PT Bintang Toedjoe took strategic steps through the Bejo Jahe Merah brand by collaborating with the Alethea Sposa fashion label at the 2025 Paris Fashion Show.
Despite coming from two different industries, this collaboration shows a new approach in Bejo’s brand positioning strategy: expanding its presence in the international realm through the integration of culture and lifestyle.
Bejo Jahe Merah’s appearance behind the scenes of the fashion show was not just a marketing effort, but part of a narrative developed by the company to show the relevance of Indonesian herbal products in a global context.
Rindu Melati Siregar, Group Brand Manager of Natural Wellness Category PT Bintang Toedjoe, emphasized that this collaboration is a form of expanding local meaning to the world stage.
This collaboration of fashion and herbal products for colds is our way of showing that Indonesia’s richness has many faces, many flavors, and all of them can be brought to the world stage with pride,” said Rindu, quoted from his official statement, Tuesday (6/5).
In the context of brand management, this move reflects a co-branding strategy that brings together local identity with global expression space.
Without explicitly displaying the product directly on the catwalk, Bejo chose to take a position as a behind-the-scenes support system accompanying the models and crew in facing work pressure and extreme weather.
Evelyn Witono Putri, founder of Alethea Sposa, revealed the reason for choosing Bejo as a partner. “So that our team can stay fit amidst the cold, windy Paris weather and revealing clothes, I prepared them with red ginger herbs,” she explained.
In addition to expanding consumer reach, this collaboration is also part of the continuation of the Anti Angin-Angin Club campaign, a health education initiative previously initiated by Bejo.
This approach signals a shift from a product communication strategy to a broader and more contextual brand storytelling strategy.
Bejo Jahe Merah is taking advantage of the international momentum not only to introduce the product, but to build brand associations with resilience, hard work, and cultural heritage.
This approach shows that the company is not only focused on sales, but also on the social and cultural relevance of their products.
