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Traveling

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DALAM kolom hobi saya selalu mencantumkan ”traveling”. Ini memang bukan satu-satunya hobi, berwisata kuliner juga menjadi kesenangan tersendiri. Tidak sekadar makan memang, sebab kegiatan yang satu itu tidak boleh disebut hobi, tapi sudah menjadi keniscayaan sebagai makhluk hidup. Menulis? Dulu pernah menjadi hobi, tapi sekarang menjadi pekerjaan. Membaca? Tidak fair kalau disebut hobi, karena sudah menjadi bagian yang tak terpisahkan dari pekerjaan begitu kita (tepatnya: saya) memilih profesi menjadi wartawan. Itu kata Goenawan Mohammad loh!

Hobi yang tersisa, apalagi kalau bukan traveling dan berwisata (kuliner), meski keduanya setali tiga uang. Ya, aktivitas yang satu ini sungguh menyenangkan. Meski kalau mau jujur, belakangan ini saya jarang bepergian. Memang, dulu sewaktu menjadi reporter di majalah berita hampir tiap bulan selalu saja ada tugas ke luar kota, mulai dari Aceh hingga Papua pernah saya kunjungi.

Memang sih, kalau untuk liputan ke luar negeri masih bisa dihitung dengan jari. Kendati undangan dari luar negeri bertubi-tubi, dan kebutuhan reportase langsung dari manca negara juga tidak sedikit, jajaran awak redaksi juga tak kalah banyakya. Artinya, masing-masing wartawan ada gilirannya, kapan ia ditugaskan ke luar negeri.

Teman saya sesama alumni UGM Yogyakarta, Laurensius Sastrawijaya, tidak kekurangan akal, ketika mendapat kesempatan bekerja di sebuah koran nasional terbesar, ia memilih desk olah raga. ”Banyak event olah raga yang berskala global, sehingga kesempatan ke luar negeri sangat besar,” ujar Sastra yang kini bekerja di BBC London.

Pilihan yang sangat masuk akal. Hampir semua orang punya keinginan melanglang buana. Tentu tidak salah dong kalau saya masih menganggap traveling sebagai hobi, bahkan cita-cita abadi. Adiktif mungkin, tapi yang jelas saya menganggap jalan-jalan adalah the ultimate fun activity. Mengunjungi berbagai negara masih menjadi obsesi yang terpendam.

Siapa yang tidak ingin berkunjung ke perkebunan anggur di Tuscany, berjemur di pantai-pantai Mediterania, kalau kita sudah terbiasa kepanasan di pantai tropis – tidak ada salahnya memimpikan pemandangan gunung Alpen bersalju di Prancis Selatan. Ikut pesta di Rio de Janeiro. Atau, kalau Anda tergolong orang yang romantis, pilihannya mungkin berbulan madu ke Venesia. Wow!

Cita-cita seorang traveler sejati adalah keliling dunia suatu hari nanti. Selama mimpi masih gratis, kenapa nggak? Mimpi, keinginan, obsesi, harapan, dan sejenisnya, kata orang, adalah semacam mantra (dan juga doa) yang jika diulang-ulang tidak mustahil akan menjadi kenyataan.

Dan nyatanya, kalau cita-cita tersebut dirancang dengan cermat, perjalanan ke negeri orang bukan perkara sulit. Simak saja pengalaman para traveler, yang kisahnya tertuang dalam berbagai buku – sebutlah Sigit Susanto yang menulis ”Menyusuri Lorong-lorong Dunia” atau Trinity yang berkelana sejak 1995 dan menuangkan ceritanya dalam ”Naked Traveler”. Tapi yang membuat saya berdecak kagum adalah kisah Marina Silvia Kusumawardhani, seorang backpacker yang berhasil keliling Eropa selama enam bulan hanya dengan 1.000 dolar AS (sekitar Rp 9,3 juta)!

Bayangkan, dengan bekal yang sangat minim itu Marina berhasil mengunjungi 45 kota di 13 negara Eropa. Selama enam bulan sarjana teknik industri ITB itu bisa menyaksikan pembukaan Piala Dunia Sepak Bola 2006 (tahun petualangannya) di Jerman, merayakan ulang tahun Venesia, nonton konser Sting, hingga disapa Dalai Lama saat bengong di Praha. Selengkapnya bisa baca blook (gabungan blog dan book)-nya, yang diterbitkan Gramedia Pustaka Utama, Mei lalu.

