Expanding Market Reach, Bintang Toedjoe and Extrajoss Target Youth Communities in Medan
Jakarta, VIVA – PT Bintang Toedjoe and Extrajoss are continuing to expand their market coverage by targeting the youth and community segment through the Extrajoss Ultimate Takeover Medan event.
Following successful events at Jakarta’s Car Free Day in May and in Bandung in December 2025, the Extrajoss Ultimate Takeover Medan was held at Lapangan Merdeka, bringing energy to a public space that is close to and relevant for young people in and around Medan.
Head of Marketing, Media, and Consumer Insight at PT Bintang Toedjoe, Arwin Nugraha Hutasoit, said that every city has its own character and energy. He described Medan as a city with energy that never does things by halves, where the young people are bold and the communities are tight-knit.
“In Medan, every movement carries its own sense of pride — from automotive, music, to sports — everyone supports each other. That’s why Ultimate Takeover is the perfect fit for Medan,” Arwin said in a statement on Wednesday, 18 February 2026.
He added that Extrajoss Ultimate was introduced as a more balanced energy option relevant to contemporary needs. With green coffee as a source of natural energy, lower sugar content, it delivers smoother energy and sustained focus.
“Making it ideal for keeping up with Medan’s fast pace without excess,” he said.
The tagline “I Am Ultimate” came alive at Lapangan Merdeka during the event. Every individual present brought their own story — about choosing to keep moving, the courage to express oneself, and dreams nurtured with the right energy.
Various communities took part, ranging from percussion, skateboarding, cosplay, roller skating, poundfit, to BMX. The parade was further enlivened by the presence of karaoke carts, sofa beds, and wheeled beds that rolled along with the procession, creating a unique and unexpected visual experience.
“Young people always have great potential and enthusiasm. Through Extrajoss Ultimate, we want to be a partner in their journey — not just at one event, but in their daily lives,” he said.
From early morning, the Lapangan Merdeka area was filled with enthusiasm. The event opened with a community parade covering a route of approximately two kilometres, with participants wearing pyjamas as a symbol of dreams brought to the streets.