Heaptalk, Jakarta — In celebration of National Batik Day on October 2, Oreo launched a special edition batik packaging featuring four traditional Indonesian fabrics: Mega Mendung Batik, Songket Fabric, Sengkang Weaving, and Endek Weaving (10/15).
These traditional fabric patterns represent four regions in Indonesia. Batik Mega Mendung from Cirebon is featured in the original flavor variant, Songket from Palembang in the strawberry flavor, Tenun Sengkang from Makassar in the blueberry flavor, and Tenun Endek from Bali in the chocolate flavor.
Sandiaga Salahuddin Uno, the Minister of Tourism and Creative Economy, appreciated and supported this initiative by Mondelez Indonesia to promote batik, which has been recognized by UNESCO since 2009. “We hope this initiative will positively impact the community, especially the younger generation, encouraging them to take pride in and help preserve and promote batik as Indonesia’s cultural heritage. By preserving batik, we also maintain local wisdom, which can be a source of inspiration and innovation for future generations,” said Sandiaga during the virtual launch (10/15).
According to Khrisma Fitriasari, Head of Corporate Communications and Government Affairs for Mondelez Indonesia, the launch of this special edition demonstrates Mondelez Indonesia’s ongoing commitment to innovation, highlighting cultural wisdom and supporting local industries. “Oreo has become an inseparable part of Indonesian families, and in its mission to bring happiness worldwide, we are proud that every Oreo enjoyed in 40 countries across the Asia-Pacific, Middle East, including Japan, Australia, and New Zealand, is a gift from Indonesia—made by Indonesians and enjoyed by Indonesians and the world,” Khrisma stated.
Initiating Oreo Sharing CSR program
In addition to the batik-themed packaging, the brand has also initiated a Corporate Social Responsibility (CSR) program called Oreo Berbagi, meaning Oreo Sharing, involving thousands of batik artisans and entrepreneurs, especially in Cirebon, West Java, known for its Mega Mendung pattern.
“Various forms of assistance and training have been prepared to support the productivity of batik artisans and entrepreneurs, from providing batik-making tools and waste management systems to offering practical batik workshops in schools to encourage the younger generation to continue the batik tradition,” said Dian Ramadianti, Senior Marketing Manager for Biscuits at Mondelez Indonesia.
The aim is to unite Indonesian families by encouraging them to share fun moments, reflecting the spirit of batik that unites us as one nation. She added, “We hope that this special edition will be a moment for all of us to celebrate the beauty and diversity of Indonesian culture while creating fun moments with Oreo.”
In exploring Indonesia’s rich traditions and culture, the brand collaborated with Era Soekamto, a fashion designer and Nusantara Wisdom consultant. She said, “I hope the presence of this special edition Oreo will attract more Indonesians to celebrate diversity while also deepening their appreciation and sense of ownership of Indonesia’s cultural heritage.”
On this occasion, Nadine Chandrawinata, a public figure and traditional fabric enthusiast, expressed her hope that this special Oreo edition will inspire everyone to cultivate pride in their cultural heritage, starting with their families. “For me, this special edition Oreo Batik is a perfect combination that can make family moments even more meaningful,” Nadine concluded.
