Jakarta – Everyone has their own way of growing. Some people are naturally bold, love taking the spotlight, and never hesitate to seize opportunities. Others prefer a calmer, more thoughtful approach, quietly making consistent progress toward their goals. No matter the style, every journey is equally meaningful.

This is the message behind “Make The Wave You Lite,” the latest campaign from Chitato and Chitato Lite, snack brands produced by PT Indofood Fortuna Makmur, together with K-pop sensation TREASURE.

More than simply announcing TREASURE as the new Brand Ambassador, the campaign encourages young people to embrace their individuality, celebrate their unique journey, and grow into the best version of themselves without feeling pressured to follow a single definition of success.

According to Harry S. Wibowo, Head of Marketing Snack Food at PT Indofood Fortuna Makmur, the campaign reflects how today’s generation increasingly values authenticity and self-expression.

“We see more young people embracing what feels genuine, creative, and relevant to their everyday lives. Amid the many expectations they face, they are beginning to realize that everyone has their own personality, pace, and path to growth. We see those same values reflected in every member of TREASURE. Each member brings a unique personality and color, yet together they continue to grow and create as one group. Through this collaboration, we hope to inspire young people to keep evolving without losing who they truly are,” he said.

There Is No Single Formula for Self-Improvement

For today’s Gen Z, personal growth doesn’t have to follow someone else’s blueprint. Some grow by stepping outside their comfort zone, others by mastering a specific skill, while many are simply learning to become more confident every day.

Through Make The Wave You Lite, Chitato encourages young people to become leaders in their own lives—making choices that reflect who they are, embracing continuous growth, and believing that self-improvement comes in many forms.

Rather than changing into someone else, the campaign reminds audiences that growth is about becoming a braver, more confident, and better version of themselves.

Harry added that diversity is a strength. When everyone contributes their own unique character and abilities, they can create something much bigger together.

Why TREASURE? Because Every Member Brings Something Unique

TREASURE was chosen as the face of the campaign because the group’s identity perfectly mirrors its message.

Known not only for their music but also for their distinct personalities, TREASURE’s members each have their own charm. Some are energetic and expressive, while others are calm, playful, serious, or laid-back. Instead of making them different, these qualities complement one another and strengthen the group as a whole.

The members are also actively involved in the creative process, allowing each individual to express their personality while contributing to a shared vision.

That balance between individuality and teamwork makes TREASURE a natural fit for the spirit of Make The Wave You Lite.

Different Styles, One Shared Movement

Every group of friends is made up of different personalities. Some naturally take the lead, while others prefer supporting from behind the scenes. Some are bold, others are relaxed—but each plays an important role.

Chitato and Chitato Lite celebrate these differences as complementary rather than conflicting. The campaign highlights that people don’t need to be the same to move forward together. Instead, embracing different strengths allows everyone to create a bigger, more meaningful impact.

More Than a Campaign—An Interactive Experience for Fans

The collaboration between Chitato and TREASURE will extend far beyond advertisements. Fans and consumers will have the opportunity to take part in the campaign through digital videos, social media content, community engagement programs, and a variety of interactive experiences throughout the campaign period.

Erwin Susanto, Brand Manager of the Potato Chips Category at PT Indofood Fortuna Makmur, said the goal is to make fans feel like they’re part of the movement rather than just spectators.

“We hope this campaign delivers more than excitement for TREASURE fans. We want to create memorable experiences that people can enjoy together, so we’re preparing a variety of engaging activities that allow consumers to truly experience the spirit of Make The Wave You Lite. Fans won’t just watch—they’ll become part of the movement alongside TREASURE, Chitato, and Chitato Lite,” he explained.

Make Waves in Your Own Way

Ultimately, everyone has their own pace, personality, and way of growing. Whether you’re bold or laid-back, outspoken or quietly determined, your journey is valid.

Through Make The Wave You Lite, Chitato, Chitato Lite, and TREASURE invite young people to stay true to themselves, express their creativity, and confidently create their own impact.

Because different styles can move together—and together, they can make bigger waves.

For the latest updates and campaign activities, follow @myChitato and @itsChitatoLite on Instagram.