Keralam seeks Sadya emoji, eyes global branding for traditional feast
Kerala Tourism has requested Apple to include an emoji representing the traditional Sadya feast on iPhones. The initiative aims to promote the vegetarian meal as an international culinary brand.
Why it matters
Cultural branding through digital symbols is an emerging strategy for regional tourism boards to gain global recognition.
Although dieticians are a bit apprehensive about the high-calorie content of traditional Sadya (feast) of Keralam, a grand vegetarian feast served on a banana leaf comprising around 26 to 28 dishes, Kerala Tourism is exploring the possibility of turning the delicious Sadya of the State into an international brand.
Kerala Tourism has requested Apple CEO John Ternus, who assumed office on September 1, to include an emoji representing Keralam’s Sadya on iPhone. The request was made through the official social media handle of Kerala Tourism in response to a post by Mr. Ternus after assuming the office.
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