Rasa Amerika: U.S. Food & Agriculture Festival

A FREE two-day festival at Sarinah Mall, Jakarta, on January 31 – February 1, 2026!

Discover premium U.S. agricultural products through interactive showcase booths, delicious food tastings, and live cooking demonstrations by celebrity chefs. Watch an exciting baking competition, enjoy a stunning U.S. cotton fashion show, and participate in virtual reality experiences. Meet fun mascots, capture memories at photo booths, and enjoy live stage performances with influencer engagements.

Sunday morning features special health promotion activities. Plus, don’t miss Foodhall’s exclusive “Rasa Amerika” retail promotion offering discounts on U.S. products throughout February!

Join us for an unforgettable celebration of American food, culture, and friendship. Bring your family and friends – admission is completely free!

RASA AMERIKA – Flavors of America Festival
When: Saturday, January 31 – Sunday, February 1, 2026
Where: U.S. Embassy Jakarta | Sarinah Mall
Admission: FREE

About the Event
The U.S. Department of Agriculture’s Foreign Agricultural Service (USDA/FAS) Jakarta is proud to present “Rasa Amerika” (Flavors of America), an exciting two-day agricultural product showcase designed to bring American food culture directly to Indonesian consumers.

This free public event celebrates the quality and diversity of U.S. agricultural products while promoting cultural and culinary exchange between the United States and Indonesia. More than just a food festival, “Rasa Amerika” strengthens the bilateral relationship between our two nations through shared experiences of taste, tradition, and innovation.

Event Highlights
Interactive U.S. Product Showcase Booths
Explore booths featuring premium American agricultural products from leading commodity groups, including:

• Alaska Seafood Marketing Institute
• California Milk Advisory Board
• Washington Apple Commission
• USA Rice
• USA Pulses
• American Pistachio Growers
• U.S. Meat Export Federation
• Cotton Council International
• American Medjool Dates
• California Raisins
• Food Export USA
• U.S. Soybean Export Council
• U.S. Wheat Associates

Food Tastings and Sampling
Sample delicious U.S. agricultural products and discover new flavors. From fresh seafood to premium meats, dairy products, fruits, nuts, and grains – experience the quality that makes American products stand out.

Celebrity Chef Cooking Demonstrations
Watch renowned chefs create amazing dishes using U.S. ingredients. Learn cooking tips, discover new recipes, and see how American products can elevate your culinary creations.

Baking Competition
Witness talented bakers compete using U.S. wheat flour and California raisins. Cheer for your favorites and celebrate the art of baking with premium American ingredients.

U.S. Cotton Fashion Showcase
Experience American style with a fashion show featuring clothing made from high-quality U.S. cotton. See how American textiles combine comfort, quality, and fashion-forward design.

Live Stage Performances and Influencer Engagements
Enjoy entertaining performances throughout the day and meet popular influencers who will share their experiences with American products and culture.

Virtual Reality (VR) Experiences
Step into immersive virtual reality experiences that transport you to American farms, ranches, and production facilities. See firsthand where your food comes from and how it’s produced.

Mascot Interactions and Photo Booth Activities
Bring the whole family! Meet fun mascots, take memorable photos at our photo booths, and participate in our photo challenge for a chance to win prizes.

Trivia, Games, and Lucky Draw
Test your knowledge about American agriculture, play interactive games, and enter our lucky draw for exciting prizes throughout the event.

Audience Voting
Have your say! Participate in audience voting for various competitions and activities using easy QR codes.

Sunday Morning Health Promotion Activities
Start your Sunday with special health-focused programming that highlights the nutritional benefits of U.S. agricultural products and promotes healthy lifestyle choices.

Special Retail Promotion
Foodhall will launch their exclusive “Rasa Amerika” retail promotion at the event, offering special discounts on U.S. products at Foodhall stores throughout Jakarta from January 31 to February 28, 2026. Visit the Foodhall informational desk at the event to learn more about these exciting offers.

Event Purpose
“Rasa Amerika” aims to:

• Highlight and increase demand for high-quality U.S. agricultural products in Indonesia
• Promote meaningful cultural and culinary exchange between Americans and Indonesians
• Further strengthen the important bilateral relationship between the United States and Indonesia

Why Attend?
Whether you’re a food enthusiast, a home cook looking for inspiration, a family seeking weekend entertainment, or simply curious about American culture and products, “Rasa Amerika” offers something for everyone. This is your opportunity to:

Discover premium U.S. products you may not have tried before
Learn from expert chefs and food professionals
Enjoy free tastings and samples
Win prizes and take home memories
Experience American hospitality and culture
Support stronger U.S.-Indonesia friendship

Event Support
The festival will be supported by professional event organizers, bilingual MCs to ensure smooth communication, and representatives from participating U.S. commodity groups who can answer your questions about their products.

Join Us!
Mark your calendars for January 31 – February 1, 2026, and join us at Sarinah Mall for an unforgettable celebration of American food, culture, and friendship. Admission is completely free, and all are welcome!
Experience America through food, culture, and people at “Rasa Amerika” – where quality meets tradition, and friendship grows stronger with every shared meal.

For more information, please visit https://rasaamerika.id.
See you at Sarinah Mall!