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Indonesia 2015 | Brand Profiles | 9 | Dji Sam Soe

Company: Hanjaya Mandala Sampoerna Tbk PT

Brand value: US$1,767 million

Headquarter city: Jakarta

Industry: Tobacco

Year formed: 1913

Premium kretek cigarette with regional reach

Dji Sam Soe is a premium brand of kretek (clove) cigarette that has more than a century of heritage in Indonesia. 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 known to have been the favourite brand of late President Sukarno, the first president of independent Indonesia, and is exported to several markets in Southeast Asia.

In the past four years, the brand has launched two new lines, Magnum Filter, an aspirational but more affordable brand, and Magnum Blue, which appeals to young adult smokers. Dji Sam Soe’s slogan in communications has for two 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.