Innovation

SAU has expanded the use of the simple Sundanese musical instrument called Angklung through the creation of unique, creative and modern performances. SAU has become a popular national and international tourist destination and has introduced Angklung to many people and places in the world.

The innovation, creativity and expertise that support SAU is inseparable from the educational and art training laboratories that continuously explore new creativity in the show, educate the trainers, players and workers in the field of artistic performances and continue this Sundanese culture from one generation to the next.

The performers and other SAU personnel are recruited from the community living around SAU and trained since childhood to learn about Angklung and Sundanese culture. Once ready, they get a job to get involved in the show or in the operation of this SAU. The process of community empowerment conducted by SAU has proven successful in improving community life for generations.

Inspiration

Based on their strong purpose and dedication to preserving Sundanese traditional art and culture, Udjo Ngalagena and his beloved wife Uum Sumiati, founded SAU in the city of Bandung in 1966.

But the existence of SAU as a preservation of Sundanese culture was not the only focus of MangUdjo; he also had a strong passion to help the community around SAU.

"My father is from the beginning of SAU has been loving the people and the community who live around SAU for many years. He had a strong passion to empower them while developing SAU" said Taufik Hidayat Udjo, 9th son of Mang Udjo, who currently serves as SAU CEO. It also reflects Mang Udjo’s famous wisdom quote “What you are. What job you have chosen. Do it well. Do it with love. Without love you are dead before you die.”

MangUdjo’s passion is what makes thousands of people get a tremendous impact with the presence of SAU that has been operating for more than 50 years.

Overall impact

The City of Bandung

SAU has been giving very positive impact for the economy of Bandung city by successfully attracting thousands of Indonesian and International tourists to come to Bandung and enjoy this SAU’s Sundanese culture performance.

The Community

• SAU has successfully improved the community life around SAU through various supports, such as scholarship programs for children, Angklung training for the community, employing people, and helping independent partners to become suppliers for SAU activities and facilities.
• SAU has helped and contributed to empowering local people living around SAU. Until now it has been three generations who are actively involved in SAU activities.
• Another example is Sri Wiyanti who has been active for 30 years with SAU. “I started when I had Angklung training during my childhood and I was also awarded a scholarship for my education until I graduated from the university in Bandung”. With her skill in playing Angklung, she was hired to join an Angklung Performance Team which performs both at SAU Bandung and travels to several countries in Europe and Asia during SAU tours. Currently she is involved as an Angklung coach and takes care of the SAU souvenir shop.

The Cultural

• SAU has been keeping, preserving and introducing Angklung and Sundanese culture for both the people of Indonesia and the international community
• The highlight of Udjo's cultural preservation activity is his major contribution in Angklung being recognized as a World Cultural Heritage of Indonesia and endorsed by UNESCO in 2010.

Business benefit

Employment

• SAU has been consistently delivering creative, innovative, unique and impressive Angklung performances to audiences for decades. In addition to performances at SAU and on SAU tours, SAU is often invited to appear at organizations and companies both in Indonesia and abroad. With the increasing number of these performances, SAU employes more people from the local community who are specially trained to play Angklung professionally. In addition, SAU has prepared the next generation of Angklung players by teaching and training children. "Currently we are training 500 children every day in SAU so they can have good Angklung skills to play" said Mr. Taufik Hidayat.
• Many community members are employed by SAU in order to manage and support various activities and business facilities at SAU Tourist Places.

Business Partnerships

• Community life around SAU has been helped since SAU Management’s policy of involving the community in making the Angklung which will be used by SAU and sold in the souvenir shop. There are many independent partners in the community who produce good quality Angklung for SAU.
• In addition to selling Angklung, Souvenir Shop SAU also sells various kinds of handicrafts for tourists. All the goods are manufactured by independent partners under the guidance of SAU. Currently, according to Mr. Taufik Hidayat, SAU is working with 400 independent partners; 80% of whom are from the community. Independent partnerships certainly create employment opportunities and increase the local community’s income.
• SAU also cooperates with independent partners in providing raw materials and necessary goods in all SAU Tourist Place’s activities and facilities, such as foods and materials for the Restaurant.

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Social and environmental benefit

Social Benefit

• SAU has been helping the community, especially young people, to get closer to Angklung and Sundanese culture. SAU also provides facilities for tourists to learn more about Sundanese culture, thereby preserving this culture from one generation to another.
• SAU also supports the education of children in the local community by providing 400 Scholarships so that the children can continue their education until they graduate from university. Children have been trained to learn how to play the Angklung, get to know music and sing. They also learn English language in order to be able to communicate with people from around the world. The children are very enthusiastic in following all learning sessions.
• SAU has been also actively conducting workshops and seminars on several topics to empower the community such as the empowerment of women.
• SAU also provides an ambulance to assist people in the local area.

Environmental Benefit

• SAU also actively benefits the environment by processing waste products at SAU into compost.
• SAU has been dedicating itself to the conservation and preservation of the natural environment by participating in the 'Indonesia Planting' Program which is conducted by Indonesia's Ministry of Forestry.

Interview

Taufik Hidayat Udjo, CEO

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