After a long time without experiencing the Festival, UFF has become a breakthrough to revive the culinary globe, specifically in Indonesia. Indonesia “
– Cosmopolitan
WELCOME AND
Dear Festival Friends, After two hard years, it was a pleasure to be back doing what we do best. More than 8,000 hungry foodies descended on Taman Kuliner when it returned to Ubud for its sixth year, despite challenging weather conditions. The response from festival goers, partners, venues, and volunteers has been overwhelmingly positive, with many participants sharing their excitement about being able to gather again for Thisfeasting.demonstrates the need for such an event in which people from all walks of life can come together again and celebrate what makes Ubud such a special place and a destination for foodies in Indonesia and beyond. I want to thank our incredible partners, supporters, speakers, volunteers, crew members, and staff. It is because of you that the Festival was able to offer a brilliant festival of devouring the best food in Ubud! We are hopeful that next year will be even tastier. We’ve got a feeling it’s going to be Staydelicious.safe, and thank you for continuing to support us in the myriad of ways that you do.
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The Ubud Food Festival is such an extraordinary and unique feast of flavours. You won’t want to miss this one of a kind festival! – Suriana, Jakarta | Survey Respondent “
Food Stalls Events Speakers Film Screenings Music Performances
SPECIAL EVENTS
Meanwhile, the Food for Thought corner, , welcomed Indonesian culinary icons such as William Wongso, Helianti Hilman, and Ragil Imam Wibowo, who shared their childhood food memories and reflected on those who have fostered their love of cooking and influenced them along the way. With panels on sustainable fisheries and farming, Bali’s environmental warriors, and the world’s next superfoods, the Festival’s discussion series explored vital themes. Festival goers could meet environmental heroes such as Made Janur Yasa and AA Gede Agung Wedhatama, among others.
FOOD THOUGHTSFOR
A GLANCE
At Taman Kuliner, the Festival Hub, visitors were able to truly delve deep into the island’s culinary landscape, with more than 80 vendors offering food, drink, and their expertise. At the Teater Kuliner stage, dozens of chefs from across the archipelago and abroad plated up their specialty dishes and attracted a packed crowd at almost every session. Culinary icons including Petty Elliott, Lisa Sibagariang, and William Salim performed to packed audiences.
85 70+ 100 7 19
The Festival’s Film Screening program presented an array of contemporary documentaries and films that highlight and celebrate Indonesia’s unique culinary history. Festival-goers experienced a diverse cultural tour of the archipelago without ever having to leave their seats, from Now Bali!’s ‘Arak Made in Bali’, to Vision+ new series ‘Once Upon a Time in Chinatown’ and its heartwarming celebration of Jakarta’s Chinatown and its iconic family-run restaurants, to the rich documentation of Minangkabau’s cultural values in ‘Alam Takambang Jadi Guru’ and a discussion session supported by Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi.
Over the weekend of 24-26 June, Taman Kuliner was awash with celebrity chefs, food lovers, and restaurateurs alike as the sixth Ubud Food Festival (UFF) made its lively return. The incredible diversity of Indonesia’s cuisines, outstanding chefs and entrepreneurs, and the bright future of the nation’s culinary industry took centre stage - a testament to Indonesia’s rising culinary status, which has been championed by UFF over recent years.
SUMMARYFESTIVAL PROGRAM AT
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Forging new relationships between local chefs and those from across Southeast Asia, the UFF’s Special Events featured dynamic collaborations in some of Ubud’s top venues. The Donna team plated up alongside Chefs Amy Baard, Melissa Palinkas and Natalia Halim, and Filipino Liquid Maestro Kalel Demetri to serve a show-stopping menu of cocktails and unbelievable food. Chef Andrew Walsh, alongside Belgian-born Chef Nic Vanderbeeken, Maxie Millian, and Dayu Chintya, served a dinner party to remember in a once-only starstudded Apéritif x Cure collaboration. Plus, an exclusive collaboration with Plataran Ubud Hotel & Spa where Chef Petty Elliott led a grand celebration of traditional Indonesian dishes garnered from the Borobudur relief, Labuan Bajo, Sulawesi, and Manado.
