<![CDATA[The rapid growth of digital technology has transformed marketing strategies for Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector, where visual promotion and customer engagement play an essential role. However, many culinary MSMEs still face challenges in managing social media effectively due to limited digital literacy, inconsistent branding, and inadequate content creation skills. This community service program aimed to optimize social media utilization as a digital promotion tool for Dehenz MSME, a culinary business operating in the bakery, catering, and coffee shop sectors in Bandung Regency, Indonesia. The program employed a participatory mentoring approach through several stages, including problem identification, program planning, training implementation, mentoring, monitoring, and evaluation. Activities focused on digital marketing education, visual branding development, content creation training, Instagram feature optimization, and content planning assistance. The results demonstrated significant improvements in the partner’s understanding of digital marketing strategies, the quality and consistency of promotional content, the utilization of Instagram features such as reels and stories, and customer engagement on social media platforms. In addition, the program successfully strengthened the digital branding identity of the business and enhanced the partner’s ability to manage social media independently and systematically. The study concludes that practice-based social media mentoring is effective in improving the digital marketing capacity and competitiveness of local culinary MSMEs in the digital economy era.]]>
