South Asian Journal of Social Studies and Economics

Globalization and changing youth lifestyles often pose challenges to the sustainability of Indonesia’s traditional cuisine. Ikan Mas Arsik, a signature dish of the Batak Toba community that holds deep cultural and ritual values, is at risk of losing its relevance among Generation Z, who are more closely connected to modern trends. This study aims to examine the perceptions of Batak Toba Generation Z living in Depok toward Ikan Mas Arsik as cultural heritage, as well as to identify the factors influencing their interest. The research employed a quantitative descriptive method using a survey with a five-point Likert scale. The sample consisted of 30 Batak Toba Gen Z respondents in Depok. The instrument comprised eight statements addressing knowledge, understanding, taste, cultural values, and the influence of social media. The findings reveal that respondents possess a good level of knowledge and understanding of Arsik, along with positive perceptions of its taste and distinctive spices. The highest mean score was found in the indicator of pride in promoting traditional cuisine, indicating a strong cultural awareness. Meanwhile, the influence of influencers and social media content was significant but not dominant. These findings suggest that the preservation of traditional cuisine will be more effective when strategies that emphasize cultural identity are combined with creative promotional approaches tailored to the characteristics of Generation Z.