Snackpacking Is Trending Among Gen Z, IPB University Professor Explains the Role of Social Media
The snackpacking trend is all the rage on social media among Gen Z. This trend involves hunting for local snacks, visiting small grocery stores, and seeking out traditional foods that are rarely found elsewhere. In addition to enjoying the food, this activity also serves as a way for young people to learn about a region’s cultural richness.
Dr Hudi Santoso, a professor of Digital Communication and Media at IPB University’s Vocational School, explained that this trend emerged from the convergence of shifting mobility patterns among young people and the evolution of algorithms on visual based platforms.
“In today’s digital age, snackpacking has emerged due to the convergence of shifting mobility patterns, particularly among Gen Z, with the dynamics of algorithms on visual-based platforms,” he explained.
According to Dr Hudi, this trend is also linked to the attention economy, where content creators must capture their audience’s attention within the first three seconds. Local snacks with vibrant colors, unique preparation processes, and the atmosphere of traditional markets provide compelling visual content to share on social media.
The trend’s virality is further fueled by the relatively low prices and accessibility of local snacks. Content featuring affordable food reviews makes audiences feel they can try similar experiences. This phenomenon relates to social proof, which is the influence of others’ experiences on a person’s decision to try something themselves.
This ease also encourages the creation of new content from other visitors, or user-generated content (UGC). “The more people share their experiences, the greater the chance that a culinary spot will gain widespread recognition,” he added.
Dr Hudi believes that snackpacking is not merely about buying food, but also provides an opportunity for young people to learn about local culture through travel, interactions with local vendors, and the stories behind traditional foods.
From the perspective of digital communication and media, this trend presents an opportunity for micro, small, and medium sized enterprises (MSMEs) to expand their market reach.
“Business owners must ensure their business locations are accurately listed on Google Maps, have location tags on Instagram and TikTok, and are transparent about pricing and operating hours,” explained Dr Hudi.
According to him, easy access to navigation and product information is key for snackpacking enthusiasts to discover these food spots. With effective digital footprint management, local snacks have the potential to reach more visitors through social media. (Ez) (IAAS/WSG)
