Marking its 50th anniversary, Sarirasa Group, a leading company in Indonesia’s culinary industry, announces bold plans to expand globally, starting with the soft opening of Sate House Senayan (SHS) in Canggu, Bali. This milestone event, running from 11 to 13 December 2024, is not only a celebration of the group’s legacy but also a preview of its vision to introduce Indonesian culture and flavors to the world.
With an unwavering commitment to becoming a global ambassador for Indonesia, Sarirasa Group has partnered with international collaborators to launch two Sate House Senayan outlets in the Netherlands by April and June 2025. These outlets will bring Indonesia’s rich culinary and cultural heritage to the heart of Europe, positioning SHS as a platform for sharing Indonesia’s stories through food and art.
A Global Vision Rooted in Tradition
Sarirasa Group has been at the forefront of Indonesia’s culinary landscape for five decades, starting with humble beginnings in a family home. Today, it encompasses beloved brands like Sate Khas Senayan, Tesate, and Sarirasa Catering, each contributing to the group’s mission of preserving and promoting Indonesia’s heritage. With the launch of SHS Canggu, Sarirasa takes a significant step forward, merging tradition with innovation to appeal to a modern, global audience.
“At Sarirasa, we believe in the power of food as a universal language,” said Benny Hadisurjo, Founder and CEO of Sarirasa Group. “Through SHS, we aim to share Indonesia’s culinary stories with the world, blending authentic flavors with immersive cultural experiences that connect people to our heritage.”
A Preview of the Future at SHS Canggu
Sate House Senayan Canggu offers a glimpse into the SHS international concept, designed to resonate with global audiences while staying true to its Indonesian roots. Targeting Bali’s cosmopolitan mix of international tourists and digital nomads, the outlet combines innovative dining with rich cultural storytelling.
Guests at SHS Canggu experience an exclusive menu that pairs signature Indonesian dishes with creative cocktail pairings, crafted using locally sourced ingredients. Complementing the culinary journey, the soft opening event features cultural performances under the theme Tell a Thousand Stories, including:
- A mesmerizing Sam Pek Eng Tay Shadow Puppet Performance by Komunitas Seni Stana Budaya.
- Traditional Selonding and Geguritan Sampik music by Ngurah Senglad.
- A contemporary-traditional dance performance by Sanggar Kerta Art.
- A showcase of Jembrana & Buleleng’s traditional embroidered textiles curated from the Sarirasa Origin collection.
These elements embody the SHS mission: to bring Indonesian heritage to the forefront of international dining and cultural spaces.
Bringing Indonesian Heritage to the Netherlands
Sarirasa Group’s partnership with international collaborators underscores its commitment to elevating Indonesian cuisine on a global scale. The upcoming launches of SHS outlets in the Netherlands in 2025 represent a monumental step in this journey. These outlets will offer an authentic yet contemporary take on Indonesian cuisine, accompanied by immersive cultural elements, creating spaces where every dish tells a story.
“Our partnership reflects a shared vision to honor Indonesia’s heritage while making it accessible and appealing to the global community,” added Stephan M. Tanaja, COO of Sarirasa International. “The Netherlands, with its historical ties to Indonesia, is the perfect starting point for our international expansion.”
Celebrating the Journey and Looking Ahead
The soft opening of SHS Canggu is a milestone of the Sarirasa Group’s 50-year legacy and sets the stage for an exciting new chapter. With plans to expand further in Europe and beyond, Sarirasa Group is poised to lead the way in introducing Indonesian culture and cuisine to the world.
Food enthusiasts are warmly invited to experience the international concept of Sate House Senayan firsthand at SHS Canggu. From 14 to 23 December 2024, diners can enjoy a 15% discount on their culinary journey, exploring the flavors and stories that define Indonesia.
Follow @satehousesenayan on Instagram for more information about the menu and special deals!
