Pokémon and Happy Asmara Partner to Take Dangdut Global

RRI.CO.ID, Jakarta - Indonesia’s traditional music heritage is breaking into the global entertainment ecosystem through a cross-cultural fusion with international mainstream pop culture. By leveraging the mass appeal of iconic global media franchises, local creative industries are finding innovative channels to introduce distinctive Indonesian artistic formats to a worldwide audience.

This strategic cultural bridge is highlighted by the official release of the music video Kopi Dangdut – ver. Goyang HEPIKA, a direct collaboration between global media powerhouse The Pokémon Company and prominent Indonesian dangdut vocalist Happy Asmara.

The project revitalizes the timeless track originally composed by Fahmi Shahab, introducing a modern arrangement by Tyo Adrian that infuses contemporary sounds while carefully preserving the multi-generational allure of traditional dangdut rhythms.

The creative venture has garnered strong institutional backing from the central government, which views the crossover as a benchmark for local creative economy expansion.

Deputy Minister of Creative Economy/Creative Economy Agency Deputy Head Irene Umar emphasized that blending world-renowned intellectual properties (IP) with deeply rooted local identities serves as an effective vehicle for international exposure.

“Pokémon is an international IP that has a massive influence globally, while dangdut is an incredibly strong Indonesian musical identity,” said Irene in an official press release received in Jakarta on Thursday, May 21, 2026, as quoted by Antara.

"Collaborations like this are crucial so our local culture can be showcased more widely on the global stage," she added.

The initiative marks a continuous effort by the ministry to utilize creative synergies to elevate Indonesian heritage. Irene noted that this strategy builds upon previous successful collaborations, such as the ministry's partnership with Garuda Indonesia to feature a specialized batik-themed Pikachu livery.

She explained that while the previous campaign introduced traditional textiles to international audiences, the current project actively aims to amplify dangdut's global footprint. This strategic push is designed to pave the way for more homegrown talents to scale international heights.

For The Pokémon Company, diving into regional folklore and musical structures marks a strategic pivot toward deeper local market integration. Corporate Officer of Asia Business Division at The Pokémon Company, Susumu Fukunaga, revealed that the vibrant energy and multi-generational reach of dangdut align perfectly with the franchise's philosophy of spreading joy.

He highlighted that this represents Pokémon’s inaugural venture into the dangdut genre, specifically crafted to bring the franchise closer to the daily lives of the Indonesian public while simultaneously exporting the unique musical style to a broader international fanbase.

Expressing her excitement over the landmark project, vocalist Happy Asmara described the creative process, spanning photoshoots, audio tracking, and video filming, as a highly engaging and explorative milestone in her professional career.

“Who would have thought that Pokémon and dangdut could be blended like this? For me, this is a very memorable experience because I have been following Pokémon since I was a child. I hope this song and music video can bring happiness to everyone who enjoys it,” she shared.

The collaborative campaign is expanding rapidly across digital landscapes. The music video has launched on Happy Asmara's official YouTube channel, alongside a wider social media push driven by the hashtag #HEPIKA.

To complement the multimedia rollout, The Pokémon Company has announced the release of exclusive merchandise, including the "Happy Bareng Pikachu Plush Key Chain." Happy Asmara is also set to expand her involvement with the franchise by providing voiceover work for the upcoming animated series Pokémon Horizons: Season 3, scheduled to broadcast later in 2026. ***