Celebrating Indonesia’s Independence Day this year, Starbucks wants to invite all its customers to reminisce and remember some of the rich cultural heritage of the country that may have begun to fade over time. Childhood memories of playing congklak with friends or enjoying unti cakes made by grandma in the hometown give a sense of happiness and warmth within.
For that reason, through this momentum, Starbucks wants to bring back the joy and pride of being Indonesian through the cultural heritage that we have under the theme “Satu Nusa Berbahagia” for its latest campaign.
“Various types of traditional Indonesian games are now rarely played by children, replaced by gadgets – even though traditional games that are part of our cultural heritage are very diverse. Reminiscing with the cultural heritage of the country is an important concept that makes Starbucks carry the theme ‘Satu Nusa Berbahagia’ to celebrate the 79th Indonesian Independence Day,” said Liryawati, Chief Operations Officer, PT Sari Coffee Indonesia – the official licensee of the Starbucks brand in Indonesia.
Reminiscing about the cultural heritage of the country is an important concept that made Starbucks carry the theme “One Happy Nation” to celebrate Indonesia’s 79th Independence Day.
Indonesia’s rich cultural heritage inspired Starbucks to present food, beverages, merchandise and even Starbucks Card designs to celebrate Indonesia’s Independence Day this year. The series of Iced Creamy Unti Latte and Merah Putih Cream Frappuccino®, also Pandan Unti Soft Bun, Merah Putih Croissant and Pandan Basque Cheesecake are not just food and beverages, but also a tribute to Indonesia’s culinary richness.
Meanwhile, the merchandise and Starbucks Card designs depict illustrations of traditional Indonesian games that are an integral part of the nation’s cultural heritage that has been passed down from generation to generation, such as egrang or stilts, congklak and the Wak Wak Gung game.
