Tobacco Asia

40 tobaccoasia Issue 4, 2025 July / August Monsoon Cigar's Sonny Suciawan (center) selecting leaf at Besuki Raya Cigars. Credit: Monsoon Cigar Treasure chest of Mata Hari Courtesane cigars. Credit: Monsoon Cigar Elevating a forgotten heritage Christian explained that while Indonesia had long been respected for its unique leaf—especially Besuki Na-Oogst and Jember varietals—its absence on the premium cigar scene had persisted for decades. "Indonesia has the tobacco. What we were missing was a loud enough voice in the global cigar conversa- tion. BRC is that voice," he declared. The company's goal is not just commercial; it's cultural. "Each of our cigars tells a story…," Christian added, "…a story about a place, patience, and passion." Homegrown start, global ambitions BRC's initial offerings, including brands like Airlangga, Rojo Blanco, and Lauk Daun, were crafted for Indonesian consumers. "That phase allowed us to re- fine our production, understand preferences, and build our base," said David Lee, director of BRC. "But we always had the international market in mind." Today, BRC exports to countries like Germany, Thailand, Malaysia, Australia, and Turkey. "Germany, for example, demands unwavering consistency," David noted. "Southeast Asia, on the other hand, connects more deeply with regional authenticity." This duality presents both challenges and growth. "No market is a one-size-fits-all," David asserted. "That's why we approach each country with a tailored strategy, whether that's rethinking packaging, tweaking blends, or partnering with local distributors." Building a brand, one blend at a time According to Chandra Irawan, BRC's head of operations, feedback has al- ready been very encouraging. "The curiosity surrounding our cigars has given us valuable momentum," he said. "Our flagship El Gaucho, for instance, has been especially popular thanks to its appealing look and layered blend." Still, Chandra acknowledged the rigorous demands of producing for international standards. "Draw consistency, aroma, flavor progression… these are non- negotiables," he said. "We're constantly evolving based on feedback from seasoned aficionados." And MDR's Christian Njoto Njoo added, "We view this as a journey. Indonesian cigars don't just deserve to be on the shelf. They deserve to be part of the conversation." Mata Hari: A Boutique Brand Rooted in Narrative For Indonesian native Sonny Suciawan, co-founder of Monsoon Cigar, the renaissance of Indonesian cigars is more than a market trend; it's a personal mission. "I was living in Berlin when we started the company," he recalled. "And our brand, Mata Hari, wasn't accidental. It was a nod to history, mys- tery, and yes, identity." Mata Hari, meaning "eye of the day" in Indonesian, is not just a rather poetic description for the sun and the name of Monsoon Cigar's inaugural product line. It's also a clever play on the Dutch-born exotic dancer and courtesan of the same name, who lived and worked in Java during most of her life before being executed in 1917 in France as an alleged spy by the German Imperial Army. As a brand name, Mata Hari serves as a mirror to Monsoon's blend of Eastern roots and global allure. Christian A. Njoto Njoo, president of Mangli Djaya Raya, Besuki Raya Cigars' mother company. Credit: BRC-MDR David Lee, director, Besuki Raya Cigars. Credit: BRC-MDR

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