In the ever-evolving world of social media stardom, Bobby Saputra stands out as a figure who has captivated millions with his larger-than-life persona. Known for his extravagant portrayal of a “crazy rich Asian,” Bobby Saputra—whose real name is Ben Sumadiwiria—has taken the internet by storm, dazzling viewers with luxury cars, yachts, lavish dinners, and what can only be described as the most exaggerated depiction of wealth. Yet behind the allure of his viral videos lies a surprising story of a humble chef-turned-content creator, who’s turned his persona into a global sensation.

In July 2024, Saputra—under his alter ego "Bobby"—posted a video of himself at what seemed like a celebrity-packed wedding of Indian billionaire Anant Ambani. The video featured Bobby dancing, eating lavishly, and soaking in the atmosphere of a seemingly over-the-top celebration. The clip exploded across social media platforms—6.6 million views on Instagram, 5.1 million on TikTok, and 2.2 million on YouTube. But here's the twist: Bobby was never actually at the wedding. Instead, the content was an artful mash-up of clips from various events, including a previous wedding he attended, along with footage from the real Ambani celebration that he found online.

A New Kind of Social Media Fame

Bobby Saputra’s rise to fame is rooted in his ability to craft a world of absurdly opulent and often absurd scenarios, which have enthralled millions. His videos, which have amassed 2.5 million followers across platforms in just under a year, often feature him dining on $6,000 dinners of caviar, showing off flashy cars, or vacationing on yachts. These extravagant portrayals capitalize on the internet's fascination with the lifestyles of the rich and famous.

His persona taps into the fascination with wealth, portraying a character that is unapologetically entitled and out-of-touch, yet with a charm that makes the absurdity entertaining. "Bobby’s videos are a form of escapism," says Saputra. "People want to see a world they can’t access, so I give it to them in the most exaggerated, unapologetic way possible."

But beneath the surface of his videos lies a satirical edge. Saputra’s portrayal of Bobby Saputra is a parody of the rich, but the line between satire and reality is blurred, leaving viewers to wonder just how much of it is fiction.

The Man Behind the Character

In reality, Bobby Saputra is the brainchild of Ben Sumadiwiria, a 31-year-old chef and content creator who was born in Germany and spent his formative years in London. Growing up in a working-class family, Sumadiwiria’s background is far from the luxury-filled world he portrays online. “I never really understood the world of wealthy Chinese Indonesians until I visited Indonesia as an adult,” Sumadiwiria recalls. “I had people asking me, ‘Where’s your Ferrari?’ and ‘Where’s your Rolex?’ and I didn’t get it.”

His journey from a bullied teenager in a tough Berlin neighborhood to a successful chef and content creator took many twists and turns. After studying at Le Cordon Bleu culinary school, Sumadiwiria worked for Etihad Airways as an in-flight executive chef and cooked for some of the world’s biggest names, including pop star Adele and Timor-Leste's President, Jose Ramos-Horta. Yet, after tasting success in the food industry, Sumadiwiria yearned for a more creative outlet.

The Birth of Bobby Saputra

In 2016, Sumadiwiria launched a YouTube channel focused on street food, which quickly gained attention. A video of him trying a notoriously spicy dish in Jakarta went viral, but despite his online success, he felt unfulfilled. It wasn’t until he created Bobby Saputra in 2024 that things truly took off.

"I wanted to create a character that was over-the-top, outlandish, and completely unapologetic," says Sumadiwiria. "I thought, why not create a character that embodies everything people think about the ultra-rich: toxic, spoiled, and just a little ridiculous?"

The concept clicked, and the videos began to snowball. Bobby Saputra's character became a perfect blend of absurdity and humor, a mockery of the societal obsession with wealth. Each video begins with Bobby’s signature line, "I’m Bobby Saputra, and I’m a Chinese Indonesian. We are the richest people in the world," followed by lavish displays of extravagance.

Behind the Scenes: A Network of Support

What many don’t realize is that Bobby Saputra’s success is also a collaborative effort. Sumadiwiria enlists a team of actors and friends who help bring Bobby's world to life. One such person is Virgo Riand, who plays Bobby’s father, William Saputra, a character that adds to the fictional narrative of wealth and privilege. Despite initial skepticism about the project, Riand was drawn to Bobby's wit and creativity. "He's sharp, astute, and extremely creative," says Riand, who has also become an integral part of Bobby's content creation process.

The Global Impact and Future of Bobby Saputra

Since the inception of his Bobby Saputra persona, Sumadiwiria has attracted endorsement deals from major brands like Shopee, DBS Bank Indonesia, and Grab. However, despite his growing financial success, he remains grounded. “I don't flex. I don’t have a car, and I live in my mom’s apartment,” he says. “I like watches, but that’s it. Everything else I enjoy is free—surfing, tennis, and cooking dinner with friends.”

He admits that his content can be controversial at times, especially with videos that poke fun at countries like Singapore. “I joke about everything because if you can’t laugh at everything, everything becomes gray,” he says. "I don’t take myself seriously. And I don't let anyone else take me seriously either."

As Indonesia’s first English-speaking content creator to achieve global recognition, Sumadiwiria is proud of his impact. His videos continue to garner millions of views, creating a space for Indonesia to shine on the world stage.

"I didn’t set out to change the world. But if my videos bring attention to Indonesia, then I’m happy," he says with a smile.

For now, Sumadiwiria is content with his current trajectory, although he remains unsure of the future. “I’m not a thinker. I’m more of a ‘faither.’ I live for the moment,” he says.

Bobby Saputra, whether you love or hate him, is a cultural phenomenon that continues to blur the line between satire and reality, and Ben Sumadiwiria is taking full advantage of the ride.