A chrome figure standing eight metres tall is now greeting travellers before they leave Indonesia. Butter Baby, the Jakarta-born character-led IP, has opened its fifth location at the Departure area of Terminal 3, Soekarno-Hatta International Airport, marking a significant step for a local creative concept preparing for wider international growth.
Unveiled on 22 June 2026, the new Terminal 3 location makes its point before a boarding pass is scanned. An eight-metre, seven-tonne chrome Butter Baby now stands in the Departure area of Soekarno-Hatta International Airport, sending a Jakarta-born character into view just as travellers head out to the world.
Butter Baby first launched on 9 August 2025. In less than a year, the character has earned a Webby Award nomination and two brand innovation awards, while also gaining organic attention from international names including Jackson Wang, Bright Vachirawit, Gulf Kanawut, North West and SEVENTEEN.
The character sits within a fictional universe called Butterlandia, Butter Baby’s home planet, which is slowly collapsing due to a shortage of butter. After making an emergency landing in Indonesia, Butter Baby’s mission began. Four outlets later, the fifth now stands at Terminal 3, facing the flight paths that take Jakarta out to the world.
Butter Baby arrives at Terminal 3 with the machinery of a modern character IP: food, merchandise, digital content, public installations and a growing fan base. Behind it is a team that is 99 percent Indonesian, spanning creative, design, strategy, content and operations.
“Twelve years ago, we chose Indonesia not as a market, but as home. Jakarta shaped the way we see creativity, community and storytelling. Butter Baby was born from the energy of this city and from the Indonesian people who built it with us. The sculpture standing in the Departure area belongs to them, the community that made all of this real,” said Nick Burch and Henry Burch, Founders of Butter Baby.
Karen Tjahja, Head of Marketing and Business Development at Butter Baby, described the Terminal 3 installation as a statement of origin as much as a brand milestone. “Butter Baby was born here, built by Indonesian hands, and now stands in the Departure area of Soekarno-Hatta Airport because that is where it belongs. The sculpture faces outward because every step Butter Baby takes towards the world carries Indonesian DNA with it,” she said.
For Shane Lewis, CEO of Butter Baby, Indonesia has shaped the brand’s creative direction at every level. “For more than twenty years, I have cooked in kitchens across five continents. No country has stopped me and left an impression as deep as Indonesia: from its culture, flavours, creativity and people. Butter Baby is a reflection of all of that. This story was born here. And from the Departure Terminal of Soekarno-Hatta, the journey continues,” he said.
Butter Baby’s Terminal 3 opening comes ahead of its planned Bangkok expansion in 2027. For travellers at Soekarno-Hatta, the new location offers one last glimpse of a Jakarta-born character before departure; for the brand, it points to the route ahead.
butterbaby.co | @butterbabyindonesia
