Increasing Wedang Uwuh's International Competitiveness through Social Media Optimization to Support Sustainable Business

Abstract

Bantul Regency in Yogyakarta has natural and cultural wealth that makes it a popular tourist destination with 2.3 million visitors by 2024. One of the typical products developed is Wedang Uwuh. Wedang Uwuh is a traditional drink consisting of various spices that can be produced in the Bantul area and its surroundings. However, the existence of this potential has not been supported by optimal digital marketing. The presence of various foreign tourists who attended could not recognize Wedang Uwuh as one of the typical products of the area. Therefore, This service activity was carried out through direct training held on May 20, 2025 in Wukirsari Village, Bantul Yogyakarta. The participants of this training consisted of Wedang Uwuh business actors in Wukirsari Village, Bantul, Yogyakarta. The result of this training is an increase in the level of awareness of Wedang Uwuh business actors regarding the importance of using social media as one of the current digital marketing tools to attract consumers both locally and internationally. In addition, through this training, Wedang Uwuh business actors also have an overview of the content they need to create on their social media.