Sustaining Batik Lasem's Cultural Heritage through Digital Storytelling: Crafting Social Media Narratives for Gen Z Engagement

Batik Lasem, a culturally significant traditional textile from Central Java, Indonesia, faces increasing risk as interest among younger generations declines and digital marketing adoption within artisan communities remains limited. This study examines digital storytelling on social media as a strategy to preserve Batik Lasem’s cultural heritage among Gen Z. Using an exploratory descriptive approach, the research combines participatory rural assessments, a survey of 50 respondents, interviews, and a mentoring program with Batik Pesona Canting. It analyses Gen Z preferences, brand identity through Kapferer’s Brand Identity Prism, and narrative shifts in social media content before and after mentoring. Findings show that Gen Z responds more positively to culturally meaningful and emotionally resonant content than direct product promotion. This study concludes that authentic, visually compelling storytelling can bridge generational gaps, enhance brand relevance, and support the sustainability of Batik Lasem, offering a model for heritage-based brands adapting to digital communication.