TheJakartaPost
Please Update your browser
Your browser is out of date, and may not be compatible with our website. A list of the most popular web browsers can be found below.
Just click on the icons to get to the download page.
Indomie celebrates 50th anniversary with collaborative exhibition, performance
Change Size
F
rom essential staple to comfort food, Indonesia’s beloved instant noodle Indomie has celebrated its 50th anniversary this year with a series of events throughout 2022 with the theme of “50 Tahun Indomie Hidupkan Inspirasi“ (50 Years of Indomie Sparking Inspiration).
The theme summarizes Indomie's flavorful journey through the archipelago’s palate, which takes inspiration from various Indonesian cuisines adapted into various Indomie flavors that can be enjoyed from generation to generation while also inspiring numerous collaborations among the public.
Starting from the chicken broth-flavored noodle soup in 1972, Indomie continues to innovate by introducing the first fried noodles in Indonesia, taking inspiration from traditional Indonesian dishes. Over time, Indomie continues to develop various taste innovations and variants that are inspired by both local and international dishes to meet the tastes of fans in Indonesia and the world.
During a recent press conference commemorating Indomie’s 50th anniversary, PT Indofood CBP Sukses Makmur Tbk director Axton Salim noted that while Indomie's beginnings may seem simple, its numerous flavors of Indomie can be enjoyed by all walks of life of all ages, both in Indonesia and abroad.
“Indomie will continue to create innovations for the country and invite the younger generation to continue their achievements, as a plate of Indomie can result in something inspiring - not only food, but also other meaningful creations and innovations,” he said.
In Indonesia, Indomie has become a food choice that reaches every level of society, becoming an inspiring part of life for many culinary entrepreneurs. The proliferation of interesting toppings as well as unique and different creations in the presentation of Indomie dishes inspire the growth of Warmindo (Indomie food stall) outlets and creative culinary businesses throughout the world.
Indomie is often presented with a variety of food creations ranging from noodle-based regional specialties, modern contemporary menus such as burgers, donuts, and pizza with Indomie toppings, to the display and service innovations of Warmindo for its customers.
Indomie’s growth alongside the Indonesian people has also encouraged the development of a creative economy inspired by Indomie. Starting from the more modern Warmindo concept such as Warunk Upnormal, hotels are also increasingly inspired to present Indomie as one of the typical Indonesian menus.
At the same time, Indomie has become one of the ideas that can help Indonesians start their business more easily and affordably, even inspiring many creative workers in creating various unique fashion and lifestyle products.
Julia Atman, PT Indofood CBP Sukses Makmur Tbk marketing general manager of the Instant Noodles Division, said that the popularity of creative and unique works inspired by Indomie is a motivation for the brand to continue innovating through products that are always close to and loved by fans around the world.
“With the theme of ‘50 Tahun Indomie Hidupkan Inspirasi’, Indomie hopes to continue to be part of Indonesians’ lives and continue to be an inspiration for the present and the future," she said.
Vemri Veradi Junaidi, PT Indofood CBP Sukses Makmur Tbk marketing manager of Indomie, explained that to celebrate Indomie’s 50th anniversary, the brand has presented a variety of exciting programs since the beginning of the year.
“These include the launch of Indomie's 50th anniversary TVC, which tells the story of the journey of bringing inspiration to each other; celebrating the national music day at the beginning of the year with Vidi Aldiano; a variety of unique collaborations at Kolaboramie with various creative partners; an exciting Gocapan event with the bicycle community; as well as the Indomieusic Fest show that features XR (Extended Reality). Not only that, Indomie also presents Indomie Nation, where people can see and feel the journey of Indomie and our creative partners’ Indomie-inspired works.”
Held from Nov. 4 to 6 at Kota Kasablanka in Jakarta, Indomie Nation is presented as an embodiment of Indomie's journey, which draws inspiration from Indonesia’s rich creations along with Indomie's desire to be able to inspire the Indonesians to continue to innovate. In the event, Indomie will display all of Indomie's collaborations with a variety of artists, ranging from music, fashion and lifestyle to other creative art work.
To conclude the celebrations surrounding Indomie’s 50th Anniversary, a series of activities with schools throughout Indonesia will be held at the end of 2022.