At the Masterclass stage, culinary masters delighted festival goers with contemporary interpretations of much-loved classics, such as Fernando Sindu’s dishes with oncom, a traditional and much-loved fermented, plant-based food from West Java and Ayu Gayatri’s dishes from North Bali featuring with local superfood Moringa. Singapore’s acclaimed Michelin star chef Andrew Walsh challenged his eager audience to learn his special technique of poaching salmon and plating it with award-winning finesse.
FILM SCREENINGS
FESTIVAL VENUE
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MASTERCLASSES
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Bringing together 100+ chefs, farmers, restaurateurs, scientists, entrepreneurs, social enterprise founders, food writers, innovators, musicians, and filmmakers, the UFF19 program represented the entire spectrum of Indonesia’s culinary industry. As Southeast Asia’s leading culinary event, it was an opportunity for speakers and audiences to connect, be inspired, and collaborate. It also enabled Indonesian industry professionals to engage with the broader culinary community and promote Indonesian food to the world.
OVERVIEWSPEAKERS
Bara Pattiradjawane Maurizio Bombini Petty Elliott William Salim
Ayu Gayatri Kresna Lukman Sardi Nyesha Arrington Tamara Chavez Diana Beltran Melissa Palinkas Ragil Imam Wibowo William Wongso
Ade Putri Paramadita Fernando Sindu Andrew Walsh Helianti Hilman Aga Alvian Friska Rudana
UFF2212Partnership Report AgeGenderPROFILEAUDIENCEFemale 65,4% 33,3% ChooseMale To NotUn20–2930–3940–4950–59OvDiscloseer60der2020151050(%) 353025 12 OCCUPATION TOP LOCATIONS2,6%5,1%3,8%2,6%6,4%6,4%9% 23,1% 41% Other Engaged in home duties Working part-time Working reducedRetiredhours Self-emploUnemployedAstudentyed Working full time 1 Bali,JakIndonesiaarta,IndonesiaEastJava,IndonesiaAustralia 2 3 4 The average survey respondent age was 34 and the majority (65.4%) identified as female, with most (41%) of the sample reporting to be full-time professionals. The vast majority of audiences lived in either Bali or Java. Attendees from overseas each made up less than 20% of the sample.
Attendees were most likely to attend the Festival in the future. The vast majority (88,4%) reported intending to come back to the festival next year.
VISITED
PUBLICPERFORMANCEPERCEIVEDOVERALLEXPERIENCE
Over half (53.9%) of Festival attendees said they attended the Festival either two or three days, followed by the remaining who attended for one day only. UFF uses a feedback survey to measure and understand the unique impact achieved by the Festival. The survey contained a core set of dimensions, asking respondents about their overall perceptions of the Festival and their experience attending the venue.
Not at all satisfied Not satisfied VSaNeutraltisfyingerySatisfying38.5%23.1%32.1%2. 6%3.8%
The diversity of the fool stalls was received extremely positively, with 73.1% of respondents reporting having a very satisfying or satisfying experience with the selection of food options.
This was the first time I attended the Festival 44,9% 55,1% One Day Two ThreeDaysDays 46,2% 15,4%38,5%
THE LOCATION OF THE VENUE
I attended the UFF in previous years
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Attendeesmembers.weremost likely to attend the Festival in the future. The vast majority (88,4%) reported intending to come back to the festival next year.
Not at all satisfied Not satisfied 46.2%20.5%26.9%2. 6%3.8% Not at all satisfied Not satisfied VSaNeutraltisfyingerySatisfying55.1% 19.2% 25.6% %00%
THE DIVERSITY OF THE FOOD STALLS
NEWSUMMARYEVALUATIONAUDIENCEATTENDANCELOYALTYDAYS
VSaNeutraltisfyingerySatisfying
The new audience percentage shows the proportion that attended UFF for the first time in 2022. This number shows the Festival’s new audience reach and is also a good indication of loyalty from repeat audience
Over half (53.9%) of Festival attendees said they attended the Festival either two or three days, followed by the remaining who attended for one day only.
