When Coffee, Spice, and Gadis Kretek Meet - Collaboration between Janji Jiwa and Netflix

JAKARTA, 10 November 2023 — Janji Jiwa, a brand with a reputation for innovation in its product offerings, has unveiled six new menu items featuring coffee and non-coffee options infused with the rich flavors of Indonesian spice-inspired ingredients. This latest menu expansion is a tribute to and a show of support for Netflix Indonesia Original Series, Gadis Kretek or Cigarette Girl, which starts airing on November 2, 2023.

Indonesian aficionados of the film industry, who also happen to be consumers of Janji Jiwa, have been offered the opportunity to indulge in a menu that results from a special collaboration. This menu comprises two items, namely Kopi Gadis Kretek and Teh Mawar Gadis, which are available at all participating Janji Jiwa outlets.

Meanwhile, the other four special menus, Kopi Madu Raja, Kopi Hitam Puspa Arum, Susu Mawar Djiwa, and The Aroma Djiwa, are limited menus or limited editions which are only available and can be enjoyed at the Janji Jiwa Gandaria City outlet until 27 November 2023.

As we know, the mutual affinity between coffee and films is widely recognized. They provide a calming and relaxing atmosphere for those who indulge in them. This realization has led to the collaboration between Janji Jiwa and Netflix.

Janji Jiwa supports the Gadis Kretek series and its portrayal of the love story between Dasiyah and Soeraja, played by Dian Sastrowardoyo and Ario Bayu, respectively. The show also explores the rich flavors of Indonesian spices, including the clove, offering an opportunity to celebrate and promote Indonesian heritage.

In the realm of food production, cloves have long been recognized for their natural flavoring and preservation properties. It was the utilization of cloves that enabled Europeans to preserve and store food for extended periods, thereby making it a treasured commodity worldwide.

The CEO and Founder of Jiwa Group, Billy Kurniawan, expressed his profound sense of pride in supporting Indonesian films and series, particularly Gadis Kretek, which airs on Netflix. With this collaboration, Billy announced that Netflix Indonesia partnered with Janji Jiwa, marking the first-ever partnership between the streaming giant and an F&B brand in the country.

"The series showcases the richness of Indonesian spices, including cloves and rose, which inspired Janji Jiwa to create four special drinks using Indonesian spices," said Billy.

Furthermore, he explained that this collaboration product offers flavor variants adapted from the series Gadis Kretek, thereby creating unique and authentic tastes. Among these options is the Kopi Gadis Kretek variant, which blends Clove Coffee with salted caramel, coconut milk, fresh milk and macchiato cream to produce a singular and authentic taste. It has been noted that this variant will be made available exclusively at select outlets in the future.

"To further enhance the collaboration experience, the Janji Jiwa outlet in Gandaria City is transforming to 'The Sauce Room.' The goal of this change is to offer customers an unforgettable experience, one that will transport them to another time and place, much like the series 'Gadis Kretek.' The outlet will accomplish this through creative decor and ambiance, as well as by providing customers with the opportunity to mix their beverages and add their favorite toppings, resulting in a customized and personalized experience," added Billy.

Gadis Kretek features a memorable scene where the lead character, Dasiyah or Jeng Yah, portrayed by the talented artist Dian Sastrowardoyo, demonstrates her passion for mixing the perfect concoction. She does so by combining roses and various spices, resulting in an aroma that is both alluring and captivating.

Mark Hanusz, an American cultural researcher, has comprehensively explored and documented the subject of Kretek or cloves. While this term may not be widely known outside of Indonesia, individuals who have had the opportunity to travel to the archipelago will undoubtedly recall its distinctive aroma and sound.

The origins of the name Kretek can be traced back to the sound produced when chopped cloves burn, creating a unique "kretek kretek kretek" sound.

The series Gadis Kretek, directed by Kamila Andini and Ifa Isfansyah, provides a nuanced portrayal of Indonesian culture. Its depiction of how Indonesians cherish family heritage, including heirlooms, recipes, and family businesses, across generations makes for a moving and thought- provoking viewing experience.

On another level, Gadis Kretek is also an inspiring story of indomitable female spirit, as Dasiyah determines to succeed against all odds in a fiercely male-dominated field.

Through Gadis Kretek, Netflix shows its commitment to always present interesting local contents that on par with titles from other parts of the world.

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About Janji Jiwa

HISTORY OF JANJI JIWA

Over the past few years, there has been a proliferation of coffee shops throughout Indonesia, ranging from multinational chains to small-scale, independent establishments. In 2018, upon its inception, Janji Jiwa's founders recognized the importance of establishing a clear and relevant point of differentiation to ensure the success of their brand. They aimed to provide a more innovative and imaginative exploration of food and drink within the convenience of a 'Grab & Go' coffee shop format. Janji Jiwa's positioning as a celebrated Grab & Go coffee shop, where creativity remains a constant and all Indonesians feel welcome, has propelled it to widespread acclaim.

COFFEE AT THE SPEED OF CULTURE

Janji Jiwa is committed to providing its customers with innovative and engaging products and experiences. As a brand that strives to stay current with today's culture and media, we understand the importance of remaining relevant and on-trend while continuously evolving to meet the rapidly changing needs and interests of our customers.

To achieve this, we are constantly exploring new product offerings that cater to a diverse range of preferences and dietary requirements. It includes non-coffee drinks and non-dairy alternatives, which allow us to accommodate a broader range of customers. Additionally, we actively seek out exciting co-branding collaborations with prominent brands, popular events, and celebrities. Such collaborations enable us to create unique and engaging products that keep our customers excited and engaged with our brand.

SUPERIOR AGRICULTURAL PRODUCTS IN A CUP

The success of Janji Jiwa is contingent upon the caliber of its products. Our enterprise has established direct relationships with preeminent coffee farmers in Indonesia, resulting in a dependable and sustainable "farm-to-cup" supply chain. This mutually beneficial arrangement ensures farmers receive a reliable crop income and our customers receive superlative-quality coffee at consistently moderate prices. The uncompromising affordability of our products distinguishes Janji Jiwa from competitors and fosters enduring customer loyalty.

About Netflix

Netflix is one of the world's leading entertainment services with over 238 million paid memberships in over 190 countries enjoying TV series, films and games across a wide variety of genres and languages. Members can play, pause and resume watching as much as they want, anytime, anywhere, and can change their plans at any time. For more info, please go to Netflix Media Center.