TikTok Tourism: TikTok Account @mentikwanghii Creates Hype in Culinary Tourism Destinations in Semarang

TikTok is a social media platform with approximately 150 million users, giving it significant influence in shaping trends and public discourse. Supported by many influencers and public figures, TikTok serves as a powerful tool for personal branding and content promotion. One such influencer is @mentikwangii, the account of Achamad Andi Pujiyanto (also known as Bobon), a content creator from Semarang and owner of Kedai Pinara. He is known for his unique personal branding that has contributed to the rise of culinary tourism hype in Semarang. This study explores how personal branding is strategically employed by Mentikwangii through his TikTok account to promote culinary tourism in the city. Using a qualitative descriptive approach, the research focuses on the creator himself as the subject and his content as the object of study. Data collection methods include interviews, observation, and documentation. The study applies a phenomenological perspective to understand how Mentikwangii’s lived experiences and strategies in personal branding effectively generate public interest and enthusiasm around Semarang’s culinary scene.Strong personal branding, as demonstrated in this case, can build lasting customer engagement and shape positive public perception.