Jika rencana traveling kita tertunda-tunda, mengapa kita tidak menyimak kisah para Columbus masa kini tersebut, dan mau belajar dari mereka. Bon voyage! (Burhan Abe)

The Exotic Asian Culinary

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Asian food, with its specific taste, is the favorite of many and can be found in every corner of the world. Thai food, for example, is considered quite exotic with chili and tamarind in most of its dishes.

Indeed the Thais have been quite successful in boosting the popularity of their rich cuisine across the world. Here in Indonesia numerous Thai restaurants have been mushrooming. Take for instance a new restaurant franchise from Bangkok, the Blue Erawan, which is strategically located in Menteng, Central Jakarta.

Indonesia and Thailand have similar roots in taste. Historically, the two countries have been close for hundreds of years, especially in the trade of spices. So, it is not surprising that the food of the two countries have similar ingredients.

The most well-known Thai dish is tom yam soup, which contains more chili and tamarind than the local sayur asam or tamarind soup. The tartness is more due to the lemon juice added to it. Other ingredients in the soup are lemongrass or citronella and coriander leaves. Besides chicken tom yam there are also tom yam gong (with prawns), tom yam pla (fish), tom yam palay (seafood such as squid, shrimp and snapper) and tom yam palai thong (fish head).

Of course, tom yam is not the only popular Thai food. Thai food also blends ingredients and spices from a number of countries, including China and India, to create its own specific flavor.

You will be delightfully surprised when you explore most streets in Bangkok, which are filled with restaurants and vendors, for instance Sukhumvit 38, Khao San and Pratunam streets. Among the many delicious dishes are som tum (hot papaya salad), Thai noodles, khao tom pla (fish soup with rice), tom yum talay (seafood soup) and khao man gai (chicken rice).

Some restaurants provide entertainment, for example Baan Thai, Piman Thai Theater and Season, which are located on Sukhumvit street. Similarly, there is also entertainment at the Royal Dragon restaurant, which according to the Guinness Book of Records is the largest restaurant in the world. You can find it on Bangna street. If you like a romantic atmosphere then why not have dinner while cruising along Chao Phraya river, which has a splendid view to enjoy while dining with your partner.

Thailand can be considered the heart of Asian culinary. In Bangkok you can easily find many good cooking classes, for example at the Thai Cooking School at Oriental Hotel, Royal Dragon, UFM Food Center, Landmark Hotel, Institute of Culinary Art and at the Blue Elephant Cooking School.

If you prefer milder food, then go for the milder and safer taste of Malaysian food. Nasi lemak (rice cooked in coconut sauce), roti canai (Indian bread), laksa (rice balls in delicious coconut sauce with shreds of chicken, prawns and meat) are some of the popular dishes here. In fact, Malaysian food is not that different from its Indonesian counterpart, and rice is the staple of the people in both countries.

A visit to Malaysia is incomplete if you only go shopping without a culinary tour. Various races live here and therefore the food of the country is also rich in choices and ingredients. Basically there are three types of food in MalaysiaMalay, Chinese and Indian, each with its own specific taste. There are also mixed race food, such as Nyonya and Muslim Indian. International cuisine, including Mediterranean, is also available in Malaysia’s major cities.

Cycle of Best-Selling Books

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Ayat Ayat Cinta (Verses of Love) is a phenomenon. Since its publication in December 2004, this novel, which was serialized in Republika daily, has sold over 150,000 copies. The film based on this novel was a box office hit and is second to none in terms of the number of viewers.

Of course, not all best sellers become box office hits. But producers in Indonesia and Hollywood are always on the lookout for good novels (hopefully best sellers) to turn into films. If such novels are available, at least they won’t have to look for a storyline as the novels are good enough to be turned into screenplays. The main idea for James Bond films came from a novel by Ian Fleming. Meanwhile, The Da Vinci Code is based on a best seller by Dan Brown and brought in over US$750 million from worldwide ticket sales.

Prior to the success of Ayat Ayat Cinta, a novel by Habiburrahman El Shirazy, there were several phenomenal titles although they did not sell as many as Shirazy’s. Take, for example, Saman by Ayu Utami and then Supernova, an experimental novel by singer-writer Dewi “Dee” Lestari.

Another book much discussed was Jakarta Undercover by Moammar Emka, a journalist for an entertainment tabloid. This book, once a hot topic of discussion, was previously rejected by a major publisher. It became a best seller after being published by a small publisher, Galang Press. So, whoever you are, a small or large publisher, an old or new publisher, an established or unknown writer, you may still have the opportunity to produce a best seller.

