The meaning behind the tradition of buying souvenirs after travelling

For many Indonesians, a trip does not feel truly complete without a stop at a souvenir shop. Whether it is a holiday, a business trip, a homecoming, or simply a visit to another city, there is usually something brought home for family, friends, neighbours, or colleagues.

From regional specialities and handicrafts to clothing and small trinkets such as keychains, everything can be a choice. In fact, the phrase “don’t forget the oleh-oleh” is familiar enough to be heard whenever someone is about to travel.

However, the habit of buying souvenirs is not merely about bringing home goods from a visited place. There is social and cultural meaning attached to it.

One reason people buy souvenirs is to show that they still remember others while travelling. When someone brings home a regional food speciality for their family, for example, the item becomes a symbol of care. The message is simple: even while enjoying a journey elsewhere, the people at home are still in their thoughts.

Research on the meaning of giving food souvenirs to Generation Z in Yogyakarta shows that the culture of giving is still maintained. Respondents in the study still view giving souvenirs to family or loved ones as part of cultural values and kindness taught within the family.

Therefore, the price or size of a souvenir is not the main point. A pack of regional food that is relatively affordable can still hold meaning when given with the intention of sharing.

Souvenirs can also be a simple way to share experiences. When someone returns with bakpia from Yogyakarta, dodol from Garut, or other regional specialities, they are not only bringing food. There is a story about the place of origin behind it.

This is what makes souvenirs different from ordinary purchases. The object can become a reminder of a journey and introduce a little of a region’s identity to the recipient.

The Ministry of Education and Culture also refers to souvenirs as a form of keepsake brought home after someone travels to another place.

So when someone gives a souvenir, they are indirectly saying, “This is what I found in the place I visited.”

Giving something to others can also be part of maintaining social relationships. It is no wonder that souvenirs are often given to people with close relationships, such as parents, siblings, partners, close friends, and colleagues. The small gift can serve as a conversation starter as well as a way to reconnect after several days apart.

Cultural observer from the University of Indonesia, Prof. Dr. Agus Aris Munandar, once explained to ANTARA that the tradition of giving in Indonesian society has developed with various social functions, including as a form of souvenir. According to him, giving can function as a sign of familiarity and strengthen bonds of friendship.

This means souvenirs are not only about the item, but also about the relationship between the giver and the recipient.

Interestingly, the habit of buying souvenirs sometimes also turns into a kind of social expectation. Someone who has just returned from out of town may immediately be asked, “Where is my souvenir?” The phrase is usually delivered jokingly. However, because it is repeated, the habit can make souvenirs feel like something obligatory to bring.

A study on the habit of asking for souvenirs in Indonesia notes that the practice has developed into a kind of social ritual because it is carried out continuously. In certain conditions, not bringing souvenirs can even cause embarrassment or comments from those around.

This is where the souvenir tradition has two sides. On one hand, it is a form of care and sharing happiness. On the other hand, excessive expectations can make someone feel burdened.

There is another benefit that is no less important, namely from the economic side. Many tourist areas have distinctive products deliberately developed as souvenirs. When tourists buy local food or crafts to take home, the money flows to business owners, artisans, traders, and workers involved in the production process.

Research on repeat purchases of bakpia by domestic tourists in Yogyakarta shows that product attributes, symbols, and practicality can influence a person’s perception of the value of a food as a souvenir.

In this way, the tradition of buying souvenirs also helps local products remain known. Food or crafts that were initially only popular in their home region can become more widely known when brought by tourists to other cities.

In the end, the tradition of buying souvenirs is not about how expensive the item brought home is. What makes it meaningful is the story and care behind the gift. A simple snack can feel more special if given to someone who was indeed remembered during the journey.

So if one day you travel and a friend says, “Don’t forget the souvenir,” there is no need to immediately regard it as an obligation. Bringing a gift can indeed be a pleasant way to share experiences, but it should not become a burden.

Because the essence of a souvenir is not merely what is inside the wrapping. There is a simple message behind it: “I went, saw many things, and during that journey I still remembered you.”