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SASA announces South Korea’s Siwon as its brand ambassador
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(Courtesy of Sasa)
I
ndonesian seasoning brand SASA has appointed Choi Siwon as its newest brand ambassador. The South Korean actor and singer is the star of its most recent commercial, taking on the role of the “Wizard Chef,” as he introduces viewers to the wonders of SASA-seasoned delicacies, as a brand ambassador.
Since its launch in 1968, SASA has been the go-to seasoning brand, appearing in every kitchen across Indonesia. The local brand is also known for its famous motto that proclaims that its products are used to elevate the taste of homemade cooking; “SASA Melezatkan,” which means SASA made it delicious or flavorful.
The brand does not just strive for flavor, as it also pays attention to the nutrition needed for consumers. SASA has been known to push the envelope by releasing healthier alternatives, proving that for something to be healthier, it does not have to compromise on its taste. What really sets the brand apart is its focus on nutrition, as well as having the most creative marketing team that comes up with unique yet nourishing food to promote its importance.
As most Indonesian dishes are not well-known to the rest of the world, the brand hopes that this collaboration with the South Korea celebrity will also promote Indonesian cuisine on the global stage.
“SASA has a passion for continuing to provide convenience and support for our consumers in expressing in cooking their favorite dishes with the products that we have released. Besides being known to target young people, we also have a big mission, which is to expand our consumers and introduce Indonesian flavors to foreign countries, with one of the strategies being to appoint global idol and superstar Choi Siwon as SASA's brand ambassador," said Fenny Kusnaidy, marketing director, brand communications for PT Sasa Inti.
Choi Siwon is already a familiar face in Indonesia and his native South Korea. He considers Indonesia as his second home, given that he frequently he visits the Southeast Asian country.
He previously served as UNICEF’s Asia-Pacific Ambassador and therefore is well aware of most Indonesian foods. Referred to by Indonesians as “Mas Agung,” he said that his favorite dishes include nasi goreng (fried rice), mie goreng (fried noodles) and klepon, a popular local snack.
