What is Paseo?

Paseo is essentially a consumer tissue brand rather than a standalone paper manufacturer. Its products are connected to the large pulp-and-paper manufacturing ecosystem of APP Sinar Mas. APP describes itself as a group producing pulp, paper, packaging and tissue products, with products marketed internationally. Paseo’s own brand story describes it as an international premium brand focused on innovation and personal-hygiene solutions. 1

The name has consequently become strongly associated with everyday cleanliness and comfort: a box of facial tissues at home, pocket tissues while traveling, kitchen towels for cooking, bathroom rolls, and wet wipes for personal hygiene.

The history of Paseo is closely connected to the expansion of Indonesia’s pulp-and-paper industry and the international development of APP Sinar Mas.

APP’s corporate structure encompasses a number of Indonesian paper and pulp companies. One of these, PT Pindo Deli Pulp and Paper Mills, lists Paseo among its established brands alongside Bola Dunia, Golden Coin, Golden Star, Lucky Boss, Mirage, Impression and Anchor. Its 2024 company profile says Pindo Deli began commercial operations in 1978 and operates paper-manufacturing facilities in Karawang, West Java, and Perawang, Riau. 2

Paseo subsequently developed beyond being simply a tissue product into an international consumer brand. APP’s own brand material says its products are marketed in more than 150 countries across six continents, while Paseo’s international brand story emphasizes its goal of developing products for different consumer occasions and personal needs.

There are also historical records of Paseo being positioned outside Indonesia. For example, an Indonesian academic study concerning APP’s entry into the Australian tissue market identifies Paseo as the brand used for that market entry, illustrating that the brand’s international ambitions go back considerably before its current online presence.

A useful distinction is between Paseo as a consumer brand and the companies that manufacture or own the intellectual property associated with it.

Paseo is marketed as an APP Sinar Mas brand. APP Sinar Mas is the trade name used for a group of pulp-and-paper manufacturing companies, while Sinar Mas is the broader Indonesian business group. 3

The trademark structure is somewhat more complicated than simply saying “Paseo is owned by APP.” Trademark records show PT Purinusa Ekapersada as an owner/applicant for Paseo marks in various jurisdictions, while corporate documentation from Pindo Deli identifies Paseo as one of its brands. 4

In other words:

Sinar Mas → APP Sinar Mas → various manufacturing/operating companies → Paseo brand

This structure is typical of a large vertically integrated paper group, where brand ownership, manufacturing and corporate entities do not necessarily reside in a single legal company.

Paseo has built a relatively broad portfolio around different moments of everyday hygiene.

1. Facial tissue

Facial tissue is one of Paseo’s most recognizable categories. Products are designed for facial use, wiping, personal cleanliness and general household use.

The brand emphasizes softness and skin comfort, with some Indonesian products described as dermatologically tested and hypoallergenic. 5

2. Bathroom / toilet tissue

Paseo also produces toilet rolls in several formats and ply configurations. Internationally, the brand categorizes these products as Bathroom Tissue.

3. Kitchen towel

Kitchen towels are designed for cooking and household cleaning, including absorbing liquids and oil. Paseo markets kitchen tissue as a dedicated product category rather than treating it simply as another facial tissue application. 6

4. Wet wipes

Paseo’s portfolio extends into wet tissue and wipes for hygiene and cleaning. Trademark documentation also covers wet scented tissue, moisturizing wet tissue and cleaning-related tissue products.

5. Travel and pocket tissues

The brand also produces compact tissue formats intended to be carried outside the home. Its international product catalog includes products such as Paseo XOXO Facial Travel Pack.

6. Specialized products

Depending on the market, Paseo has offered products targeted at particular users and situations, including baby-care tissue, antibacterial wipes and other specialized hygiene products. Current Indonesian retail listings, for example, include Paseo Baby Tissue and Anti Bacterial Wipes. 7

One of Paseo’s most important selling points is its use of natural fiber.

The Indonesian official website states that Paseo tissue is made from 100% natural fiber sourced from plantation forests managed under sustainable practices. The brand also emphasizes that its products are designed to be hygienic, soft and natural.

