Asian Food Science Journal

The Gading Serpong Culinary Area, Tangerang, has diverse food and beverage businesses that have the potential to form a culinary identity. However, this identity has not been consistently established, as the area is perceived through various characteristics, including being modern, strategic, and offering diverse culinary choices. This study aims to analyze destination branding in the Gading Serpong Culinary Area through brand identity, brand positioning, and brand communication. A descriptive qualitative approach was employed. Data were collected through semi-structured interviews, observations, and documentation at five research locations, involving 54 informants consisting of 26 culinary business actors and 28 visitors selected through purposive sampling. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings show that brand identity is formed through culinary diversity, business characteristics, and the image of the area as modern, strategic, comfortable, and well-organized, but without one consistent culinary characteristic. Brand positioning is reflected in the variety of culinary choices, new establishments, trend-oriented foods, and opportunities for exploration. Meanwhile, brand communication occurs through social media, Google Maps, Google Reviews, influencers, promotions, and word of mouth, but remains largely conducted separately by individual businesses. Thus, destination branding has begun to develop but requires a more consistent identity, clearer differentiation, and integrated area-level communication.