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Jakarta Post

Indonesia’s first family exposure puts some brands ahead of the rest

  • Riska Rahman

    The Jakarta Post

PREMIUM
Jakarta   /   Thu, August 15, 2019   /  04:04 pm
The Jakarta Post Image
Big fans: President Joko “Jokowi” Widodo poses with three admirers at Boemi Kedaton Mall in Lampung on Nov. 11.(Courtesy of the Presidential Palace/Agus Suparto)

Many may remember images of President Joko “Jokowi” Widodo walking out of a children’s goods store at the Tunjungan Plaza mall in Surabaya, East Java, late last year with white paper bags in his hands prominently displaying the store’s logo, Mothercare. The scene was immortalized on his personal Instagram page not long after the rare shopping time. “These are gifts for [my grandchildren] Jan Ethes and Sedah Mirah that I bought in a mall in Surabaya: children’s clothes, jackets and some baby clothes,” read the caption on the November 2018 photo, which later garnered 427,179 likes on the social media platform. The post may have benefitted Jokowi—who was then campaigning to run for his second term as president—as it shows a loving grandfather image to the public, but it has also benefitted the Mothercare brand and its company, ...