Azin Asro
The landscape of Indonesian adventure tourism is witnessing a transformative shift as the renowned motorcycling duo, Ricky Rinaldo and Adriana Vonny Ramli—widely recognized by their moniker "Pasutri Touring"—embark on their latest cross-country expedition. While long-distance touring is often viewed through the lens of personal achievement or recreational leisure, this husband-and-wife team has elevated the practice into a mission of national economic significance. Having already dedicated their lives to traversing over 65,000 kilometers across nearly every major island in the Indonesian archipelago, their newest venture, "Maxdecal Journey to the East," represents a strategic collaboration with the Ministry of Creative Economy of the Republic of Indonesia and the automotive film specialist Maxdecal. This initiative aims to utilize the high-visibility nature of motorcycle touring to promote and revitalize Micro, Small, and Medium Enterprises (MSMEs), specifically within the culinary sector, in some of the most remote regions of the country.
The core of this expedition is the launch of the "Maxdecal Foodie" program. This innovative campaign seeks to bridge the gap between the burgeoning automotive enthusiast community and the local culinary masters who form the backbone of Indonesia’s grassroots economy. By integrating the spirit of exploration with tangible promotional support, the program aims to shine a spotlight on "hidden gems"—local eateries and traditional food producers that often lack the digital presence or marketing resources to reach a wider audience. The partnership underscores a growing trend where private sector entities and social influencers collaborate with government bodies to drive regional development through creative storytelling and mobile branding.
The Evolution of Pasutri Touring and the Vision of Maxdecal Foodie
The journey of Ricky Rinaldo and Adriana Vonny Ramli is one of endurance and passion. Their previous expeditions have set a high benchmark for the Indonesian motorcycling community. In 2021, the couple successfully navigated the demanding route from Padang, West Sumatra, to the border of Timor Leste. Their odometer has tracked thousands of miles from the "KM 0" monument in Sabang, through the rugged terrains of Sumatra and Sulawesi, the scenic coastal roads of Mandalika in Lombok, and the dense jungles of Kalimantan, even extending their reach into neighboring Brunei Darussalam and Malaysia. These journeys often span several months, requiring not only physical stamina but also a deep commitment to cultural immersion.
Nofian Hendra, the Project Director and Head of Research and Development at Maxdecal, noted that the timing of this collaboration was ideal. According to Hendra, the "Maxdecal Foodie" program was conceived to capitalize on the high mobility of vehicles as a medium for on-the-ground promotion. He explained that a motorcycle traveling across the country acts as a moving billboard, capable of reaching diverse demographics in a way that static advertisements cannot. By partnering with Pasutri Touring, Maxdecal ensures that their brand and their mission are carried by individuals who have already established a high degree of trust and authenticity within the traveling community.
The "Maxdecal Foodie" concept is particularly relevant in the post-pandemic era, where domestic tourism and local consumption have become vital pillars for economic recovery. The program involves the touring team visiting local culinary entrepreneurs, sampling their products, and documenting the stories behind the recipes. These narratives are then shared across digital platforms, providing these MSMEs with free, high-quality exposure to a national audience. Furthermore, Maxdecal provides exclusive stickers to these establishments, serving as a visual "seal of approval" and a marker of support that helps tourists identify quality local spots.
Strategic Support from the Ministry of Creative Economy
The initiative has garnered significant praise from the highest levels of government. Irene Umar, the Deputy Minister of Creative Economy, emphasized that the culinary sector is much more than a mere commodity; it is a potent tool for cultural diplomacy. During the official send-off, she highlighted that food serves as a universal language that unites people across different backgrounds. Indonesia, with its vast array of spices, unique flavors, and rich culinary heritage, possesses an untapped potential to attract both domestic and international "food tourists."
Minister Umar expressed her hope that the "Maxdecal Foodie" program would help uncover the culinary treasures of Eastern Indonesia. The Ministry views this project as an extension of "gastro-diplomacy," where the promotion of local food contributes to the broader branding of Indonesia as a premiere creative and cultural destination. By documenting the artisanal processes and the cultural significance of regional dishes, the Pasutri Touring team is effectively performing a form of digital ethnography that preserves and promotes Indonesian heritage.
