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Fruit Tea Sosro brings popular American band CNCO to Bekasi high school students
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ndonesia’s younger generation carries with it great potential to contribute to the nation’s development. If adults do not provide young people with adequate opportunities to tap into their creative potential then they, unfortunately, will channel their energy into negative activities such as doing drugs as well as being involved in school brawls and bullying, among other problematic types of behavior.
This is why, as part of its ongoing teenage-empowerment program, Indonesian tea producer PT Sinar Sosro through its brand Fruit Tea – packaged fruit-flavored tea – has been organizing an activity called Fruit Tea School Sensation since 2016.
Recently, the brand has cooperated with record label Sony Music to bring the highly popular American boyband CNCO – which sings its songs in Spanish – to perform at an arts fair in Ananda Senior High School in Bekasi, West Java. The boyband has gained international popularity, including in Indonesia, with its hit single “Reggaeton Lento”, which has been viewed over 1.3 billion times on YouTube.
The record label brought the band to Indonesia as part of the band’s worldwide promotional tour. The band was the highlight of the school’s arts fair, which was organized in cooperation with the brand on Sept. 18.
“To be able to host an international boyband like CNCO is our school’s biggest achievement in the arts field,” Ananda High School teacher Ronny Hermawan stated in a press release.
Equipping students with soft skills
The brand focuses on junior and senior high school students in its initiative, helping them to organize arts fairs in the schools which, besides presenting musical performances, also feature fringe events such as bazaars and games corners. Since 2016, the initiative has helped students from some 250 schools all across Indonesia to host such arts fairs.
This year, the brand has been organizing the initiative since July and it will continue to November, with a target of cooperating with students from 75 schools in organizing the arts fairs.
“Through this initiative, we would like to give the younger generation a chance to involve themselves in organizing big events, an experience that will help them sharpen their soft skills, such as persistence, hard work, high dedication and interpersonal cooperation and communications,” PT Sinar Sosro marketing general manager Norma Sari Dewi said.
“Hopefully, the student empowerment initiative can serve as a multiplier effect on the Indonesian economy,” she added.
Schools that are interested in collaborating with the brand on this initiative can check the application procedures in fruitteasosro.com as well as on the @fruitteasosroid Twitter and Instagram accounts
