TikTok Partners with Health Ministry and Foodbank Indonesia to Promote Local Food Consumption

TikTok has launched the ‘Makan Dengan Makna’ (Eating with Meaning) campaign in Indonesia to encourage the public to adopt healthy eating patterns while promoting the richness of cuisine based on local food ingredients. The programme, an implementation of the global initiative ‘The Main Ingredient’, is supported by the Ministry of Health and reinforced by a USD 200,000 donation from TikTok through the Foodbank of Indonesia to distribute more than 80,000 portions of nutritious meals to vulnerable communities. As part of the campaign, TikTok is also presenting the ‘Makan Lokal’ (Eat Local) programme by collaborating with a number of culinary creators to hold LIVE cooking sessions using local food ingredients. Through this activity, the public is invited to discover inspiration for healthy menus that are simple, easy to make, and utilise food ingredients available around them. Head of Public Policy for TikTok Indonesia, Noudhy Valdryno, stated that the campaign aims to harness the power of the TikTok platform as a means of discovering healthy lifestyle inspiration while increasing appreciation for Indonesia’s culinary wealth. Founder of Foodbank of Indonesia, Muhammad Hendro Utomo, said the campaign is also expected to strengthen the public’s connection with local food, thereby encouraging healthier consumption patterns while providing economic benefits for farmers and micro-scale culinary businesses.