Out of 130 submissions and 35 selected presentations, Illuminate Asia's Country Head, Haris Fajar Rahmanto, together with Gojek's M. Musyafa Syahbid, were honoured with the Best Presentation Award at ESOMAR APAC 2026.
The winning paper explored the cultural semiotics behind Indonesia's "Unshakeable Optimism", a uniquely Indonesian mindset that continues to shape consumer behaviour, decision-making and brand engagement across the nation. Through deep semiotic analysis, the study unpacked the symbols, narratives and cultural tensions that help explain why optimism remains such a powerful force within Indonesian society despite periods of economic, social and personal uncertainty.
Presented before a global audience of insights professionals, the research demonstrated how culturally grounded thinking can unlock richer strategic understanding and create more meaningful connections between brands and consumers.
This recognition highlights the growing contribution of Indonesian insights and thought leadership on the international stage, while reinforcing the value of semiotics as a powerful tool for decoding culture and informing business strategy.