Roti'O Success Story and Creators Boost Local Culinary Business After Joining TikTok GO by Tokopedia

JAKARTA — Video content on platforms like TikTok is increasingly popular. Beyond entertainment, such content can influence viewers’ purchasing decisions. Domestic bread brand Roti’O has felt the benefits of video content. Roti’O director Ali Susanto said that many visits to Roti’O outlets are driven by creative content on TikTok, such as hacks on how to enjoy Roti’O with ice cream or by dipping it into coffee. “These contents are very helpful for us. The rate of visits to our stores has increased drastically because customers feel inspired by what they see,” Ali said at the launch press conference for TikTok GO by Tokopedia in Jakarta, on Wednesday 29 April 2026, attended by Kompas.com. For Ali, creators on TikTok play an important role in expanding Roti’O’s market reach. He said the language used by creators is often more accessible and relevant to audiences in their respective regions, which may be difficult to reach through the company’s official social media. Based on this, Roti’O joined TikTok GO by Tokopedia in 2025. The brand actively engages TikTok GO by Tokopedia creators to deliver more than 3,000 videos per month to highlight the product’s visual and sensory appeal, such as the appearance of freshly baked bread. Roti’O also uses TikTok GO by Tokopedia to share attractive offers in the form of digital vouchers, exclusive discounts, and high-value bundled packages. For example, the Roti’O + Kopi’O package, Roti’O + drinks, pastries, ice cream, up to Package 5 and Package 10 with discounts of 36 per cent to 59 per cent. In terms of exposure, their content has generated around 7.5 billion views on TikTok. This shows how storytelling through creators can significantly broaden the brand’s reach. Content creators also benefit from TikTok GO by Tokopedia. TikTok GO by Tokopedia’s featured creator Hafiz (@watchme.eats) said that it supports every creator, whether already big or just starting. He said that every content creator has an equal opportunity to reach millions of viewers. “TikTok not only provides a stage but also opens up real collaboration opportunities. On TikTok, believe that every high-quality content uploaded has an equal chance to be widely known and have a positive impact,” Hafiz said. Hafiz admitted that the most memorable moment for him was not the number of likes or positive comments, but when the content he created directly impacted users. He once created content for a store. The store’s surroundings were quite quiet. The next day after the content was made, queues had already stretched long.