Why Indonesians Have a Love-Hate Relationship with Cinnamon Flavor

With its delightful blend of woody, sweet, and spicy notes, cinnamon is a flavor many worldwide love. It has gained immense popularity in countries like the United States, finding its way into various food products, from bakery items to breakfast cereals. However, when it comes to Indonesia, the relationship with cinnamon flavor is complicated. While cinnamon bark is used as an essential ingredient in one of their favorite dishes during Ramadan (the month of fasting for Moslem), called "kolak," the widespread assumption that all Indonesians adore the aroma of cinnamon may not be entirely accurate.
The mysterious Indonesian cinnamon flavor
In the United States, cinnamon-flavored products are prevalent, and it is a favorite among consumers, often competing with chocolate, vanilla, and strawberry flavors. But in Indonesia, the scenario is quite different. The cinnamon flavor is less familiar, and limited food products have natural or artificial cinnamon tastes. This indicates that the cinnamon flavor might not be as favored as its counterparts.
Reasons behind the disinclination
Several factors could be contributing to this phenomenon. Firstly, the spicy character of the cinnamon bark aroma might play a role. Spicy or herbal flavors in food and beverages are often associated with traditional herbal remedies known as "jamu." The perception of such flavors as medicinal could lead to a subconscious aversion to cinnamon-flavored products, as people might feel like they are consuming medicine instead of enjoying a treat. Additionally, jamu is often associated with older generations, and young Indonesians may prefer distancing themselves from such associations. Secondly, the intensity of the distinct cinnamon aroma might be overwhelming for some individuals, evoking memories of an unpleasant local insect's smell called "walang sangit." This could create a negative connotation in their minds, leading to a reluctance towards cinnamon-flavored products.
Shifting tides: Embracing cinnamon flavor
As Indonesian society opens up to new ideas and influences, there has been a noticeable shift in accepting cinnamon-flavored products. With an increasing food items incorporating the unique cinnamon taste, the younger generation, in particular, has developed an affinity for it. The appeal of cinnamon is evident in the popularity of products like cinnamon bread and chocolate bars, especially among young consumers.
The future of cinnamon
The relationship between Indonesia and cinnamon flavor is more complex. While some factors, such as the association with traditional remedies and an overwhelming aroma, might have contributed to the initial hesitance, the evolving tastes and preferences of the Indonesian population are gradually embracing cinnamon flavor. As more diverse and innovative food products continue to emerge, the future of cinnamon flavor in Indonesia looks promising, appealing to the taste buds of both the young and old alike.

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