Who We are

IDN Media is the leading media-tech and content platform company focusing on Millennials and Gen Z in Indonesia as the audience. Our main vision is to democratize information. We want to democratize access to accurate, balanced, useful, and positive information and ultimately, to become the voice of Millennials and Gen Z in Indonesia.

IDN Media operates IDN Times, Popbela.com, Popmama.com, Yummy, GGWP.ID, Duniaku.com, IDN Creative, IDN Event, IDN Creator Network, IDN Foundation, and IDN Programmatic OOH.

#DemocratizeInformation #PositiveImpact

Product Launch | 8 June 2014

IDN Media was first initiated by Winston Utomo & William Utomo

Office | 27 August 2014

IDN Media Creative Lab Surabaya is officially opened

Product Launch | 8 April 2015

IDN Creative, the leading multi-platform digital agency focusing on brand storytelling, content creation, and online activation, was founded.

Product Launch | 8 July 2015

IDN Event, the leading experiential marketing agency, was founded

Fundrising | 7 September 2015

IDN Media raised seed round investment from East Ventures

Product Launch | 14 February 2016

Popbela, the leading multi-platform digital media for millennial and gen z women in Indonesia, was founded

Product Launch | 8 July 2016

Yummy, the leading food media covering food tutorial, recipe, and culinary exploration, was founded

Fundrising | 5 September 2016

IDN Media raised series A investment from North Base Media, GDP Ventures, East Ventures, and MNM Creatives

Office | 16 February 2017

IDN Media Creative Lab Jakarta is officially opened

Product Launch | 8 March 2017

IDN Creator Network, the leading creator marketing agency, was founded

Funding | 21 November 2017

IDN Media raised series B investment from East Ventures and Central Exchange

Product Launch | 19 February 2018

Popmama.com, the leading multi-platform digital media for Millennial Mama in Indonesia, was founded

Award | 14 May 2018

IDN Media won HR Excellence Award 2018 for Best Performance Management System, Best Retention Strategy, and Best Startup Category

Funding | 8 January 2019

IDN Media raised series C investment from East Ventures, Sinarmas, Yahoo! Japan, True Digital & Media Platform, LINE Ventures

Product Launch | 8 July 2019

Yummy App is officially launched

Acquisition | 15 July 2019

IDN Media announced its acquisition of GGWP.ID

Product Launch | 6 September 2019

IDN Media launched Duniaku.com, the leading geek culture media for Millennials and Gen Z in Indonesia.

Office | 16 Oktober 2019

IDN Media officially opened IDN Media HQ








Founders’ Letter

When William and I founded IDN Media on 8th June 2014, we started with a vision: to democratize access to accurate, balanced, useful, and positive information and ultimately, to become the voice of Millennials and Gen Z in Indonesia and to bring positive impacts on the society.

IDN Media currently operates 4 digital media: IDN Times, Popbela.com, Popmama.com, and Yummy; a creative digital agency: IDN Creative; an event agency: IDN Event; and a creator marketing agency: IDN Creator Network.

We strongly believe that mobile, multi-platform, and interactive content are the next (now) big things. Most of our readers access our content via mobile, and since our mobile traffic has grown very rapidly in recent years, we have shifted our internal focus, including our editorial and technology, to be a mobile-first company. Besides mobile, multi-platform is a new era. We can no longer rely on a single platform (website or app) to attract readers. We have to keep adapting and creating content on the platforms they prefer. We have to be everywhere. Not only online, but we also have to be present offline. This is why we create innovative and cutting-edge events for Millennials and Gen Z through IDN Event. Lastly, we have to be interactive by engaging our readers and making them actively interact with our content. It is no longer a 1-way street, but a 2-way street.

In terms of values, we have 8 values that we believe in IDN Media: gender equality, unity in different races and ethnicities, unity in different religions, unity in different worldviews, anti-sexual harassment, anti-bullying, anti-stereotyping, and redefining beauty. These 8 values are what we genuinely believe in IDN Media and are fighting for every single day.

Since the beginning, William and I wanted IDN Media to become a 100+ years old sustainable company that was born from the digital revolution. In order to achieve this, there are 3 core mindsets that we feel are very important. First, focus and speed. It’s all about focusing on the things that really matter and executing at a very rapid pace. Second, customer-obsessed culture. There are 5 customers in IDN Media: Timmy, Audience/Readers, Clients/Advertisers, Partners, and Investors. Understanding that customers will never ever be perfectly happy and satisfied, we have to keep focusing our business and efforts to our customers and improving ourselves to make our customers happier and more satisfied. In the end, having a customer-obsessed culture is the only way to build a sustainable company. Third, work hard, be kind to one another, and amazing things will happen. We always believe that working very hard is the key to everything. It will never ever betray you. Let's combine our strong work ethic with being kind to one another. Let's not hurt each other while we are working hard toward our mission. Let’s show compassion and genuine care for each other. Let's keep being humble and down-to-earth, and show humility to others. The moment we think we are winning is the moment we are losing. Thus, let's work very hard and be kind to one another. We’re sure amazing things will happen.


We are blessed to be surrounded by so many kind-hearted, brilliant, positive, and passionate Timmys. From our early hires to new hires, from our interns to team leaders, they all are exemplary individuals who possess a common goal, which is to make positive impacts in today’s world. They are the reasons why IDN Media could become what it is today. They are the reasons why we have a great culture.

In terms of hiring, we don’t hire people based on a certain label. We hire individuals. Because none of their background matters. Great attitude, strong work ethic, and passion matter. Not their race, religion, gender, background, sexual orientation, character, or worldview. Diversity is our core value and we will always embrace it. We want IDN Media to become not only the biggest company in the region but also the best workplace. We will do every necessary step to make it happen. That is why Timmy is and will always be our number one priority.

From its beginnings with just two people, IDN Media now has an awesome team of over 250 Timmys. From operating in a tiny 2x3 flat room, we are currently working comfortably in multiple offices (or as we call them “Creative Lab”) around Indonesia. From less than 100 monthly readers, we now have a loyal readership of more than 50 million smart Millennials and Gen Z every month. And this is just the beginning for us. The IDN Media you see and experience today has only scratched the surface of our vision. Our journey ahead will be very challenging and tough, bumpy and rough, difficult and exhausting, but one thing for sure, it will be worth it. As long as we are focused and move fast, care deeply and genuinely about our customers, work very hard, and be kind to one another, with God’s help, everything is possible. Everything.

Now, let's continue working on what we believe and are passionate about. Let's focus on building a company that can inspire millions of Millennials and Gen Z, and make real positive impacts on society. Let's keep doing great things together. Let's keep moving forward until we achieve our vision: to democratize access to accurate, balanced, useful, and positive information and ultimately, to become the voice of Millennials and Gen Z in Indonesia and to bring positive impacts on the society.




Bringing creativity, sincerity, and passion to the work.

Communicating properly and acting ethically.

Thriving in ambiguity and fast-paced environment with constant changes.

Being active and collaborative rather than competitive.

Embracing diversity.

Maintaining a positive attitude even when things do not go one’s way.

Assisting others in the group with their work for the benefit of the group.

Praising coworkers when they are successful and helping them when they need it.

Doing the right thing even when no one is watching.

Seeing the company’s success as one’s own success.