Asia-Pacific Power List 2025: Axton Salim, Indofood

Axton Salim

Director
Indofood
Indonesia
Returning member  

At the helm of one of Indonesia’s biggest food companies is director Axton Salim, who has steered his family dynasty into new territory. With a 230,000-strong following on social media and an innate ability to engage younger audiences, Salim has propelled Indofood into one of Indonesia’s top advertisers, boasting over 30 leading brands, including household favorites like Indomie and Indomilk. 

This relentless pursuit of innovation has earned Indomie recognition as Kantar’s Most Chosen Instant Noodle Brand in the world, while Indomilk secured a spot among Indonesia’s Top Three Most Chosen Dairy Brands. Salim’s marketing mastery is reflected in strategic partnerships, such as collaborations with K-pop icons. For the release of Indomie’s new Korean flavours, he collaborated with girl group NewJeans, while also leveraging members from boyband Seventeen to fuel brand excitement for Indomie's Chitato campaign among Gen Z and drive massive reach and significant brand uplift, equity and consideration.

Beyond digital engagement, Salim brings Indofood’s products to life through immersive experiences in unique campaigns. A case in point is the Indomie Yatai street food experience which recreated the vibrancy of Japanese street stalls through augmented reality. This was in partnership with established Indonesian artist Ariel Noah to craft memorable dining experiences for consumers. This marketing footprint extended globally, with Formula 1 and MotoGP sponsorships, flashy Indomie-branded trams and a 3D Indomie cup replica in Turkey—elevating brand awareness and sales. Plus, through a series of video campaigns, it encouraged households in Saudi Arabia to include Indomie as part of their Ramadan menu.

Yet, while Salim’s knack for creativity is clear, Indofood’s distribution network remains the backbone of its operations. With over 1,300 strategically placed stock points, Salim ensures the company stays agile, adapting to shifting market trends with refining execution through streamlined logistics, optimised workforce, and enhanced working capital management. 

Beyond marketing, Salim had appeared as keynote speaker and panelist at IdeaFest 2024 and The Creativepreneur Summit 2024. His influence extends to meaningful social initiatives, including the Scaling Up Nutrition Movement, which has reached 150,000 beneficiaries across Indonesia in the fight against stunting. Whether through strategic marketing or impactful social programmes, Salim is all set to lead Indofood into the future.