Interestingly, the cycle of these best sellers has become relatively shorter, just like Hollywood, which produces box-office films at relatively short intervals. This means that the Indonesian book market has now become an industry with a clear direction, although the market has yet to stabilize. Not only established publishers can reap profits from the flourishing book industry in Indonesia but new publishers can have a share of the profits too.

Publishers seem to have their niches. Galang Press, for example, publishes culture-related books, Mizan specializes in books about Islamic studies while Gagas Media (Moammar Emka is one of its owners) publishes pop novels and teen-let books. Religious (Islamic) books are now enjoying popularity.

At Gramedia bookstores, for example, the best sellers include not only Ayat Ayat Cinta but a book by Habiburrahman El Shirazy, Dalam Mihrab Cinta, and Andrea Herata’s Laskar Pelangi. While these are fiction books, non-fiction best sellers include Catatan Hati Seorang Istri (Asma Nadia), Quantum Ikhlas (Erbe Sentanu), La Tahzan (Dr Aidh Al-Qarni), La Tahzan for Girls (Najla Mahfuzh) and Menjadi Kekasih Allah (Syaikh Abdul Qadir Al-Jailani).

This is found not only in Indonesia. Judo Suwidji, managing director of Periplus, a bookstore chain and importer of foreign books, said there is a big demand for Islamic books. “Perhaps, following the rumors on terror and bombings, people want to learn about the real Islam from the right source,” he said.

Indeed, it is not just books on Islam that are enjoying popularity due to their enlightening subject matter. Other books such as Re-Code Your Change DNA (sic) by Rhenald Kasali, 18 Wisdom & Success (sic) by Andrie Wongso and Wireless Kung Fu by Jasakom E. Learning.

If you are observant then you may see books that you never would have imagined as best sellers. For example, recipe, gardening and cattle breeding books. Then there are also comic books. Indeed, manga dominates the book market today. A local comic book titled Lagak Jakarta by Benny and Mice also has attracted a lot of fans.

Banks Continue Eyeing the Platinum Market

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Reports about wealthy people always attract attention. This was also the case when Globe Asia magazine reported that the total assets of Indonesia’s 150 richest people in 2008 amounted to US$22.7 billion or approximately Rp 208.84 trillion. 

The magazine included the names of 12 new rich Indonesians on the list. According to Globe Asia publisher, Tanri Abeng, the 12 new rich people are an example of how more and more young Indonesians are demonstrating their entrepreneurship, a phenomenon that is beneficial to the country. “The government should facilitate their entrepreneurship. More rich people means more tax revenue, plus these people can also re-invest their funds at home, thereby opening up more job opportunities,” Tanri Abeng said. 

However, it is believed that an increasing number of billionaires in Indonesia will not be of much use in alleviating poverty and unemployment. The reason is that their wealth will be circulated only in the capital and money markets. Nonetheless, the growth rate of wealthy people in Indonesia is quite high. A survey conducted by a leading financial company, Merrill Lynch, called Asia-Pacific Wealth Report 2007 shows that the growth rate of Indonesians with assets valued over $1 million is faster than that of citizens of advanced countries. 

In the past two years, banks have begun to realize the strength of these wealthy people. Citibank, for example, markets its Citigold service, enabling the bank to boast of having 20,000 premium customers.

Other banks like Bank Mandiri with its Mandiri Prioritas, BNI with its BNI Prima, BCA with its BCA Priority, and Danamon with its Primagold are aggressively trying to lure premium customers. Indonesia has only 120,000 or so wealthy people but their financial power is very strong. On average, their deposits are 50 to 100 times of those of ordinary customers. 

According to marketing expert Handi Irawan D., who is chairman of Frontier Marketing Research Consultant, someone’s level of income is always an interesting factor for marketing practitioners to take into account in implementing a segmentation strategy, regardless of the type of industry concerned. There are three reasons for this, he said.

The first reason is that this variable is very closely related to purchasing power. The second is that the segment is easy to determine and a producer can gain access to this segment in a relatively easy manner. The segment is easy to determine because the characteristics and behavior of customers in a particular income segment are relatively recognizable. Third, data on levels of income or spending is relatively easy to obtain. Therefore, a marketing executive can measure the market potential for each segment. 

Income-wise, the market can be divided into two, three or five segments, depending on the purpose and the products concerned. A company must then decide which segment to target. Some companies target the middle to lower segment for their market. Although people in this bracket do not have strong purchasing power, this segment is relatively large in size. Other companies target the upper-class segment, or the premium segment. 

