Jakarta opens a world-first: A marketing museum bearing Kotler's name

Jakarta is now home to a museum dedicated entirely to the discipline of marketing. The Philip Kotler Museum of Marketing with Hermawan Kartajaya opened its doors on 27 May 2025, offering a permanent space where the history, philosophy, and future of marketing are put on display.

Tucked inside the MarkPlus Campus at EightyEight@Kasablanka, the museum represents more than just a curated collection. It’s the physical manifestation of ideas developed across decades by two of the field’s most influential voices: Professor Philip Kotler, often regarded as the father of modern marketing, and his longtime collaborator, Hermawan Kartajaya.

Kartajaya reflected on this journey in a post marking the museum’s inauguration: “This museum is a testament to the marketing concepts I’ve developed in collaboration with Professor Philip Kotler since 1998.”

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This initiative, though new to Jakarta, has deeper roots. It began life as the Marketing 3.0 Museum in 2011 in Ubud, Bali - an effort led by Kartajaya and launched in honour of Kotler’s 80th birthday. At the time, the museum was inspired by the “human spirit” philosophy outlined in the Marketing 3.0 book co-authored by Kotler, Kartajaya, and Iwan Setiawan. The museum in Ubud was also intended as a tribute to the late King of Ubud, Tjokorda Gde Agung Sukawati.

Now, as Kotler turned 94, the museum re-emerges under a new name and in a new location - one that speaks more directly to contemporary business audiences while still holding onto its philosophical roots.

The Jakarta edition is divided into six thematic zones. Among them are three main concept areas: key elements of marketing, tech marketing, and entrepreneurial marketing - signalling an embrace of both foundational principles and emergent practice. Two standout case studies feature the digital transformation journey of Kereta Api Indonesia (KAI) and innovation initiatives by Bank Mandiri, two of Indonesia’s largest state-owned enterprises.

Unlike many brand showcases or corporate visitor centres, this institution aspires to be a neutral ground for reflection, education, and critical thinking. Students, professionals, and curious consumers alike are encouraged to engage with how marketing has evolved - and where it might be heading.

“It is my hope that this museum will continue to inspire marketers around the world to keep learning, thinking, and sharing,” Kartajaya said.

KAI’s contribution to the Philip Kotler Museum of Marketing highlights its transformation journey from a traditional state-owned operator into a forward-thinking, tech-driven transportation brand.

Speaking at the launch of the museum, president director Didiek Hartantyo noted, “This collaboration reflects KAI’s strategy of positioning digital transformation as the backbone of future marketing,” as quoted by government-owned radio station RRI. 

KAI’s evolution spans several distinct phases. From 1945 to 2008, its focus was largely on building basic infrastructure, with manual operations and minimal customer-centric standards. The shift began in 2009, when the company introduced innovations such as e-Kiosks, digital boarding passes, and women-only carriages - paving the way for a more service-oriented model.

Between 2016 and 2021, KAI embraced full digitalisation with the launch of the Access by KAI app, offering features such as real-time train tracking, hotel and food booking, and e-boarding passes. Since 2022, it has moved further into smart mobility, integrating facial recognition, online ticketing, compartment trains, and even a carbon footprint tracker - aligning with global sustainability goals.

KAI has also played a key role in national strategic projects such as the Whoosh high-speed rail and the Jakarta LRT system. “KAI’s transformation isn’t just about digitalisation; it’s a tangible form of adaptive marketing that responds to the needs of modern society,” Kartajaya said.

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