Extremely Likely ExtremelUNLikelyeutralnlikelyy Unlikely 75.6% 12.8%6.4%1.3 %83%
A mesmerising, emotionally affecting food sensation. – Helena, Singapore | Survey Respondent “
PARTNER & SPONSOR
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If the program is our beating heart, Ubud Food Festival partners and donors are the lifeblood of the organization. Without them, we simply couldn’t bring to life the vision of our artists and share the joy of food with audiences across Indonesia and beyond.
Supporting the festival has, and continues to be, an inspiration and a deeply satisfying experience.
– Casa Luna, Ubud “
FESTIVAL COVERAGE
PRESS EVENTS MEDIA PARTNER & MEDIA SUPPORTER
UFF held three Press Events prior to the Festival. On 16 June, a Press Event was held at The Ambengan Tenten, Denpasar, focusing on Bali-based, Indonesian-language media. This event was attended by 27 journalists and was covered by Antara News, Detik, Tatkala.co, Balebengong.net, TVRI Bali, BaliGoLive, Loka Bali, Patroli Post. Balifoodies, Nusa Bali, Koran Juri, and Bali United FM.
Across national media, the Ubud Food Festival was promoted in high-profile publications, including Harper’s BAZAAR, Her World Indonesia, Travel Tempo, CNN Indonesia, IDN Times, Detik, Liputan6, Hard Rock FM, Cosmopolitan Indonesia & Phoenix Radio Bali.
UFF22 UFF22 22 23 Partnership Report Partnership Report SOCIALPRINTINGANDMARKETINGPUBLICITYMATTERSENEWSMEDIAWEBSITE The UFF22 Festival marketing campaign encompassed elements across print materials, outdoor media, multiple digital platforms, and media campaigns. Social platforms have maintained a strong and consistent growth in followers across all channels, reflecting strong engagement with new audiences. 16,500 3,900+ 16,500 18,620 7,700+ 4.6% 7,700+ 31,575 1,111+ 102,973 Instagram Followers Instagram Followers Instagram Followers Total Users Facebook Fans Click-Through Rate Facebook Fans Total Sessions Twitter Followers Total Page Views 22 MEDIA WORK
ON-THE-GROUND COVERAGE
Contributing to national and international awareness of the Festival was a network of 10 Media Partners and 11 Media Supporters, including NOW! Bali and Jakarta, Exquisite Media, Metro TV, Brava Radio, The Yak Magazine, and Vision+.
Over the course of the Festival, 81 media attendees conducted 34 interviews. Some of the outlets represented at the Festival include CNN Indonesia, TVRI Bali, iNews TV, SBS Radio Australia, IDN Times Bali, Cosmopolitan Indonesia, and Metro Globe Network.
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From March 2022, we received extensive coverage across food, lifestyle, travel, and news media. International highlights included DestinAsian, SBS Radio Australia, Indonesia Expat, TTR Weekly, and Manila Times. English-language coverage spanned Indonesia, Australia, Singapore, Malaysia, Thailand, the Philippines, and many other countries.
| Survey Respondent “
It was an absolutely brilliant Festival Weekend. The venue provides such a wonderful atmosphere, and it was heartening to see so many people in attendance back. Bandung
– Satrio,
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Ifproducers.youwould
Yayasan Mudra Swari Saraswati is an independent, not-for-profit foundation committed to enriching the lives and livelihoods of Indonesians through a range of communitybuilding arts, cultural, and culinary programs. It was founded in 2003 by Janet DeNeefe and Ketut Suardana as a healing project in response to the first Bali bombing. The goal of the Foundation is to help fulfil the creative needs of Indonesia, its individuals, and its communities while showcasing its cultural diversity – both traditional and contemporary – to the world. Creating a space for cross-cultural exchange and open-minded dialogue and discussion is at the heart of the Foundation.
It achieves this through its core initiatives, Ubud Food Festival and Ubud Writers & Readers Festival. Through these major international events, the Foundation promotes Ubud as a centre for arts and culture while showcasing the artists, writers, chefs, and like to partner with us again next year, please contact our Partnership Manager, Ade Ardhana, at ade.ardhana@yayasansaraswati.org, and or give him a ring at (+62) 812 38 116 839.
GETSTEWARDSHIPOURINTOUCH
