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23 Bango

BANGO

Company: Unilever Indonesia Tbk PT

Brand Value: US $588 million

Headquarters: Jakarta

Year On Year Change: 9%

Industry: Food and Dairy

Year Formed: 1928

Bango soy sauce is a store-cupboard staple and is one Unilever’s strongest brands in Indonesia. It is seen as the ingredient that helps people make traditional Indonesian dishes taste great, and in its communications heavily emphasizes the value of local cuisine to family life, and the contribution of local soy bean farmers. The soy sauce market has been highly competitive in recent years, and Bango’s marketing has focused for the past five years on how malika – black soy beans – are nurtured by local farmers to create the highest-quality product. In 2017, Bango revived its previously annual food cooking event, which took a break in 2016. The Festival ‘’Jajanan Bango” was a great success, with 70 stands all showing visitors how to prepare traditional Indonesian dishes. The festival also underlined Bango’s determination to be associated with keeping traditional cooking alive. To appeal to younger audiences, Bango used the event to promote 10 local culinary startups, and has recently launched an Instagram account, @bangowarisankuliner.