Katsva – In recent years, Indonesia has witnessed a vibrant shift in consumer preferences, with local products gaining unprecedented popularity across lifestyle, creative industries, and even construction. The mantra “think globally, do locally” has become a guiding principle, as Indonesians embrace homegrown brands that blend cultural authenticity with world-class quality, resonating with both local pride and global expectations.
This transformation is evident in everyday life, particularly in Indonesia’s thriving coffee culture. Local coffee varieties like Gayo, Toraja, and Kintamani have transcended their regional origins to become beloved flavor profiles, rivaling South American and African blends. With Indonesia producing 789,000 tons of coffee annually, local cafes are flourishing, from bustling cities to remote corners, challenging international chains. These beans don’t just offer taste—they carry stories of heritage and craftsmanship in every cup.
The rise of local fragrances further underscores this trend. Indonesia, a leading producer of patchouli oil—a key ingredient in global perfumes—is now home to innovative local perfumers. These brands are capturing the hearts of young consumers who value quality and prestige without sacrificing local identity. According to a 2024 Populix report, over 70% of Indonesians now prefer local brands for beauty and personal care products, including perfumes, signaling a strong shift toward domestic pride.
This phenomenon reflects a broader truth: local products are no longer chosen just for being “made here” but for their competitive quality, design, and user experience. The “think globally, do locally” ethos is elevating Indonesian brands to new heights.
This mindset extends beyond lifestyle into industries like construction. Take Semen Merah Putih’s Watershield, Indonesia’s first water-repellent cement, designed specifically for the humid, tropical climate. This innovation ensures buildings resist water seepage, with smoother walls and enhanced durability. “We’re not just making cement; we’re crafting solutions,” says Nyiayu Chairunnikma, Head of Marketing at Semen Merah Putih. “Watershield reflects our commitment to global standards rooted in local needs.”
From coffee to construction, Indonesia’s local brands are redefining excellence. By embracing their cultural roots while meeting global benchmarks, these products embody a movement that’s both proudly Indonesian and universally competitive, proving that “think globally, do locally” is more than a slogan—it’s a way of life.