Thecuy, have you ever imagined that an Indonesian brand might actually come from abroad?
An international-sounding name, a modern design, and a premium-looking product often lead local brands to be mistaken for foreign ones.
From Wakai to Executive, these five Indonesian brands possess such a strong identity. Curious about which brands often cause people to be mistaken? Come on, check the list, Thecuy!
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<h2 class="fw-bold fs-5">1. Wakai</h2>
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<img src="https://akcdn.detik.net.id/visual/2026/09/01/wakai-jadi-salah-satu-brand-indonesia-yang-dikira-luar-negeri-karena-identitas-jepangnya-yang-kuat-padahal-merupakan-brand-lok-1789640045156_169.png?w=700&q=90" alt title/>
<p>Wakai is one of the Indonesian brands mistaken for a foreign one due to its strong Japanese identity, even though it is a local Indonesian brand/Foto: instagram.com/wakaishoes</p>
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<p>Wakai is one of the Indonesian <em>brands</em> most often thought to be Japanese. Its name, minimalist shoe design, and store concept exude a Japanese atmosphere, even though it is an Indonesian <em>brand</em> under the Metrox group.</p>
The Japanese impression is deliberately part of Wakai’s identity. This brand merges an urban lifestyle with a Japanese spirit, reflected in product design and store layout. Thus, despite its Japanese appearance, Wakai is actually an Indonesian shoe brand that has built a global identity.
2. Make Over
Make Over, where is this product from? It turns out it’s an original Indonesian product! This makeup brand is one of the Indonesian brands renowned for its quality and classy branding/Foto: instagram.com/makeoverid
Its black, elegant packaging and international-sounding name often lead people to think Make Over is a foreign makeup brand. In reality, it’s an Indonesian cosmetic brand under PT Paragon Technology and Innovation (ParagonCorp), an Indonesian beauty company founded by Nurhayati Subakat.
Make Over was launched in 2010 with a more professional and expressive positioning, giving it a branding that feels like international cosmetics. Its complexion, lip products, eyeshadows, and various other makeup items have made it widely known among beauty enthusiasts. So, if you’ve always thought Make Over was a foreign makeup brand, it’s actually part of Indonesia’s local beauty industry.
3. Buccheri
Its name sounds Italian, but Buccheri is actually an original Indonesian product that has become one of the renowned Indonesian fashion brands/Foto: instagram.com/buccheri_id
The name Buccheri sounds like an Italian shoe brand. Combined with its elegant and premium collection design, it’s no wonder that this local fashion brand is often mistaken for a European label. In fact, Buccheri is an Indonesian shoe brand founded by Edi Yansah, starting with heel shoe production in Jakarta in the 1980s, before officially establishing the Buccheri brand in 1988 and opening its first store in Pasar Baru in 1993.
Buccheri has grown into one of Indonesia’s leading local shoe brands, operating over 100 stores and known for its elegant shoe, bag, and accessory collections. Even though its name resembles an Italian label, Buccheri boasts a long history deeply rooted in Indonesia’s fashion industry.
4. Labore
Its packaging and concept resemble international skincare, yet Labore is an Indonesian local brand often mistaken for a foreign one/Foto: instagram.com/labore.id
Labore’s international-sounding name, minimalist packaging, and science-based concept often lead people to believe it’s a foreign skincare brand. In truth, it’s an Indonesian skincare brand under PT Paragon Technology and Innovation, the same company behind Make Over, focusing on sensitive skin needs, especially in tropical climates.
Labore’s concept was designed with a highly modern approach, involving skin experts, dermatologists, and formulators from various countries, and incorporating a microbiome approach to skin care. This is why Labore appears to be an international skincare brand, even though the company behind it is an Indonesian beauty firm.
5. Executive
Its name and style sound international, but Executive is actually an Indonesian local brand that has become one of the well-known Indonesian brands/Foto: instagram.com/id_executive
Even its name alone makes Executive sound like an American or European fashion brand. Its professional image, neat workwear collections, and sophisticated designs reinforce this impression. Yet, Executive is an Indonesian fashion brand under PT Delamibrands Kharisma Busana, originating from a garment company founded by Johanes Farial in Bandung in 1979.
The name Executive 99 appeared in 1984 and later evolved into The Executive in 2000. Today, the brand is part of Delamibrands, operating dozens of stores and over 100 counters in department stores. Through this long journey, Executive has become one of Indonesia’s fashion brands, successfully building a professional and modern image that is often mistaken for a foreign label.
Now, don’t hastily assume a product is a foreign brand just because its name sounds foreign or its appearance seems global. It could be that the brand you’ve always thought was from abroad is actually a developed Indonesian local product with a long history in the country!
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<p>(dmh/dmh)</p>
terimakasih sudah mengunjungi thecuy. 🙂
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