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From Fried Rice to Nightlife Empire: The Inspiring Journey of Holywings Founder Ivan Tanjaya

Discover how Ivan Tanjaya transformed a simple fried rice business into one of Indonesia’s largest lifestyle and nightlife empires, scaling to 50+ outlets and even building the world’s biggest beach club.

The Humble Beginning: Fried Rice Dreams

Ivan Tanjaya’s entrepreneurial journey didn’t start with glamour. In fact, it began with a simple fried rice stall. Together with his first partner Eka, he took the last of his savings—about 1 billion rupiah—and went all in. The first outlet opened in Kelapa Gading, Jakarta. But things didn’t go smoothly. The second and third months brought a steep drop in customers, leaving them nearly empty every night.

From Food Stall to Lifestyle Concept

Instead of giving up, Ivan pivoted. Inspired by his time in Beijing, he switched the concept from fried rice to nightlife—live bands, drinks, and entertainment. At that time, convenience stores like 7-Eleven had just stopped selling beer, creating a market gap. Holywings was born.

Vision from the Start: Think Big or Don’t Start

From day one, Ivan made it clear: “If we build, we build big.” Within just a week of opening the first outlet, he was already searching for a second location. That ambitious mindset became the DNA of Holywings. Today, the brand has grown into 50+ outlets across Indonesia and is scaling internationally to Malaysia and Thailand.

The Power of Infrastructure

Scaling wasn’t accidental. Ivan emphasized the importance of building infrastructure early. With only one outlet, he already set up a central kitchen. Later, Holywings developed in-house teams for architecture, design, production, finance, and IT. This allowed them to replicate success quickly, opening multiple outlets at once.

“Scaling a business is like building a toll road first—once the road exists, any number of cars can pass through.” – Ivan Tanjaya

Innovation in Entertainment

Holywings thrived by listening to customers. While most clubs focused on DJs, Ivan introduced live bands every day, something unique at that time. Each outlet also had a distinct identity, catering to different segments of the market. This constant reinvention kept the brand fresh and avoided stagnation.

Atlas: The World’s Biggest Beach Club

Pushing boundaries further, Ivan co-founded Atlas Beach Club in Bali. With an investment of over $30 million (around IDR 400–500 billion), it became the largest beach club in the world. It blends nightclub energy with daytime beach vibes, attracting both local and international visitors.

Leadership & Building a Winning Team

Ivan’s leadership style is about giving his team room to explore. He believes there is no absolute right or wrong—what matters is what the team agrees on and commits to. This philosophy empowers his “second liner” leaders to innovate boldly. Attitude and willingness to learn, he says, matter more than raw skills.

Overcoming Challenges

Like many businesses, Holywings faced its hardest times during the COVID-19 pandemic. With no cash flow and dozens of projects on hold, the company survived by bringing in strategic investors and restructuring. For Ivan, the toughest challenge wasn’t financial—it was letting go of close friends and family members in the business who couldn’t keep up with rapid growth.

The Road to IPO

Holywings is now valued in the trillions of rupiah, with IPO plans in the works. But Ivan insists it won’t be about founder exits. Instead, he envisions an opportunity for the public to co-own Holywings, while the company continues to expand into new lifestyle sectors: dining, wellness, coffee, real estate, and even healthcare.

Future Vision

• Floating beach club concept in Bali
• Lifestyle hotels in Uluwatu
• Expansion into Malaysia and Thailand
• Wellness and real estate ventures

Key Lessons for Entrepreneurs

• Start with bold vision – Think big from the beginning.
• Build infrastructure early – Prepare systems before massive growth.
• Stay customer-focused – Adapt entertainment or products to market demand.
• Empower your team – Attitude and adaptability outweigh raw talent.
• Be ready to pivot – When fried rice failed, nightlife worked.

Conclusion

Ivan Tanjaya’s story is proof that resilience, vision, and adaptability can transform a small idea into a billion-rupiah empire. From fried rice stalls to global lifestyle brands, his journey offers powerful insights for any aspiring entrepreneur. What do you think—would you dare to go all-in on your dream like Ivan did?

If this story inspired you, feel free to share your thoughts in the comments, and don’t forget to explore more success stories on Digirenaissance.

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References / Source:

Video: Bongkar Rahasia Bisnis Holywings Valuasi Triliunan
Channel: Timothy Ronald
Watch the original video here