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Djarum is an Indonesian brand known primarily for its kretek cigarettes (clove cigarettes), which contain cloves. These are not traditional cigarettes—they have a unique formula, flavor, and combustion method.
The brand belongs to Djarum, a company founded in 1951 in Kudus, Indonesia. Kudus is considered the center of kretek cigarette production. Djarum is one of the largest tobacco producers in Indonesia and one of the world’s leading exporters of clove cigarettes. Today, the company has significant holdings in banking, real estate, and sports projects, including sponsorships in Formula 1 and tennis.
What is a kretek?
Kretek is a blend of tobacco, crushed cloves, aromatic sauces, and syrups. The name comes from the characteristic crackling sound (“kretek”) of the cloves when burning.
The ingredients typically include:
The presence of cloves makes the smoke more aromatic, slightly sweet, and with a spicy aftertaste. This smoke also feels smoother in the throat (cloves contain eugenol, which has a mild anesthetic effect).
Djarum’s main lines
Different types of Djarums have different characteristics, but they all share some common features. First and foremost, they use black or colored paper. Golden filters, often sweetened, are also commonly used. All Djarums share a strong aroma, even before lighting, making them recognizable by their smell—it’s significantly stronger than regular cigarettes. However, individual types differ from each other.
Djarum Black – the most famous version. This is the brand’s signature flavor.
Djarum Black Menthol
Djarum Super
A classic Indonesian kretek. It is more traditional, without the “Western” packaging style and stronger in flavor than Black.
Djarum Special / Vanilla / Cherry
Djarums Strength
Djarum’s strength is more difficult to compare with regular cigarettes because the cloves provide a softer feel and the smoke density is higher. Moreover, they burn more slowly.
As for the overall experience, the following can be said:
Sales Geography
The main market is Indonesia. Exports are made to Europe, Asia, and the Middle East. In the US, the sale of flavored cigarettes was banned in 2009, so Djarum is more often sold as a small cigar there.
Difference from regular cigarettes
| Parameter | Regular cigarettes | Djarum |
| Ingredients | Tobacco | Tobacco + cloves |
| Taste | Tobacco | Spicy-sweet |
| Smoke | Dry | Dense, aromatic |
| Burning | Fast | Slower |
| Aftertaste | Tobacco | Spicy, slightly sweet |
TrustScore 4.9 | 70+ reviews
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