There was something special in the luggage of the PT APM Group delegation as it left for the United States. Tucked between documents and presentation materials were tea, perfume, and handmade knitted bags, the work of Indonesian MSMEs ready to be introduced to the world market.
Commissioner Priyo Iswanto, CEO Muhammad Azhari, and Managing Director Razaq Azwi led the mission to two cities: Chicago and New York. The mission officially opened with a kickoff meeting on September 10, 2026. The goal was clear: to build a foothold for Indonesian products in one of the world's largest markets, while also opening a new trade route in the opposite direction.
In Chicago, the delegation also paid a courtesy visit to the Consulate General of the Republic of Indonesia (KJRI) in Chicago, where they were received in person by the Consul General. As a token of friendship, the delegation presented SHAIA Apothecary perfume, an authentic Indonesian product, to the Consul General.
Three Products, One Mission
The delegation brought products from micro-enterprises through to larger-scale businesses, as proof that Indonesian quality can compete at any level:
- • SILA Tea: premium Indonesian tea in gift packaging designed for the global market.
- • SHAIA Apothecary: eau de parfum made in Indonesia with a modern brand identity.
- • Uniknit: handmade knitted bags that blend artisan skill with contemporary design.
All three have signed a memorandum of understanding (MoU) with WAASI Digital and APM Group. The partnership covers two things at once: trading products in overseas markets, and building a digital ecosystem, from websites to online presence, which is handled by WAASI Digital.
An Indonesian Showcase in Chicago
In Chicago, the delegation met with the Indonesia Trade Promotion Center (ITPC) Chicago, a representative office of the Indonesian Ministry of Trade that promotes Indonesian products in the American market.
Samples of SILA Tea, SHAIA Apothecary, and Uniknit are now on display in the ITPC Chicago showroom, alongside rattan crafts and other leading Indonesian products. The step is simple, but its impact is strategic: whenever a prospective partner or buyer looks for Indonesian products, samples are already there.
In other words, APM and WAASI Digital now have a real foothold in the United States, both for their MSME partners' products and for WAASI's digital services.
Soybeans for the Tofu and Tempeh Kitchen
This mission is not only about selling. In Chicago, the delegation also met with the Illinois Soybean Association, an association of soybean farmers from one of the largest soybean-producing states in America.
The meeting grew out of a need back home. Tofu and tempeh are everyday foods for millions of Indonesian families, yet their raw material is still largely imported. According to the Indonesian Soybean Association (Akindo), Indonesia imported around 2.56 million tons of soybeans in 2025, and about 90 percent of that supply came from the United States.
APM and the Illinois Soybean Association discussed a trade agreement to close the supply shortfall raised by partners in Indonesia's tofu and tempeh artisan association. This trade cooperation is targeted to start soon.
WAASI Digital: APM's Digital Bridge
Behind this mission stands WAASI Digital, one of APM Group's business lines. While APM opens the trade route, WAASI Digital ensures that partners' products are ready to appear in the global market, through websites, brand identity, and a connected digital ecosystem.
SILA Tea, SHAIA Apothecary, and Uniknit are now part of the WAASI Digital portfolio. For MSME players, this means they are not setting out alone: there is a partner building their digital storefront, and a partner taking their products to buyers overseas.
From Makkah and Fuzhou to Chicago and New York, APM Group's direction is consistent: building a bridge between Indonesia and the world. This time, the bridge runs both ways, with MSME products heading to America and American soybeans coming to feed Indonesia's tofu and tempeh kitchens.