Kaesang Pangarep: From Entrepreneur to Politician

Kaesang Pangarep, the youngest son of Indonesian President Joko Widodo (Jokowi), has increasingly stepped into the public spotlight, transitioning from a businessman known for his quirky entrepreneurial ventures to a rising figure in Indonesian politics. His journey reflects a growing trend of second-generation politicians gaining prominence in the country.

Before entering politics, Kaesang primarily built his reputation as an entrepreneur. He is best known for his food and beverage businesses. One of his most successful ventures is Sang Pisang, a brand specializing in banana nuggets with various toppings. This business quickly gained popularity, opening numerous outlets across Indonesia and employing many young people. He also dabbled in other food-related businesses, including outlets selling fried chicken and beverages, catering to the Indonesian palate for affordable and tasty treats. These ventures, while not always groundbreaking, showcased his entrepreneurial spirit and his ability to connect with the younger generation.

Beyond the food industry, Kaesang also explored other business avenues, including a gaming company. This reflects his awareness of trends among Indonesia’s youth and his willingness to invest in emerging sectors. His business endeavors often incorporated a playful and humorous marketing style, leveraging social media platforms like Instagram and YouTube to reach a wide audience and cultivate a relatable persona.

His entry into politics came in 2023 when he joined the Indonesian Solidarity Party (PSI), a relatively new party that aims to appeal to younger, more progressive voters. His joining PSI was seen by many as a strategic move to bolster the party’s popularity and attract younger voters in the lead-up to the 2024 elections. His candidacy for Mayor of Solo, the city where his father previously served as mayor, was met with both enthusiasm and criticism.

Kaesang’s foray into politics is not without its challenges. He faces scrutiny regarding nepotism and dynastic politics, common criticisms leveled against many Indonesian politicians from established families. He also needs to prove his ability to govern and address complex issues beyond his entrepreneurial skills. Despite these challenges, his youth appeal and connection to the President give him a significant advantage. He won the Solo mayoral election with a landslide, demonstrating the strong political capital associated with his family name.

Whether he can successfully translate his popularity and entrepreneurial background into effective governance remains to be seen. His future political trajectory will likely be closely watched, as it could significantly impact Indonesian politics and potentially pave the way for other young leaders to emerge.