Starbucks Indonesia gives free museum tickets to promote cultural heritage

Starbucks Indonesia has launched an initiative called 'Ayo ke Museum' (Let's Go to the Museum), offering customers two free tickets to five different museums: the National Museum and Basoeki Abdullah Museum in Jakarta, the Affandi Museum and Benteng Vredeburg Museum in Yogyakarta, and the Panji Museum in Malang. This campaign, running until November 1, is a collaboration with the Culture Directorate General of the Cultural Heritage Preservation and Culture Ministry, aimed at boosting public interest in museums and local culture. The offer is available at 15 specific Starbucks locations across various cities. In 2008, a similar program significantly increased museum attendance. Andrea Siahaan, Starbucks Indonesia's communications manager, hopes to inspire younger generations to explore their cultural heritage. In Milan, a new 2,300 sqm Starbucks Reserve opened on September 6, costing €20 million and drawing 1,600 visitors. Martin Brok, president of Starbucks EMEA, called it the company’s most impressive location, showcasing unique Italian designs. CEO Howard Schultz, who conceived this Milan idea back in 1983, plans to add two more locations in Italy by 2018. The opening attracted large crowds, leading Interior Minister Matteo Salvini to express his frustration on social media.