Introducing ‘Beyond Jakarta’, the latest in our frontier markets series
Flamingo's latest release, Beyond Jakarta: A Cultural Snapshot of Contemporary Indonesia, is a collection of articles and interviews that explores Indonesia at a time when its people are more confident than ever, with a stronger sense of their own agency, and eager to build their nation on their own terms, from the bottom up.
“With hundreds of ethnic groups and disparate lifestyles, Indonesia will always be complex, and even a bit messy “, writes Adri Reksodipoetro, Managing Director, Flamingo Jakarta, in his article ‘Indonesian Renaissance’. “But increasingly Indonesians are embracing their diversity rather than fearing it. Maybe this is what our national motto ‘Unity in Diversity’ was always meant to convey.”
Beyond Jakarta delves into this diversity and showcases the fascinating encounters we’ve had with people at the forefront of this emerging Indonesia.
From visual artists to Instagram entrepreneurs, we’ve seen people creating new opportunities for themselves and making an impact through their resourcefulness and creativity.
There are also those, from Batik fashion designers to Islamic feminists, who are fusing values and ideals from the past and present, from inside and outside Indonesia, leading to extraordinary innovations that are both uniquely Indonesian and globally relevant.
Indonesia is one of the fastest-growing and fastest-urbanising countries in the region. Although many Indonesians have limited purchasing power, advances in poverty reduction, the establishment of e-commerce and alternative retail platforms, and a host of other developments are driving growth among an ever-wider range of categories.
For brands the lure is strong. However, Flamingo believes that brand owners need to come to the market prepared to think like economists and act like explorers. Like economists, brand owners need to be ready to play the long game in Indonesia, investing in embedding their brands in the culture in order to reap the benefits of the burgeoning market. Like explorers, brand owners need to understand and respond to the rapidly shifting cultural context. Critically, they need to understand how brands are drawing from and contributing to the culture, and be ready to participate in that exchange themselves.
Beyond Jakarta is a must read for cultural observers, brands, businesses and marketers interested in this rapidly developing market.
To purchase a copy, click here.