Hotel Indonesia Kempinski Jakarta launched the ‘Icon of Indonesian Pride’ campaign in 2024, celebrating the hotel’s legacy and connection to Indonesian culture. The strategy included programs like the Mustikarasa dining experience and the grand 62nd-anniversary event. These initiatives combined unique cultural experiences and collaborations, reinforcing the hotel’s blend of tradition and modern elegance. The campaign attracted significant media attention, elevated guest engagement, and solidified the hotel’s reputation as a cultural icon in Jakarta.