Indonesian Kebaya Brand Expands Into Malaysia Through New Retail Partnership

RRI.CO.ID, Jakarta - Indonesia is stepping up efforts to expand the international reach of its creative economy by helping a traditional fashion brand enter the Malaysian market through a new retail partnership.

The Indonesian Embassy in Kuala Lumpur on Monday, June 15, 2026, facilitated a strategic collaboration between Indonesian kebaya producer Roemah Kebaya Vielga and Malaysian retail and distribution platform Collabstore, creating a new channel for Indonesian fashion products in Malaysia.

“The exclusive partnership between Roemah Kebaya Vielga and Collabstore demonstrates how creative economy promotion can be translated into real market access and business growth,” Counselor/Coordinator of Economic Affairs at the Indonesian Embassy in Kuala Lumpur, Hendra Purnama Iskandar, said, as quoted by Antara.

Roemah Kebaya Vielga produces a range of embroidered kebaya garments, including kebaya encim, bolero, kebaya panjang, kebaya batik, innerwear, batwing styles, embroidered footwear, bags, and accessories. Collabstore is a multi-brand retail platform that markets fashion products from dozens of labels, including brands from Indonesia.

The embassy played a key role in facilitating the partnership through business matchmaking, market access support, and ongoing engagement with stakeholders from both countries.

Hendra said the collaboration reflects broader efforts by the embassy to ensure promotional activities generate long-term commercial opportunities for Indonesian businesses. He expressed hope that the partnership would open doors for more Indonesian creative economy players seeking to expand into Malaysia.

Indonesia’s fashion industry remains one of the country’s leading creative sectors, contributing to cultural promotion and export growth. Hendra noted that creative industries and small and medium-sized enterprises (SMEs) should become a stronger pillar of Indonesia’s exports.

“Currently, exports from the creative industry and SMEs account for only around 20 percent. We need to increase that to 30 or even 40 percent,” he said.

The partnership was officially launched at an event attended by Indonesian Embassy representatives and business leaders. Collabstore founder Richard Tsen welcomed the addition of Roemah Kebaya Vielga to the platform, noting the the boutique currently carries around 42 fashion brands, including 12 from Indonesia.

Roemah Kebaya Vielga designer Vielga Wennida thanked the Indonesian Embassy for facilitating the partnership and said the company had adapted its products to suit Malaysian tastes and cultural preferences.

“We are trying to blend Indonesian styles with Malaysian preferences. Malaysian consumers often prefer longer kebaya designs. We need to follow market trends, and because there are many Muslim consumers here, we adapt our designs to suit Muslim fashion styles,” Vielga said. ***