The phenomena of ayam gepuk: culinary assimilation and identity through public history lens

Hasram, Hayani Nazurah and Kamarudin, Kamilia Atiqah and Jamaludin, Mayyizah Husna and Zainal, Nur Azwa Fizlin and Norhisham, Nur Hana Humaira and Mohd Asta, Nur Iwana Damia and Mohd, Siti Hadija (2025) The phenomena of ayam gepuk: culinary assimilation and identity through public history lens. Multidisciplinary in Action, 1 (1). pp. 74-81. E-ISSN 3083-9343

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Abstract

This study examines the evolution of ayam gepuk in Malaysia, tracing its cultural, economic, and historical significance through the lens of public history. Originating from Indonesia, ayam gepuk has become a staple in Malaysian cuisine, reflecting deep-rooted culinary exchanges shaped by migration, trade, and social adaptation. By exploring its transition from a traditional dish to a modern commercialized food phenomenon, this research contextualizes ayam gepuk within discussions on food heritage, globalization, and economic resilience. Using historical research methods, oral histories, social media analysis, and site visits, this study documents how ayam gepuk vendors and consumers navigate market challenges, digital branding, and changing food preferences. Findings highlight that while digital marketing and food delivery platforms have accelerated ayam gepuk’s popularity, issues such as rising operational costs and authenticity concerns present obstacles to sustaining its traditional identity. By framing ayam gepuk as both a culinary tradition and an entrepreneurial venture, this study contributes to ongoing discussions on cultural preservation, food heritage, and public engagement with history.

Item Type:	Article (Journal)
Additional Information:	11248/119926
Uncontrolled Keywords:	Public history, ayam gepuk, food heritage, Malaysian cuisine, digital food marketing, culinary globalization, social media, migration and food
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc > BP1 Islam > BP50 History H Social Sciences > H Social Sciences (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of History & Civilization Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User:	Dr. Siti Hadija Mohd
Date Deposited:	03 Mar 2025 15:30
Last Modified:	03 Mar 2025 15:31
URI:	http://irep.iium.edu.my/id/eprint/119926

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