Sariwangi Celebrates 81 Years of Indonesian Independence with Unity

To commemorate Indonesia’s 81st independence anniversary, top tea brand Sariwangi has launched the “Waktunya Ngeteh Indonesia” (Time for Tea, Indonesia) campaign to unite the nation through shared cultural traditions and freshly brewed tea. According to the brand, the nationwide initiative encourages citizens to celebrate their diversity over a cup of tea, marking a fresh chapter following the brand’s acquisition by Savoria Group in March.

Operating since 1973, Sariwangi has woven itself into everyday Indonesian life for over 53 years, accompanying personal reflection, family gatherings, and national milestones. The new campaign builds on this long-standing legacy by highlighting how the archipelago remains unified in taste and spirit despite diverse regional celebration styles.

The campaign rolls out several nationwide festivities designed to engage local communities. Among these is a special campaign video showcasing regional Independence Day traditions unified by camaraderie and a warm cup of tea. Additionally, the Neighborhood Archway Competition (Lomba Gapura) celebrates community spirit, known locally as gotong royong. Out of roughly 500 entries, 178 selected neighborhoods received Rp1 million in funding, activity setups, event branding, and product kits. A total prize pool of Rp17 million in cash is set to be contested by the ten runner-up communities and the top three grand winners.

Production communities also take center stage through partner plantation festivities held across two partner tea plantations in Central Java. These on-site events honor the local farmers and agricultural communities essential to the brand’s supply chain. Furthermore, the flagship SariWangi People’s Party (Pesta Rakyat) is hosted at Taman Mini Indonesia Indah (TMII) from August 15 through August 17, offering visitors traditional games, cultural parades, entertainment stages, and interactive tea-tasting experiences.

Independence Day acts as a vital moment that brings the country together, as highlighted by Sariwangi brand manager Irene Limantara. “Through the campaign, we invite everyone to celebrate our nation’s diversity in a simple yet meaningful way—starting from local residential neighborhoods to the plantations that our tea farmers call home,” Irene stated. She added that the brand remains proud to continue brewing togetherness.

Crafted from 100 percent authentic tea leaves, the brand’s portfolio includes classic Black Tea, Sarimurni Vanilla, Jasmine, Green Tea, Rose Tea, and functional blends such as Ginger & Turmeric and Date & Honey.

Frequently Asked Questions

What is the “Waktunya Ngeteh Indonesia” campaign?

It is a nationwide initiative launched by Sariwangi to commemorate Indonesia’s 81st independence anniversary by encouraging citizens to celebrate the nation’s cultural diversity over a freshly brewed cup of tea.

How are local neighborhoods participating in the campaign?

Neighborhoods are participating through the Neighborhood Archway Competition (Lomba Gapura), where 178 selected neighborhoods out of roughly 500 entries received Rp1 million in funding, activity setups, branding, and product kits to decorate their entryways.

Where is the flagship SariWangi People’s Party taking place?

The flagship festival event, known as Pesta Rakyat, is hosted at Taman Mini Indonesia Indah (TMII) from August 15 to August 17, featuring traditional games, cultural parades, entertainment, and interactive tea-tasting experiences.

How do local community events like the Neighborhood Archway Competition influence regional consumer engagement during national holidays?