Authenticity in the Adaptation of Pontianak Traditional Culinary in Yogyakarta

Abstract

This study examines the dynamics of authenticity and adaptation in Pontianak culinary businesses operating in Yogyakarta, Indonesia. The development of cross-regional culinary businesses has created challenges for entrepreneurs in maintaining cultural identity while responding to local consumer preferences. Despite the growing literature on culinary tourism and ethnic cuisine, studies specifically examining how authenticity is maintained while regional traditional cuisine is adapted within a different cultural environment in Indonesia remain limited. Therefore, this research aims to analyze how the authenticity of Pontianak cuisine is preserved and to identify the forms of adaptation implemented within a different cultural environment. A qualitative case study approach was employed. Data were collected through in-depth interviews, observation, and documentation involving one Pontianak culinary business owner and six customers in Yogyakarta. The data were analyzed using thematic analysis to identify patterns related to authenticity, adaptation, cultural identity, and business sustainability. The findings reveal that authenticity is primarily understood through the preservation of original taste, ingredients, and cultural experiences associated with Pontianak cuisine. Authenticity also functions as an emotional medium that reconnects migrant communities with memories of their hometown and cultural identity. Unlike many cross-cultural culinary businesses that adapt flavors to local preferences, this business maintained the original taste of Pontianak cuisine and positioned authenticity as its main competitive strategy. Adaptation was conducted mainly through marketing strategies and social media utilization rather than flavor modification. Furthermore, Pontianak cuisine served not only as food but also as a cultural space that strengthened social relationships, nostalgia, and customer loyalty. This study concludes that authenticity and adaptation are not always contradictory. In the context of Pontianak cuisine in Yogyakarta, authenticity itself became a strategic value for preserving cultural identity, attracting consumers, and supporting business sustainability.