Magani unites tradition with the new; reimagining the traditional batik shirt for the needs of our contemporary society. We combine Indonesia’s rich cultural heritage with the latest innovation in performance wear material to build the ultimate durable and comfortable shirt for the modern Indonesian man who is constantly on the move.
As we celebrate Indonesia’s heritage, we also celebrate the individuals who are unintimidated by the sweat and hard work required to defy challenges, push boundaries, and move Indonesia forward.
Meet the #MaganiMen who have inspired us that with grit and endurance, there are no limits to what you can achieve. #NOSWEATNOLIMIT
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#MaganiMen Andrew & Mario, Founder of Seporsi Mie Kari, combine creativity and culinary expertise to bring a fresh take on comfort food. Andrew’s background in visual communication and design meets Mario’s culinary roots and passion for flavor—together shaping a brand built on quality food and a shared vision. Guided by passion and collaboration, they set out to create mie kari that feels both familiar and elevated, proving that a simple dish can become a modern classic.
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Could you share your personal and career journey—how did learning from family comfort‑food memories and past ventures like Kembang Bawang shape your decision to start Seporsi Mie Kari together?
When we look back, Seporsi Mie Kari didn’t begin as a master plan—it evolved from family meals, small ventures, and serendipitous discoveries. We started with different strengths but the same dream: Mario grew up in the kitchen, cooking since he was young and later honing his craft at places like Banyan Tree and Namaaz Dining, always searching for flavors that connect with people. Andrew, with a background in visual communication and design, built his foundation in design, packaging, and efficiency—skills that later shaped the way Seporsi feels and looks.
Our first step was Kembang Bawang in 2019, a restaurant serving comfort food like Nasi Goreng. It was a labor of love, but when COVID hit, it forced us to adapt and rethink. In 2021, we tried again with Platon Coffee—a side hustle to survive the pandemic. It offered drinks and small bites, and almost by accident, we added Mie Kari to the menu. To our surprise, it quickly became one of our bestsellers. That was the turning point.
We realized that instead of chasing too many things, we should simplify and build around what truly resonated. So in June 2022, we launched Seporsi Mie Kari under PT. Kembang Artha Boga. From day one, our goal was clarity: one core product, executed with discipline.
Andrew, with your background in visual design and advertising, and Mario’s culinary expertise cultivated through experiences at Banyan Tree and Namaaz Dining, how did your distinct strengths complement each other in building the brand?
We’ve always said that Seporsi Mie Kari works because we complement one another. Mario’s strength lies in culinary development—R&D, flavor, kitchen systems, and production. Andrew comes from design and branding, having worked in advertising, packaging, and consulting, which naturally extended into operations, outlet expansion, and creative strategy. Together, those worlds connect: food excellence and strong branding. Add to that Mario’s brother, who manages procurement, HR, finance, and logistics—and suddenly we had a team of three with very different skills, each one filling the gaps of the other. That’s been our formula from day one.
You originally launched as Platon Coffee in 2021 before realizing that mie kari was unexpectedly your signature menu. How did that pivot lead to forming Seporsi Mie Kari in June 2022?
Platon Coffee was supposed to be a side hustle during COVID, but unexpectedly, the mie kari we offered there became the bestseller. Customers started asking us to open a place dedicated just to mie kari. When a friend offered a space in Alam Sutera, we felt we couldn’t let the opportunity pass. That’s how Seporsi Mie Kari was born in June 2022. What began as an experiment quickly became our focus because we realized it was simple, scalable, and most importantly—something people really connected with.
What inspired you to simplify your menu to focus solely on mie kari, and how did you ensure that simplicity translated into consistent quality and identity?
In F&B, people often think more variety equals more appeal. We found the opposite: focus brings clarity. By having one hero dish, we could control quality, streamline operations, and sharpen our identity. But simplicity doesn’t mean easy—it means discipline. We wrote detailed SOPs, standardized kitchen measurements, and packaged flavor elements so every bowl tastes the same across outlets. On the branding side, simplicity became our design philosophy too—minimalism in look, calmness in atmosphere, and clarity in messaging. For us, simplifying the menu was about building trust: customers know exactly what they’ll get, and it’s consistently good.
Indonesia is rich in comfort‑food traditions—what made you confident that mie kari could resonate as a modern staple across age groups, and why start in Alam Sutera?
We believed mie kari had untapped potential. While many comfort foods in Indonesia are tied to heritage brands or traditional shops, mie kari wasn’t yet positioned as a modern staple. It’s a dish with warmth, spice, and flexibility—it can be enjoyed by kids, office workers, or families. Alam Sutera was simply where the opportunity came first; we got offered space by a friend. But it was also a strategic starting point—a community hub where families, students, and young professionals intersect. From there, we saw the resonance and together, it was the right dish, in the right place, at the right time.
