40 Under 40: Arief Muhammad
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Arief Muhammad

Creativepreneur

Arief Muhammad and his wife Tiara Pangestika have used their creativity and passion to become one of Indonesia’s top influencer couples. Arief alone has 2.1 million subscribers to his YouTube channel and counts 1.7 million followers on Instagram. He has written a bestselling book, Poconggg Juga Pocong. Their latest venture, Cakekinian, specialises in creating unique cakes that are inspired by popular snacks. They launched their first outlet in Bogor in 2017, and have gone on expanding in major and secondary cities in the archipelago.
“Our signature product is Oleo Red Velvet,” says Arief, who was born in Batam and is 28 years old. “It’s the one most loved by our customers. We also have UfoMaltine (chocolate brownie and sponge cake with Ovomaltine), Bang Bang (vanilla-based sponge cake with Beng Beng chocolate) and Galaxy Cake (chocolate brownie and blueberry cream cheese with the colours of the galaxy). The secret of our success? Premium quality with affordable prices, great customer service and a fun branding experience.”
Arief studied Law at Trisakti University. “Entrepreneurship is something I learned by doing,” he says. “I also have a noodle business, Mie Bangcad, and a clothing brand, Billionaire’s Project. I hope people will realise that there
are a lot of things you can explore to become successful nowadays. From what I can see, young people in Indonesia have the creativity level where they can turn anything into gold. The key is to be willing to keep learning, to keep exploring. So don’t be afraid to try new things. Because we never know what the possibilities will be in the future.”
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Photographed by Haruns Mahabrina
40 UNDER 40: THE VANGUARDS LIST IS PRESENTED BY SULWHASOO, AS PUBLISHED IN PRESTIGE INDONESIA OCTOBER 2019 ISSUE.