Management Lecturer Encourages West Sumatran Culinary Innovation to Penetrate International Markets in Kuala Lumpur

Lecturers from the Undergraduate and Master’s Programs in Management at Universitas Bung Hatta reaffirmed their commitment to strengthening the role of academia in supporting West Sumatera’s micro, small, and medium enterprises (MSMEs) through an International Community Service Program held at Universiti Kuala Lumpur (UniKL), Malaysia, on 19 November 2025.

Carrying the theme “Promoting West Sumatera Culinary Innovation Through Cross-Border Marketing of Rendang Coklat and Dendeng Rinuak in Kuala Lumpur,” the program focused on strengthening regional culinary innovation through cross-border marketing strategies while contributing to the achievement of the Sustainable Development Goals (SDGs)—particularly SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), and SDG 17 (Partnerships for the Goals).

The initiative involved academic partners from UniKL Business School, led by Prof. Abdul Razak Abdul Hadi and his team, as well as MSME partners from Rumah Makan Uni KL, which provided opportunities for West Sumatera culinary products to be introduced to the Malaysian market.

The Universitas Bung Hatta team showcased two innovative culinary products—Rendang Coklat and Dendeng Rinuak—both known for their distinctive flavors and strong potential appeal to international consumers. In addition, various entrepreneurial products developed by Universitas Bung Hatta Management students were also introduced, highlighting the creativity of young innovators in transforming local resources into competitive products.

Beyond product presentations, the program featured in-depth discussions on international supply chain opportunities, digital marketing strategies for global markets, and prospects for further collaboration between Universitas Bung Hatta and UniKL in research and entrepreneurship development.

This international collaboration is expected to serve as a gateway for expanding global networks in academia, entrepreneurship, and regional product promotion, ultimately enhancing the international competitiveness of West Sumatera’s MSMEs.