RRI.CO.ID, Melbourne – The Ministry of Trade of the Republic of Indonesia, through the Indonesian Trade Attaché in Canberra, has collaborated with the Indonesia Eximbank (LPEI) and Jakpreneur of the DKI Jakarta Province in accelerating exports through a series of strategic activities in Melbourne, Victoria, Australia. This program facilitated 42 leading micro, small, and medium enterprises (MSMEs) products, including five selected "Busan Choice Products", to directly test the market with Australian consumers.
The series of activities began with the vibrant Indonesian Street Food Festival (ISFF) held at the iconic Queen Victoria Market on 28–29 March 2026. Through a culinary diplomacy approach, the ISFF successfully attracted tens of thousands of visitors, consisting of local residents and the international diaspora community.
“This festival not only promotes the authentic flavors of Indonesian traditional street food, but also serves as an effective platform for visitors to explore and directly purchase a wide range of Indonesian MSME products,” the Indonesian Trade Attaché in Canberra, Agung Haris Setiawan conveyed.
The momentum continued with the Indo Haus Market Pop-Up Store, held at a strategic location in Melbourne’s central business district from 30 March to 2 April 2026. During its implementation, the market response was highly positive, with direct retail transactions exceeding AUD5,500.
“All participating brands successfully received direct feedback from consumers. Around 30–40 percent of the total products showcased have the potential for repeat orders on a larger scale. This achievement serves as an important validation that Indonesian MSME products have strong competitiveness in the international market, particularly in Australia,” Haris stated.
In addition to focusing on retail sales, the program also organized a "Specific Trade Dialogue specifically targeting the Indonesian diaspora and students in Australia. Through synergy with the Ministry of Trade’s "Campuspreneur" program, this dialogue session aimed to incubate and equip students so they can transform into independent importers or resellers of Indonesia’s leading products in the Australian market.
Through this strategy, the diaspora and students are positioned as on-the-ground export agents who can shorten the distribution channels of MSME products abroad.
This innovative step received full appreciation from the student community. President of the Indonesian Students Association in Australia (PPIA), Muhammad Hadiyan Ridho, stated that this collaboration has had a tangible impact on strengthening students’ capacities.
“We highly appreciate the initiative of the Indonesian Trade Attaché in Canberra in directly involving students in the retail export ecosystem. This step is highly effective because Indonesian students abroad are equipped with practical experience to become entrepreneurs as well as ambassadors of the nation’s products in the global market,” he explained.
In the same vein, President of Mata Garuda Australia New Zealand (MGANZ), Jonathan Hasian Haposan, also welcomed this strategic synergy. “This collaboration through the Indo Haus Market and Specific Trade Dialogue proves that scholarship recipient communities are ready to contribute directly to the national economy. The Campuspreneur program facilitates us in building a sustainable distribution network and prepares us to become resilient export aggregators in the future,” he said.
In response to the extraordinary market enthusiasm, MSME players welcomed this initiative and expressed great hope that the momentum of success in Melbourne could become the first step toward sustainable progress. Going forward, business actors hope that this market penetration model, based on close collaboration with the student and diaspora ecosystem, can continue to be replicated in various other export destination countries in order to open broader opportunities for local products on the global stage.
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