Banyuwangi, E. Java. The rhythmic sound of lesung (traditional wooden rice mortars) echoes through the morning air in the courtyard of a traditional Osing house. The harmonious beats, played by local residents, offer a warm welcome to visitors arriving at Desa Sejahtera Astra Kemiren in Banyuwangi, East Java, a village supported by PT Astra International Tbk (Astra).

Life in Kemiren reflects the enduring traditions of the Osing people, the indigenous ethnic community of Banyuwangi, who have preserved their cultural heritage and local wisdom for generations. Together, the community continues to uphold these traditions as a driving force behind the village's social and economic well-being.

Residents of Desa Sejahtera Astra Kemiren have consistently safeguarded Osing culture through traditional ceremonies such as Barong Ider Bumi and Tumpeng Sewu, the iconic Gandrung dance, local culinary traditions, traditional music, and distinctive Osing architecture. These cultural assets not only define the village's identity but also serve as a foundation for its economic development.

Since 2024, Astra has partnered with the community through its Desa Sejahtera Astra (Prosperous Village) program, supporting local efforts to preserve Osing traditions while improving livelihoods. By focusing on four key pillars—health, education, environmental sustainability and entrepreneurship—Astra is helping ensure that cultural preservation goes hand in hand with community development.

Kemiren remains a living showcase of Osing culture, where traditional ceremonies such as Barong Ider Bumi and Tumpeng Sewu, the iconic Gandrung Dance, local cuisine, traditional music and distinctive Osing architecture continue to thrive. Rather than becoming relics of the past, these traditions have evolved into valuable tourism assets that create jobs and generate income for local residents.

The program has benefited around 300 residents, strengthening their role as the main drivers of community-based tourism. Today, the village is home to 50 homestays offering 92 rooms, 40 local businesses specializing in culinary products, handicrafts and coffee, and 40 members of the Tourism Awareness Group (Pokdarwis) who manage tourism activities while safeguarding Osing cultural heritage.

The impact is tangible. Average monthly income among Pokdarwis members has increased by 33%, rising from Rp1.5 million to Rp2 million, demonstrating how preserving local traditions can also create sustainable economic opportunities.

"Desa Sejahtera Astra Kemiren demonstrates that cultural preservation and community development can progress together," said Boy Kelana Soebroto, Chief of Corporate Affairs at Astra. "By strengthening health, education, the environment and entrepreneurship, Astra believes the Osing cultural heritage can continue to flourish while creating broader benefits through improved quality of life, business opportunities and sustainable prosperity."

Astra's support is tailored to the village's evolving needs.

In healthcare, the company has strengthened community health services through improved Posyandu facilities, maternal and child healthcare initiatives, basic medical equipment and public health education.

In education, Astra has enhanced early childhood learning centers by providing educational materials, playground equipment and learning support while introducing Osing cultural values to younger generations, helping ensure the community's traditions endure.

Environmental sustainability has also become a key priority as tourism grows. Residents have received assistance in organic and non-organic waste management, livestock waste processing into organic fertilizer, biogas development, composting facilities and the establishment of community environmental groups.

Meanwhile, entrepreneurship programs have focused on expanding tourism infrastructure, empowering local micro, small and medium-sized enterprises (MSMEs), improving homestay standards, strengthening tourism management capacity and promoting Osing cultural tourism as a sustainable source of income.

Kemiren's commitment to preserving its heritage has earned widespread recognition. Since 2019, the village has received several prestigious awards, including the Wonderful Indonesia Impact Award, Anugerah Desa Wisata Indonesia (ADWI) and the ASEAN Tourism Award 2025. Internationally, Kemiren was selected for The Best Tourism Village Upgrade Program 2025, reinforcing its reputation as a leading example of sustainable, community-based cultural tourism.

Astra's commitment to Banyuwangi extends beyond tourism.

Through Yayasan Astra–Yayasan Dharma Bhakti Astra, the company also supports dragon fruit farmers in nearby Sumbermulyo Village. Working with the Center for MSME Development, Astra has helped farmers strengthen organizational capacity, adopt organic farming methods, improve post-harvest quality and expand access to financing and markets.

The results have been remarkable. Dragon fruit production increased from 316 tons in 2021 to 595 tons in 2025, while the farmers' collective revenue surged from Rp1.9 billion to Rp11.9 billion over the same period. The group has also secured organic farming certification, with fresh and processed dragon fruit products—including dried dragon fruit and dragon fruit snacks—now reaching domestic markets as well as export destinations such as Singapore and Hong Kong.

Through initiatives like Desa Sejahtera Astra, Astra continues to demonstrate that empowering local communities, preserving Indonesia's cultural heritage and creating inclusive economic opportunities can advance together. The program reflects the company's aspiration to prosper with the nation while supporting Indonesia's commitment to achieving the Sustainable Development Goals (SDGs).