You emphasized meticulously designed branding—from monochrome interiors to open kitchens and stainless‑steel fittings. How does this design philosophy influence customer trust and experience?
Design isn’t decoration—it’s communication. We wanted the brand to reflect the food: simple, clean, and honest. Monochrome branding gave us a calming, timeless look. Open kitchens and stainless-steel fittings showed transparency and hygiene where customers could see directly into the kitchen, creating trust before tasting the food. In a world that feels overwhelming with noise, colors, and endless options, we designed Seporsi Mie Kari as a place of simplicity, where people could pause and enjoy a bowl without distraction. That philosophy built trust; customers saw not just what they ate, but the care and order behind it.
Maintaining a single‑product orientation is risky in F&B. How do you keep consistency and scale operations while remaining lean and focused?
Consistency starts with the product but lives through the people. We standardized recipes and SOPs so every outlet has the same taste. But we also train every staff member to be multi-functional—cashiers can cook, kitchen staff can handle service. This way, outlets don’t rely on a single individual; the system sustains itself. Scaling becomes possible because the operations are replicable. Being lean is part of the model: fewer SKUs, clearer training, and simpler execution. That’s how a single-product brand can grow without losing its soul.
How do you cultivate interpersonal excellence among your team?
We believe culture starts with us. We lead by example—how we show up, how we interact, how we maintain grooming and hospitality. SOPs are important, but people learn best from what they see. We emphasize teamwork, consistency, and hands-on leadership. Even as founders, we’re present and engaged so that values trickle down. We know as companies grow, culture can weaken, so we’ve made it part of our DNA to continually train, support, and show what good hospitality looks like.
When copycat brands emerge, which mimicked your menu and branding—what’s been your approach in defending brand integrity while staying constructive?
We weren’t triggered by it. If anything, it confirmed our concept had impact. But we believe longevity in F&B isn’t about copying what’s easy; it’s about sustaining what’s hard. We chose to focus inward: making sure our product, experience, and brand stay ahead. Just like how kopi gula aren started with one brand but eventually became mainstream, our dream is for mie kari to become a modern staple in Indonesian dining. That can only happen if we keep our integrity intact, rather than chasing copycats.
As the brand expanded to multiple Jakarta and Tangerang locations, what routines or leadership habits have kept you grounded and efficient?
Our daily rhythms keep us balanced. Mario focuses on production, kitchen consistency, and R&D, ensuring every bowl maintains its flavor. Andrew oversees operations, outlet development, and branding—looking at the bigger picture. Together, we remind ourselves that brand-building is long-term. A strong brand takes 10 years to mature; we’re only three years in. That perspective keeps us patient, grounded, and less reactive to short-term noise.
What does success look like to you—personally and for Seporsi Mie Kari—in terms of culinary impact, scale, and community?
Success has two sides for us. Professionally, it’s building Seporsi Mie Kari into a lasting brand that becomes top-of-mind comfort food for Indonesians—a brand that’s trusted for its taste, culture, and simplicity. Personally, success is about freedom, especially freedom of time. Time is the one thing we can’t buy back, so to create a business that gives us balance—time with family, time to create, time to enjoy life—is the ultimate success.
Looking back, what advice would you share with yourselves at the start when the business was still selling nasi goreng or coffee?
We would tell ourselves: take bigger risks earlier, and don’t be afraid of mistakes. In our early 30s, we played it safer, but looking back, every mistake is a learning opportunity. Capital was always limited, but clarity of product and persistence mattered more. So, the advice is simple: start earlier, specialize sooner, and learn by doing.
What dreams or next goals keep you energized—whether expanding more regions, launching new brands, or growing the Kembang Artha Boga umbrella?
Our next focus is sustainable expansion. We’re not chasing aggressive franchising because rapid growth without control isn’t sustainable. Instead, we plan for the long term: expanding outlets carefully, exploring mie kari variations like mie kari kering, and adding simple complementary snacks.
For aspiring foodpreneurs in Indonesia, especially those considering a bold single‑menu concept, what guiding insights from your journey would you offer?
Our advice is: specialize. Don’t try to do everything. One strong, consistent product will take you further than ten weak ones. Ensure the product is excellent, create a clear brand story, and build discipline into your systems. And don’t underestimate capital—you need to plan carefully—but beyond money, what will set you apart is the courage to focus and execute consistently.
What about Magani resonated with you?
What resonated with us about Magani is how it solved a real problem. You’ve created batik that is both culturally meaningful and practical for modern life—breathable, versatile, and comfortable even in Indonesia’s hot climate. Just like Seporsi Mie Kari simplifies comfort food for today’s lifestyle, Magani reimagines tradition for active, everyday use. That alignment of values—heritage, simplicity, and functionality—felt deeply familiar to us.
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