Weaving Heritage into High Fashion Sapto Djojokartiko is more than a designer. He is an artist who intertwines Indonesia’s cultural soul with the sophistication of global couture. His creations embody national pride, transforming traditional textiles and motifs into modern expressions of identity. Each piece speaks to those who value authenticity and artistry, proving that true elegance is born from heritage reimagined. From Solo’s Craftsmanship to the World’s Red Carpet Born in Kota Solo, Central Java, a city known for its deep artistic roots, Sapto finds inspiration in Indonesia’s intricate wastra, from the poetic flow of batik to the shimmer of songket. His designs breathe new life into these traditions, turning them into contemporary pieces admired worldwide. One highlight of his global journey came when Raline Shah appeared at the Cannes Film Festival in a custom Sapto Djojokartiko gown, merging Indonesian artistry with international glamour. Through moments like this, Sapto shows that culture can travel across borders and captivate the global stage. Balancing Tradition and Modern Sensibility What defines Sapto’s artistry is his seamless balance between history and modernity. Each garment tells a story through texture and detail, where handcrafted techniques meet clean silhouettes. His approach redefines Indonesian couture, transforming traditional attire into sophisticated, wearable art that reflects both local identity and global appeal. Beyond Fashion: Preserving Culture Through Creativity Sapto Djojokartiko’s influence extends far beyond the runway. His work inspires conversations about cultural preservation, national pride, and creative evolution. By empowering local artisans and sharing their craftsmanship with the world, he turns fashion into a celebration of identity. In every stitch, Sapto weaves Indonesia’s story into the fabric of the future, reminding us that fashion is not only about beauty but about the heritage it carries.   https://saptodjojokartiko.com/ https://harpersbazaar.co.id/articles/read/4/2019/6711/mengenal-lebih-dekat-desainer-indonesia-sapto-djojokartiko https://saptodjojokartiko.com/news/detail/raline-shah-for-cannes-festival-2024   Written by Ayusita Naura Apsari, Management 2025, Public Relations The 19th IMOTION

In recent years, Teazzi has entered the Indonesian market and become one of the favourite drinks among Generation Z. Teazzi is a Taiwanese tea boutique brand dedicated to delivering an exceptional experience through the art of high-quality tea. Teazzi’s uniqueness lies in its use of high-quality teas and its modern, aesthetically pleasing presentation.   Teazzi arrived in Indonesia in 2021 and has opened many outlets in major cities. Before entering the Indonesian Market, Teazzi had already successfully expanded into the United States. Its branches are located in New York, California, and Las Vegas. This brand even won an award as “New York’s Favourite Milk Tea”.  The quality and authenticity of Teazzi are attractive advantages. Teazzi uses imported tea leaves from Taiwan to ensure an authentic taste, offering three different types of tea leaves: Deep Roast Oolong, Four Seasons Oolong, and Jasmine Green Tea. In the age of social media, drinks such as “Deep Roast Oolong Milk Tea and “Apple Green Tea” are very Instagrammable. In today’s era, consuming beverages like this is not only about taste but also about identity. Teazzi’s digital marketing strategy is also well-suited to Gen Z characteristics, such as promoting through social media, strategically placing stores in malls, featuring photo-friendly store designs, and offering a variety of interesting flavors to try. All these elements make Teazzi more than just a drink, but also part of an “experience” and a lifestyle. Teazzi has successfully become a symbol of modern lifestyle among Indonesia’s Gen Z. Through the quality of authentic Taiwanese tea, aesthetic presentation, and effective digital marketing strategies, Teazzi has been able to attract young people who love to follow trends. Now, enjoying Teazzi is not just about taste, but also a way to express oneself, show social identity, and follow a contemporary lifestyle that is close to the digital culture of Gen Z.   Sources: https://www.teazzi.id/our-story https://www.kompas.com/food/read/2023/03/31/190000475/brand-minuman-yang-dijuluki-new-york-s-favorite-milk-tea-kini-hadir-di https://insiderindonesia.com/detail/605432/menu-favorit-teazzi-yang-bikin-ketagihan   Written by M. Fairuz Falifasya Lubis, Management 2025, Public Relations The 19th IMOTION  

