Three Local Brands, One Digital Spirit: Jims Honey, SOVLO Travel, Berky Bersinar With Tokopedia And TikTok Shop By Tokopedia

Hanny Zeng, CEO and Founder of Jims Honey. (Photo: Special)

JAKARTA - In the midst of rapid digital transformation, MSME actors continue to prove themselves as the backbone of the Indonesian economy. With a contribution of more than 60 percent to the national GDP, this sector is an important support as well as a symbol of the spirit of never giving up in the midst of changing times. However, the biggest challenge for many small business actors remains the same: how to adapt to increasingly digital consumer behavior, while remaining relevant and competitive.

Among millions of business actors in the country, three local brands namely Jims Honey, Sovlo, and Kanky, are proof that digital adaptation is not just an option, but the key to sustainable growth. Through innovation, consistency, and ecosystem support of Tokopedia and TikTok Shop by Tokopedia, all three managed to advance to class and have a real economic impact on the communities around them.

The story of Jims Honey begins with a small warehouse in Pademangan, North Jakarta. In 2014, the couple Hanny and Jims Zeng decided to focus on producing locally fashionable, affordable, but quality women's bags. Now, after a decade, Jims Honey has grown rapidly with more than 300 employees and hundreds of partner tailors in Cibinong.

"We want Indonesian women to appear confident with quality products without having to pay dearly," said Hanny Zeng, CEO and Founder of Jims Honey.

The company's non-instant journey: the Jims Honey team consistently conducts trending research, monitors the lifestyle of Indonesian female consumers, and implements rigorous quality tests at every production stage.

Entering into the e-commerce ecosystem is an important turning point. Joining Tokopedia since 2021 and being active on TikTok Shop starting March 2024 is driving rapid growth from selling hundreds of millions per month to billions per month, or an increase of about 70 times. One of the key factors is networks of more than 300 active affiliates that help expand sales reach.

"Through TikTok Shop by Tokopedia, we open up opportunities for anyone from housewives to students to earn additional income through the affiliate program," said Hanny.

The momentum of large campaigns such as Promo Guncang 10.10 and 11.11 organized by Tokopedia and TikTok Shop has also accelerated the sales surge. Welcoming the peak of this year's 11.11 Promo Guncang, Jims Honey has prepared six new products, including an exclusive collaboration with an Indonesian artist, which will be launched first on TikTok Shop before being available on other platforms.

With a combination of relevant products, digital marketing strategies, and strong partner networks, Jims Honey continues to strengthen its position as a competitive local women's bag brand in the national market.

Founded in the midst of the challenge of the pandemic, SOVLO Badminton was born from the spirit to survive as well as innovate. When the custom souvenir business owned by the parent company was affected, the Sovlo team chose to take bold steps, give birth to a new brand that made the work of local illustrators the soul of each product.

Now, Sovlo is known as the Local Illustrator House which presents art-infused everyday products, daily products combined with art touch. Starting from bags, accessories, accessories, to home decorations, each design brings stories, colors, and distinctive Indonesian characters, presenting art in a form that can be used and enjoyed every day.

We want to provide space for local illustrators to connect, work, and be known more through their work. It's all about #ConnectingPeopleWithCreARTivity," said Afra Viena, SOVLO Co-Founder.

Since 2020, Sovlo has grown into a home for talented illustrators from various regions in Indonesia. With the tagline #DiscoverLocalCreARTivity, Sovlo is committed to creating a platform that not only appreciates and raises the work of Indonesian illustrators, but also transforms creativity into a selling-valued product.

To date, there are 54 selected local illustrators from all over Indonesia through a rigorous curation process, which together with Sovlo have the opportunity to monetize their work. This approach forms a local talent-based economy, connecting illustrators with consumers to create sustainable income streams.

We believe art is not only to be appreciated, but also to have the power to move and inspire. Sovlo is here as a house that builds bridges between creativity and economic opportunities, helping local illustrators turn dreams into valuable and sustainable works," continued Afra.

On its digital journey, Tokopedia became the main door for Sovlo to reach customers throughout Indonesia, even before they had physical stores. When joining TikTok Shop by Tokopedia, Sovlo's chances grew bigger. Through video content and affiliate systems, Sovlo products are now widely known and have managed to sell thousands of units per month.

What we love about TikTok Shop by Tokopedia is its flexibility. Brands can strengthen content of affiliates as well as expand the reach of audiences," explained Nur Hayad, Head of Retail & E-Commerce Strategy SOVLO.

Now, Sovlo notes a significant increase in turnover and is actively building a creative ecosystem through community activities such as TERASI (Inspiration Terrace), which is a space for artists, customers, and the public to interact and celebrate local art.

Ahead of the 11.11 Guncang Promo, Sovlo will strengthen its strategy by increasing content-based affiliate, increasing its advertising budget, and developing organic content on TikTok so that more Indonesians are connected to local creativity.

Meanwhile, Kanky comes with the spirit of building a strong local shoe industry. Founded by Alfonsus Ivan Kurniadi in 2020, this brand was born in the midst of a pandemic and grew thanks to the support of the local sneakers community.

The Kanky logo, taken from the names of Alfonsus' two children, symbolizes the hope that they grow and complement each other, such as the brand's vision to unite the quality and style in one proud local product.

With a factory in Surabaya and a head office in Bandung, Kanky now employs more than 1,200 employees. Through Tokopedia and TikTok Shop by Tokopedia, they expand market reach while utilizing digital features such as analytic data and campaign promotions.

Digital platforms like Tokopedia and TikTok Shop by Tokopedia gave us room to understand customers and grow faster, said Alfonsus.

In the 10.10 campaign, Kanky's sales have doubled compared to the previous year, and they are targeting similar growth in Promo Guncang 11.11. Collaboration with sneaker lovers facilitated by Tokopedia and TikTok Shop by Tokopedia and community participation in community events is Kanky's step in strengthening his position among Gen Z and Indonesian sneakers lovers.

The success of Jims Honey, Sovlo, and Kanky is a reflection of how Tokopedia and TikTok Shop by Tokopedia build a digital ecosystem that empowers local business actors. Through campaigns such as Promo Guncang 11.11, these two platforms present the best offers for customers as well as open up growth opportunities for local brands throughout Indonesia.

The Guncang 11.11 promo starts on November 3-10, 2025 and presents various extra discounts, such as discounts of up to IDR 1,000,000, and free shipping at Tokopedia and TikTok Shop. The peak promo Guncang 11.11 will take place on November 11, 2025, with more benefits.

Tokopedia and TikTok Shop by Tokopedia are committed to becoming home to every business actor for #JualanNyaman, from MSMEs to big brands. We continue to present various initiatives so that sellers can grow through creative campaigns, promotional features, to partnerships with creators," said Stephanie Susilo, Senior Director of Tokopedia & TikTok E-commerce Indonesia.

Through the spirit of #JualanNyaman, Tokopedia and TikTok Shop by Tokopedia also invite sellers to take advantage of various features and services at Tokopedia and TikTok Shop by Tokopedia to continue to improve their business performance, including by upgrading stores to Tokopedia Mall and TikTok Shop by Tokopedia Mall, expanding promotional networks, and utilizing content-based collaborations.

We want more and more local brands to be able to advance to class, expand the market, and be globally competitive. This collaboration between technology, creativity and communities is our main strength to support Indonesia's digital economy growth," added Stephanie.

This collaboration is a clear proof that when innovation and support of the combined ecosystem, local Indonesian brands can not only survive, but also shine, inspiring more business actors to grow together in an inclusive digital economy.