Jun 21, 2025 – The spirit of innovation and sustainability took center stage at the PJI Company of the Year Competition 2025, held at Kota Kasablanka, Jakarta. Organized by Prestasi Junior Indonesia (PJI) with the support of Zurich Indonesia, Z Zurich Foundation, The Starbucks Foundation, and Starbucks Indonesia, the competition celebrated the achievements of 12 of Indonesia’s most outstanding student companies. These young entrepreneurs competed for the chance to represent Indonesia at the JA Asia Pacific Company of the Year Competition 2026 in Seoul, South Korea.

The annual event is the culmination of the Junior Achievement (JA) Company Program, a hands-on learning initiative that allows high school and vocational students to create and manage real businesses. Over the course of ten months (August 2024 – June 2025), students were guided through every stage of entrepreneurship— from idea generation and product development to marketing, financial management, and pitching to investors. This year’s program introduced new elements such as design thinking and project management, equipping students with future-ready skills in critical thinking, leadership, collaboration, and resilience.

Building More Than Just Businesses

In total, 1,549 students from 60 schools across 16 cities—including Medan, Jakarta, Yogyakarta, Makassar, and Jayapura—successfully launched 60 student-run companies, generating a combined turnover of more than IDR 525 million. Beyond revenue, these companies reflected students’ awareness of global issues, with many focusing on sustainability, circular economy, healthy living, and climate action.

Among the standout innovations were:

– Uptwone SC (SMAN 21 Jakarta): recycled binders made from denim waste.

– Magnova SC (SMAN 3 Semarang): reusable “unpaper towels” made from bamboo fiber.

– Auterra SC (SMAN 4 Denpasar): natural air fresheners crafted from coffee waste and sandalwood.

– Youthmind SC (SMKN 11 Bandung): an educational board game promoting mental health awareness.

– Lituhayu SC (SMAN 3 Yogyakarta): herbal shampoo from coffee grounds and ginger for sensitive skin.

“Entrepreneurship education should go beyond running a business. It must prepare students to think critically about global challenges and to create solutions that are socially responsible and environmentally sustainable,” said Pribadi Setiyanto, Chairman of the Executive Board of PJI.

Partners Driving Long-Term Impact

The success of the program reflects the long-term commitment of its partners, who believe in the transformative power of youth entrepreneurship.

Edhi Tjahja Negara, Country Manager of Zurich Indonesia, emphasized:

“For Zurich Indonesia, empowering the next generation is about equipping them with practical skills, confidence, and adaptive thinking. Through the Zurich Entrepreneurship Program with PJI, we ensure that students don’t just learn to run a business—they learn to design solutions that are resilient, sustainable, and relevant for society.”

Liryawati, Chief Operating Officer of Starbucks Indonesia, added:

“The creativity and environmental awareness demonstrated by these students truly align with Starbucks’ global commitment to sustainability. Their ideas prove that Indonesia’s youth are ready to lead the green businesses of tomorrow.”

Celebrating the Winners

After a rigorous evaluation by an independent judging panel, six awards were presented:

– First Place: Auterra SC – SMAN 4 Denpasar

– Second Place: Coraggio SC – SMAN 16 Surabaya

– Third Place: Magnova SC – SMAN 3 Semarang

– Best Financial Management: Magnova SC – SMAN 3 Semarang

– Sustainability Excellence: Lituhayu SC – SMAN 3 Yogyakarta

– Best Use of Technology: Coraggio SC – SMAN 16 Surabaya

Shaping Future Change-Makers

Through the Student Company Program and PJI Company of the Year Competition, PJI and its partners continue to create a platform where students can experiment, innovate, and grow. These initiatives not only nurture entrepreneurial talent but also instill a mindset that combines profitability with responsibility.

By fostering young leaders who can navigate global challenges while driving sustainable impact, the program contributes to building a generation of adaptable, socially conscious entrepreneurs who are ready to shape the future of Indonesia—and the world.