Artirasa cheesecake is not just an ordinary dessert. For many Indonesians, especially Gen Z, this is a favorite dessert that is always present at various moments, from hangouts with friends, office events, to simply accompanying leisure time at home. Its soft texture and taste that suits the palate make it easily accepted by various groups. Starting as a simple home business, Artirasa has now grown and is present in various cities in Indonesia. This product proves that local businesses with good quality and affordable prices can grow rapidly. This time, they are presenting something different. By collaborating with Somethinc, a continuously innovating local skincare brand, Artirasa creates a new experience that combines delicacy and self-care. The result is a product that not only pampers the tongue but also provides a meaningful self-care moment. What Makes This Collaboration Attractive Cross-Category Appeal Marketing strategy that creates appeal for a brand or product outside its original category, by connecting the value or essence of that brand to other different product categories. The goal is to attract new customers from different market segments and avoid market saturation. The collaboration of Artirasa (cheesecake) with Somethinc (skincare) is a form of cross-category appeal, where two brands from different industries (F&B and beauty) create an attractive experience for consumers who may initially only be interested in one category, but then become interested in trying both because of the collaboration. Complementary Brand Values These brand values complement each other. Artirasa and Somethinc are both Indonesian local hero brands with loyal followers. Both offer premium quality products at affordable prices, trendy, and popular among Gen Z. Their values reinforce each other, making this collaboration feel natural and relevant. Impact & Results The Artirasa x Somethinc collaboration provides a clearly visible positive impact, especially attracting the attention of young people and bloggers. Social media reach increased drastically because content was shared by fans of both brands simultaneously, creating a significant amplification effect. Most importantly, this collaboration successfully changed the perception of Artirasa from just a food brand to a trendy and beauty-conscious brand, expanding their image towards a more lifestyle and modern direction.   Sources: https://artirasajkt.com/ https://www.marketeers.com/cross-category-marketing-strategi-efektif-untuk-keluar-dari-pasar-jenuh/ https://www.investopedia.com/terms/c/cobranding.asp   Written by Keyko Genio Iskandar, Management 2025, Public Relations The 19th IMOTION

A Lifestyle That Never Pauses From early classes and part-time jobs to late-night deadlines, Gen Z’s lifestyle rarely stops for a break. Between pollution, fast food habits, and the endless chase for productivity, skincare often ends up taking the hit. Dullness, acne, oil imbalance, they’ve become familiar visitors on faces that are simply trying to keep up. That’s where Watch Me Bare It (WMBI) steps in. Born from the same fast-paced rhythm it aims to serve, WMBI is a skincare brand that recognizes the need for products designed not just for skin types, but for lifestyles. Its mission is simple: make skincare feel like self-care again, easy, intentional, and effective. Bridging the Modern Skincare Gap The founders of WMBI started with a simple observation: many Gen Z consumers care deeply about skincare, but the solutions available don’t always match their needs. Between viral trends and routines that take more time than a full Netflix episode, skincare can feel like a burden rather than a relief. Instead of adding to the noise, WMBI focuses on simplifying it. Their philosophy centers on “one product, multiple benefits” — formulas designed to tackle several skin issues at once without compromising on gentleness. It’s skincare for the real world: fast-moving, adaptive, and honest about the imperfections that come with being human. Where K-Beauty Science Meets Indonesian Skin To turn this philosophy into practice, WMBI collaborated with dermatological experts from Korea, combining K-beauty technology with the realities of Indonesia’s climate. The result is their signature “cocktail ingredients” approach, formulas that rely not on the strongest actives, but on the right balance. Each product is crafted for versatility: Pine Clear Toner, which helps refresh and refine pores; Birch Defend Soothing & Barrier Strengthening Serum, created to repair damaged skin barriers — a root cause of many common skin problems; and Buckthorn Bright Serum, formulated to restore glow and even out the skin tone. Rather than offering one-size-fits-all routines, WMBI encourages users to mix and match based on their current skin condition, a practical response to life’s weekly shifts between stress, lack of sleep, and changing weather. Accessible, Confident, and Unapologetically Real Affordability is also central to WMBI’s appeal. With promotions like Beauty Friday, Twin Date Deals, and Payday Promos, the brand maintains a balance between premium quality and everyday accessibility. But beyond affordability or aesthetics, WMBI’s real strength lies in its message. Its name, “Watch Me Bare It,” captures the spirit of Gen Z, expressive, bold, and unfiltered. It’s a statement that confidence isn’t about covering up, but about embracing what’s real. For a generation redefining self-expression, WMBI stands as a reflection of how Gen Z embraces authenticity — raw, honest, and brave enough to bare it all. Sources: https://youtu.be/MB8RsbkTSeE?si=ZCf7JsYq1abS0-fq https://www.instagram.com/p/DJQ2OLVyQ55/?img_index=1 https://youtu.be/LNd7HU64yQU?si=Eew6k8yRLMmFjhe0   Written by Neisha Dinara, Management 2024, Public Relations The 19th IMOTION

