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Uni-Charm becomes local household name  
Uni-Charm’s Mamy Poko Pants are Indonesia’s No. 1 disposable diapers in its category.
One of the world’s largest and most-populated countries, Indonesia has provided foreign investors over the years with several opportunities in basic industries such as natural resources and automotive manufacturing. But as the economy prospers and purchasing power grows, foreignbrand consumer goods have rapidly found their way into households across the country.

Fuji Staff Group Indonesia was set up in 1998 as a one-stop consultancy firm to provide Japanese companies with all the tools, knowledge and services needed to achieve longterm success in this growing market.

One Japanese company that has enjoyed remarkable success in Indonesia is Uni-Charm, a pioneer and leader in baby-care, femininecare and health-care products with more than 6,000 employees around the world. In Indonesia, its baby-care and feminine-care products lead the market.

"Our operations in Indonesia have had the most growth within the Uni-Charm group for the last three years in Asia," said Uni-Charm Indonesia President Director Yoshihiro Miyabayashi.

At a time when most companies report flat growth or post single-digit growth at best due to the global economic crisis, Uni-Charm has grown more than 300 percent from 2006 to 2008. Last year, it grew 149 percent.

Uni-Charm Indonesia President Director Yoshihiro Miyabayashi

"The success we’ve had in the local market is a result of the quality of our reasonably priced products as well as our marketing activities. Our baby-care products have been No. 1 since 2003 while our feminine-care products have been No. 1 since 2007," says Miyabayashi.

Mamy Poko Pants are pantstype disposable diapers and have gained an increasing share over tape-type disposable diapers. As of June 2009, the diapers had a market share of 43.8 percent.

Active in numerous CSR activities, the company’s progress has reflected Indonesia’s growth. Recently, it began construction of a second factory due for completion in May 2011. The 12-hectare factory will be a manufacturing base, with output expected to reach about $400 million by 2015.

"We are committed to Indonesian society through the products we offer our customers. We are grateful for the success we’ve been able to achieve so far and we promise that we will continuously provide Indonesians with the best products for their personal use and comfort," he says.

Table of Contents
Indonesia becomes newest member of economic elite
Panasonic strikes gold in Indonesia
Honda rules the road
NYK Line expects better business
Yokogawa grows with local economy
Bakrie seals partnerships in Japan and looks beyond
AKR finds the right chemistry
Mitsui sees great opportunities in Indonesia
Committed to a promising market
Right formula for growth
NISCONI takes lead in Indonesian oil and gas
DENSO boosts domestic economy
MSIG Indonesia climbs to the top
Meeting demand for local manpower
Uni-Charm becomes local household name
Kobelco achieves rapid growth
Providing security and peace of mind
Ebara taps local talent to boost global growth
Mazda leads the competition in growth
Toray Group boosts local expansion
Experts at network systems


For more than 10 years, Indonesia Fuji Staff Group has been a one-stop consultancy that has provided Japanese companies in the country with a full range of services, including investment feasibility studies, recruitment and employment procedures. It also provides clients with a full database of prospective employees.

PT Asahimas Chemical is a multinational joint venture in Indonesia that operates Southeast Asia’s largest and fully integrated state-ofthe- art Chlor Alkali-Vinyl Chloride plant. Celebrating 20 years this year, it manufactures basic chemicals such as caustic soda (NaOH), ethylene dichloride (EDC), vinyl chloride monomer (VCM), polyvinyl chloride (PVC), hydrochloric acid (HCl) and sodium hypochlorite (NaClO), which are crucial to many of Indonesia’s fastest-growing industrial sectors.

One of Indonesia’s leading general insurance companies for over 30 years, PT Asuransi MSIG Indonesia (formerly known as PT Asuransi Mitsui Sumitomo Indonesia) relaunched itself under a new name to revitalize its market position. With four branch offices and four representative offices across the country, MSIG provides its valued customers with the best in insurance products to serve their needs.

PT Netmarks Indonesia is a leader in network integration and the single point of contact for all of today’s networking professional needs. It offers customers a professional assessment of a broad range of products and technologies, helps in realizing optimal network solutions depending on the user environment and ensures that the customer’s network is always operating at an optimal level.

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