The phenomenon of tapping premium customers can be found not only in the banking sector but also in insurance, aviation, hotels, automotive and consumer goods industries. It is only natural that banks would compete to tap the potential of these premium customers even though premium customers are fewer in number than ordinary customers. To help them tap the premium market, banks also offer platinum credit cards. 

For example Bank Niaga, which has more than 337,000 credit cardholders, is targeting premium customers. Lina Muliawan, head of consumer banking development at Bank Niaga, hopes that the Niaga Platinum Card, which has a credit limit of Rp 500 million, will be the card of choice for the bank’s 10,000 premium customers, all of whom are members of the Bank Niaga Preferred Circle. 

The Beauty of Indonesia

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Geographical Position 

Indonesia is the world’s largest archipelagic country comprised of 17,508 islands. IndonesiaAsia and Australia/Oceania continents. This strategic position exerts a very strong influence on its cultural, social, political and economic aspects. stretches between 6 degrees of the northern latitude to 11 degrees of the southern latitude and from 97 degrees to 141 degrees of the eastern longitude and lies between the 

Indonesia’s territory stretches over a distance of 3,977 miles between the Indian Ocean and the Pacific Ocean. If the waters between the islands are combined, Indonesia will total some 1.9 million square miles in area. 

The five major islands in Indonesia are Sumatera (473,606 square kilometers), Java (132,107 square kilometers), Kalimantan (the world’s third largest island, 539,460 square kilometers), Sulawesi (189,216 square kilometers) and Papua (421,981 square kilometers).

Art and Culture

The art in Indonesia is much influenced by other cultures. The famous Javanese and Balinese dances, for example, contain the aspects of Hindu culture and mythology. Many dances contain the Islamic values. Some of them can be found in Sumatra, for example, Saman Meusukat and Seudati dances from Nanggroe Aceh Darussalam.

In addition, Indonesia’s leather puppet shows, which feature mythological stories, are also quite famous in the world. ”Pantun” (old poetry form consisting of four lines), ”gurindam” (a poem made up of two rhyming lines of equal length) and so forth from various regions such as the Malay ”pantun: and many others are often featured in certain events such as traditional feasts, art performances and so forth. 

Meanwhile, in the apparel area, batik craft is Indonesia’s famous cultural legacy in the world. Some regions noted for their batik industry include Yogyakarta, Solo and Pekalongan. 

”Pencak silat” is a unique art of self-defense originating in various regions in Indonesia. This self-defense art is often featured in performances along with Indonesian traditional music (gamelan) and other types traditional music from where this self-defense art originally comes.

The music in Indonesia, both traditional and modern, is really varied from Sabang to Merauke. Traditional music, including Javanese ”keroncong” is familiar to nearly all Indonesians, but modern music and ”dangdut” are predominant in Indonesia’s musical arena. ”Dangdut” is one type of Indonesian music that has gained great popularity among the people in the entire Indonesia.

It is a combination of the elements of Malay, Indian and Indonesian traditional music. The music is called ”dangdut” beause of the prominent ”dang” and ”dut” sound when it is played.

Generally, the sound of percussion and the flute are dominant in ”dangdut” music. ”Dangdut” songs are usually sung by the singers by swaying their bodies in a teasing and gentle movement that keeps up with the beat of the song.

Top 10 Destinations

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Jakarta

The Unitary State of the Republic of Indonesia is endowed with great diversity in terms of ethnic groups, languages, culture, tradition and religions. This diversity is also reflected in Jakarta, the capital city of Indonesia. Jakarta, which is the seat of the Indonesian government with a population of over 11 million people, is a metropolitan city and at the same time a tourist destination city with amazing charm. 

As a metropolitan city, Jakarta has a full- range of facilities and infrastructure, ranging from the most modest to the most modern. Cheap hostels and posh star-rated hotels are available as well as sidewalk shopping centers and imposing and comfortable plazas. Various entertainment sites like discotheques, night clubs, bars, international restaurants as well as food stalls in tents are indeed attractive in their own uniqueness. 

Tourist and recreational objects in Jakarta that are worth visiting include among others Sunda Kelapa Port, museums, the National Monument (Monas), the Ragunan Zoo, the Beautiful Indonesia in Miniature Park and the Keong Emas Imax Theater, Tamah Ria Senayan, Fantasy World, Jaya Ancol Dream Land with its Sea World and many others.

In adition, the composition of the population, made up of migrants from various regions across the country with their ethnic cultures and traditions, has made Jakarta virtually ”the Cultural Window” of the Indonesian people.