Back in the frenzy of Black Friday in 2011, When almost every brand promoted their products by encouraging people to buy them, Patagonia decided to take a completely different path. Patagonia caught public attention by running a full-page advertisement in The New York Times, boldly urging readers not to purchase one of its jackets through a headline that read Don’t Buy This Jacket. At first, it seemed like a terrible marketing idea that would drive customers away. Yet, the move became one of the most brilliant and influential campaigns in modern marketing history. In the advertisement, Patagonia displayed one of its best-selling jackets and included detailed information about how much water, energy, and waste were used in its production. The message was simple but powerful. Think before you buy. Instead of making people feel guilty, the company encouraged consumers to be more mindful in a world filled with overconsumption and fast fashion. The campaign was part of the Common Threads Initiative, a program that invited people to buy only what they needed, repair what was broken, and recycle what they could. This bold decision went against traditional marketing principles. Rather than trying to sell more products, Patagonia focused on promoting values such as honesty, transparency, and sustainability. Surprisingly, this approach built even greater trust among customers. Within a year, the company’s revenue reportedly increased by about thirty percent. People were no longer just purchasing jackets. They were supporting a cause and a belief in responsible consumption. From a marketing perspective, the campaign demonstrated the power of authenticity. Patagonia succeeded because it dared to say what other brands would not. While most companies focused on discounts, Patagonia focused on integrity. By acknowledging the environmental impact of its production process, the company showed that honesty can strengthen, not weaken, a brand. The message spread rapidly through the media, earning massive attention without additional advertising costs. Imagine a small coffee shop surrounded by competitors promoting “Biggest Discount Today.” Instead, you place a simple sign that says “No discounts. Just coffee worth enjoying.” At first, customers might be confused, but eventually, they would realize that your shop values quality over gimmicks. Those who appreciate authenticity would return and bring others with them. That is exactly what happened with Patagonia. In the end, Don’t Buy This Jacket became more than just an advertisement. It became a cultural statement that changed how people view marketing. Patagonia showed that marketing is not only about persuading people to buy but about giving meaning to what they buy. The company was not merely selling outerwear anymore. It was selling awareness, loyalty, and a new way of thinking. In a world that constantly shouts for attention, sometimes the most powerful message is the simplest one of all. Don’t buy this.   Sources https://medium.com/@samuelzaw00/how-did-patagonia-changed-sustainability-marketing-a-dive-into-dont-buy-this-jacket-d5f75e42b2b1 https://hbr.org/2012/11/patagonias-provocative-black-fhttps:/www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign https://www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign/   Written by Muhammad Kamil Iksir, Management 2025, Public Relations The 19th IMOTION

As one of the largest state-owned construction companies in Indonesia, Waskita Karya continues to play an active role in supporting national economic growth through the development of Indonesia’s strategic infrastructure. One of its key ongoing projects is the construction of the Probolinggo-Banyuwangi Toll Road, which is expected to bring significant impacts on mobility, tourism, and regional economic development. From highways to holidays, the Probolinggo-Banyuwangi Toll Road is set to make East Java’s stunning destinations more accessible than ever. Famous spots like Mount Ijen, Baluran National Park, and others will become easier to reach, inviting more domestic and international tourists. This surge in tourism is expected to not only boost local businesses, but also showcase East Java as a world-class destination. Besides building a new road, this project also creates many new job opportunities for local communities. With improved connectivity, inter-regional logistics will become more efficient, and tourism potential in East Java will thrive. These benefits are set to deliver long-term value, not only for the local economy but also for Indonesia’s overall growth. With extensive experience in constructing