Mount Kawi in Malang Regency, East Java, has long held a unique position in Indonesian cultural mythology. The area is frequently a pilgrimage destination for those seeking good fortune, including in the business sector. One of the most iconic stories comes from Ong Hok Liong, the figure behind the founding of the renowned cigarette company, Bentoel.
In his book titled 'Wali Berandal Tanah Jawa' (2021), historian George Quinn notes that Ong was a regular pilgrim to Mount Kawi. He frequently visited the tombs of Eyang Jugo and Iman Soedjono in the hope of receiving blessings and smooth proceedings for the business he was building at the time.
The turning point in Ong's success occurred around 1954. After having a dream in which he saw taro tubers during a pilgrimage, the tomb keeper interpreted the dream as an instruction to change his business's identity. At that time, his cigarette factory, named 'Strootjes-Fabriek Ong Hok Liong', was indeed struggling to gain market share.
Following this advice, Ong changed his cigarette brand to 'Bentoel', a local term for the taro tuber that appeared in his dream. This seemingly simple decision became a catalyst for his business growth. Cigarette sales skyrocketed, allowing his company to employ 3,000 workers and become an industry giant before 1960.
This extraordinary success made Ong Hok Liong a multi-millionaire until his death in 1967. Although ownership of Bentoel eventually transferred to British American Tobacco in 2009, Ong's story remains an integral part of the success narrative linked to the mystical aura of Mount Kawi to this day.
