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‘Proud’ brands of Indonesia make it big overseas
Slowly but surely, Indonesian firms are expanding their footprint in foreign markets, offering anything from instant noodles to motorcycle rides, and for a coffee-flavored candy from the archipelago, even the sky is not the limit.
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A taste of home: Nabila (right), a PhD student at the University of Porto, Portugal, uses instant noodles to introduce Indonesian culture to her non-Indonesian classmates. (JP/Courtesy of Riyani Indriyati)
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s an exchange student in Hungary last year, Ardy found the culinary change hard to digest. Like other Indonesians abroad, the Gadjah Mada University undergraduate felt European cuisine was bland.
He 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 Indonesian 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.
An astonishing 30 billion packs of Indomie noodles roll off the conveyor belt every year.
“I feel proud to be eating food that’s Indonesian in origin while also tasting good [...]. My fellow exchange students overwhelmingly favor Indomie,” Ardy told the Post on Thursday.
Read also: Endless slurp: Behind Indonesia's love of instant noodles
