisine. This descriptive qualitative study was conducted through fieldwork, interviews, and a comprehensive literature review. The results indicate that the fundamental problem lies not in product quality, but rather in structural weaknesses in presentation innovation and development strategies. This study concludes that an integrated strategy focused on product differentiation and extensive digital marketing is needed. Product differentiation should include visual innovation through aesthetically pleasing, functional packaging and the addition of contemporary toppings to attract the attention of the younger generation. Meanwhile, marketing strategies must optimize the concept of culinary gastronomy tourism by highlighting cultural narratives, educating about the health benefits (probiotics), and authentic experiences such as witnessing the fermentation process of dadiah in bamboo. Implementing this adaptive strategy is crucial to maintaining Ampiang Dadiah's existence as a Minangkabau culinary specialty.