Jakarta. The 15th birthday is an important milestone for many of us, when on the brink of adulthood life seems to be so full of possibilities.

This year, culinary and entertainment company Ismaya Group will be celebrating its 15th anniversary. It has already prepared a series of special events to observe the birthday.

"Turning 15 is a really big deal for us," Sherly Basri, Ismaya Group's corporate marketing manager, said during a press conference in Jakarta on Thursday (28/06). "So, we want to make sure that 2018 is a year of celebrations, which our customers will truly touch and feel."

Ismaya Group started its first culinary outlet Blowfish Kitchen and Bar in Jakarta in 2003. Today, it owns 23 brands and 68 outlets in Indonesia, Shanghai and Dubai.

To celebrate the 15th anniversary, the company will prepare gifts for customers who dine at its establishments in the next couple of months.

"But the ultimate celebration will be in November," Sherly said.

A big concert, "Ismaya 15 Concert," will be held in Jakarta on Nov. 9.

But not only customers will enjoy the celebrations.

Through its corporate social responsibility program, "A Plate of Dreams, a Spoonful of Hope," the company has donated Rp 500 million ($34,900) to Yayasan Sahabat Anak to sponsor primary and secondary education for children from less fortunate families in Jakarta.

The company also teams up with Arkamaya Creative Culinary School to provide training in the food and beverage industry to some of the kids in Yayasan Sahabat Anak's custody.

Mobile App

During the press conference, the company also launched a mobile app.

"You can see all the latest promotions at our outlets in the mobile app," said Lily Krisniagasari, the group's customer relationship manager.

"If you're wondering what you're going to do tonight, just check the app to see our special events and promotions, choose your favorite one and then just go to enjoy it."

The app is your digital membership card. You can also buy special merchandise and tickets for Ismaya's events.

"When you go some place, you can forget your wallet, but you rarely forget your handphone. With this app, you can always have access to your membership card. You can always get your benefits and redeem your points at our establishments," Lily said.

Today, the company has more than 150,000 active members.

Local and International Expansion

Ismaya Group is also planning a massive expansion.

"We're going to open more than 40 outlets across Indonesia and Asia. Hopefully, by the end of the year we'll have more than 100 outlets," Sherly said.

In August, the company will open a new club in Bali. Located at the beachfront of Sofitel Bali Nusa Dua Beach Resort, it will be named "Manarai Beach House."

"This club will be very, very happening in Bali," said Arlene, assistant marketing manager of the group's lifestyle division.

In the past couple of years, Ismaya's outlets, Mr. Fox, Djournal Coffee, The People's Cafe and Tokyo Belly, have been very successful in Surabaya. Soon the capital of East Java will see the opening of the group's favorite Italian outlet Pizza e Birra.

Pizza e Birra will also be opened in Makassar, South Sulawesi, this year.

Very soon, the company will bring its casual dining outlets, People's Cafe and Tokyo Belly, to Balikpapan, East Kalimantan.

Ismaya Group also plans a massive expansion abroad.

The group's iconic nightclub Dragonfly will open in Kuala Lumpur, Malaysia.

And this year, the group's highly successful dance music festival Djakarta Warehouse Project (DWP) will also be held in China.

"It's a branch-out of DWP in the international market. It's gonna be very exciting," said Sarah Deshita, brand manager of Ismaya Live division.

The exact date, venue and lineup of DWP China is yet to be announced.