Branding strategy for Balinese handicraft products for Millennials and Gen Z in the digital marketplace: Marketing local handicrafts with a digital branding approach

Authors

  • I Nyoman Ngidep Wiyasa Indonesian Institute of the Arts, Denpasar, Bali, Indonesia
  • Mercu Mahadi Indonesian Institute of the Arts, Denpasar, Bali, Indonesia

Keywords:

Balinese craft, digital branding, Millennials, Gen Z, digital marketplace

Abstract

This study aims to explore branding strategies for Balinese craft products targeting Millennial and Gen Z markets through digital marketplace platforms. Using a qualitative descriptive approach and case study method, data were collected through in-depth interviews, direct observation, and digital content documentation from Balinese craft MSMEs. The findings reveal that while brand identity among Balinese artisans remains strongly rooted in local cultural values, it is rarely structured professionally. Digital branding practices are emerging through social media and online marketplaces, yet many artisans face challenges in digital literacy and content creation. Meanwhile, Millennial and Gen Z consumers show a strong interest in crafts that offer cultural narratives, aesthetic visuals, and sustainability values. Managerial implications highlight the need for continuous digital branding training, capacity building for artisans, and cross-sector collaboration to establish an adaptive branding ecosystem for Balinese crafts in the digital era.

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Published

2025-06-10

How to Cite

Wiyasa, I. N. N., & Mahadi, M. (2025). Branding strategy for Balinese handicraft products for Millennials and Gen Z in the digital marketplace: Marketing local handicrafts with a digital branding approach. Tennessee Research International of Social Sciences, 7(1), 56–65. Retrieved from http://triss.org/index.php/journal/article/view/90

Issue

Vol. 7 No. 1: January-June 2025

Section

Research Articles

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