The Bali Brand: Why You Know the Island Better Than Indonesia

Pura Ulun Danu Beratan, or Pura Bratan, is a major Hindu Shaivite temple in Bali, Indonesia. The temple complex is on the shores of Lake Beratan in the mountains near Bedugul.

Let’s be honest. If someone asked you to name three cities in Indonesia, you might say: Bali, Bali, and… uh, Ubud? (We’ll let that slide for now.)

Before you feel bad forgetting that Indonesia is a 17,000-island archipelago and not just a giant backdrop for yoga selfies, take comfort in the fact that it’s perfectly understandable, and actually kind of historical. 

The Birth of the Bali Brand

Long before influencers made Bali the land of smoothie bowls and drone shots, the island had already secured a spot on the global travel map. In the 1920s and 30s, the Dutch colonial government (yes, they were still around back then) decided that Bali was basically their tourism MVP. They marketed it heavily to Europeans as a tropical paradise, think of it as early-century clickbait with fewer hashtags.

Then came artists and anthropologists like Miguel Covarrubias and Margaret Mead, who painted, photographed, and wrote about Bali like it was some magical, untouched land. Spoiler: that PR campaign worked.

Soekarno’s Role in Shaping the Bali Brand

Indonesia’s first president, Soekarno, was no fool either. He often chose Bali to welcome foreign dignitaries and even had the grand Bali Beach Hotel built in Sanur in the 60s (it was basically Bali’s version of a 5-star debut). If Bali had a LinkedIn profile, that would most definitely be under the “Experience” section.

The Culture Card: Bali Plays it Best

Let’s face it, Bali doesn’t just have culture, it performs it. While other places might tuck tradition into museums or dusty corners, Bali parades it down the street, often accompanied by incense, drums, and someone in a full Barong costume… on a Tuesday morning.

From temples tucked between convenience stores to daily offerings on the sidewalk (and yes, sometimes in front of ATMs), Balinese tradition isn’t background decoration, it’s the main feature.

Sure, other parts of Indonesia are rich in culture too (shoutout to Toraja, Minang, and Dayak!), but Bali knows how to package its heritage with flair. Here, your morning coffee run might turn into a front-row seat at a cremation procession, and honestly, that’s kind of the charm.

Is Bali a Country? You’re Not the Only One Asking

Here’s the kicker: many foreigners know Bali better than they know Indonesia as a whole. Some even ask if Bali is the country (it’s not, but we forgive you). Even major global travel sites like Tripadvisor and Travel + Leisure consistently crown Bali as a top destination, sometimes without even mentioning the rest of the archipelago.

So if you’ve ever caught yourself wondering, “Wait, is Jakarta near Seminyak?” don’t worry. You’re not alone.

Bali might be the poster child of Indonesia, but that doesn’t mean the rest of the country isn’t worth exploring. Think of Bali as the trailer, it gets your attention. But the full film? That’s the rest of Indonesia: from the dragons of Komodo, to the spicy street foods in Padang.

Still, for now, sip on your coconut, enjoy the gamelan in the background, and embrace the fact that living in Bali means you’re part of a place so iconic, it often outshines the nation it’s part of itself. Just try not to call it a country at immigration. 

Sources: Okezone, Kompas, Featured Image.

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Andrzej Barski

Director of Seven Stones Indonesia

Andrzej is Co-owner/ Founder and Director of Seven Stones Indonesia. He was born in the UK to Polish parents and has been living in Indonesia for more than 33-years. He is a skilled writer, trainer and marketer with a deep understanding of Indonesia and its many cultures after spending many years travelling across the archipelago from North Sumatra to Irian Jaya.

His experience covers Marketing, Branding, Advertising, Publishing, Real Estate and Training for 5-Star Hotels and Resorts in Bali and Jakarta, which has given him a passion for the customer experience. He’s a published author and a regular contributor to local and regional publications. His interests include conservation, eco-conscious initiatives, spirituality and motorcycles. Andrzej speaks English and Indonesian.

Terje H. Nilsen

Director of Seven Stones Indonesia

Terje is from Norway and has been living in Indonesia for over 20-years. He first came to Indonesia as a child and after earning his degree in Business Administration from the University of Agder in Norway, he moved to Indonesia in 1993, where he has worked in leading positions in education and the fitness/ wellness industries all over Indonesia including Jakarta, Banjarmasin, Medan and Bali.

He was Co-owner and CEO of the Paradise Property Group for 10-years and led the company to great success. He is now Co-owner/ Founder and Director of Seven Stones Indonesia offering market entry services for foreign investors, legal advice, sourcing of investments and in particular real estate investments. He has a soft spot for eco-friendly and socially sustainable projects and investments, while his personal business strengths are in property law, tourism trends, macroeconomics, Indonesian government and regulations. His personal interests are in sport, adventure, history and spiritual experiences.

Terje’s leadership, drive and knowledge are recognised across many industries and his unrivalled network of high level contacts in government and business spans the globe. He believes you do good and do well but always in that order. Terje speaks English, Indonesian and Norwegian.

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Ridwan Jasin Zachrie

CFO of Seven Stones Indonesia, Jakarta

Ridwan is one of Indonesia’s top executives with a long and illustrious career in the financial world. He holds several professional certifications including being a Certified Business Valuer (CBV) issued by the Australian Academy of Finance and Management; Broker-Dealer Representative (WPPE); and The Directorship Certification for Directors and Commissioners, issued by the Indonesian Institute of Commissioners and Directors.

His experience includes being the Managing Director at one of the top investment banking groups in the region, the Recapital Group, the CFO at State-owned enterprises in fishery industry and the CEO at Tanri Abeng & Son Holding. He’s also been an Independent Commissioner in several Financial Service companies and on the Audit and Risk Committee at Bank BTPN Tbk, Berau Coal Energy Tbk, Aetra Air Jakarta as well as working for Citibank, Bank Mandiri and HSBC. His last position was as CFO at PT Citra Putra Mandiri – OSO Group.

Ridwan has won a number of prestigious awards including the Best CFO Awards 2019 (Institute of Certified Management Accountant Australia-Indonesia); Asia Pacific Young Business Leader awarded by Asia 21 Network New York USA (Tokyo 2008); UK Alumni Business Awards 2008 awarded by the British Council; and The Most Inspiring Human Resources Practitioners’ version of Human Capital Magazine 2010.

He’s a member of the Board of Trustees of the Alumni Association of the Faculty of Law, Trisakti University, Co-Founder of the Paramadina Public Policy Institute and actively writes books, publications and articles in the mass media. He co-authored “Korupsi Mengorupsi Indonesia” in 2009, which helps those with an interest in understanding governance in Indonesia and the critical issue of corruption. Ridwan speaks Indonesian and English.

Per Fredrik Ecker

Managing Director of Seven Stones Indonesia, Jakarta

Per is the Managing Director of the Seven Stones Indonesia (SSI) Jakarta office and has more than 25-years’ experience in Indonesia, China, and Western Europe. He previously worked in senior management positions with Q-Free ASA, Siemens AG, and other companies in the telecom sector. Over the last six years, he has been the Chairman of the Indonesia-Norway Business Council (INBC) and recently become elected to be on the board of EuroCham Indonesia.

His most recent experience is within Intelligent Transport Solutions (ITS), Telecom, and other sectors within the Indonesian market. He is today through his position in SSI and by representing Norway Connect, promoting Nordic and European companies that would like to explore business opportunities in the Indonesian market. He’s also playing an active role to help create the Nordic House concept in Jakarta that will provide an excellent platform for Nordic companies entering Indonesia, where they’ll find a community that can offer support with trusted information and affordable services to enter this market.