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DJI SAM SOE

Company: Hanjaya Mandala Sampoerna Tbk PT 
Brand value: US$2,256 million
Year on year change: 28%
Headquarter city: Jakarta 
Industry: Tobacco 
Year formed: 1913 
 
Dji Sam Soe is a premium brand of kretek (clove) cigarette that has more than a century of heritage in Indonesia. The brand, known to have been the favourite brand of late-President Sukarno, the first president of independent Indonesia, draws on national pride and a sense of brotherhood in its communications. It claims to be the ‘King of kretek’. The brand’s name comes from the Chinese words for the numbers two, three and four; the sum of these numbers is nine, which in Chinese culture represents perfection. Dji Sam Soe is the market leader in hand-rolled kretek, and its machine rolled variant, Dji Sam Soe Magnum, is growing rapidly. Dji Sam Soe has seen the strongest growth in the Sampoerna family in the past year and has increased its market share.
 
Magnum Filter is a more aspirational brand while Magnum Blue appeals to young adult smokers. Dji Sam Soe is exported to several markets in Southeast Asia and was named a ‘Living Legend Brand’ in SWA Magazine’s 2015 Indonesia Original Brand Awards.
 
Dji Sam Soe’s slogan in communications has for three years been ‘Mahakarya Indonesia’, or ‘Indonesian Masterpiece’. The brand is owned in Indonesia by Hanjaya Mandala Sampoerna, which is listed on the Indonesia Stock Exchange. The company is majority owned by Philip Morris International, which is listed on the New York Stock Exchange.