From Nusantara Cuisine to Craft Products: Yummy Craft Empowers Local Artisans

Sri Kumala Ambarwati, known as Ambar, draws inspiration from Indonesia’s diverse culinary heritage for her craft business, Yummy Craft. Dishes such as nasi krawu, soto Betawi, rendang, and bakmi Jawa are transformed into distinctive motifs for bags and accessories, creating products that are both unique and economically valuable. Ambar’s passion for exploring different regions of Indonesia led her to document local foods, which she then reimagines as illustrations for her products. Established in 2022, the business also empowers local artisans by involving them in the production process. Since 2023, Ambar has received mentoring from Rumah BUMN BRI Jakarta, and through programmes like BRIncubator in 2025, she gained knowledge in digital marketing and business strategy, boosting her confidence to innovate and expand her network. One of her earliest designs was inspired by nasi krawu from Gresik, East Java, whose unique combination of serundeng, sambal petis, and shredded meat caught her attention. The business idea emerged during Ambar’s recovery from COVID-19, when she channelled her creativity into designing bags inspired by local culture to reduce stress. With help from a friend who owned production machinery, she began creating and producing bags gradually. Initially, all culinary designs were placed on a single product, but after receiving feedback, she created separate designs for each dish. Originally intended as gifts for friends, the positive response encouraged her to develop the creative venture further. Rather than simply printing photos, Ambar manually draws each culinary object before printing it onto canvas. Production of bags and accessories is then completed in collaboration with home-based seamstresses in Bandung, covering printing, cutting, and sewing. This partnership not only increases production capacity but also provides additional income for the artisans involved. Ambar emphasises that the business benefits multiple parties, including farmers, knitters, and craftspeople. She deliberately involves women at various stages, from design to production, with eight housewives in Bandung working on canvas products and artisans in Yogyakarta handling knitted items. Yummy Craft also uses gebang leaves, a material often processed by women in rural areas, to further support female empowerment and provide supplementary income. The choice of gebang leaves also reflects environmental responsibility, with Ambar stating a commitment to preserving the earth through eco-friendly materials. The production process incorporates sustainability by using natural sunlight for drying instead of ovens and collaborating with shell artisans for accessories. Each design features a single, identifiable colour scheme, such as red for rendang, blue for soto Betawi, green for bakmi Jawa, and yellow for chicken satay, making products easily recognisable. The business’s growth has been supported by PT Bank Rakyat Indonesia (Persero) Tbk through the Rumah BUMN BRI programme since 2023, with Ambar actively participating in various training sessions to enhance her business capacity.