thousands of kilometers of toll roads across our nation, Waskita Karya once again demonstrates its vital role in provisioning infrastructure solutions that deliver real impact. This homegrown achievement proves that toll road development is not only about improving travel convenience but also about strengthening Indonesia’s economic foundation by enhancing city-to-city connectivity. Looking ahead, Waskita Karya remains committed to delivering reliable, sustainable, and impactful infrastructure, while supporting the government’s vision of accelerating equitable development across Indonesia. Sources: https://waskitaprecast.co.id/project/detail/jalan-tol-probolinggo-banyuwangi-proban-paket-3 https://www.metapos.id/waskita-karya-kebut-pembangunan-jalan-tol-probolinggo-banyuwangi/  https://www.kompas.com/properti/read/2025/08/27/163000721/garap-tol-probowangi-paket-3-waskita-serap-44-persen-pekerja-lokal   Written by Celine Aurel Asyela, Management 2024, Public Relations The 19th IMOTION

Charles & Keith is a fashion brand that really connects with young people today offering trendy affordable and accessible accessories. Founded in 1996 by brothers Charles and Keith Wong in Singapore it started as a small shoe store but quickly grew into a global brand known for shoes bags and other accessories that suit the fast paced modern lifestyle many of us live today. 1. Trendy and Practical Design One of the reasons Charles & Keith stands out is because they manage to combine current fashion trends with practical designs. Whether it’s clean and simple styles or bold statement pieces they always have something that can match different personal styles. This makes it easy for young people like us to express ourselves through what we wear without having to sacrifice comfort or usability. 2. Global Growth and Digital Presence From its roots in Singapore Charles & Keith has expanded to hundreds of stores worldwide especially across Asia and the Middle East. What’s interesting is how they use digital platforms and social media really well to connect with customers. Their online store is easy to navigate and their social media accounts often showcase the latest collections and style tips making it simple for anyone to stay updated and shop anytime anywhere. 3. Quality at Affordable Prices Even though the prices are quite affordable Charles & Keith doesn’t cut corners on quality. They use good materials and put real attention into how their products are made so customers can expect shoes and bags that not only look good but also last. For us students who have to manage budgets this balance between price and quality is a big plus. 4. Moving Towards Sustainability Like many brands today Charles & Keith is starting to take sustainability seriously. They’ve begun exploring eco friendly materials and more responsible production processes. This is an important step because more and more consumers especially younger generations care about how products impact the environment. It shows the brand is trying to keep up with these values which is really encouraging. 5. Fashion for Everyone At the end of the day Charles & Keith’s main goal is to make fashionable accessories accessible to as many people as possible. By offering versatile and stylish designs at reasonable prices they help people especially young adults like us feel confident and fashionable without having to spend a lot. It’s a brand that really fits into everyday life and the way we want to present ourselves to the world.   Sources : https://www.charleskeithgroup.com/brands/charles-keith/ Brand Profile | About Us – CHARLES & KEITH US Charles & Keith – Wikipedia Written by Alviani Felisya, Management 2024, Public Relations The 19th IMOTION

Long before sustainability became a buzzword, Klean Kanteen was already charting a path toward a greener future. Founded in 2004 by a family in Northern California, the brand emerged in response to a simple yet urgent problem: the health and environmental risks posed by single-use plastic. What began as a quest to offer a safer alternative has grown into a global movement, placing Klean Kanteen at the forefront of eco-conscious product design and ethical business practices. 1. Design That Endures, Not Trends Klean Kanteen approaches design with a long-term mindset. Its products are not created to chase seasonal aesthetics or fleeting trends, they’re engineered to last. The clean, utilitarian forms of Klean Kanteen bottles speak to their purpose: practical, reliable, and tough enough for real life. 2. Materials That Matter At the core of every Klean Kanteen product is a commitment to safe, high-quality materials. The brand exclusively uses 18/8 food-grade stainless steel, free from BPA and other harmful chemicals. Their durable Klean Coat finish is not only chip-resistant but also four times more durable than previous coatings. It’s not just about what goes into the bottle, but what stays out of the landfill. Moreover, the brand achieved Climate Neutral Certification