Page 37 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Introduction HISTORY
Road to
independence
1942 to 1967
At the height of World War Two in Asia, Japan occupied the islands of Indonesia, bringing Dutch rule to an abrupt end and giving rise to a push for independence that had previously been suppressed. Immediately after the surrender of Japan in 1945, nationalist leader Sukarno declared independence and became president. The Dutch were reluctant to relinquish their hold on the islands, however, and it was only after four years of at-times brutal ighting and international diplomatic pressure that the Netherlands agreed to transfer sovereignty. Indonesia became an independent nation with Sukarno at the helm.
The Suharto years
1967 to 1998
General Suharto became Indonesia’s president in March 1967, with his New Order administration supported by the USA. Years of signiicant economic growth followed, encouraged by a newly outward approach
to foreign relations and eforts to build relationships with other countries in the region. Indonesia is a founding member of the ASEAN economic alliance, and restored links with China in 1990 after a lengthy freeze. New Order was, however, widely accused of corruption and the suppression of political dissent, and when the country was battered by the Asian inancial crisis of the late 1990s, popular protest erupted and forced Suharto to resign, in May 1998. Shortly afterwards, East Timor voted to secede from Indonesia, ending 25 years of military occupation there.
A new path
1999 to present day
Legislative elections were held in 1999,
and the democratic process has gradually been strengthened in the years since then, with the irst direct presidential election held in 2004. Political instability and corruption have waned, and the Indonesian economy has rallied. Freedom of speech and freedom of the media have increased signiicantly, though the country has had
to contend with terrorism – most notably the 2002 Bali bombings, and natural disaster. The Boxing Day tsunami in 2004 is widely thought to have killed more people in Indonesia than any other country – about 170,000 – and to have displaced many more. Separatist movements in the provinces Aceh and Papua have also led to armed conlict. Modern Indonesia is now, however, largely peaceful, prosperous and, thanks to mobile and web technology – informed and connected.
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Strong economy emerges after years of upheaval
The 17,000-plus islands that make up the Indonesian archipelago have been a center
of trade in the region since the 7th century, delivering not just immigration from around the region, but also an exchange of culture and ideas. Present-day Indonesia brings together hundreds of distinct ethnic groups, with a range of languages and religious beliefs. Recent years have seen economic volatility, terrorism and political unrest – but the fourth-most-populous country in the world is emerging from this period of hardship a vibrant, youthful nation, and is now Southeast Asia’s biggest economy.