The Making of a National Food Culture (Part 2)
Indonesia In-depth
Though Indomie is one of Indonesian's most iconic brands, its true origin is largely misunderstood. As Indonesians began to accept wheat-based products as part of their daily diet, instant noodles manufacturers flourished--beginning with Supermi. But it was Soeharto's masterplan with establishing Bogasari, a flour milling facility, that paved the way for Liem Sioe Liong (a.k.a Soedono Salim) to come onto the instant noodle scene. With the help of Soeharto and his institutions, Salim wrestled control over the Indomie brand from the inventor and eventually dominate the entire instant noodle market in Indonesia until today. This is the true but unfortunate story of the original founder of Indomie and how he steadily, but unwillingly, disappeared from history.
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