Plant-based eating remains niche and misunderstood in Indonesia. There is a lack of accessible, culturally relevant resources and most campaigns highlight foreign or elite versions of veganism.
Public perception is shaped by strong meat and dairy marketing, while plant-based alternatives are perceived as expensive and imported. Institutions, like schools and hospitals, lack support or incentive to promote plant-based options, which limits availability and visibility.
21 Hari Vegan is a low-barrier, culturally-adapted vegan challenge on WhatsApp, delivered weekly and focused on familiar local meals, nutrition guidance, and non-judgmental support.
Daily content includes recipes, grocery tips, and bite-sized explanations of plant-based living, tailored to the Indonesian context. In a community-driven model, participants can ask questions, share progress, and support one another. The challenge collaborates with institutions (schools, hospitals, community groups) to run workshops and co-create plant-forward commitments, helping normalise plant-based food in public settings.
