Penguatan Branding Desa Wayut Berbasis Aset Budaya melalui Tradisi Sedekah Sayur

Abstract

Abstrak

Tradisi sedekah sayur merupakan salah satu aset budaya yang masih dilestarikan oleh masyarakat Desa Wayut dan memiliki potensi untuk mendukung penguatan identitas lokal desa. Kegiatan pengabdian kepada masyarakat ini bertujuan mengoptimalkan tradisi sedekah sayur sebagai aset budaya dalam upaya membangun branding Desa Wayut berbasis kearifan lokal. Kegiatan dilaksanakan di Dusun 2 Wayut, Kecamatan Jiwan, Kabupaten Madiun menggunakan pendekatan Asset-Based Community Development (ABCD) yang meliputi tahapan discovery, define, dream, design, dan destiny. Metode yang digunakan meliputi observasi, diskusi partisipatif, sosialisasi, dokumentasi, dan publikasi digital. Hasil kegiatan menunjukkan bahwa tradisi sedekah sayur berhasil diidentifikasi sebagai aset budaya yang berpotensi menjadi identitas lokal Desa Wayut. Partisipasi masyarakat meningkat melalui keterlibatan dalam donasi, pengemasan, distribusi, serta publikasi kegiatan melalui media sosial. Selain itu, tradisi berkembang dari sedekah sayur menjadi sedekah sayur dan sembako sebagai bentuk penguatan kepedulian sosial masyarakat. Luaran kegiatan berupa dokumentasi dan publikasi digital yang mendukung promosi budaya lokal serta branding Desa Wayut.

Abstract

The vegetable alms tradition is a cultural asset still preserved by the Wayut Village community and has the potential to support the strengthening of the village's local identity. This community service activity aims to optimize the vegetable alms tradition as a cultural asset in an effort to build Wayut Village branding based on local wisdom. The activity was carried out in Wayut Hamlet 2, Jiwan District, Madiun Regency using an Asset-Based Community Development (ABCD) approach that includes the stages of discovery, define, dream, design, and destiny. The methods used included observation, participatory discussions, socialization, documentation, and digital publication. The results of the activity showed that the vegetable alms tradition was successfully identified as a cultural asset that has the potential to become the local identity of Wayut Village. Community participation increased through involvement in donations, packaging, distribution, and publication of activities through social media. In addition, the tradition evolved from vegetable alms to vegetable and basic food alms as a form of strengthening community social awareness. The output of the activity was documentation and digital publication that supported the promotion of local culture and the branding of Wayut Village.