The Impact of the Co-Branded Packaging Design for Local Snacks x Wonderful Indonesia on Gen Z’s Interest

Abstract

This research analyzes the impact of co-branding in packaging design between local snacks (SilverQueen and Mister Potato) and the "Wonderful Indonesia" campaign on Generation Z consumers. The study aimed to understand Gen Z's perceptions, identify key attractive design elements, and measure their impact on purchase intent and tourism interest. A mixed-methods approach was used, combining a semiotic analysis of 10 packaging designs, a survey of 30 Gen Z respondents, and structured interviews with 10 people. The results of the study show that the packaging successfully constructs a narrative of "Consumer Nationalism" and "Cultural Sustainability" through structured denotative, connotative, and mythical visual elements. The campaign achieved high awareness (approximately 90%) and was well-received. The integration of cultural elements was the primary appeal, significantly increasing purchase intent (over 80% of respondents) and fostering interest in visiting the featured tourist destinations (over 82%). This study concludes that co-branding is a highly effective strategy for promoting local products and national tourism to younger audiences by leveraging cultural identity and emotional connections.