Eliminating Lampung’s Negative Stigma Through Culinary, Sambel Seruit Opens Third Branch

JAKARTA – Sambel Seruit Indonesia restaurant continues its mission to introduce distinctive culinary delights Lampung to various regions while eliminating the negative stigma of Lampung as a “city of robbers.” One important step is the opening of a third branch in Jakarta, precisely on Jalan Lapangan Bola, West Jakarta.

Seruit Indonesia presents sambal seruit, a typical Lampung food, as an effort to change people’s views about Lampung. “Lampung people are used to sambal seruit. We want to build a positive image of Lampung and employ 90 percent of employees from Lampung,” said Gianto, Founder of Sambel Seruit Indonesia, at the opening of the third branch in Kebon Jeruk, West Jakarta, last weekend.

Seruit is a typical Lampung dish consisting of fried or grilled fish mixed with sambal rampai. “Hopefully this chili sauce can change the general public’s view of Lampung, which was previously known for its stigma of being a thief, but has now become known for its unique culinary delights,” continued Gianto.

Like the two previous branches, this third branch also serves various menus such as grilled chicken, grilled fish and pindang fish, with harp sauce served fresh in a mortar. The opening of this new branch in Jakarta aims to reach the people of Lampung in the capital city who miss the food of their hometown.

“We are committed to working with local farmers because the potpourri is authentic from Lampung. We will not stop here, we will continue to campaign for Lampung culinary delights in various other cities in Indonesia,” added Gianto.

At the opening of this third branch, Faiz MCI 7 was also present, who hoped that the typical culinary delights of Sumatra, especially Lampung, could become better known in Indonesia. “Sumatra has culinary delights that are no less than other regions. With the presence of Sambel Seruit, this proves that Lampung’s culinary delights are also delicious,” he said.

Subadria Nuka, SH, a lawyer and Lampung youth leader, explained that seruit comes from the word “nyeruit,” which means sharing together. This is not only about food, but also a tradition of togetherness between family, friends and relatives. “Nyeruit is a tradition of eating food together to foster togetherness values,” he explained.

In an enthusiastic atmosphere, this restaurant offers sambal harp as the main star, accompanying other dishes such as grilled chicken, grilled fish and pindang patin. Subadria hopes that with this new branch of Sambel Seruit, Lampung’s typical culinary delights will not only be known, but also their cultural values.

Lampung culinary lovers, including Pesawaran Regent Dendi Ramadhona, expressed their happiness. “Getting to know Sambal Seruit from Lampung is an expression of happiness and high appreciation for Indonesian culinary delights from Lampung province. “I appreciate this chili sauce for highlighting regional culinary delights that have beneficial value for many people,” he said.

After opening its third branch, Gianto is determined to continue opening new outlets in various places. Their mission is to make chili sauce and other Lampung culinary delights known throughout Indonesia. “We continue to explore and collaborate with influencers to campaign for chili sauce from Lampung to the wider community, so that it can be enjoyed by all groups and culinary lovers,” he concluded.

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