From an economic perspective, the involvement of MSMEs is critical. Data from the Indonesian Ministry of Cooperatives and MSMEs indicates that these businesses contribute over 60% of the national Gross Domestic Product (GDP) and employ nearly 97% of the total workforce. Within this ecosystem, the culinary sub-sector is one of the most resilient and fastest-growing. However, geographical barriers often prevent small-scale producers in Eastern Indonesia from accessing the same market opportunities as those in Java or Bali. The "Journey to the East" aims to bridge this geographic divide.
Technical Durability and the Route to the East
The expedition officially commenced on Saturday, April 25, 2026, with a focus on the eastern regions of the archipelago. The starting point for this leg of the journey is Larantuka, Flores. Known as a gateway to the eastern frontier, Larantuka offers a unique blend of historical depth, religious heritage, and pristine natural landscapes. The choice of Flores as the opening chapter of this journey is deliberate; the island represents the "authentic" Indonesia that remains largely untouched by mass commercialization. From Larantuka, the couple will navigate through some of the most challenging terrains in the country, where the infrastructure is often as demanding as the weather.
To ensure the success of this arduous journey, the technical preparation of the vehicle was paramount. The couple is riding a Yamaha NMAX Turbo TechMax Ultimate, a motorcycle specifically chosen for its balance of power and reliability on long-distance hauls. Given the extreme conditions they will face—ranging from the intense tropical heat and torrential rains to the abrasive dust of unpaved roads—the vehicle has been equipped with Maxdecal’s flagship protection products.
Nofian Hendra explained that the motorcycle is wrapped in Maxdecal 9600 series film and reinforced with Paint Protection Film (PPF). These materials are engineered with high-tack adhesive technology, ensuring they remain bonded to the vehicle’s body despite high-speed vibrations and temperature fluctuations. Beyond aesthetics, the PPF serves as a functional shield against physical abrasions, UV damage, and chemical contaminants. This technical synergy between Maxdecal’s products and the demands of the journey serves as a real-world test of durability, proving that high-end automotive care is essential for extreme exploration.
A Multi-Stakeholder Ecosystem of Support
The "Maxdecal Journey to the East" is a testament to the power of a multi-stakeholder approach to corporate social responsibility and brand promotion. In addition to the primary partnership with Maxdecal and the Ministry of Creative Economy, the mission is bolstered by a wide array of industry leaders. Major sponsors include Maxi Yamaha, My Pertamina, and Pertamina’s premium fuel and lubricant brands, Pertamax Turbo and Pertamina Enduro. These partnerships ensure that the logistical needs of the journey—fuel, maintenance, and technical support—are met with the highest quality standards.
The lifestyle and safety aspects of the tour are supported by Rabbit & Wheel, providing official riding jackets; JPX, supplying high-standard helmets; and Respiro, offering specialized riding gear. On the technical and documentation front, the team is equipped by Nikon and Axioo to ensure that every culinary encounter and breathtaking landscape is captured in high definition. Other supporters include Extreme (Official Workshop), AES (Biled lighting), and various other entities that recognize the value of this journey.
This collective support highlights a growing realization within the Indonesian corporate world: that supporting niche influencers like Pasutri Touring can yield significant returns in terms of brand loyalty and social impact. By aligning themselves with a cause that supports local MSMEs, these brands are positioning themselves as champions of the national economy.
Broader Implications and Future Outlook
The "Maxdecal Journey to the East" is expected to have lasting implications for the way MSMEs are promoted in Indonesia. By creating a template for "adventure-based marketing," Maxdecal and the Pasutri Touring duo are showing that the automotive industry can play a direct role in poverty alleviation and regional development. As the couple moves from village to village, their presence creates a "micro-economic stimulus," drawing attention to local businesses that might otherwise remain invisible to the broader market.
Furthermore, the documentation of this journey will provide a valuable archive of Indonesia’s culinary diversity. In an era where digital content drives consumer behavior, the high-quality videos and photos produced during this tour will likely influence the travel itineraries of future tourists. If even a small percentage of the motorcycling community follows in the footsteps of Ricky and Adriana, the cumulative economic impact on the featured MSMEs could be substantial.
As the journey progresses toward the easternmost reaches of Indonesia, the narrative will shift from one of personal endurance to one of national unity. In the words of the organizers, the "Journey to the East" is not just about the distance covered on the map, but about the depth of the connections made with the people and the flavors of the land. Through the "Maxdecal Foodie" program, the humble roadside stall is given the same prestige as a high-end establishment, proving that in the heart of the Indonesian creative economy, every story—and every flavor—matters.
