KBRN, Jakarta: Indonesia has taken a bold step in strengthening its global cultural footprint through a strategic partnership between public and private sectors. Minister of Culture Fadli Zon, witnessed the signing of a cooperation agreement between prominent Indonesian official Sandiaga Salahudin Uno and United Media Asia (UMA), a move aimed at transforming Indonesia into a major force in the global creative economy.

The signing took place at Corner 28 in Kebayoran Baru, South Jakarta, on Tuesday (6/05/2025) and was attended by members of the media, cultural leaders, and key stakeholders in Indonesia’s creative sector. The initiative involves the creation of a dedicated investment fund to support the growth of Indonesia's creative economy, particularly in areas like film, media, education, and digital innovation.

In his speech, Culture Minister Fadli Zon emphasized that advancing culture cannot rest solely on government efforts. "The development of culture is our shared responsibility. We need collaboration between government and the public," he said, pointing to growing community participation during his first six months in office.

Minister Fadli highlighted film as a unique cultural medium that embodies the essence of soft power.

“Cinema represents a complete expression of culture—it contains acting, dance, music, history, and even cuisine,” he said.

He also pointed out that Indonesian films have increasingly gained traction globally, with some recent animated titles attracting over 9 million viewers at home and others being showcased at major international film festivals, including Cannes.

Fadli also noted that Indonesia’s creative economy is no longer a fringe sector but a key contributor to GDP and employment.

“Culture is not a burden. It is an industry, and a driver of economic growth. It can create jobs and generate long-term national income,” he asserted, underlining the urgency to formalize investment mechanisms for cultural innovation.

Sandiaga Uno, who is actively engaged in Indonesia’s entrepreneurship and creative economy scene, described the initiative as more than just financial capital.

“This fund is a commitment to national identity, economic opportunity, and global relevance,” he said.

“By partnering with UMA, we are laying the groundwork for an innovative and dynamic industry that benefits the entire nation," Uno said.

Anka Zumi, Chief Commercial Officer of UMA, echoed this sentiment. She said the partnership reflects Indonesia’s readiness to lead in the global cultural arena.

“With Sandiaga’s leadership and support from the Ministry of Culture, this fund sends a clear signal that Indonesia is ready to lead. It will catalyze investment not only in world-class content creation but also in education, infrastructure, and creative workforce development,” she stated.

The cultural investment fund is being structured to strengthen Indonesia’s position as a global innovation hub. The fund will focus on local content production, talent development, digital platforms, vocational training, and creative infrastructure—from feature films and television to tech startups and cultural hubs.

Minister Fadli underscored that public visibility, such as his presence at cultural partnerships like this, is vital to signal the state’s support.

“The presence of the state—be it at a film festival or an investment announcement—creates leverage for our creators and institutions. It assures both local and global partners that Indonesia is serious about leading in culture,” he said.

The initiative is expected to activate the full value chain of Indonesia’s creative industries and promote long-term sustainability. In doing so, it aligns with Indonesia’s broader national goal of inclusive development, job creation, and international visibility.

As countries around the world seek to unlock the economic potential of culture, Indonesia’s move to institutionalize creative funding through government-private collaboration presents a compelling model. It positions Indonesia not just as a cultural exporter, but as a strategic player in the global creative economy.

Source: Ministry of Culture Press release