Rumah Indofood returns with lifestyle-focused concept for Jakarta Fair 2026

Indofood Sukses Makmur is expanding its experiential marketing playbook at Jakarta Fair Kemayoran (JFK) 2026, transforming its annual presence into a lifestyle-driven destination that combines shopping, dining, entertainment and community engagement.

Running from 11 June to 12 July at JIExpo Kemayoran, this year's Rumah Indofood carries the theme "Semua ada di Rumah Indofood" ("Everything is at Rumah Indofood"), positioning the activation as a one-stop destination where visitors can shop, dine, socialise and participate in interactive experiences throughout the 32-day event.

The activation adopts an Urban Food Market concept inspired by modern city food districts, featuring a supermarket-style shopping area, mini food court, photo opportunities and a range of activities designed to appeal to families, young consumers and communities.

Don't miss: Indofood backs animated revival of Garuda di Dadaku to inspire youth and elevate local IP

Fierman Authar, head of consumer engagement at Indofood CBP's corporate marketing division, said the company wanted to elevate the visitor experience beyond a traditional exhibition booth.

"Through the 'Everything is at Rumah Indofood' concept, Rumah Indofood is not only showcasing a wide range of Indofood products, but also serving as a place where people can gather, enjoy food, share experiences, and create memorable moments together with family, friends, communities, and fellow Jakarta Fair visitors. Visitors will also have the opportunity to sample a variety of dishes made using Indofood products and enjoy a supermarket-style shopping experience."

As a leading integrated food company, Indofood is using the event to showcase products across its portfolio, including flagship brands such as Indomie, Indomilk, Chitato, Bimoli, Segitiga Biru flour and Indofood Sambal, alongside products including Mi Telur Cap 3 Ayam, Pop Spageti and Sosis Eat.

The company said the open-plan design was created to encourage exploration while making the shopping and dining experience more comfortable for visitors.

"This year's Rumah Indofood has been designed to reflect today's lifestyles, particularly those of younger generations who enjoy exploratory experiences, aesthetically appealing environments, diverse culinary options, and interactive entertainment. Through Rumah Indofood, we aim to bring those experiences to life while staying true to Indofood's character - warm, vibrant, and full of surprises," Authar added. 

Among the highlights is "Mendadak Duel Masak Chef vs Selebriti di Rumah Indofood" on 17 June, where Chef Hideki Fujiwara and celebrity Aldi Taher will compete in a live cooking challenge using Indofood products.

For families, Indomilk Kids and Chiki will host a Garuda di Dadaku meet-and-greet on 21 June, featuring voice actors and characters from the film, which is supported by Indofood. The event will also include colouring competitions and interactive games.

Football fans will be able to meet players from Jakarta football club Persija Jakarta during a meet-and-greet session on 1 July, while gaming enthusiasts can participate in eSports community activities and multiplayer gaming sessions with professional teams.

The company is also reviving its Friday Noraebang programme on 19 June and 3 July, inviting visitors to sing popular songs together in an effort to create memorable shared experiences.

Throughout the fair, marching band performances and flashmob activities will add to the atmosphere across the exhibition grounds, while Warmindo returns as one of the event's key food attractions, offering a variety of Indomie-based menu creations at affordable prices.

To encourage purchases, Indofood is also introducing "Game Tarik Ulur Cuan", an interactive promotion that gives shoppers the opportunity to win prizes after reaching certain spending thresholds at the supermarket area.

With a combination of commerce, food experiences and entertainment programming, Indofood is positioning Rumah Indofood as more than a brand showcase, instead creating a destination designed to keep visitors engaged throughout the month-long Jakarta Fair.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

Related articles:
Indofood taps into Korea craze with youth-led K-fun fest
Mac and cheese brand Macsready taps Jakarta Fair to win over urban families
Maudy Ayunda joins Oatside as face of mindful consumption push