Paseo’s Indonesian site additionally states that its products have undergone dermatological hypoallergenic testing and carry Food Grade and Halal certifications.

This gives the brand a positioning that can be summarized as:

premium comfort + hygiene + natural fiber + responsible sourcing

That positioning differentiates Paseo from purely price-oriented tissue brands.

Paseo’s international brand story centers on three major ideas:

Innovation.
Paseo describes itself as an innovative brand that continually develops products and technologies intended to improve consumers’ everyday experiences.

Personal well-being.
Rather than presenting tissue merely as disposable paper, the brand frames its products as part of everyday personal hygiene and quality of life.

Long-term consumer relationship.
Paseo describes its ambition to become a dependable “lifetime partner” in consumers’ lives, essentially making the brand part of ordinary household routines. 8

Its Indonesian communication summarizes the positioning more emotionally as providing “a touch of luxury and happiness in everyday life.” 8

Sustainability is another important part of Paseo’s corporate positioning.

The brand states that its natural fibers come from managed plantation forests, while APP Sinar Mas describes responsible sourcing, innovation, efficiency and forest protection as elements of its sustainability strategy. 9

This is particularly significant because tissue is a high-volume disposable product. For a brand like Paseo, sustainability therefore concerns not only the finished tissue but also the entire fiber and manufacturing supply chain.

APP’s broader sustainability materials describe the use of renewable and responsibly sourced fiber and emphasize sustainability as an integral part of its paper, tissue and packaging businesses.

Although Paseo has a particularly strong identity in Indonesia, it is not exclusively an Indonesian-market brand.

Paseo’s international websites describe it as an international premium brand, and APP says its products reach markets across more than 150 countries and six continents. 10

The brand has dedicated or localized presences in various Asian markets, including Indonesia, Malaysia and Thailand. Its international portfolio includes facial tissue, bathroom tissue, kitchen towel and wipes. 11

Thus, Paseo can be understood as an Indonesian-origin brand with an international distribution strategy, rather than a purely domestic Indonesian tissue label.

Paseo’s identity is built around softness, cleanliness, reliability and understated premium quality.

Its packaging and advertising generally attempt to communicate that tissue is more than a basic commodity. Instead of competing solely on the number of sheets or price per pack, Paseo emphasizes the experience of using the product: softness against skin, strength while wiping, absorbency, hygiene and convenience.

The brand’s current Indonesian communication uses phrases such as “Softness That Cares, Strength That Lasts”, reinforcing the combination of comfort and durability. 12

This produces a fairly clear brand personality:

• Premium — positioned above basic commodity tissue.
• Family-oriented — designed around household and personal needs.
• Hygiene-focused — cleanliness and safety are central.
• Comfort-oriented — softness is a major product benefit.
• Innovative — frequent introduction of different formats and applications.
• Environmentally conscious — natural fiber and responsible forestry are prominent messages.

Indonesia is arguably the market in which Paseo has its strongest everyday recognition.

The brand is sold through conventional retail and increasingly through e-commerce, where its product portfolio ranges from inexpensive everyday packs to larger premium multipacks and specialized products. Current Indonesian retail listings show facial tissues, toilet tissue, kitchen towels, baby tissue and antibacterial wipes among the available products. 13

Paseo’s Indonesian online store also currently distinguishes different product propositions, including its Nice line, which focuses on balancing tissue performance and affordability. This demonstrates that the broader Paseo ecosystem is not restricted to one single premium price point.

To understand Paseo properly, it helps to understand the industrial group behind it.

Sinar Mas is a major Indonesian business group with interests across multiple industries. APP Sinar Mas represents its pulp-and-paper business ecosystem. The group operates an extensive manufacturing and supply chain covering pulp, paper, tissue and packaging.

This vertical integration is strategically important to Paseo because tissue production begins much earlier than the finished tissue package: forest/plantation fiber → pulp → tissue paper → converting → packaging → distribution → consumer.

