JakartaPost-Aug 15, 2022
As an exchange student in Hungary last year, Ardy found the culinary change hard to digest. The Gadjah Mada University undergraduate missed the diversity of flavors he had grown up with, the amalgamation of spices characterizing dishes from the archipelago – until he discovered a taste of home sold in local supermarkets: Indomie instant noodles. The iconic brand from PT Indofood CBP Sukses Makmur (ICBP), a subsidiary of food manufacturing giant PT Indofood Sukses Makmur (INDF), has gone far beyond Indonesian shores. ICBP spokesman Stefanus Indrayana told The Jakarta Post on Thursday that the company’s instant noodles were sold in some hundred countries and produced in 31 factories across the world – with 30 billion packs rolling off the conveyor belt every year. Another Indonesian consumer brand making a splash overseas is Kopiko by food giant PT Mayora Indah. Riding the wave of Korean pop culture, the coffee candy has been featured in three K-dramas. Sharp eyes spotted Tesla CEO Elon Musk enjoying it while hosting an Indonesian delegation, and a photo from 2017 shows US astronauts keeping a stash of it in space. Indonesia’s ride-hailing and e-commerce giant GoTo is steadily gaining ground in Southeast Asia, reporting 72 percent annual growth in food delivery orders in the first half of 2022 in Vietnam. Yongky Susilo, a retail expert with the Indonesian Shopping Center Tenants Association (Hippindo), says both Kopiko and Indomie have adopted localized strategies to penetrate foreign markets, such as endorsement through TV productions. Read more at: https://www.thejakartapost.com/paper/2022/08/14/proud-brands-of-indonesia-make-it-big-overseas.html.
