Empowering Youth through Revitalization of Batik Giriloyo Bantul Brand Identity: A Strategy for Sustainable Cultural Heritage Preservation

Abstract

Batik Giriloyo is one of the cultural heritages of Bantul, Yogyakarta, which possesses high aesthetic and philosophical value and serves as a source of livelihood for the local community. However, significant challenges are faced in maintaining the sustainability of the batik industry, particularly related to the low involvement of the younger generation and the weak brand identity in the digital era. This community service program aims to empower the youth as agents of change through the revitalization of the Batik Giriloyo brand identity. The activities were carried out in Kampung Batik Giriloyo for two months, involving the artisan community, local youth, and students from various universities. The methods used included socialization, digital marketing training, creative workshops, and intensive mentoring in social media management and batik gallery management. The results of the activities show an increase in community knowledge and awareness of the importance of brand identity, as well as the growth of cross-generational collaboration that encourages design innovation and marketing strategies. The active participation of the youth and the synergy between institutions strengthen the innovation and cultural preservation ecosystem in Giriloyo. This program successfully strengthened the position of Batik Giriloyo in both local and digital markets and positioned the younger generation as the main driving force in the sustainable preservation and development of cultural heritage.