BBQ Mountain Boys is a lifestyle brand founded by Hedi Rusdian and Gianjar Saribanon which started from a deep love for modern outdoor living. The product of this partnership is best displayed in their YouTube channel, curated deep within the highlands of West Java. The mountain coffee farmers, restaurateurs and content creators have now attracted over twelve million YouTube views and fans across the U.K, U.S, and Japan. What’s more, the BBMB have hosted local celebrities, chefs, mixologists, and Indonesian bands to their cabin in Lembang, to share the modern outdoor lifestyle experience.
In this moment, a movement was started by the two modern farmers, with the aim to give ‘slow living’ a new look, making it a relevant alternative to city life for the channel's younger viewers. After building a cabin from scratch in 2016, the couple’s mission to inspire and educate next-generation farmers on food culture, farming and agriculture, became a reality.