11 Local Brands All Indonesians Love

Jakarta shopping mall | © Matthew Kenwrick/Flickr
Jakarta shopping mall | © Matthew Kenwrick/Flickr
Photo of Edira Putri
3 January 2018

Indonesia’s reputation as a tropical paradise and culture-rich destination is unquestionable. But more than just an archipelago with glorious historical and cultural sites, the nation has new innovations and originality manifested in its modern brands. From clothing to F&B, discover the local brands all Indonesians love.


Indomie is loved for many reasons. Incorporating local flavors into convenient and tasty instant noodle, Indomie has loyal fans all over the country. Its affordable price also makes Indomie a popular meal for everyone from college students to employees waiting for payday. Although the brand already covers numerous flavors–from Bali’s sambal matah to Manado’s cakalang fish–it keeps adding new variants. Not only popular among Indonesians, this instant noodle is also missed by many expats or Indonesians living abroad, and has become insanely popular in many other countries.

Eating indomie | ©Nora Solisa/Flickr

Batik Keris

When this brand first came into being almost a century ago, it was a simple family-run home industry. But with passion and a meticulous assurance of quality, it slowly built up into one of the most popular batik retailers in the country. Even the young generation love this brand for its sleek and modern designs that still promote the centuries-old traditional art of batik. More than clothing for men, women, and children, Batik Keris also produce high-quality handicraft and souvenirs.

Mustika Ratu

This cosmetic brand has been around for more than 25 years, and has maintained its traditional touch while keeping up with new innovations. The founder, Mooryati Soedibyo, was a princess in the Surakarta Palace, a privilege that allowed her to learn the royal secrets of beauty care using natural ingredients. Today, the brand produces a wide range of beauty products—from soap to make-up—and is still one of Indonesian women’s favorites, even amid the emergence of new brands.

Damn! I Love Indonesia

More than just a clothing line, Damn! I Love Indonesia is an appreciation of the wonderful country and all its beauty. Specifically designed for the younger generation, this brand reminds us to keep cultural heritage and history alive. Founded by former VJ for MTV and actor Daniel Mananta, the brand now has nine outlets across Indonesia, including Jakarta, Bali, and Surabaya. Its simple and youthful designs are comfortable to wear daily.


Don’t let the Japanese name (and kanji logo) fool you—Wakai is an Indonesian brand! Its Japanese knick-knacks arise from a close collaboration with Japanese artists. The main product that Wakai produces is an espadrille shoe, a casual, comfortable canvas shoe. The myriad of designs–from whimsical to minimalistic–make it ever-popular among Indonesian youths. This brand has outlets at every other shopping mall in Jakarta, Bali, Surabaya, and other cities.

Best way to start your week #wakai #cheersforlife

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Kapal Api

This instant coffee brand has been around since before the country came into being. In 1927, Kapal Api was the first brand to sell instant coffee powder. Kapal Api is still among the most popular, even though it has fewer variants than other fresh local and imported brands. Its coffee candy has also become very popular.

Silver Queen

Not many Indonesians realize that this trendy chocolate brand is local, but it’s still one of the most sought-after sweet treats in the country. For decades, Silver Queen has produced everything from chocolate bars to bite-sized morsels. They use local cocoa beans, which are known to be of high quality and less oily, making Silver Queen chocolates melt in your mouth.

#silverqueen #silverqueenchunkybar

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Cotton Ink

Cotton Ink started as an online fashion store, back before online shopping was the norm as it is today in Indonesia. Its success has enabled the brand to open several boutiques in prestigious malls and fashion districts. The fashion brand offers minimalist fashion with a concept they call ‘casual with a twist’. Their collections are versatile enough to wear both at the office or daily. Until today, Cotton Ink remains one of Indonesian women’s favorites, including some celebrities.


This retail brand produces adventure gear, from tents to hiking equipment. In a naturally blessed tropical paradise like Indonesia, reliable adventure gear is always in demand, and Eiger is one of the most trusted in Indonesia. Eiger products, especially the Tropical Adventure Series, make a great and dependable companion while traveling to Indonesia’s best nature destinations, or a perfect gift for your daring friends. From a humble store in Bandung, Eiger now has more than 88 counters across the country.


J.Co is the brainchild of an Indonesian businessman who is better known for his eponymous salon chain, Johnny Andrean. The brand is mostly known for its innovative donuts, from green tea to Oreo. After three whole years of research, sampling, and developing products, Indonesia finally has its first open-kitchen donut outlet. Beyond its finger-licking good American-style donuts, J.Co is also loved for its coffee and frozen yogurt.

Julia Jewelry

Reflecting class and elegance in all its collections, Julia Jewelry quickly became one of the most-sought local brands when it comes to diamonds and white gold. Even though Julia’s first store opened in 2002, the company has been producing and exporting its products since the 1970s. When it comes to quality, this brand is tested and proven, even outside Indonesia. Julia Jewelry upholds international standards but with a more affordable price that’s appropriate to the Indonesian market.

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