Bali

Tourism in Bali is the most advanced and developed sector but there are still chances for this sector to be developed in its modernity. This region is endowed with various tourist objects related to nature, history or culture. Take nature-related tourism, for example. This covers 47 tourist objects such as the panorama in Kintamani, the Kuta Beach, Legian, Sanur, the Land of Lot, Nusa Panida, Nusa Dua, Karangasem, Lake Batur, Lake Bedugul, Sangieh Nature Reserve, West Bali National park and Menjangan Island Sea Garden. 

Photo by JT on Unsplash

Meanwhile, culture-related tourism covers 83 tourist objects for example the art-related tourism in Ubud, the sacred site of the Land of Lot, the Barong rite in Jimbaran and various places of art and galleries, which have sprung up in several locations on Bali Island.

This culture-related tourism has been developing very rapidly, especially because many works of arts have been produced by Balinese artists and sculptors. Some expatriate artists have long stayed in Bali, for example Mario Blanko, Arie Smith, Rudolf Bonner and others. Likewise with history-related tourism. This can be enjoyed through some historical objects like the royal palaces in Karangasem, Klungkung and Buleleng.

Yogyakarta

In Indonesia’s map of tourism, the potential of Yogyakarta Special Region is ranked second after Bali. DIY is endowed with various objects for tourism, either physically or non-physically, aside from the region’s readiness in providing facilities to support tourism. Dubbed the city of education, Yogyakarta has human resources that are relatively of a good quality. 

In addition, the region is also home to no fewer than 70,000 handicraft undertaking units and it also possesses other facilities that are highly conducive to promote tourism such as diverse accommodation and transportation facilities, various catering services, general travel agencies with the support of adequate tour guides and tourist security teams called ”Bhayangkara Wisata”.

The region’s potential for tourism becomes bigger thanks to its location next to the province of Central Java, so that the variety of tourist objects will increase. DIY is endowed with various specific objects with a strong and unique character such as the royal palace, Prambanan Temple and the silver handicraft in Kotagede. These specific objects enjoys the support given by a harmonious combination of physical and non-physical objects.

Indonesian Culinary

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You are what you eat. Indonesian dishes reflect the cultural differences in Indonesia. According to Wikipedia Indonesia, foods in Indonesia differ depending on which regions they come from and have absorbed various cultural influences derived from the other ethnic groups or from outside culture.

Throughout history, Indonesia has always become a trading place between two continents. That’s why many ingredients, food materials and cooking techniques from Malays, Indians, Chinese, Middle Eastern people and Europeans have been mixed with the characteristics of traditional Indonesian cuisine, therefore producing cuisine varities that cannot be found elsewhere. Even before the Dutch came to Indonesia, the Spaniards and the Portuguese had taken many products from the New World to Indonesia.

In the western and central parts of Indonesia, the main dishes are usually cooked in the morning and are eaten about noon. In many families, there are no fixed meal time where all family members get together. That’s why many dishes are cooked in such a way that they will remain fresh although they must stay in room temperature for a few hours.

In Indonesia, the dishes are served with rice and several side dishes and vegetables, which are served to complement the rice. One of the most elements in Indonesian cuisine is the hot spicy sauce or paste called “sambal”.

Photo by Bawah Reserve on Unsplash

The dishes popular in Indonesia are not much different from other Asian foods. Dishes with soysauce and beancake as well as tofu are also very popular. Beancake may be said to be the most favorite food in Indonesia.

Chinese-Indonesian dishes are frequently found at food stalls. One of the characteristics of adapted Chinese-Indonesian dishes is the use of beef or chicken instead of pork because the majority of Indonesians are Moslems, for whom pork is prohibited.

Padang restaurants are most easily found in various regions in Indonesia and Padang food has even become one characteristic of Indonesian dishes. Padang restaurants come from the Minangkabau tradition in West Sumatra. In a Padang restaurant, the dises are served in small plates. A visitor can choose the dishes that he likes and pays only what he chooses. The taste is hot and one of well-known Padang dishes is “rendang” (beef, or other ingredients, cooked in chilies and coconut milk until it becomes dry).

Unlike the dishes in the Western cultural tradition, in Indonesia the dishes are not usually eaten in the order of the appetizer, the main course and the desserts. Indonesia is noted for its great variety of cakes and snacks, which are usually suitable for desserts.

