“They Will Make It Center”: Navigating Food Gentrification in Amsterdam’s Javastraat

Food gentrification is a key driver of socio‐economic and socio‐cultural change in urban spaces. The influx of affluent populations into marginalized neighborhoods often leads to the rise of new food outlets—upscale restaurants, artisan cafés, and boutique‐style food shops—that may initially complement but eventually displace local food cultures. This study examines Javastraat in Amsterdam as a prominent example of urban (food) gentrification in Europe, focusing in particular on the long‐term effects of gentrification on restaurants and food shops who identify as non‐European in their menus and food marketing. State‐led redevelopment in Javastraat has displaced local shops and eateries while imposing cosmopolitan ideals of diversity and sustainability. As a result, long‐established immigrant food establishments have been pressured to align their menus to the tastes of the incoming affluent residents and elite workers. This shift has generated insecurity and alienation among the owners and employees of these vital social gathering spaces. By framing Javastraat as a space in flux, we analyze the experiences of these stakeholders through the lens of social navigation and explore how these gastronomic professionals are navigating shifting food cultures and urban environments.