40 Under 40 2025: Andi Renreng, Xiaomi

Andi Renreng

Marketing director
Xiaomi Indonesia
Indonesia

Andi Renreng’s journey from North Sumatra to the helm of Xiaomi Indonesia’s marketing operation reads like a masterclass in local leadership marrying global ambition. Early stints in Jakarta’s media landscape that included running events and shaping newsroom communications, honed his storytelling instincts under pressure—a foundation that would define his approach in tech marketing.

A jump to Huawei in 2017 allowed him to shape the voice of a brand that would challenge the global tech giants. When Xiaomi spun off Poco as a sub-smartphone brand in 2020, he built its identity from scratch to target young tech enthusiasts with campaigns that quickly won a devoted following. By 2024, he was marketing director, steering a portfolio that helped Xiaomi top Indonesia’s smartphone market for two straight quarters and reclaim the number-one spot in Q1 2025.

Adept at nailing big commercial releases, Renreng has led launches of the Xiaomi 14T Series and 15 Ultra, with 10,000 units sold in 36 hours for the former and a complete sell-out for the latter. Poco’s X7 Series debut sold 35,000 units in its first period. His team has helped Xiaomi’s Redmi series be repositioned as a cultural symbol for Indonesia’s youth. Collaboration with global and local artists such as Rich Brian was done to embed the brand in national pop culture.

Leadership is as much about people as performance. In a sector often dominated by expats, Renreng has championed Indonesian talent, mentored junior staff, encouraged open dialogue to foster a culture of ownership and creativity. He ensures local insights inform global strategy and creates a space where diverse perspectives are heard, giving teams the confidence to take creative risks.

Beyond his role at Xiaomi, Renreng is an active participant in the wider marketing community in Indonesia; a familiar speaker at industry events, he shares practical learnings on youth-centric branding, culturally relevant storytelling and the evolving role of data and technology in marketing.