Nevertheless, cakes tend to be considered as snacks that are eaten in the intervals between breakfast, lunch and dinner. In the same way, refreshing dishes and drinks like “es campur” (ice mixed with fruits and syrup), “es teler” (a fruit cocktail with topping of condensed milk suffused with shaved ice) and so forth can be served before the main course comes. (Abe)

Produk Lokal, Peluang Global

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Membangun industri kosmetika tradisional yang bergengsi di Tanah Air bukan perkara mudah. Apalagi, ada sebagian masyarakat yang masih memandang rendah produk kosmetika lokal yang dianggap kurang bermutu dan tidak setara dengan produk impor. Tapi justru kendala itu yang menguatkan niat Martha Tilaar ketika membangun Martha Tilaar Group (MTG), kelompok usaha yang bisnis intinya adalah industri kosmetika yang memanfaatkan kekayaan alam Indonesia.

Dengan berbekal tekad itulah Martha Tilaar memulai usaha di bidang kecantikan 35 tahun yang lalu. “Memperkenalkan kosmetika yang bernuansa ketimuran dan alami kepada khalayak umum tentu tidak seperti membalik tangan, apalagi merek-merek asing yang berasal dari Barat begitu kuatnya menancap di benak para perempuan Indonesia. Bahkan kalau mau jujur, saya sendiri termasuk salah satu pemakai fanatik produk kosmetika Barat waktu itu,” ujar perempuan kelahiran Kebumen, Jawa Tengah, 4 September 1937 itu 

Awal tahun 1970-an Martha mendirikan salon pertamanya yang boleh dibilang sangat sederhana. Dua tahun setelah bekerja ia memutuskan untuk berkunjung ke pusat-pusat kecantikan Eropa. Tidak dinyana, ketika kita mengagung-agungkan kosmetika modern, orang Eropa justru ingin kembali ke alam, back to nature!

“Itulah yang makin mendorong saya untuk berpaling ke Timur, menggali kekayaan budaya nenek moyang untuk mempercantik perempuan Indonesia,”tuturnya.

Beruntung Martha dibesarkan di lingkungan keluarga pecinta seni budaya Indonesia, termasuk pula kebiasaan menggunakan kosmetika dan jamu tradisional. Ia juga belajar kepada orang-orang yang memang pakar dalam bidang tersebut, mulai dari putri-putri asal Keraton Surakarta dan Yogyakarta, hingga orang-orang yang peduli dengan masalah keperempuanan lainnya. Di Martha Griya Salon, salon kedua yang ia dirikan pada tahun 1972 ia memperkenalkan perawatan tradisional. 

Bersama BRA Mooryati Soedibyo ia bahkan nekad mendirikan industri kosmetika tradisional “Mustika Ratu” pada tahun 1975. Namun sayang sekali kerja sama ini hanya bertahan dua tahun. Setelah berpisah dengan sahabatnya tersebut, tepatnya tahun 1977, Martha harus memulai dari nol lagi dengan mendirikan “Sari Ayu Martha Tilaar”.

Memang, semuanya tidak berjalan mulus. Dalam dunia yang makin menyatu, serbuan produk-produk asing, kosmetika-kosmetika global dengan modal kuat, memang tidak bisa dihindari. Persaingan sengit pun tak terelakkan. Tapi bukankah dengan harga yang lebih murah ketimbang produk asing merupakan peluang yang baik bagi kosmetika tradisional untuk berkompetisi dengan mereka?

Begitulah, Martha optimistis, selalu ada peluang yang bisa dimanfaatkan jika ada niat terjun ke dunia usaha dan bertekad menjadi wirausahawan yang baik. Terbukti kemudian cita-cita ini bisa tergapai. Produk yang unik, yang berakar dari sumber daya alam Indonesia, itulah modal bagi Martha untuk terjun ke industri kosmetika dan membangun MTG. Sari Ayu, Biokos, Belia, Roses, Pesona, Caring Colours, Professional Artist Cosmetics (PAC), Mirabella, Aromatic Dewi Sri Spa, Jamu Garden, adalah sebagian merek yang berhasil ia kembangkan dan bahkan sudah terkenal sampai ke mancanegara. 

Tidak terasa 35 tahun sudah perusahaan yang bercikal bakal dari salon kecil ini berdiri, dan bahkan telah menggurita. MTG kini telah membawahi 11 anak perusahaan dan mempekerjakan sekitar 6.000 karyawan. Martha sendiri sebagai pendiri tidak menyangka perusahaan yang pada awalnya beroperasi di garasi rumah ini akhirnya membesar dan mendapat pengakuan internasional. The Star Group, organisasi yang berpusat di Los Angeles, bahkan memberikan penganugerahan kepada Martha Tilaar – bersama 50 perempuan pengusaha lainnya dari 30 negara – sebagai Distinguised Leading Women Enterpreneurs of the World di Monaco.

