Axton Salim

Axton Salim is a dynamic business leader at the helm of one of Indonesia’s most recognisable food companies, PT Indofood Sukses Makmur Tbk.

Salim has been instrumental in adapting Indofood’s extensive portfolio — from Indomie noodles to Indomilk dairy products — for younger, digitally-savvy consumers worldwide. Under his guidance, the company has become a powerhouse in marketing innovation, partnering with K-pop icons, embracing augmented reality campaigns, and executing immersive experiences that bring brands to life. His campaigns have not only captured domestic attention but also elevated Indofood’s presence internationally, from Formula 1 and MotoGP sponsorships to initiatives in Saudi Arabia and Turkey.

Axton Salim oversees Indofood’s Dairy and Corporate Marketing divisions and ensures the company’s vast distribution network remains agile and responsive. With over 1,300 stock points nationwide, he balances creative brand strategies with operational excellence. Beyond Indofood, he is deeply committed to entrepreneurship and social impact. Salim co-initiated the Block71 start-up incubator in partnership with the National University of Singapore and actively supports small and medium businesses through Accelerice. He also serves as global co-chair of the United Nations’ Scaling Up Nutrition Business Network Advisory Board and sits on the Advisory Board of Nanyang Business School, Singapore. His efforts in nutrition and food security have directly benefited over 150,000 people in Indonesia.

Axton Salim has spoken on global stages including the World Economic Forum in Davos, the ASEAN Business and Investment Summit, IdeaFest 2024, and The Creativepreneur Summit 2024, sharing insights on sustainability, food security, and the future of entrepreneurship in Asia. Educated at the University of Colorado Boulder, he received the Alumni Achievement Award in 2021 for his exceptional contributions to business. With a 230,000-strong social media following and an innate ability to connect with younger audiences, Salim represents the next generation of business leadership: innovative, socially conscious, and globally minded.