国际英语新闻:Indonesia Strives to Spin Its Culture Into Economic Gold

JAKARTA — Indonesia’s economy has become a bright light amid global economic gloom, with strong growth drawing new attention from international investors. Officials say the country's economic potential, however, is not the only thing worth promoting. An effort is underway to export the country's cultural traditions to new audiences abroad.
 
Two women wielding giant spatulas continuously stir a brimming wok of shredded beef simmering in curry sauce. They have been at it for nearly eight hours - the typical amount of time required to prepare this famed dish from West Sumatra known as rendang.

 
On this day they will serve nearly a hundred guests who have come to learn about rendang; how it’s made, its culinary roots and its historical importance.
 
Indonesia’s economy recently made global news for growth that beat most economists’ expectations. Strong domestic spending in the world’s fourth most populous country has sparked investor interest.

Bountiful cultural treasures

But with all the attention pointed toward the economy, artists, culinary experts and some officials now say not enough attention is being paid to promoting the country’s cultural riches.
 
Mari Pangestu, the head of the Ministry of Tourism and Creative Economy, said that needs to change.
 
“We need to develop creative industries because it has a lot of economic potential, but it’s also important because it has a lot of potential for raising the image of a country,” said Pangestu.
 
Her ministry has 15 subsectors that focus on building support for creative industries, including films, fashion and culinary traditions. She said food, in particular, can have a powerful impact on showcasing a culture, and can help to generate increased tourism.

To better tout Indonesian cuisine, the Ministry of Tourism and Creative Economy plans to identify a few iconic Indonesian dishes that are already known internationally and then focus on promoting their history and roots for foreign consumers.