DEVELOPMENT SEBLAK PRODUCT BASED ON LOCAL WISDOM TO GAIN THE ASEAN MARKET

Rangga Mochammad Sada Saputra; Deden Ramdan; Taufik Taufik

Rangga Mochammad Sada Saputra International Relations of Faculty of Social Science and Political Science, Universitas Pasundan, Bandung
Deden Ramdan International Relations of Faculty of Social Science and Political Science, Universitas Pasundan, Bandung
Taufik Taufik International Relations of Faculty of Social Science and Political Science, Universitas Pasundan, Bandung

Keywords: Globalization; ASEAN; AEC; Seblak; Local Wisdom

Abstract

Globalization has changed the order of the international system so as to expand the order of the international system from political security to economic and socio-cultural. The case is ASEAN, which is now incessantly starting a free market from the impact of globalization and also liberalization, namely the ASEAN Economic Community which began in 2015. The aim of the Asean Economic Community was formed to increase economic equity in the ASEAN region and facilitate goods free of non- tariff. However, a threat to Indonesia is the lack of human resources and economic capability that also threatens the sector local products including culinary delights that are less competitive with imported products in abroad. The research method applied by the author is a qualitative method with data collection techniques with literature studies, namely secondary data types. The results of the analysis are that from the 2015 AEC, the factors of Indonesian culinary that are less competitive are the lack of promotion and the potential nation branding is as true as the current trend with international taste but by maintaining local wisdom of seblak taste and presentation method so it able to gain the ASEAN Market potentially

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