Sepenuhnya Indonesia (Wholeheartedly Indonesia)

It’s been 35 years, but it feels like yesterday since McDonald’s first opened its doors in Indonesia. For decades, McDonald’s Indonesia has proudly called Indonesia home, and embraced local flavours, tradition, culture, community – and above all, the nation’s deeply-rooted values: unity in diversity. Sincerity. Generosity. Inclusivity. Positivity. Gotong royong (communal cooperation). The very things that make Indonesia uniquely Indonesian but are often overlooked and taken for granted.

Starring celebrated Indonesian actor, Ario Bayu, the film titled ‘The Boat’ launches McDonald’s Sepenuhnya Indonesia (Wholeheartedly Indonesia) year-long 35th anniversary campaign.

Sepenuhnya Indonesia is already resonating deeply with audiences across the archipelago, with well over 10.5 million YouTube and streaming views to-date.

Conceptually, the boat encapsulates Indonesia’s timeless values: a single vehicle carrying families, workers, dreamers and strangers, who all share the same values as they journey through time and space. It is a metaphor for Indonesia and McDonald’s Indonesia’s shared journey to date: together, no matter what.

Directed by acclaimed Indonesian movie director Dimas Djayadiningrat, the film celebrates the people of Indonesia, and the bigness of their hearts. It invites the entire nation to reflect on our shared identity, and to take pride in it as we hold one another’s hands to journey as one people, with one heart.

“Instead of showcasing our achievements thus far, we wanted to pay tribute to the country we all truly love. And sincerely celebrate the real beauty of the Indonesian people. After all, beyond serving feel-good moments, McDonald’s Indonesia is deeply rooted in the heart of the nation. And we’re proud to be a part of the fabric of society, for 35 years and counting,” said Caroline Kurniadjaja, Associate Director of Marketing of McDonald's Indonesia.

“When my team and I first spoke with McDonald’s Indonesia, they wanted to mark 35 years through a tribute to Indonesia that highlights the noble values found in everyday life. As I delved into the story, it felt very close and relevant to me. I interpreted Sepenuhnya Indonesia as a way of doing everything with heart — starting from good intentions, pursued with genuine effort, and resulting in goodness,” said actor Ario Bayu.

“I am really proud to be part of a project that was equally challenging and rewarding. We wanted to reveal and celebrate the deeply-rooted values that define us as Indonesians – but are often overlooked and taken for granted – through sincere, genuine storytelling that’s entertaining and inspiring without being pretentious,” added director Dimas Djayadiningrat.

The sequel, titled Belong, will launch later this year. It will also portray the deeply-rooted Indonesian values that are an everyday sight at McDonald’s Indonesia’s 300+ stores and beyond, practiced by its crew, neighbours and community.

Sepenuhnya Indonesia is more than a campaign tagline – it reaffirms McDonald’s Indonesia’s long-term commitment to community programs, menu localisation, halal meals, and domestic supply chains, with around 76% of raw materials already sourced from domestic farmers and producers.