Despite economic pressures and weakening consumer spending, Jakarta-based PEO, Dyandra Promosindo, is targeting 10 per cent revenue growth in 2025, and expects stronger performance in 2026.
The company’s strategy centres on strengthening its portfolio of intellectual property (IP) events, sharpening content curation, and integrating technology as tools to improve reach and efficiency.
“The market is shifting. It is no longer about how big the crowd is. It is about experiences that are relevant, meaningful, tailored, and worth their time,” said Daswar Marpaung, president director of Dyandra Promosindo, during the company’s recent rebranding event.
This shift in audience expectation is reshaping how Dyandra puts together its event calendar, with the company now focusing on more defined communities and designing experiences around what they actually care about. For example, the Indonesia Women Fest, launching in January 2026, is specifically designed for urban women and creative entrepreneurs.
In curating content, the company is now choosing themes, formats, and programming that directly match a particular group’s interests.
The Periklindo Electric Vehicle Show (PEVS) for example, was built around the fast-growing EV ecosystem, while the Indonesia Forestry and Woodworking Machinery Expo (Indowood Expo), held mid-2025, targets the interior and building materials industry.
While the Indonesia International Motor Show (IIMS) remains Dyandra’s flagship event, the company is now scaling the Halal Indonesia International Industry Expo as its next growth engine. Launched in 2024, this event is positioned as a regional marketplace for Halal-certified products, aligning with broader consumer trends in South-east Asia’s Muslim markets.
“IP events offer not just thematic freedom but business sustainability, allowing stronger identity, recurring audiences, and deeper brand integration,” Daswar said.
Currently, Dyandra has 21 exhibitions, 14 of which are proprietary and held annually. Beyond its core as a PEO, Dyandra is also expanding into corporate events, as well as music events like Projek-D, targeting Gen Z through concerts, fashion, and youth-focused entertainment.