Produk-produk yang dihasilkan MTG juga meraih banyak penghargaan. The Peak, misalnya, memuji resep kosmetik tradisional Sari Ayu karena dianggap manjur dan berkhasiat, sementara penghargaan lain sehubungan dengan kualitas produk juga didapatkan MTG dari beberapa lembaga internasional, di antaranya Asia Award for Quality dari OFFICE di Spanyol, International Trophy for Quality di Madrid, dan American Award for Quality di Texas, AS.

Citra Pariwara dalam Pusaran Waktu

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Kalau menilik usianya yang ke 17 tahun, bak seorang remaja, maka Citra Pariwara menjadi gambaran betapa banyak harapan yang disandangkan pada dirinya. Sebagai sebuah tradisi, angka ke 17 ini justru dianggap sebagai tradisi yang sudah seharusnya memiliki akar makin kuat. Yang jelas banyak catatan yang bisa dituliskan dari perjalanan sejarah ajang penuh gengsi para pelaku industri periklanan di Indonesia ini.

Gagasan awalnya tentu saja bermula dari sejak Kongres PPPI (Persatuan Perusahaan Periklanan Indonesia) yang ketujuh, pada tahun 1987. Saat itu organisasi yang menghimpun para insan periklanan ini mulai aktif memberikan anugerah, baik kepada tokoh periklanan, maupun kepada tokoh masyarakat yang dinilai telah berjasa bagi industri ini.

Salah satu sarana paling tepat tentu saja melalui program yang diberi nama Citra Pariwara. Ini boleh disebut ajang paling tinggi saat ini, meski belakangan beberapa media, sebutlah media cetak dan stasiun televisi mempunyai acara serupa, dengan basis yang kadang-kadang berbeda – misalnya berdasarkan jumlah pemilih iklan karya tersebut, melalui surat, faksimili, atau bahkan sekarang melalui pesan pendek dari ponsel atau SMS. 

Sejak tahun 1988, Citra Pariwara (CP) merupakan tolak ukur kreativitas dan laju tumbuh kembang industri periklanan nasional. Perjalanan CP hingga 2004 ini mengalami pasang surut, baik dari jumlah iklan yang dikirimkan untuk berlomba, sampai persoalan jenis dan jumlah penghargaan yang diberikan.

Peserta atau disebut dengan entri iklan yang dilombakan memang tidak dibatasi berdasarkan jumlah perusahaan periklanan, sehingga satu perusahaan bisa mengirimkan lebih dari satu entri untuk satu kategori iklan yang diperlombakan. Namun pada awal-awal pelaksanaan CP terlihat partisipasi para pelaku industri iklan tampaknya masih penuh keraguan, sehingga jumlah entrinya relatif sedikit.

Meski secara umum jumlah entri yang mengikuti CP mengalami peningkatan dari tahun ke tahun, namun tetap saja pelaksanaan CP sendiri tidak berjalan begitu saja mulus. Tercatat acara CP tahun 2000 yang sedianya akan dilangsungkan 24 November 2000, diundurkan sampai awal tahun 2001. Meski demikian dari jumlah entri tahun ini peserta yang mendaftar mencapai 746 peserta, mengalami peningkatan dari tahun 1999 yang hanya diikuti oleh 710 peserta. 

Peningkatan jumlah entri ini seiring dengan makin banyak berdirinya jumlah perusahaan periklanan di Indonesia. Selain itu masyarakat konsumen juga membentuk image secara tidak langsung, bahwa sebuah iklan yang memenangkan CP akan bisa mendongkrak image produk yang diiklan olehnya. 

Tetapi tentu saja asumsi tersebut tidak sepenuhnya tepat, karena dalam kenyataannya ada beberapa iklan pemenang CP yang produknya tetap saja tidak ‘laku’ dipasaran. Seperti kasus iklan rokok Long Beach (dengan tema Pizza Man), yang meski memperoleh penghargaan CP tetapi produknya sendiri tidak sukses di pasar. Bahkan produk rokok PT BAT Indonesia tersebut tidak ada di pasar Indonesia sekarang ini. 

Djokolelono, pemenang Adhi Citra Pariwara perdana pada tahun 1988 dengan karya iklan radio Bimoli versi “Goreng-goreng” juga mengindaikasikan bahwa ada iklan yang menang di Citra Pariwara tetapi tidak terlalu sukses di dunia pemasaran. Padahal, menurut Creatif Director Grey Worldwide ini, iklan yang ideal mestinya selain kreatif, juga menjual. 

