At the Asian International New Tobacco Industry Expo (ANTY EXPO), Feranti Susilowati, co-founder of the well-known Indonesian e-cigarette brand Foom, was invited to share the brand's success in the Indonesian market, strategies for entering the Malaysian market, and outlook on the future development of the e-cigarette industry in Southeast Asia.
Based in Indonesia, moving towards Malaysia
Although Foom was only established in Indonesia three years ago, it has quickly grown to become a leading brand in the Indonesian e-cigarette market. Feranti explained that contrary to what most people think, Foom actually started out by focusing on devices, but quickly found success in the Indonesian market with their nicotine salt e-liquid products. They are now gradually expanding into the e-cigarette device manufacturing sector.
She mentioned that despite many international brands also entering the Indonesian market, Foom stands out in the fierce competition due to its deep understanding of the local consumer demands.
When asked about the reasons for Foom entering the Malaysian market, she pointed out:
Indonesia and Malaysia share many similarities in consumer tastes and purchasing habits, which has enabled us to see the enormous potential of the Malaysian market.
She said that Foom intends to enter the Malaysian market by partnering with local collaborators and distributors, leveraging the successful experience in Indonesia.
Leveraging local partnerships to promote the localization of the brand
Feranti revealed that the Foom brand will focus primarily on local channels as its main support point, quickly expanding its products through partnerships with strong local brands and marketing initiatives. She emphasized that Foom will leverage its successful experience in the Indonesian market, particularly in product customization and marketing, to better cater to the needs of Malaysian consumers.
The Malaysian consumers' preferences are very similar to Indonesia, but through the exhibition, we also learned about some local specific preferences, which will help us make adjustments in the future localization process of our products," she added.
Attracting more traditional smokers to join the e-cigarette user group
Although Foom started with nicotine salt products, the brand is now accelerating its development in the e-cigarette device manufacturing business. He emphasized that Foom is not just a provider of devices but is also dedicated to providing consumers with a comprehensive service experience.
Our goal is not only to sell devices, but also to attract more traditional smokers to join the e-cigarette user group through a comprehensive service solution.
She mentioned that Foom has currently expanded its product line to offline stores in Indonesia and is planning to offer a more convenient purchasing and service experience through the app.
Southeast Asia may become the new center for e-cigarettes
With the rapid growth of the global e-cigarette industry, the Southeast Asian market is gradually becoming a focus for the industry. The co-founder of Foom is optimistic about this trend.
If Southeast Asia is able to develop its local manufacturing capabilities in the future, it would be a significant breakthrough, not only for us, but also for the entire region's e-cigarette industry as an important milestone.
She believes that currently most e-cigarette devices still rely on manufacturing in China, but if the Southeast Asian market is expected to achieve localized production in the future, it could improve the efficiency and flexibility of the entire supply chain.
Looking ahead, she stated that Foom plans to continue to focus on the Indonesian market and make Malaysia its first international expansion destination. The brand's long-term goal is not only to provide nicotine products, but also to become a comprehensive service company through technological and service innovation.
We hope to become a company that not only provides products, but also brings more value to consumers. Both product technology innovation and improvement of consumer services are our future key directions," she said.
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