DJI SAM SOE
COMPANY Hanjaya Mandala Sampoerna Tbk PT
BRAND VALUE US$2,411 million
YEAR ON YEAR CHANGE 7%
YEAR FORMED 1913
Dji Sam Soe is a premium brand of kretek (clove) cigarette that has more than a century of heritage in Indonesia and draws on that rich heritage in its communications. 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. The brand was famously the preferred cigarette of late-President Sukarno, the first president of independent Indonesia. Brand communications use images of brotherhood and strength, alongside demonstrations of pride in the country’s rich natural resources and its cultural traditions. The brand also supports traditional players and music events across the archipelago. Dji Sam Soe’s slogan in communications has for more than three years been ‘Mahakarya Indonesia’, or ‘Indonesian Masterpiece’, and this continues to be the case in 2017. The brand is the market leader in hand-rolled kretek, but its share has declined 0.4 percent in the past year. 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.