This paper examines the transformation of Arak Bali from a traditional Balinese liquor into a cultural commodity in contemporary Bali. Traditionally, Arak Bali was closely connected to ritual and ceremonial practices within Balinese society, also locally consumed for health-related purposes as part of everyday life. Despite its cultural significance, Arak Bali was often associated with social stigma and viewed as a marginalized traditional alcohol. In recent years, however, regional cultural policies, tourism development, and the growth of Bali’s creative economy have repositioned Arak Bali as a symbol of cultural heritage, regional identity, and cultural authenticity. Drawing upon Stuart Hall’s framework of the Circuit of Culture and John Howkins’ concept of creative ecology, this study analyzes government regulations, tourism discourse, media representations, branding materials, and digital video documentation published between 2020 and 2025. The study examines how government institutions, tourism industries, local producers, and media participate in redefining Arak Bali as a cultural heritage product within Bali’s contemporary creative economy. It argues that the transformation of Arak Bali illustrates the dynamic interplay between tradition and modernization, cultural preservation and market expansion, as well as regional identity and global cultural exchange. By situating Arak Bali within these processes, the study contributes to discussions on cultural politics, heritage formation, and the circulation of local culture in contemporary Asia.

Authors:
Putri Sri Aryana, University of Indonesia, Indonesia

About the Presenter(s)
Putri Sri Aryana is a graduate of East Asian Studies. Her interests include literature, platform studies, and cultural adaptation. She currently researches narrative adaptation in animation across Indonesian and East Asian contexts.

See this presentation on the full schedule – Wednesday Schedule

Bookmark