The campaign was initiated in 2009 by Ministry of Trade and Ministry of Communication and Information of the Republic of Indonesia to change the perception and mindset of Indonesian people that Indonesian products have lesser quality than imported ones. The "Cinta Indonesia" campaign and the launching of ”100% Cinta Indonesia” logo was inaugurated by President Susilo Bambang Yudhoyono during the opening of the annual handicraft exhibition Inacraft in Jakarta Convention Center, Wednesday, 22 April 2009.[2] According to the President, the campaign objective is to increase appreciation and nurture pride in using Indonesian products. Indonesian brands, products, and services were encouraged to put the ”100% Cinta Indonesia” logo on their product packages and promotion materials. The logo is free for Indonesian companies to use. Although it belongs to the government of Indonesia, it is considered public domain.
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