In the middle of these uncertain times, Sasa invites people to celebrate our resiliency, keep up hope and stay happy
Among Indonesian brands that have succeeded in becoming local leading names while also blazing a trail in the global market, few are as illustrious as Sasa. The popular seasoning brand offers a line of flavourful products made using natural ingredients that have inspired generations of home cooks and professional chefs alike.
Now, as the world is still reeling from the uncertainties and challenges of these uncertain times, Sasa is inviting everybody to rise up and spread positivity through a collaboration with HiVi. This joint initiative is part of the company’s global CSR program, and sees the release of a song titled “Sasa to the World” to inspire happiness, hope, as well as to highlight the importance of maintaining optimism.
In celebrating the power of diversity and its presence in the international scene, Sasa worked together with people from various backgrounds to remind us that we are not facing all of this alone. Furthermore, the brand beliefs that we as humans are more than capable of adapting in order to face the challenges of today, and that optimism is one of the key factors that keep us going.
Dr. Rudolf Tjandra, CEO of PT. Sasa Inti, remarks: “Sasa is about happiness, about hope. The pandemic has taken some of that happiness away, and hope is turning into surrender. We believe human beings are resilient, resourceful and able to beat all odds. If only we do it together across nationalities, genders, races, religions. We can beat this. There is a rainbow after the heaviest rain. Every cloud has a silver lining. Sasa is part of the world and the world is Sasa. As the leading food and seasoning company from Indonesia, this is our most heartfelt contribution to each and every one of us.”
Looking ahead, Sasa also invites people to see this pandemic as a challenge that must be resolved. This perspective is well in line with Sasa’s commitment to contribute to its main goal, namely adding and strengthening its products with nutrients, vitamins and minerals that can withstand the cooking process – for Indonesia and for the world. The central message is, once again, about resilience; about not raising our hands in surrender and giving up. Instead, Sasa invites us to look at those who are still struggling and endeavouring, and follow in their footsteps to face our own challenges in our respective fields.