A viral video circulating on social media has brought renewed attention to Chikuro, a Japanese-style crispy chicken roll snack from Indonesia that is now gaining traction among Malaysian tourists.
The trend has even sparked a rise in jastip (personal shopping services), with individuals purchasing the snack in Indonesia to resell in Malaysia at a higher price.
Chikuro is made from minced chicken that is compressed, shaped into long strips measuring approximately 18–25 cm, coated in flour, and deep-fried until crisp. What sets it apart is its variety of fillings, including Royal Garlic Cream Cheese, Kurimii Mentai, and BBQ Cream Cheese. Customers can also choose from different spice levels, adding to its appeal.
In Indonesia, the snack typically sells for between IDR 35,000 and IDR 50,000. However, through jastip services in Malaysia, prices can rise to between RM 18 (around IDR 78,000) and RM 25 (around IDR 109,000) per portion.
The snack’s growing popularity is not limited to Malaysian tourists. A Thai visitor also shared her experience on TikTok, describing Chikuro as a must-try for anyone visiting Indonesia. She noted that even one portion is filling enough to be considered a full meal.
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Why Indonesian Food Appeals to Malaysian Tourists
The strong culinary connection between Indonesia and Malaysia plays a significant role in the cross-border popularity of food trends.
Many dishes share similar flavours and ingredients, making them easily accepted in both countries. Examples include nasi lemak and nasi uduk, martabak manis and apam balik, as well as pastel and karipap.
Because of these similarities, food trends can move quickly between the two countries. When a dish gains attention in Indonesia, it often finds an eager audience in Malaysia. In recent years, several Indonesian foods have gained popularity among Malaysian consumers, sometimes even overshadowing local trends.
Indonesian Food That Has Gone Viral in Malaysia
Pagi Sore Restaurant and Padang Cuisine
Padang cuisine is already familiar to many Malaysians, particularly in urban areas such as Kuala Lumpur and Petaling Jaya, where Minangkabau communities have established restaurants. However, sampling the cuisine in Indonesia remains a priority for many Malaysian tourists.
One notable destination is Pagi Sore Restaurant, especially its outlet in Pantai Indah Kapuk (PIK), Jakarta. The restaurant has become a popular stop for Malaysian visitors, who often include it in their travel itineraries upon arrival at Soekarno-Hatta International Airport. Its location near shopping areas in PIK adds to its convenience.
Ayam Gepuk
Another Indonesian dish that has gained considerable attention in Malaysia is ayam gepuk, a fried chicken dish served with spicy sambal. Its popularity increased significantly after the expansion of Ayam Gepuk Pak Gembus into Malaysia in 2017, beginning in Gombak, Selangor.
Although it may resemble Malaysian-style fried chicken at first glance, ayam gepuk offers a distinct flavour profile rooted in Indonesian culinary traditions. The use of sambal, combined with its straightforward preparation and affordable pricing, has made it particularly appealing to Malaysian consumers.
Its rise has even prompted discussions among Malaysian netizens, some of whom have expressed concern about the growing influence of Indonesian dishes on local food trends. Nevertheless, the dish continues to attract a loyal following.