in 2020, offsetting 100% of its carbon footprint and committing to transparent emissions reduction targets. Every material choice, every production decision, is made with the planet in mind. 3. More Than Bottles: A Lifestyle of Responsibility Though best known for its iconic bottles, Klean Kanteen has expanded its product lineup to reflect a full lifestyle of low-waste living. Their collection now includes insulated tumblers, reusable steel straws, food canisters, and even kid-friendly options. What sets the brand apart is not just the variety of products but the consistency in purpose. Each item exists to replace a disposable alternative and to prove that sustainability and quality can go hand-in-hand. 4. Driving Change Beyond the Shelf Klean Kanteen doesn’t stop at creating better products; it works to reshape the systems that surround them. As a certified B Corporation and member of 1% for the Planet, the company directs a portion of its revenue toward environmental nonprofits and grassroots initiatives around the world. Internally, it practices ethical sourcing, fair labor standards, and responsible manufacturing proving that business can be a force for good. This is not a brand that simply talks sustainability, it lives it, from boardroom decisions to packaging materials. 5. Accessible, Ethical, and Built to Last In an industry where “green” can often mean expensive, Klean Kanteen takes a more inclusive approach. Its products are priced accessibly, with the understanding that sustainability must be within reach if it’s to make a meaningful impact. The brand’s durability-first mindset ensures that one well-designed bottle can replace hundreds if not thousands of disposable ones over its lifetime. That long-term value, both environmental and financial, is at the heart of Klean Kanteen’s appeal to a wide and growing audience from minimalist urban dwellers to hardcore outdoor adventurers. Klean Kanteen is not just another drinkware company, it’s a pioneer, a challenger, and a changemaker. With every bottle, it invites consumers to rethink their habits, reconsider their impact, and reimagine what sustainability can look like in everyday life. In a market saturated with greenwashing and gimmicks, Klean Kanteen stands out by staying true to its roots: honest materials, thoughtful design, and unwavering responsibility to people and planet.   Sources : https://globalgreen.org/directory/listing/klean-kanteen/ https://www.businesswire.com/news/home/20210802005010/en/Klean-Kanteen-Raises-the-Bar-for-Sustainability-Announces-Use-of-Certified-Recycled-Stainless-Steel https://www.kleankanteen.com/pages/planet   Written by Shilvy Hertasi Putri, Management 2024, Public Relations The 19th IMOTION

More than just a packet of noodles, Indomie is a vessel of memory, pride, and everyday comfort across generations and continents. For many Indonesians, it’s a taste of home. For others around the world, it’s an affordable, reliable, and irresistibly flavorful meal. What began as a humble local brand has now found its place in kitchens across Lagos, London, Melbourne, and Mecca. Indomie’s rise from an Indonesian pantry staple to a global culinary phenomenon isn’t just impressive — it’s unprecedented. But how did a pack of instant noodles become a worldwide obsession? Deep Roots in Indonesian Identity Launched in the early 1970s, Indomie began by mirroring familiar Indonesian dishes, making it easy for locals to fall in love with flavors they already knew. The game-changer came with Mi Goreng, the dry noodle variant introduced in 1982. Instead of soup, it offered a saucy, savory noodle dish inspired by the country’s beloved fried noodles, complete with kecap manis, fried onion bits, chili sauce, and seasoning oil. Its sweet, spicy, umami-rich flavor profile became instantly iconic. More than just food, Indomie evolved into a symbol of national pride, bridging generational gaps and economic classes alike. Global Expansion with Local Sensitivity Indomie’s global journey wasn’t a one-size-fits-all strategy. Rather than solely exporting from Indonesia, Indofood localized production in key regions. Nigeria, for example, became a powerhouse market — to the point where many Nigerians now consider Indomie part of their own food heritage. With on-the-ground manufacturing and flavors customized for local preferences, Indomie gained credibility and mass appeal. Today, the brand produces billions of packs annually, with dedicated markets across Africa, the Middle East, Europe, Australia, and North America — even inspiring regional exclusives like “Onion Chicken” and “BBQ Chicken” to suit local taste buds. Indomie as a Cultural Symbol Indomie has long outgrown its identity as just a noodle. It appears in music videos, streetwear drops, YouTube cooking hacks, and even gallery art. Its branding — from the nostalgic red-green-yellow wave to the unmistakable packet crinkle — is instantly recognizable across borders. In university dorms, it’s a late-night savior. In