Eko Sulistyo
The Indonesian entertainment landscape has been recently captivated by the resurfacing of a controversial narrative involving Jordi Onsu, a prominent entrepreneur and media personality. As a public rift between Jordi and his elder brother, the veteran television host Ruben Onsu, continues to dominate social media discourse, the digital archives of the internet have brought back to light a startling confession. A vintage video clip, which recently regained viral status on the social media platform X (formerly Twitter) via the account @INDOSPORCLE, features Jordi Onsu candidly discussing a period in his past where he sought the assistance of traditional shamans, locally known as dukun, in an attempt to secure a massive influx of capital through supernatural means.
This revelation comes at a precarious time for the Onsu family. For months, rumors of a deep-seated estrangement between the two brothers have circulated, often linked to internal family dynamics and the involvement of Ruben’s wife, Sarwendah. While the specifics of the current sibling dispute remain largely shielded from the public eye, the reappearance of Jordi’s "shamanic" confession has added a complex layer to his public persona, highlighting the immense pressures faced by young entrepreneurs in the high-stakes world of Indonesian celebrity and business.
The Quest for Fifty Billion Rupiahs
In the viral footage, Jordi Onsu provides a rare and transparent look into his past mindset, characterized by a desperate drive for financial independence and rapid business expansion. He admitted that during a specific phase of his life, he felt overwhelmed by the need for significant capital to achieve his ambitious life goals. According to his account, he did not merely visit one practitioner but sought out several shamans across different locations, driven by the promise of multiplying his existing funds into a staggering Rp50 billion.
Jordi’s motivation, as explained in the video, was rooted in a desire for long-term security. He articulated a vision that many young professionals share: the ability to retire early, the capacity to build a grand family home, and the financial freedom to start a family without the lingering shadow of debt or capital shortages. "I wanted to build a bigger business, I wanted to retire quickly, I wanted to build a huge house, and I wanted to have a family," Jordi stated, recounting the justification he provided to the shamans at the time.
The specific figure of Rp50 billion was not an arbitrary number. In the context of the Indonesian business environment, particularly in the food and beverage and media sectors where the Onsu family operates, such a sum represents the threshold for significant industrial scaling. For Jordi, who has been instrumental in managing the "Bensu" brand empire, this capital was seen as the "exit ticket" from the grueling daily grind of the entertainment industry into a more stable, corporate lifestyle.
The Moral Threshold and the Demand for Sacrifice
The narrative took a dark and cautionary turn when Jordi described the conditions set by one of the spiritual practitioners he visited. While the shaman initially criticized Jordi for his perceived "greed" in asking for such a massive sum, the practitioner eventually offered a path to the wealth—provided Jordi was willing to meet a chilling requirement. The shaman allegedly demanded a tumbal, or a human sacrifice, in exchange for the supernatural multiplication of the money.
This demand served as a pivotal moment for Jordi. According to his account, the mention of a sacrifice was the breaking point that led him to question the legitimacy and the morality of the path he was exploring. The realization that his material ambitions might be tied to such a sinister cost prompted a retreat from the world of occultism. This part of the story has resonated deeply with the public, sparking debates about the ethical boundaries of ambition and the enduring presence of traditional mysticism in modern Indonesian society.
Cultural Context: The Intersection of Mysticism and Modern Success
To understand the weight of Jordi Onsu’s confession, one must look at the broader cultural context of Indonesia. Despite the country’s rapid modernization and technological advancement, the belief in pesugihan—rituals performed to gain instant wealth through pacts with the supernatural—remains a persistent undercurrent. It is not uncommon for high-profile figures, including politicians and celebrities, to be shadowed by rumors of using "spiritual shortcuts" to maintain their status or wealth.
Jordi’s willingness to speak openly about these experiences is seen by some analysts as a bold move that demystifies a taboo subject. By framing it as a past mistake born out of desperation, he positions himself as a figure who has learned from the "darker" side of the pursuit of success. However, in the court of public opinion on social media, the reaction has been polarized. Some netizens praise his honesty, while others view the revelation as a reflection of the intense, and perhaps unhealthy, obsession with material wealth that permeates the celebrity culture of the 21st century.