Sementara itu di tahun 2002, iklan televisi Gading Raya Driving Range, karya biro Iklan Leo Burnett Kreasindo, yang berhasil menyabet tiga emas, terpaksa harus dicopot gelarnya karena terbukti bahwa iklan tersebut bukanlah iklan televisi melainkan iklan internet. Ini merupakan preseden yang paling buruk, selain tidak ada fairness, tidak kejujuran yang seharusnya menjadi unsur penting dalam sebuah kompetisi.

Terminal

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Nongkrong di warung kopi sungguh menyenangkan, apalagi kalau lokasinya di bandara. Bukan karena kopi di sana enak – lagi pula saya bukan coffee lover sejati, tapi suasana bandara memberikan sensasi psikologis. Bagi saya bandara adalah simbol kebebasan, pintu gerbang menuju “dunia luar tempurung”, akses untuk terbang ke mana saja.

Apalagi, bandara masa kini ini bukan lagi sekadar tempat pesawat terbang dapat lepas landas dan mendarat. Bandara kelas dunia pastilah juga sebuah tempat rekreasi. Banyak coffee shop, kafe, atau duty free yang menjual barang-barang dengan kualitas tidak kalah dengan mal dan kafe, juga toko-toko

Bandara Soekarno – Hatta, Cengkareng, memang bukan contoh yang baik dalam cerita ini. Meski sempat mendapat Aga Khan Award th 1995, bandara yang dibangun tahun 1985 ini belum sempat direnovasi secara total, dan keadaannya kini makin seperti terminal bus saja.

Bandara adalah gerbang sekaligus kesan pertama sebuah negeri. Dan saya sangat iri dengan Pemerintahan Malaysia yang sangat serius membangun dan meremajakan bandaranya. Pemerintahan Thailand juga tidak mau kalah, baru saja meresmikan bandara internasional Suvarnabhumi, Bangkok dua tahun lalu. Arsitekturnya sangat masa kini, melampaui era modernisme.

Yang paling saya suka sebetulnya bandara Changi, Singapura, salah satu bandara paling ramai di dunia. Bukan apa-apa, bandara inilah yang paling sering saya kunjungi ketimbang bandara yang lain. Fasilitasnya lengkap, kebutuhan rekreasi juga tersedia. Tapi aktivitas kesukaan saya, lagi-lagi, nongkrong di warung kopi. Sambil menunggu 2-3 jam menjelang boarding tidak jadi masalah. Bisa browsing sambil cuci mata.

Banyak orang yang jenuh dengan perjalanan jauh yang melelahkan. Tapi bagi saya malah sebaliknya, mungkin karena frekwensinya yang bisa dihitung dengan jari, sangat menikmati traveling, melihat-lihat hal-hal baru di luar keseharian. Setiap tugas ke luar kota atau luar negeri, saya selalu menambah jatah hari – meski terpaksa dengan fasilitas yang minim.

Hal yang sama terjadi ketika saya mendapat tugas mewawancarai bos Motorola untuk wilayah Asia Tenggara di Singapura, beberapa waktu yang lalu. Sehabis bertugas untuk kantor, saya melanjutkan dengan tugas pribadi alias memperpanjang masa tinggal barang sehari dua. Jatah menginap di Hyatt Hotel sudah habis, saya pun mencoba ”keajaiban” bandara.

Begitulah, kopor bisa saya taruh di tempat penitipan, sehingga saya bisa bepergian dengan bebas di downtown Singapura. Sarapan pagi di Little India, siang jalan-jalan ke Orchard Road, sore ke Esplanade, dan malamnya naik kereta (di Singapura disebut MRT, Mass Rapid Transit) terakhir jam 00.03 ke … bandara!

Meski malam tinggal separuh, beberapa kafe di bandara Changi ternyata masih buka, tak terkecuali Starbucks yang buka 24 jam. Banyak anak-anak muda (tampangnya seperti mahasiswa) yang nongkrong di sana, ada yang browsing di notebook yang menjadi barang bawaan mereka sehari-hari, ada yang ngobrol, ada yang berdiskusi. Saya bergabung dengan mereka, di bangku lain tentunya. Niat untuk masuk hotel transit terpaksa batal, karena saya tahu kursi-kursi tunggu di bandara Changi ternyata empuk juga. Hmm…

Film The Terminal yang berkisah tentang Victor Navorsky (diperankan oleh Tom Hanks) yang terjebak di Bandara JFK, sedikit banyak memberi inspirasi. Yang jelas, inilah salah satu petualangan menarik sebagai backpacker penggemar bandara. (Burhan Abe)