
Indonesia is one of the world’s fastest-growing digital economies: young, mobile-first, and home to more than 270 million people. It is also one of the region’s most dynamic and layered markets, full of opportunity for companies that take the time to understand how it really works.
That opportunity was the backdrop for Scale Up to Global 2026: Gateway to ASEAN, a closed-door session hosted by e27 in partnership with Thailand’s National Innovation Agency (NIA) at the Mandarin Oriental Jakarta on 23 July. The premise was straightforward: as Southeast Asia’s largest economy, Indonesia is a natural gateway for regional expansion, and the event was designed to help a group of Thai scale-ups explore that market by meeting the local partners, enterprises and investors who could help them land.
Rather than a run of stage pitches, the afternoon was built around conversation, bringing together Indonesian enterprise leaders, founders, investors and government representatives for a panel discussion, followed by roundtables with each visiting company and open networking. The emphasis throughout was practical: partnerships, pilots and distribution.
The five Thai scale-ups
The showcase featured five Thai companies, each already deployment-ready at home and each addressing a sector that matters to Indonesia:
- MUI-Robotics, an NIA-backed deeptech company whose AI-Nose platform digitises smell and taste for quality control, safety and environmental monitoring in industries such as food and beverage, cosmetics and chemicals.
- ViaBus, a transit-technology company that digitises public transport end to end, from real-time passenger information to driver tools and fleet-management systems, already operating across Malaysia, Thailand, Laos and the Philippines.
- Precision Dietz (Dietz.asia), a telemedicine platform for chronic-disease and non-communicable-disease care that connects hospitals, clinics and home-based monitoring into a more continuous model.
- ALIVELOOP, a circular-materials platform that turns hard-to-recycle packaging waste, such as multi-layer foil, into industrial-grade material, with the goal of building circular supply chains across the region.
- PraIn FinTech (ChillPay), a Bank of Thailand-regulated payment-gateway provider expanding from domestic payments into cross-border commerce, connecting Thai merchants with customers across the region.
Their sectors map neatly onto Indonesia’s own priorities: AI-driven quality control, digital health, sustainable packaging and cross-border payments.
Inside the panel discussion
The panel, moderated by e27 Co-Founder and CEO Mohan Belani, paired an incoming operator with three players who know the local market well. On the incoming side was Intouch Marsvongpragorn, Co-Founder and CEO of ViaBus. Representing the local view were Abhishek Pansari, COO of distribution company Baskit; Agustine Gunawan, SVP of partnerships at digital-health platform Alodokter; and Bayu Seto, a partner at Living Lab Ventures, the corporate venture arm of Sinarmas Land. Over an hour, the conversation moved from the big-picture opportunity to the practical steps that make a cross-border expansion work.
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One country, many markets
A recurring theme was that Indonesia is best understood not as one market, but as many. ViaBus, which operates across Malaysia, Thailand, Laos and the Philippines, drew a contrast with its home market: Thailand is highly centralised, with most activity in Bangkok, while Indonesia is an archipelago of islands, each with distinct cultures, regulators and local players.
The company’s most useful takeaway was counter-intuitive: you may not need to start in Jakarta at all. Pansari agreed from the distribution side. Indonesia’s 270 million people are far from homogeneous; tastes, spending power and online behaviour vary widely, and trends move fast, so a single go-to-market model rarely travels well.
Regulation comes first
For companies in regulated sectors, compliance is the first thing to plan for, and it usually takes longer than newcomers expect. Gunawan spent close to a year securing a place in the Ministry of Health’s regulatory sandbox, an investment that now sets Alodokter apart.
Pansari pointed the same way from consumer goods: Halal and BPOM certification can take five to seven months, with more steps than in some neighbouring markets. The lesson for founders is to build regulatory timelines in from the start, because treating certification as an afterthought is one of the most common reasons a launch slows down.
The value of a local partner
If there was one point of consensus, it was the value of a strong local partner, for reasons beyond market knowledge. Pansari described Southeast Asia as a relationship-driven, trust-based environment: even the best product benefits from someone who can open the right doors, both to the market and to the right conversations.
Some consumer brands, he noted, came to Baskit only after trying to go it alone. Marsvongpragorn agreed while staying flexible on structure: a joint venture, vendor relationship or channel partnership can all work, but a local partner, sometimes more than one, is what activates each region.
Localisation as strategy
Gunawan offered one of the sharpest framings: in Indonesia, localisation is not cosmetic adaptation but core business strategy, and pricing is decisive. He pointed to a premium US hospital-information system that, within a month of launching, was matched by cheaper local alternatives that slotted into existing systems.
Indonesian teams are quick and resourceful, so a product priced above what the market will bear can be undercut fast, and because higher costs are passed on to the customer, pricing strongly shapes adoption. Pansari’s beauty-sector example echoed it: a brand that had thrived in China, Taiwan and Thailand found Indonesia far more price-sensitive, a market where a fresh product line may be needed every three to six months to stay ahead.
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A city as a sandbox
Seto used his time to introduce a different route into the market. Living Lab Ventures is wholly owned by Sinarmas Land and has grown from managing its parent’s balance sheet into a cross-border fund manager with external investors, backing Asia-Pacific companies that are ready to expand into Southeast Asia.
Its distinctive asset is Sinarmas Land’s BSD City: a fully private, self-operated city of around 6,000 hectares (larger than Pattaya, and roughly a tenth the size of Singapore), home to some 500,000 residents and, by Seto’s account, the second-highest GDP per capita in the country after Jakarta.
Because the group manages the city’s roads, transport, water, fibre and hundreds of CCTV cameras feeding a single command centre, BSD can serve as a live sandbox where startups run controlled pilots, backed by investment and a go-to-market programme, before committing to a national roll-out. AI runs through much of it, from traffic management upward, though Seto was candid that not every experiment works: an autonomous-bus pilot paused when regulation was not yet ready.
That kind of controlled test, he suggested, is a signal in itself, showing whether Indonesia is ready for a product, or the product ready for Indonesia. Living Lab, he added, is now actively looking for AI investments. His advice: validate the model in a captive, high-spending-power environment first, then scale with confidence.
Playbooks that have worked
Seto grounded the pitch in examples. In 2023, Living Lab invested in a Melbourne-based loyalty app for its Southeast Asian expansion and connected it into the Sinarmas ecosystem, with venues such as Plaza Indonesia and Aeon adopting it.
In 2025, it partnered with a century-old Japanese technology company to bring around 20 intellectual-property assets, spanning semiconductors, logistics and healthcare, into Indonesia through an accelerator that matched them with local startups; the cohort produced four joint ventures.
The logic is a repeatable, win-win trade: the foreign partner gains market access, while the local startup gains new innovation and handles the localisation. A product does not have to be the best in the world, Seto said. It has to be adapted into the right business model for Indonesia.
How foreign companies can stand out
Companies have been coming to Indonesia to expand and partner for years, Belani noted, prompting the panel to consider where the biggest opportunities now lie. The answers pointed less to the product than to the approach: co-development, genuine IP collaboration, and true partnership rather than going it alone.
Marsvongpragorn closed with a fitting metaphor: in a fragmented market, where Bangkok alone has around 200 bus operators, the goal is not to fight for slices of a small cake, but to work with others to bake a bigger one. For founders weighing a move into Indonesia, the message was encouraging and clear: come with an open mind, the right local partner, realistic timelines, and a willingness to adapt. For those who do, the opportunity is substantial.
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