Tahilalats Joins J&T Express for Its Eleventh Anniversary

Tahilalats, the Mindblowon Studio IP under INFIA Corp, has entered a collaboration with J&T Express as part of the logistics company's eleventh anniversary. The partnership was launched at the J&T Express Signature Drop Point in Depok on 13 August 2026, under a celebration themed Selalu Dekat, Selalu di Hati.

The collaboration introduces Mao Mao, the rabbit mascot representing J&T Express, alongside Ben and Agoos. Inside the J&T Express app, customers can take part in J&T Mission and redeem J&T Points for exclusive collaboration products available only through the platform. A social media activation layer runs alongside it, extending the characters into the places where fans already spend time.

Eleven years into the business, the company wanted a way to feel closer to its customers, particularly younger ones, and it went looking for characters those customers already recognised. That decision is itself the proof point. A brand does not borrow a character to build familiarity, it borrows one that already has it.

Ben and Agoos have been placed inside an everyday Indonesian journey several times now. In 2025, Garuda Indonesia wrapped an entire aircraft in a Tahilalats livery for its Jakarta to Denpasar route. In January 2026, Tahilalats Station opened at the MRT Jakarta Dukuh Atas interchange, followed by a dedicated space inside Stasiun Blok M BCA. Each of those sits at a point where people are moving, or waiting to.

The delivery network extends that pattern into something more frequent. Air travel is occasional and a commute is daily, but a tracking page gets opened several times before a package arrives. Placing characters there means Tahilalats now appears inside a habit rather than an occasion.

There is a coincidence worth noting. Tahilalats began in 2015, the same year J&T Express started operating in Indonesia, which makes the two of them the same age. Over the coming year the collaboration will carry weekly comic strips and short interactive animations, so the characters keep working long after the launch photos.

For INFIA, this is what a managed IP is supposed to do. Ben and Agoos always end up as everybody's friend. The work is making sure they end up somewhere worth being, and then letting them come along for the ride and the ordinary days in between.