Bridging tradition and innovation: Monash Alumni navigate the future of family business in Surabaya
Speakers and participants at the Monash Indonesia Alumni City Connector – East Java
Surabaya – On the evening of 31 March 2026, at Hotel Majapahit Surabaya, the 2026 Monash Indonesia Alumni City Connector – East Java gathered together alumni living in Surabaya for insightful discussion about Family Business.
This in-person gathering marked Monash University's second visit to Surabaya. The focus on Family Business was a direct response to the needs of Monash alumni, that approximately half of the Monash alumni residing in Surabaya are either business owners or future-generation leaders within family enterprises.
The program serves as a vital bridge, connecting the university with its East Java alumni to encourage networking and future collaborations. By addressing the specific needs, Monash continues to demonstrate its commitment to the lifelong success of its global graduate network.
Navigating the "Family Generation" challenge
The "Family Generation: Challenges and Opportunities theme," struck a chord with attendees navigating Indonesia’s complex and often uncertain economic environment. The discussion highlighted several critical friction points for modern family businesses:
- Balancing tradition with modernization: Many East Javanese enterprises are built on founder driven values. The "NextGen" leaders face the delicate task of updating operations and digital adoption without alienating the legacy of the previous generation.
- Economic resilience: In an era of inflation and shifting consumer behaviors, younger leaders are introducing fresh strategies, such as diversification and a global outlook to counter market volatility.
- Leadership dynamics: A significant challenge remains the clash between the traditional, hierarchical styles of founders and the collaborative, professionalized management preferred by younger graduates.
Yosua Junaidi (left) and Pujiono Sudargo (right) sharing their insights on managing a family business
The event featured prominent alumni speakers who shared practical wisdom from their own professional journeys, Pujiono Sudargo (Owner, Kopi Singa and PSI Coffee) and Yosua Junaidi (Creative Director, UBS Gold)
The speakers emphasised that while managing a family business is inherently difficult, success lies in clear communication and adaptability. Strategic takeaways for business growth:
- Quality above all: Participants were reminded that setting a high standard for quality remains the most important foundation for any brand.
- Community-based penetration: Deepening market reach through community engagement is more effective than broad, impersonal strategies.
- Modern branding: Embracing tools like Key Opinion Leaders (KOLs) is essential for maintaining brand relevance in a digital-first economy.
- Conflict management: To minimize friction between generations, the speakers suggested frequent, structured communication, such as hosting regular formal events for founders to stay aligned with the new direction of the company.
The path forward
The Monash Alumni City Connector in Indonesia was more than a networking evening, it highlighted the challenges and opportunities facing the next generation of business leaders. By combining academic rigour with alumni expertise, Monash continues to empower its community to turn challenges into sustainable opportunities. Visit our alumni page to discover more about our upcoming activities and initiatives.