Bapak Eko Pujianto (left) and Bapak Kusnadi (right) at AMP Malang's stock warehouse in Pakisaji, Malang. Personal documentation by Grafis Nusantara, 2024.
For our research for the fourth book, we travelled to Pakisaji, Malang, to meet Bapak Kusnadi and his son, Bapak Eko Pujianto. During a long, in-depth conversation, they told us the colourful history of AMP Malang, a pioneering sticker firm that made its mark in Indonesia’s urban visual landscape.
AMP, short for Adik Mas Putra was founded around 1978 in Pakisaji, Malang, by Bapak Kusnadi. From humble capital, AMP developed into a prosperous business with over 200 workers and became a sticker producer and distributor to major cities like Malang, Surabaya, Jakarta, Semarang, Bandung, and even Malaysia.
AMP Malang employees, circa 2001. Personal documentation by AMP Malang, 2001. Retrieved and digitally enhanced by Grafis Nusantara, 2024.
Bapak Kusnadi, Bapak Eko Pujianto, & AMP Malang employees in a gathering, circa 2000s. Personal documentation by AMP Malang, 2000-2009. Retrieved and digitally enhanced by Grafis Nusantara, 2024.
Kusnadi started his entrepreneurial venture in the 1970s, after serving another company, where he had gathered experience and a clientele base. With a solid background, he started AMP and used manual screen-printing methods initially. Workers drew designs by hand on tracing paper and mica sheets. As the company expanded, technological advancements led to the adoption of computer-based designs in the early 2000s.
AMP’s popularity soared in the 1980s, and in the 2000s, it took off with orders coming in from Jakarta, Bandung, and Semarang. Traditional sticker designs included characters ranging from Indonesian radio dramas like Unyil and Brama Kumbara, international characters like Rambo and Princess Diana, and martial arts and pop culture personalities. Islamic-themed stickers like Ayat Kursi and Quranic verses, as well as sports-themed stickers, were bestsellers.
AMP Malang silkscreen sticker production process. Personal documentation by AMP Malang, 1980-1990. Retrieved and digitally enhanced by Grafis Nusantara, 2024.
AMP Malang silkscreen sticker production process. Personal documentation by AMP Malang, 1980-1990. Retrieved and digitally enhanced by Grafis Nusantara, 2024.
Kusnadi’s son, Eko Pujianto, has been involved with AMP since childhood, beginning around 1988 when he was still in elementary school. He developed an interest in design by collecting reference images from popular media, including Robocop and trading cards. Although he never pursued formal training, he honed his skills through self-learning and eventually took on the role of art director, overseeing design trends and guiding the creative team.
By the early 2000s, design became a more serious business for Eko, who tended to research materials to enhance AMP’s creative output. Digital design started in 2007 using Photoshop and CorelDraw. As wonderful as these developments were, AMP still held on to some of its hand-drawn heritage, setting it apart from its business rivals.
AMP has employed screen-printing for over 15 years, and they’ve experimented with various methods of making eye-catching stickers. The production process typically begins with reference materials that are printed large and hand-drawn and are later digitised for production. Two designers prepare the original artwork, which is then sent to a factory in Surabaya to be laid out and colour-separated.
The other key to AMP’s success is its capacity to respond to trends in culture and the market in the digital age. Social media catchphrases like “Gaspol” are typically placed on stickers. Local clubs like Bantengan art clubs, sound system enthusiasts, and Malang martial arts schools often order personalised stickers as a symbol for their group as well.
A collection of contemporary AMP Malang stickers, ranging from trendy catchphrases, stickers commissioned by local clubs, to religious stickers. Personal documentation by Grafis Nusantara, 2024.
One of the biggest challenges for AMP is to attain quantity rather than quality. Earlier, the company produced a few designs in big numbers, but shifting tastes among consumers have inspired more demand for diversity and superior quality designs in small runs. AMP has also experimented with fluorescent colours and new variations to provide its visual image with a clear-cut differentiation and make it stand out from the rest.
Religious-themed stickers remain a preponderant share of AMP’s stock, catering to both Islamic and Christian markets. In addition, the company has made special orders for culturally appropriate themes, such as common dragon and phoenix designs among Chinese Indonesians.
Though it has thrived for so many years, AMP Malang shut down in 2023 due to financial challenges brought by the COVID-19 pandemic, overstocking, and a sluggish market. Nevertheless, its faithful consumers in Jakarta and Bandung continue to crave AMP’s products. Even though the firm is currently in hiatus, it is searching for a new location where it can resume operations.
In the future, AMP Malang remains poised to evolve and stay aware of shifting trends. With its solid foundation rooted in craftsmanship and timelessness, AMP Malang aims to reboot itself in the market and create high-quality, custom-designed stickers that mirror Indonesia’s vibrant artistic atmosphere.
As a token of appreciation, Bapak Eko Pujianto gifted us his own rendition of Grafis Nusantara’s stickers, à la AMP Malang. We wish AMP Malang continued success in its endeavours!
Grafis Nusantara sticker designed by Bapak Eko Pujianto, 2024.
Read more about our findings from AMP Malang in our latest vol. 04 book! Grab your copy of Grafis Nusantara Vol. 4: Stiker Pop & Trendi here
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Further Reading
AMP Malang is featured in Stiker Kota (2008) by Ardi Yunanto, which served as our primary point of reference for Vol. 4 research. This is a highly recommended read for anyone interested in urban sticker culture, and we highly suggest it as a companion to Vol. 4. Although physical copies are now limited, you can read the book online here.
