Jakarta's transit stops renamed for commercial sponsorships

In Jakarta, transportation operators are changing the names of bus stops and rail stations to sell naming rights to companies. This trend began in 2018 and has become more noticeable as major brands, including banks and a rock band, purchase these rights. While some see it as a way to generate revenue, others worry about losing cultural heritage. Commuter Septiani Rahayu experienced this confusion firsthand. She missed her stop because it had been renamed from Gelora Bung Karno (GBK) to Senayan Bank DKI. "I accidentally got off at the wrong stop because the name was different," she explained. Many passengers are struggling to keep up with the frequent name changes, which can disrupt their daily routines. The transport services are making substantial profits from these naming deals. Prices for naming rights start at about 1 billion rupiah (around $61,160) for a year, and the more strategic the stop, the more it costs. This year, TransJakarta is hoping to sell naming rights for 11 stops, while MRT Jakarta has already sold rights for nine stations. Selling naming rights can provide significant revenue, which helps improve public transport services. It also reduces the need for government subsidies by creating a new stream of non-fare income. However, experts have raised concerns about the cultural implications of this commercial practice. Changing names for branding purposes may erase historical identities and confuse the public. Aji Putra Perdana, a specialist in geographical names, warns that commercializing place names could distort their original meanings and cultural significance. While there is a government regulation regarding naming rights, it often isn't enforced. Many fear that as these companies’ contracts expire and new businesses take over, the confusion will only grow. As Septiani said, "It’s confusing, especially when the sponsorship contract expires and is replaced by a new brand."