DJI SAM SOE

Company: Hanjaya Mandala Sampoerna Tbk PT

Brand Value: US$3,123 million

Year on Year Change: 18%

Headquarters: Jakarta

Category: Tobacco

Year Formed: 1913

Dji Sam Soe (which means “two, three, four” in Chinese) is a premium brand of kretek (clove) cigarette, and is the leading name in the local Philip Morris stable of cigarette brands. Dji Sam Soe has more than a century of heritage in Indonesia – it was famously the preferred brand of the country’s first post-independence president, Sukarno – and it draws on that rich heritage in its communications. It also focuses on consistently providing high quality over many generations. This emphasis on the premium nature of the brand was at the heart of the 2019 campaign for Dji Sam Soe Super Premium, which was promoted with the tagline “Yang berharga Dijaga Sempurna” (What’s precious, preserved in perfection), referring to way the product is wrapped, to maintain quality.