A Timeline of the Onsu Business Empire and Sibling Rivalry
The backdrop to this viral confession is the undeniable success of the Onsu family’s business ventures. The chronology of their rise helps explain the high-pressure environment that might lead an entrepreneur to seek unconventional solutions:
- 2017: Ruben and Jordi Onsu launch "Geprek Bensu," a fried chicken brand that would eventually become one of the largest franchises in Indonesia. The brand’s success was meteoric, but it was also plagued by high-profile legal battles over trademark rights with a former business partner.
- 2018-2020: The family expands into media with the creation of the MOP (Media Onsu Perkasa) Channel on YouTube. This platform became a cornerstone of their digital influence, blending entertainment, reality TV, and corporate promotion.
- 2021-2023: The "Bensu" brand diversifies into frozen foods, beverages, and digital agencies. During this period, Jordi took on a more prominent role as the CEO and strategist, while Ruben remained the face of the brand.
- 2024-2025: Rumors of internal friction begin to surface. Observers noted that the brothers were less frequently seen together in public and on their shared media platforms.
- June 2026: The rift becomes undeniable. Public statements from both sides indicate a significant cooling of relations. It is within this atmosphere of family crisis that the old video of Jordi’s shamanic encounter resurfaced, amplified by the algorithms of social media.
Economic Pressures and the Celebrity Burden
The financial data surrounding the Onsu empire suggests a high-stakes operation. Maintaining a franchise with hundreds of outlets nationwide requires massive cash flow and constant reinvestment. Analysts suggest that the pressure to sustain this growth, coupled with the expensive lifestyle expected of top-tier Indonesian celebrities, can create a "pressure cooker" effect.
"The transition from a celebrity to a corporate tycoon is fraught with financial risks," says a Jakarta-based business analyst. "When you are the face of a brand, a personal scandal or a family rift isn’t just a private matter; it’s a threat to the valuation of the entire enterprise. The desire for a ‘safety net’ of Rp50 billion, as mentioned by Jordi, is a rational business goal, even if the method he initially explored was irrational."
Public Reaction and Social Media Impact
The reaction on X and Instagram has been a mix of shock, humor, and social critique. The hashtag #JordiOnsu and #KeluargaOnsu have trended multiple times since the video’s resurfacing. Many users have focused on the "sacrifice" aspect, using it as a springboard to discuss the ethics of wealth in Indonesia.
"Jordi’s story is a reminder that behind the glamour of Instagram and YouTube, there is often a lot of anxiety and a search for shortcuts," one popular tweet read. Others have pointed out that the resurfacing of this video might be a calculated move by detractors to weaken Jordi’s position during his ongoing dispute with Ruben.
Implications for the Onsu Brand
The primary concern for stakeholders in the Onsu business ventures is how this controversy affects consumer trust. "Geprek Bensu" and MOP Channel rely heavily on the image of a "harmonious, hardworking family." The combination of a public sibling feud and stories of shamanic rituals threatens to alienate the more conservative or religious segments of their audience.
However, some branding experts argue that Jordi’s transparency could actually humanize the brand in the long run. By admitting to past follies and the rejection of unethical practices (the refusal of the tumbal), he may eventually rebuild his image as a reformed and grounded entrepreneur.
Conclusion: The Road Ahead for Jordi Onsu
As of late June 2026, Jordi Onsu has not issued a new, formal statement regarding the specific viral video, though he has continued to be active on his personal social media accounts, focusing on his current business projects and personal growth. The shadow of the Rp50 billion shamanic quest remains a part of his public narrative, serving as a cautionary tale of the lengths to which ambition can drive an individual.
The resolution of the conflict between Jordi and Ruben Onsu remains the most anticipated development for their millions of followers. Whether the brothers can reconcile their personal and professional differences—or whether the "Bensu" empire will be permanently divided—remains to be seen. For now, Jordi Onsu’s past confession stands as a stark reminder of the complexities inherent in the pursuit of the Indonesian dream, where modern business aspirations often collide with ancient cultural beliefs.
