This new mission is being brought to life through the launch of ”Foodtruck Jajanan Bango”, which will tour 13 cities to invite young people to explore a variety of modern soy sauce–based cuisine.
Lendi Yuwarlian, Head of Marketing Bango and Beverages Unilever Indonesia, explained: “As the market leader in the soy sauce industry, which has accompanied Indonesians in their culinary exploration for nearly 100 years, we are now observing an interesting phenomenon: a shift in culinary interests driven by various factors. For instance, today’s fast-paced lifestyles have caused younger generations to prefer recipes that can be prepared more practically. They are also known for their love of exploring flavors, which makes recipe varieties increasingly important so they don’t get bored with the same dishes over and over again.”
“Furthermore, as a result of digitalization, the culinary reference points for young generations have also shifted. In the past, in their culinary explorations they were heavily influenced by legendary street food vendors. Today, however, they tend to seek inspiration from foodsfluencers who are active on social media. This phenomenon has, in turn, affected their interest in local cuisine, which is now gradually being left behind as it is considered old-fashioned or less trendy. Beyond that perception, local cuisines are also often seen as requiring long and complicated cooking processes, with limited varieties compared to the abundance of new dishes that keep emerging and going viral,” Lendi continued.
This includes soy sauce–based cuisine, whose presence has begun to fade. According to the “Menu Check Study” by Kantar in 2024, for the first time in the past 10 years, only three soy sauce–based cuisines remain on the list of Indonesia’s 15 most popular meals: Nasi Goreng, Oseng Tempe, and Mie Goreng. This highlights the limited inspirations available to create soy sauce cuisines that are both practical and more varied.
Dimas Ramadhan Pangestu, also known as Dims the Meatguy, a foodsfluencer and foodpreneur, commented: “In fact, the inspiration for cooking with soy sauce can be said to be limitless. From its flavor profile, soy sauce boasts a remarkably complex and complete taste. There is a blend of sweet, salty, and savory flavors, further enriched by the distinctive aromas derived from the soybean fermentation process.”
“This makes soy sauce extremely versatile in enhancing the flavor of any dish – not only local cuisine with its thousands of variations, but also international or even fusion dishes. For example, with the right use, soy sauce can replace Worcestershire sauce, oyster sauce, or even barbecue sauce.”
Responding to this phenomenon, Bango aims to reignite public excitement for soy sauce–based cuisine by introducing new packaging that reflects the brand’s progressive spirit. With more modern and eye-catching designs, the packaging reinforces the message that only Bango’s uniqueness as “100% Kecap” is present in every drop.
Since it was first created in 1928, Bango has remained consistent in using high-quality natural ingredients without any artificial coloring or preservatives. By using only these natural ingredients, the quality of Bango soy sauce becomes exceptional, with a thicker, more savory, and rich in flavour — making it the best choice for exploring all kinds of dishes.
Lendi added, “Previously known as a legendary brand with a mission to preserve Indonesia’s culinary heritage, Bango now also carries a new mission: to position soy sauce as a culinary gem that remains relevant and adaptable to evolving food trends.”
“Bango wants to prove that soy sauce is not an ‘old-fashioned’ condiment limited to monotonous local cuisines, but rather an innovative and versatile ingredient for a wide variety of modern creations — whether as a cooking ingredient, dipping sauce, fusion menu component, or even dessert. With this new mission, we are also reaching out to younger generations by collaborating with many food influencers to present delicious, everyday recipes that are easy to try.”
This new mission is realized through Bango’s innovation as the first soy sauce brand to present a food truck, which is touring Indonesia through the “Foodtruck Jajanan Bango” roadshow. As it travels through 13 cities (Jakarta, Bogor, Tangerang, Bekasi, Sukabumi, Bandung, Yogyakarta, Semarang, Solo, Surabaya, Malang, Palembang, and Lampung), on this roadshow, Bango will reach millions of young people to invite them to explore a variety of modern soy sauce–based cuisine.
Due to the penchant of younger generations to enjoy hanging out while snacking, “Foodtruck Jajanan Bango” is present at young people’s popular spots and favorite stores, allowing them to explore varieties of unique and modern dishes, all made using Bango soy sauce. Uniquely, during this activity, Bango is also collaborating with several food influencers to prove that soy sauce–based cuisine is not only highly relevant and varied, but also practical to prepare without compromising on delicious taste.
For example, there is the “Nasi Goreng Saikoro” menu, created in collaboration with Dims the Meatguy. These combinations of savory fried rice with saikoro beef caramelized in soy sauce elevate the deliciousness of this dish even further — making it a truly special modern creation.
Tasya Kamila, a celebrity mom who loves cooking, also enthusiastically welcomed Bango’s new look and mission: “As a soy sauce lover and a long-time user of Bango, I’m so happy with this fresh new look, which makes me even more confident in Bango’s consistency to maintain quality by using only natural ingredients.”
“This is especially so since in the past, cooking local cuisines often felt complicated, time-consuming, and repetitive. Now with Bango, we can cook more practically, deliciously, and with greater variety thanks to its wide range of inspiring recipes. Let’s invite friends and family to the ‘Foodtruck Jajanan Bango’ so we can explore all kinds of tasty and practical soy sauce dishes, then try them out at home!”
“The ‘Foodtruck Jajanan Bango’ also offers many exciting facilities and activities, such as digital menu selections and payments, special gifts in the form of blind boxes with certain purchases, a digital photo booth, cooking demos, and more. This roadshow will be held from September to November 2025, so stay tuned for its arrival in your city, and take time to explore the richness of our cuisine together with Bango, which is ‘100% Kecap’!” Lendi concluded.