Malang Strudel Joins Co-Branding Scheme With Wonderful Indonesia i

Tourism Minister Arief Yahya, left, and actor Teuku Wisnu. The Ministry of Tourism has established a co-branding scheme involving its Wonderful Indonesia campaign and some of the country's leading brands, such as Malang Strudel of East Java. (Photo courtesy of Malang Strudel)

By : Jakarta Globe | on 6:42 PM August 11, 2017
Category : Life & Style, Food & Drink, Tourism

Jakarta. The Ministry of Tourism has established a co-branding scheme involving its Wonderful Indonesia campaign and some of the country's leading brands, such as Malang Strudel of East Java.

"It shows that the Wonderful Indonesia brand popularized by the Tourism Ministry has become stronger. The private sector would not be interested if our brand was not strong enough," Tourism Minister Arief Yahya said in a statement on Thursday (10/08).

Esthy Reko Astuti, deputy for tourism development at the ministry, added that traditional local dishes and food products add important value to the tourism sector.

The contribution made by these characteristic foods is significant, because it may provide visitors with new experiences when they arrive at a tourism destination, and may also attract them to visit again.

"The development of local products is the government's responsibility, to promote traditional menus more widely. It is our duty to introduce culinary feats through tourism, to turn them into something valuable," Esthy said.

Malang Strudel has been on a mission to help turn the region into a leading tourism destination. The company publishes videos on YouTube almost every week to showcase leading destinations in Malang.

"Tourists visiting Malang now buy Malang Strudel for their families. The quality of the product, taste, serving, packaging, innovation and long expiry period make it suitable as a souvenir," Esthy said.

Malang Strudel chief executive Donny Kris meanwhile said the company asks celebrities to endorse its products as souvenirs.

He added that Malang Strudel is available in seven flavors. These are apple, cheese, banana-chocolate, strawberry, orange, pineapple and mixed fruits.

"Since [the company] opened on Dec. 20, 2014, there have been many positive comments. There were also lots of orders from out of town, but we apologize that Malang Strudel can only be bought in Malang, so that the delicacy can become a specialty of the city, and not sold in other cities," he said.

Tourism Minister Arief Yahya has thanked all the parties who joined the co-branding scheme.

"I am pleased that many businessmen are prepared to join the promotion. The spirit of 'Indonesia Incorporated' has become stronger," he said.

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