Butter Baby is not a quiet act, in case you weren’t already aware. On June 19th, the Jakarta-born bakery and dessert brand debuted a massive 50-foot, chrome-plated sculpture at Terminal 3 of the Soekarno-Hatta International Airport, during which a culturally expansive, multi-act festival unfurled throughout the afternoon and evening. Thousands of passengers witnessed structured chaos, concluding with a 7-ton, stainless steel statement in one of the most highly trafficked public spaces in the region.
Measuring in at 50 feet tall, and clad in chrome-plated stainless steel, this sculpture acts as a physical marker in the terminal space. It’s impossible to walk past without a second glance due to its towering size and mirrored surface. Overhead, lights from within the airport bounce back from the sculpture, making it a fixture visible to many across the entire terminal. Industrially sourced, yet simultaneously aspiring, the materiality of the sculpture creates a striking juxtaposition — appropriate for a brand that first made waves as a premium donut concept in Jakarta — before planting roots in a bustling transit nexus of Southeast Asia. To clarify, this isn’t a larger, scaled-up brand character dropped into an airport terminal. It feels custom-made for its space, like a public sculpture designed to be part of the cultural landscape of the space.
The undertaking itself was no small feat. Co-Museum founder Chaw Wei Yang expressed the monumental effort by stating, “This was a year-long journey involving more than 20 specialists working together to realize a seven-ton stainless steel sculpture,” adding that “seeing [founders Nick and Henry Burch’s] vision come to life on that scale was incredibly rewarding.” Placed within one of the most widely traversed airports in Southeast Asia, the sculpture serves as a long-term visibility play and, when coupled with this launch, is expected to draw millions of passenger eyes each year.
Indonesia’s Minister of Creative Economy, Teuku Rifky Harsya, was present for the reveal and alluded to this foresight, “We welcome this Creative Installation as a symbol of intellectual property ready to grow and gain recognition around the world.” The fact that the Minister of Creative Economy made an appearance at the installation’s launch speaks to the significance of the event: this was more than just another brand activation.
Butter Baby
Butter Baby
Butter Baby
Butter Baby
The reveal began with the Burch brothers and the Minister cutting a ceremonial ribbon before the main activation commenced. Hostesses emerged from the brand’s recently opened store, carrying trays overflowing with donuts on shiny chrome platters,as they led a procession through the terminal. On the final go-round, one hostess tripped, sending donuts flying and, momentarily, causing spectators to assume a genuine accident had occurred.
The terminal paused with tension, and onlookers accustomed to a polished brand presentation were suddenly faced with an unexpected and seemingly unscripted moment. Then, as if from nowhere, a loud gong reverberated through the terminal, accompanied by a faux airport announcement declaring the flight to “Butterlandia” canceled and inviting passengers to the Butter Baby check-in counter for a free treat. The misdirection was expertly executed and received.
Suddenly and en masse, performers donning bright yellow outfits descended upon the sculpture, converging in a carefully orchestrated ritual while chanting “Butter Baby” to the rhythmic music as they circled. When the chants hit the peak of its crescendo, Butter Baby itself appeared like a manifestation. The mascot and its dynamic crew then dispersed among the crowds for meet-and-greets, photographs, games of rock-paper-scissors, and direct interaction with attendees. By the end of it all, the once transit-centric hall had transformed into the entrance of a theme park than a departure lounge. As CEO Shane Lewis proclaimed, “Jakarta is not where Butter Baby’s story ends. The departure gate is where Butter Baby’s story begins, and global expansion starts.”
The cultural resonance of this event mirrored its physical scale, attracting notable figures such as Jaehyun of NCT 127, Thai actor/musician BRIGHT, Japanese creator Kole Sims of Tokyo Sims, and content creators Sean Solo and Jay Guapo. They joined Indonesian celebrities Luna Maya and Willie Salim to form a diverse guest list. Such a curated roster represented a strategic, multi-regional pull, drawing recognition from key markets such as South Korea, Malaysia, the Philippines, and Thailand, all identified as crucial for Butter Baby’s near-term expansion strategies and featured within the guest list for the Jakarta unveiling.
Elie Kimbembe/Butter Baby
Elie Kimbembe/Butter Baby
Elie Kimbembe/Butter Baby
This landmark airport installation also marks a point of culmination for Butter Baby’s steadily building momentum. Just last December, a pop-up in Los Angeles called “Better Than You Know What” attracted A-listers like Kim Kardashian, North West, Jackson Wang, and Mark Tuan, alongside the introduction of three new flavors developed in partnership with KATSEYE. That pop-up solidified Butter Baby’s ability to drive cultural relevance beyond its domestic market. However, the Jakarta sculpture emphasizes something more: a brand not merely capable of traveling, but ready to establish deep roots.
The foundations of Butter Baby’s culinary offerings remain uncompromised; the food and beverage team includes former leadership from Aman Resorts and world-renowned pastry chef Dedy Sutan. Their offerings, which include an array of donuts, salt bread, soft serve, coffee, tea, and cold brew, focus on premium-grade products that differentiates them as more than just Instagram-ready bites. Its new airport location with its built-in international audience gives that premium positioning a new kind of reach.
Just like the brand’s ambition to become a global name, Butter Baby’s drive extends well beyond food. Future plans involve expanding the brand into toys, collectibles, and a diverse range of consumer products, with this evolution already taking physical form with Blind Box Series 1. Launched concurrently with the Jakarta event, the series features seven distinct collectible characters each rendered with unique expressions, moods, and attire. Blind Box Series 1 captures the playful spirit of the Butter Baby character and represents the first physical manifestation of the brand’s clear message: Butter Baby isn’t aiming to open a bakery chain, it’s building a character-driven universe, now anchored by a massive, seven-ton permanent installation.
Butter Baby’s Blind Box Series 1 is available now onine. Fans can also enter an online drawing for a chance to win one of ten signed charms by Jaehyun.