Strategi Promosi Caffe Ndalem Ratu di Singosari Jawa Timur dengan Memanfaatkan Simbolisme Tokoh Ken Dedes

Abstract

This community service project was carried out to develop a local wisdom–based promotion strategy for Caffe Ndalem Ratu in Singosari, East Java, by utilizing the symbolism of the historical figure Ken Dedes. The main problem faced by the partner was the weak brand identity and the lack of an effective promotional strategy that could highlight local cultural values. Through a Participatory Action Research (PAR) approach, the team engaged the café owner, employees, and local communities in exploring the symbolic values of Ken Dedes representing “elegance, wisdom, and the power of Javanese women” that could be integrated into the café’s cultural branding. The program was implemented over three months (July–September 2025) in the Singosari area, focusing on creative mentoring, digital marketing training, visual identity design, and the development of historical storytelling for promotion.

The results of this program indicate that the strategic use of Ken Dedes’ symbolism effectively enhanced the promotional appeal and strengthened the brand positioning of Caffe Ndalem Ratu as a cultural culinary destination. The new identity, emphasizing historical and philosophical elements, increased social media engagement by 40% and attracted 25% more new customers within the first two months. Furthermore, the active involvement of local communities in the creative process fostered a sense of cultural ownership and pride. These findings demonstrate that historical symbolism–based promotion strategies are not only effective in expanding market reach but also contribute to preserving regional cultural identity.

This activity highlights the importance of synergy between the creative economy sector and local historical values in developing sustainable and character-driven promotional models. The program is expected to serve as a best practice for small and medium culinary enterprises seeking to integrate cultural and digital aspects in building a strong and authentic brand image.