When the Covid-19 pandemic hit, it didn’t just change how we live—it completely reshaped the way we eat. With lockdowns in full force, the food industry quickly pivoted to meet new demands, and what followed was the rise of “safe food to your door.”

This shift was fueled by the government’s PSBB (Pembatasan Sosial Berskala Besar) policy, which kept people indoors and turned food delivery apps like Gojek, Grab, and Shopee-Food into essential lifelines for businesses.

Alongside this, the era of “viral food” was born, as homebound Indonesians embraced trendy dishes like es kepal Milo, Dalgona coffee, and Korean garlic bread—foods that became must-try sensations during a time when every bite had to bring a little joy to the day.

Crowd-crafted Trends: The New Rules of Post-pandemic Dining

After the PSBB restrictions were lifted, the viral food trend evolved into a broader cultural phenomenon, with food destinations—particularly in areas like Blok M—becoming hotspots of social activity. This shift wasn’t just about food; it reflected a deeper narrative shaped by the pandemic. Dining out transformed into a sought-after experience where aesthetics and hygiene were paramount, driven by the collective desire for normalcy, safety, and social validation.

Social construction theory offers a lens to understand this shift. Our perception of what is desirable—like dining at visually captivating, “Instagrammable” venues—is shaped by social interactions and amplified by media influence. The media, acting as a powerful narrative-builder, framed these dining experiences as essential markers of lifestyle and identity. Consequently, these constructed ideals gave rise to FOMO (Fear of Missing Out), pressuring individuals to participate in the latest trends to maintain relevance within their social circles. Missing out on these shared cultural moments often created unease, pushing people to align themselves with these socially constructed standards.

At Youthlab, we define this phenomenon as a crowd-based economy—a system where the collective voice of the crowd holds more influence than traditional trendsetters like influencers or experts.

In this economy, crowds are perceived as more authentic and knowledgeable, shaping societal norms and setting standards that others follow. As a result, the crowd, driven by shared experiences and collective desires, has become the primary driver of trends in the post-pandemic world.

FOMO Flavor: A Stressful Journey

As the crowd-based economy era gains momentum, the collective voice of the crowd has become a powerful force, capable of shaping trends or dismantling them entirely. In this new dynamic, crowds hold the authority to elevate or cancel viral phenomena, and their opinions carry more weight than ever before.

Over time, however, the excitement surrounding viral food destinations has given way to growing dissatisfaction. Many consumers have taken to platforms like TikTok and Google Reviews to express their disappointment, often criticizing the food’s quality or service. Common complaints include mismatched expectations, lackluster flavors, and service that fails to meet the hype.

Eating, once a comforting and bonding activity shared with friends or family, has taken on a new and often stressful dimension. The surge of FOMO-driven dining trends has transformed what was once an enjoyable ritual into an anxiety-inducing quest to keep up with the latest food crazes. Instead of leisurely meals filled with stories and laughter, dining has become a race to tick off “must-visit” places, often leaving diners feeling stressed rather than satisfied.

As noted in the Handbook of Service Science (2019), firsthand knowledge of a restaurant’s food and service can only truly be gained by becoming a regular patron. The subtle nuances and variations in experience are often lost in the one-off visits driven by viral trends.

For those swept up in the FOMO-fueled pressure to try as many places as possible, this frequent trial-and-error approach can lead to heightened stress and anxiety. Questions like, “Will this be worth my time and money?” or “Will the food and service live up to the hype?” increasingly weigh on consumers, detracting from the joy of the experience.

Hunger for Simplicity: Comfort Takes Stages for 2025

The relentless chase to catch viral food trends has left many people feeling more exhausted than exhilarated. What once felt like an exciting adventure—the thrill of discovering the latest “must-visit” café or showcasing hyper-trendy meals on social media—has become a source of weariness. Consumers often find themselves trapped in a cycle of chasing hype, spending both time and money, only to leave disappointed when the experience doesn’t live up to their expectations. Over time, this endless pursuit has eroded the joy of dining out, transforming what was once a pleasure into an obligation.

This growing fatigue has sparked a significant shift in how people approach food. Increasingly, consumers are stepping away from the high-pressure, FOMO-fueled dining scene and gravitating toward the comfort of familiar, unpretentious meals.

Dishes like sate, penyetan, and gultik (short for gulai tikungan) are experiencing a revival as they evoke feelings of warmth, nostalgia, and simplicity. These comfort foods, typically served at humble food stalls or roadside vendors, offer something that viral hotspots cannot: an authentic connection to local culture and personal memories.

By 2025, this new crowd narrative is expected to significantly reshape food culture and influence trends across Indonesia. Social media, once dominated by aesthetic images of overpriced lattes and elaborate desserts, is likely to see a resurgence of content celebrating traditional dishes and hidden culinary gems.

Hashtags like #ComfortFoodRevival and #MakanSederhana are projected to become even more popular, reflecting a collective desire for relatable and affordable dining experiences. This shift is not solely about flavor—it is about reclaiming the emotional bonds that food facilitates, bringing people back to the heart of what dining represents.

This forecasted rise of comfort food is also sparking innovation within the space. Vendors of sate, penyetan, and gultik are already beginning to adapt to this growing interest by subtly enhancing their offerings while preserving their authentic charm.

By 2025, expect more stalls incorporating immersive elements, such as live busking performances or nostalgic decor, to blend tradition with modern appeal. Food delivery platforms are expected to further highlight traditional and street food options, making these beloved dishes even more accessible to urban and suburban audiences.

The forecasted return to comfort food underscores a deeper realization among consumers: food is not just about chasing fleeting trends or satisfying a sense of FOMO. It is about creating genuine moments of joy and connection—whether sharing a steaming plate of penyetan with friends or savoring gultik in the glow of streetlights.

The narrative is shifting, and by 2025, the dining culture in Indonesia could see a renaissance (re-born) of comfort food, reminding us that the most meaningful culinary experiences often come from the simplest, most heartfelt meals.