APP’s corporate structure allows the group to participate in many stages of this chain. Pindo Deli’s corporate profile, for example, describes its relationship with Lontar Papyrus and identifies Paseo among its established brands.

The simplest way to describe Paseo’s competitive proposition is:

Paseo tries to make an everyday commodity feel like a premium personal-care product.

Tissue is fundamentally a functional product. Consumers need it to absorb, clean, wipe or protect. Paseo adds another layer: softness, aesthetics, comfort, perceived safety and brand trust.

Its differentiation therefore comes from a combination of:

1. Material quality — natural-fiber positioning.
2. Softness — particularly important for facial tissue.
3. Strength and absorbency — important for kitchen and household applications.
4. Product variety — facial, bathroom, kitchen, travel and wet tissue.
5. Brand trust — backed by a large paper-manufacturing group.
6. International distribution — the brand operates beyond Indonesia.
7. Sustainability messaging — responsibly managed fiber and forestry.
8. Product innovation — specialized products for different consumer occasions.

Interestingly, Paseo is not simply an Indonesian word. Trademark documentation in Canada records the applicant’s translation of “Paseo” as “walk or stroll.” The same trademark has been used in connection with paper towels, facial tissue, bathroom tissue, kitchen tissue and related products. 14

More recent U.S. trademark records also show Paseo marks covering a broad range of tissue and hygiene products, illustrating the brand’s international intellectual-property footprint. 15

In Indonesia, saying “Paseo” will usually bring to mind tissue in much the same way that certain other brand names have become closely associated with particular household categories.

The brand has consequently moved beyond being merely the name printed on a tissue package. It represents a broader household hygiene proposition, covering different rooms, activities and stages of daily life—from wiping one’s face, to preparing food, to cleaning surfaces, to using the bathroom.

Paseo is an Indonesian-origin international tissue and personal-hygiene brand operated within the APP Sinar Mas ecosystem. Positioned as a premium tissue brand, it produces facial tissues, bathroom tissue, kitchen towels, wipes and specialized hygiene products for consumers in Indonesia and international markets. The brand emphasizes softness, strength, hygiene, natural fiber, innovation and responsible sourcing. Its manufacturing and corporate background is connected to APP Sinar Mas and several Indonesian pulp-and-paper companies, including Pindo Deli, while trademark records show PT Purinusa Ekapersada and other APP-related entities in its intellectual-property structure. Today, Paseo is best understood as a globally oriented consumer tissue brand that combines the industrial scale of a major Indonesian paper group with a consumer-facing identity centered on everyday comfort, cleanliness and premium quality. 16

1. Brand Story – Paseo Thailand
2. Cerita Brand – Paseo Indonesia
3. Bukan Merek Luar, Ternyata Ini Pemilik Tisu Paseo
4. Canadian Trademarks Details: PASEO — 1372957 — Canadian Trademarks Database – Intellectual property and copyright…
5. Paseo Tissue – Paseo – APP Sinarmas
6. Paseo Indonesia
7. Paseo
8. Tissue Paseo🔥 Harga Termurah Juli 2026
9. Paseo, Konsistensi PT The Univenus dalam Menguatkan Eksistensi Brand Tisu Premium di Indonesia dan Global
10. PASEO – Infos zur Marke Nr 006601249 (EUIPO, 07.01.2008) · TMDB
11. Mengenal Siapa Pemilik Tisu Paseo? Dia Semasa Remaja Pekerja Keras, Berjualan Biskuit Keliling
12. Mengenal Siapa Pemilik Tisu Paseo, Dari Usaha Kecil Hingga Raksasa Sinar Mas
13. Paseo, Tissue Seperti Merek Internasional, Produk Indonesia
14. PT. Pabrik Kertas Tjiwi Kimia, Tbk. Trademarks :: Justia Trademarks
15. Jual Tissue Paseo, Multi, Tessa Daerah Istimewa Yogyakarta – CV.SAKA OMAH SEJATI
16. Paseo Trademark by Pt Purinusa Ekapersada Jointly With Pt The Univenus And Pt Pindo