homes, it’s the go-to comfort food. And online, it’s the center of endless creativity, from Indomie donuts to noodle burgers. Indomie’s influence lives at the intersection of food, identity, and pop culture. A Brand That Delivers, Especially in Times of Crisis Beyond flavor and fame, Indomie succeeds because it never forgets the basics: affordability, accessibility, and consistency. In moments of crisis — from global inflation to pandemic food shortages — people turned to what they knew would last, taste good, and not break the bank. For many families, Indomie provided not just meals, but a sense of stability. It became the backup meal, the comfort dish, the sure thing. That reliability — paired with a price that fits nearly any budget — is what keeps Indomie essential in every era. Wherever it goes, Indomie reminds the world that comfort can taste like home — and home, in its simplest form, could be found in a steaming bowl of noodles. It’s a symbol of how something so ordinary can mean so much to so many. Through flavors that spark nostalgia and packaging that feels oddly familiar across continents, Indomie proves that cultural pride doesn’t have to be loud to be heard. Sometimes, it just has to be shared — one bite at a time. Sources : https://www.afr.com/life-and-luxury/food-and-wine/how-instant-noodles-came-to-dominate-the-world-20210408-p57hla https://seasia.co/2025/06/02/from-indonesia-to-the-world-how-indomie-became-such-a-household-brand https://www.scmp.com/week-asia/lifestyle-culture/article/3151732/indonesias-iconic-indomie-beloved-millions-students Written by Neisha Dinara, Management 2024, Public Relations The 19th IMOTION

Have you ever smelled something and suddenly remembered a person, a place, or even a specific moment in your life? That’s the power of scent. It goes beyond just smelling nice. It brings you back. It holds meaning. And that’s exactly what HMNS is doing with their latest collaboration with the film SORE. HMNS is no stranger to creating bold, personality-driven perfumes. But this time, they took it to a whole new level. By working together with SORE, a local film that explores love, time, and the beauty of what could have been, HMNS created two fragrances that are meant to be felt just as much as they are meant to be worn. The result is ZENA and ETERNA, two scent experiences that carry emotion, memory, and mood in every spray. This is not just about perfume. It is about storytelling. ZENA and ETERNA, Two Sides of the Same Feeling Each fragrance has its own character. Together, they feel like two different chapters of the same story. You do not need to have watched SORE to connect with these scents. They speak to universal feelings that all of us have gone through. ZENA is a fragrance mist that feels soft and familiar. It is light and clean with a floral and powdery touch. Think of it as that peaceful moment in the afternoon when everything just feels calm. It is perfect for everyday wear whether you are rushing to class or just chilling at the library. ZENA is that scent you wear when you want to feel a little closer to yourself. On the other hand, ETERNA is the deeper and more intense version. It comes in a 100 ml perfume bottle and carries rich notes of amber, soft woods, and florals. It feels warm and lasting. The kind of scent that stays with you and maybe even stays on someone else’s hoodie. It gives you that quiet kind of confidence when you are walking into something important like a presentation or a late-night talk that means a lot to you. A Real Collaboration that Feels Honest One of the best things about this collaboration is that it does not feel forced. HMNS did not just release a film-themed perfume and call it a day. They built a story that connects the feeling of SORE with the kind of scent that lingers long after the final scene. In their own words, HMNS shared that they wanted ZENA and ETERNA to act as emotional extensions of the film. It shows in every detail. The names. The notes. The mood. The packaging. Everything feels intentional. It is not just about smelling attractive. It is about making a memory last. Let the Scents Speak for Themselves There is something beautiful about turning feelings into something wearable. HMNS managed to bottle that emotional weight into something you can carry in your bag or place on your shelf. ZENA and ETERNA are perfect for those of us who find comfort in nostalgia and meaning in the little things. They are vegan. They are cruelty-free. They are made for people who want their fragrance to say something without needing to speak. If you have ever missed someone or wished time could slow down just a little then this collection is for you.   Sources : https://www.mediapatriot.co.id/2025/07/13/hmns-hadirkan-parfum-sore-eterna-dan-sore-zena-dalam-kolaborasi-eksklusif-bersama-film-sore-istri-dari-masa-depan/ https://madeforhmns.com/products/hmns-x-sore-fragrance-mist-zena Written by Alviani Felisya, Management 2024, Public Relations The 19th IMOTION