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Wonderful Indonesia logo placed on local food products
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A plate of shrimp crackers, commonly served with almost every meal in Indonesia. (Shutterstock/File)
T
he Tourism Ministry has a rather unique way of promoting their brand, Wonderful Indonesia, to the public: by putting it on local food products.
The first co-branding deal was done with Garuda Food’s Papatonk shrimp cracker. The Papatonk brand has managed to enter the Chinese market with the Wonderful Indonesia logo printed on the product’s packaging, accompanied by a few lines about local traditions and destinations in Indonesia.
Read also: Fancy a noodle burger? East meets West in Indonesian fusion food
In 2017, Papatonk set a sales target of 20 million packages in a year.
“President Joko Widodo awarded the brand with a Primaduta award last year because Papatonk has the Wonderful Indonesia logo on its packaging,” said the Tourism Ministry's Esthy Reko Astuti, who oversees national tourism marketing.
After the successful deal with the aforementioned company, the ministry reached out to another company to sign another co-branding agreement: Surabaya-based cookie brand Bon Gout.
Known for products such as almond crisps, sultana cookies and fortune kurma, Bon Gout has been distributed to many areas across Indonesia, as well as to countries overseas.
“Cookies are always the go-to snack on every occasion and they are strongly associated with their place of origin,” added Astuti. (asw)
