Indonesian food are delicious and the country population are huge but yet relatively unknown outside Indonesia. So yeah the power of marketing and deliberate smart plan can't be underestimated.
My pet theory: foreign cuisines do better when there are clear boundaries. There's sort of a continuum between Indonesian, Malaysian and Singaporean cuisines, which then overlap somewhat with Cantonese. This makes it harder for foreigners to find the cuisine memorable. The boundaries get blurred further because in many places, it makes sense for an Indonesian or Malaysian family to just call their restaurant Chinese or "Asian", and then offer a mix of the most popular dishes.
Thai cuisine overlaps with Laotian and I guess probably Burmese cuisine a bit, but it's otherwise very distinctive --- and it's not like there are many Laotian or Burmese restaurants around.
In Thailand, you get four pages of Thai food, going way deeper in variety than you ever see exported. Enough that you could eat there every day and not feel the need to flip to that last page full of Pizzas and spaghetti bolognese.
In Indonesia, though, you get Nasi Goreng, Mee Goreng, and if you're really lucky a single curry, before learning about their wood-fired pizzas and other western junk.
So you can go there for a month and come back having eaten a lifetime's worth of salty noodles, but not really learning anything about all the other good food you can get there.
It's pretty rare that I choose Indonesian over Thai, when I have the choice.