Digital Storytelling on Instagram Content as a Brand for Food Security of the Indigenous Community of Kampung Cireundeu

Abstract

This study analyzes the digital storytelling strategy in the Instagram content of the Cireundeu indigenous community through the @visitcireundeu account and how the narrative shapes the branding of local food security based on cassava rice. The research method used a qualitative approach with content analysis of posts during the period May–July 2025. Data were coded based on storytelling elements and the Customer-Based Brand Equity (CBBE) framework. The results show that storytelling on the @visitcireundeu account is dominated by narratives about cassava education, indigenous philosophy, food processing, and cultural activities that build the community's image as a food-independent entity. Digital storytelling not only increases brand salience through the introduction of cassava but also creates brand meaning (performance & imagery) through narratives of history and local food sustainability. Additionally, audience responses in the form of comments, interactions, and tourist visits indicate the development of brand response and resonance. This study concludes that digital storytelling plays a significant role in building the brand identity of rice as a locally-based food rooted in cultural wisdom, and serves as an effective branding strategy in the digital era.