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Competition in the era of globalization encourages local micro, small, and medium enterprises (MSMEs) involved in Gringsing Bali Weaving to adopt inclusive business practices and create new marketing strategies to reach a wider market. During the G20 conference activities, this woven product gained prominence as one of the clothing items worn by world delegates and served as a souvenir for all G20 participants. The purpose of this research is to analyze how the local product brand “Gringsing Weaving” from the tourist village of Tenganan Pegringsingan enters the global market and maintains its sustainability. The study follows a descriptive qualitative approach, collecting data through in-depth interviews with five informants: Gringsing Weaving business actors, two palm-leaf carving artists, local community leaders, UMKM coaches, and document studies. Additionally, technical observations were made in the shops of every woven product seller while they were weaving. The findings of this study reveal the following:

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How Does the Brand of Local Product “Tenun Gringsing” Desa Wisata Tenganan Pegringsingan Go Global and Sustainable?

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  • 发表日期：

    2025年

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  • Ni Luh Putu Agustini Karta,
  • Ni Made Ary Widiastini,
  • Ni Ketut Dewi Irwanti,
  • Putu Guntur Pramana Putra

摘要

Competition in the era of globalization encourages local micro, small, and medium enterprises (MSMEs) involved in Gringsing Bali Weaving to adopt inclusive business practices and create new marketing strategies to reach a wider market. During the G20 conference activities, this woven product gained prominence as one of the clothing items worn by world delegates and served as a souvenir for all G20 participants. The purpose of this research is to analyze how the local product brand “Gringsing Weaving” from the tourist village of Tenganan Pegringsingan enters the global market and maintains its sustainability. The study follows a descriptive qualitative approach, collecting data through in-depth interviews with five informants: Gringsing Weaving business actors, two palm-leaf carving artists, local community leaders, UMKM coaches, and document studies. Additionally, technical observations were made in the shops of every woven product seller while they were weaving. The findings of this study reveal the following: