Sukro Oven taps JKT48, mascot Sukro-Kun to connect with young consumers

Sukro Oven, the snack brand from Dua Kelinci, has appointed pop group JKT48 as its official brand ambassador, unveiling a campaign designed to resonate with Indonesia’s youth.

The collaboration is anchored around the tagline “Renyahnya pecah, gaslah bareng JKT48”, signalling a fresh spark for the brand. According to Emmanuel Dean, deputy marketing director of Dua Kelinci, the initiative merges two icons close to the country’s younger generation.

This is done “through the introduction of a new mascot named Sukro-Kun, and the positive energy that JKT48 channels to their fans,” said Dean, as quoted by state-owned radio RRI.

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Dean emphasised that Sukro Oven represents more than a snack: it is a companion for young people chasing their dreams. “We’ve made this brand more creative, bold, and sometimes playful, because today’s youth don’t like anything rigid,” he added.

The brand aims to connect emotionally with young consumers through its light, crispy texture achieved with the latest oven technology, while maintaining a savoury flavour. “Snacking on Sukro Oven feels like experiencing the vibes of a unique, playful, and story-filled Japanese snack. From the packaging and communication style to brand activities, everything is designed to connect emotionally with the energy and interests of its audience," Dean said.

Albert Natalius, head of marketing at Dua Kelinci, highlighted the role of Sukro-Kun, a new mascot depicted as the adventurous younger sibling of ‘Mas Sukro’. Sukro-Kun has explored Japanese culture, cuisine, and trends, returning to inspire creativity, courage, and individuality among the brand’s young audience.

JKT48 members also shared their enthusiasm for the partnership. Captain Gracia described Sukro Oven as “a snack that’s totally for young people, tasty and savoury.”

“Really happy to be part of this collaboration. We even had a photo and video shoot, and I can’t wait to see the results. I’m also glad that Sukro Oven supported our tour and concert recently! Thank you for giving us your full support,” she added.

Member Indah emphasised that the collaboration underlines the brand’s appeal to young Indonesians who embrace Japanese pop culture, from anime to cosplay, reflecting a strategic approach to youth engagement.

Dua Kelinci is a food company that originates from Pati, Central Java, Indonesia. The company is well known as a leading producer of processed peanuts and other snack products, with popular brands such as Dua Kelinci, Sukro, and Tic Tac.

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