Culinary Characteristics of South Sulawesi: The Traditions of the Bugis, Makassar, and Toraja
Abstract
This chapter aims to explore how traditional culinary knowledge and vocabulary among the Bugis, Makassar, and Toraja ethnic groups in South Sulawesi contribute to multiple value creation—cultural, economic, linguistic, and touristic—within the context of local business practices, particularly in the promotion of regional gastronomy.This study employs a conceptual and qualitative review approach based on ethnolinguistic analysis, lexicographical categorization, and case observations of culinary practice in community-based businesses. Primary data include local food names, preparation methods, and their sociolinguistic roles; secondary data are drawn from tourism, economic reports, and cultural documentation. The chapter identifies that culinary vocabulary is not only a linguistic asset but also a marketable cultural product. By organizing the vocabulary based on ingredients and preparation techniques, the study reveals patterns of interethnic culinary exchange and localization. Furthermore, culinary knowledge has supported local enterprises—such as restaurants and food SMEs—in branding, menu development, and cultural storytelling, especially when integrated with visual and narrative aids for visitors.
Practically, this work demonstrates how regional businesses can leverage local culinary heritage to boost food tourism and strengthen economic identity through place-based branding. Theoretically, it advances the discourse on multiple value creation by showing how intangible heritage—specifically linguistic and gastronomic—can be transformed into social and economic capital. This chapter contributes to understanding how Asian businesses, particularly in culturally diverse regions like Indonesia, strategically mobilize traditional knowledge for integrated value generation.
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