Jakarta, CNBC Indonesia – Bentoel cigarettes are one of the most famous cigarette brands in Indonesia today. However, who would have thought that behind Bentoel's popularity there was a mystical story from the founder, Ong Hok Liong. What's the story?
Initially, Ong Hok Liong did not choose Bentoel as the company name when he founded a cigarette factory in 1930.
“Initially, this company was called Strootjes-Fabriek Ong Hok Liong. Then the name was changed to Hien An Kongsie,” wrote Rudy Badil in Javanese Kretek: A Cross-Cultural Lifestyle (2011:107).
Whatever the name, the company was successful produces tjap Burung, tjap Klabang, and Djeroek Manis cigarettes. Unfortunately the company's production results did not go well. His brand of cigarettes has not sold well in the market for years.
Until finally in 1954, the mystical story emerged.
As explained by historian George Quinn in Bandit Saints of Java (2019), in that year Ong Hok Liong made a pilgrimage to the sacred grave of Mbah Djugo around Gunung Kawi. While on pilgrimage, Hok Liong unknowingly fell asleep next to the grave.
In his sleep, he dreamed of seeing taro potatoes. Interestingly, he believes the dream was not just a dream. He also asked the meaning and interpretation of dreams about taro potatoes from the grave caretaker.
Long story short, the grave caretaker ordered Hok Liong to change the company name. The goal, of course, is for the product to sell. Hok Liong also followed suit. When he returned to Malang, he quickly changed the name of NV Liem An to Bentoel.
The name Bentoel is actually taken from the Javanese term for taro potatoes, namely Bentoelwhich now after the spelling has been perfected is written as right. Unexpectedly, what the caretaker of the tomb said would actually be proven.
Several years after changing the name, his company immediately became successful.
“When he (Ong Hok Liong) died in 1967 he was a multi-millionaire and Bentoel had grown to become the second largest indigenous cigarette in Indonesia,” wrote George Quinn.
After Hok Liong died, his children tried to secure the wheels of leadership. Budhiwijaya Kusumanegara, son of the founder, later became President Director of Bentoel. Unfortunately, in the hands of the next generation, Bentoel experienced decline.
After the 1980s, PT Perusahaan Cigarette Tjap Bentoel was unable to pay its loan to BRI and Bank Bumi Daya worth US$ 170 million. Bentoel's debts with foreign creditors later ballooned to US$ 350 million.
Finally, 70% of Ong Hok Liong's family shares were sold. One of the buyers was Suharto's son, Hutomo Mandala Putra. However, Hutomo failed to make a purchase. Entrepreneur Peter Sondakh through Rajawali Wira Bhakti Utama was successful in buying it.
Then, in 1997, Bentoel's assets were handed over to a new company called PT Bentoel Prima. This handover was also followed by the dissolution of PT Perusahaan Cigarette Tjap Bentoel. Later, in 2000, PT Bentoel Prima changed its name to PT Bentoel Internasional Investama Tbk.
Later the company's shares were held by British American Tobacco, as a 92.48% shareholder and the remaining shares were held by the public.
[Gambas:Video CNBC]
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