Jakarta, Indonesia – Celebrating 35 years since its debut in the archipelago, McDonald’s Indonesia has launched a year-long anniversary campaign designed to honour the nation’s ‘unity in diversity’ and the everyday beauty of its people.
Since opening its first doors in the country, the QSR chain has integrated local flavours and traditions into its operations, focusing on core Indonesian values such as Gotong Royong (communal cooperation), sincerity, and inclusivity. The anniversary initiative, titled Sepenuhnya Indonesia (Wholeheartedly Indonesia), aims to highlight these cultural pillars, which the company suggests are often overlooked in modern life.
The campaign centres on a short film titled ‘The Boat’, starring acclaimed actor Ario Bayu and directed by Dimas Djayadiningrat. The film uses a vessel as a metaphor for the nation, depicting a diverse group of families and workers sharing a common journey. To date, the project has garnered over 10.5 million views across YouTube and other streaming platforms.
“When my team and I first spoke with McDonald’s Indonesia, they wanted to mark 35 years through a tribute to Indonesia that highlights the noble values found in everyday life. As I delved into the story, it felt very close and relevant to me. I interpreted Sepenuhnya Indonesia as a way of doing everything with heart—starting from good intentions, pursued with genuine effort, and resulting in goodness,” said actor Ario Bayu.
Beyond the creative storytelling, the Sepenuhnya Indonesia platform underscores the company’s localised business model. Currently, approximately 76% of McDonald’s Indonesia’s raw materials are sourced from domestic farmers and producers, supporting a supply chain centered on halal-certified meals and community-specific programmes.
“I am really proud to be part of a project that was equally challenging and rewarding. We wanted to reveal and celebrate the deeply rooted values that define us as Indonesians – but are often overlooked and taken for granted – through sincere, genuine storytelling that’s entertaining and inspiring without being pretentious,” added director Dimas Djayadiningrat.
A sequel film, titled ‘Belong’, is scheduled for release later this year. This second instalment will pivot toward the brand’s 300+ physical locations, focusing on the daily interactions between crew members and local communities.
“Instead of showcasing our achievements thus far, we wanted to pay tribute to the country we all truly love. And sincerely celebrate the real beauty of the Indonesian people. After all, beyond serving feel-good moments, McDonald’s Indonesia is deeply rooted in the heart of the nation. And we’re proud to be a part of the fabric of society for 35 years and counting,” said Caroline Kurniadjaja, associate director of marketing at McDonald’s Indonesia.
