danu sofwan

Against the Current

If there’s one man who knows how to uplift local products, it’s Danu Sofwan, CEO of PT. Wisata Kuliner and the founder of Radja Cendol, Es Teh Indonesia, and Basreng Gonjreng. Radja Cendol, the business venture which he founded in 2013, now has more than 800 outlets in Indonesia and even in Hong Kong. Danu chose cendol because he saw how rich Indonesia’s culinary heritage actually is, yet products based on it are rarely popular. Having discovered how delicious cendol can be, Danu was motivated to make the drink more acceptable in the modern market. He rebranded cendol as a more elevated product with proper packaging, and created extra product value in line with modern tastes.

“When I first started Radja Cendol, bubble drinks were extremely popular. But I thought, if I started a bubble drink business, I wouldn’t be able to catch up with those who have been in the market longer, have bigger brands, and already established many outlets,” Danu recalls. “So, I tried to go against the current.”

Unlike traditional cendol, however, Radja Cendol’s drink uses milk instead of coconut milk. “There’s a vision and a mission behind that decision,” Danu explains. “Milk consumption in Indonesia is the lowest among ASEAN countries – only 12 litres per capita per year. It’s still far below Singapore or Malaysia. So, I want to do my part in increasing that number.”

But for sure, Danu’s biggest goal right now is to elevate cendol towards global recognition and as a source of pride for Indonesia.