Creative Economy Ministry Urges Indonesian Brands to Go Global

RRI.CO.ID, Jakarta – Vice Minister of Creative Economy and Vice Head of the Creative Economy Agency, Irene Umar, has encouraged creative economy players to boost the added value of their works through the development of intellectual property (IP), storytelling, and brand strengthening to compete in the global market.

“When a brand has a strong identity and is able to tell a compelling story, the added value it creates will be much greater and more sustainable,” Irene said in statement arrived in Jakarta on Friday, June 12, 2026.

During the meeting, Cap Bali presented several initiatives currently being developed, including strengthening a Bali culture-based brand identity, developing local characters and intellectual property, and fostering creative collaborations to expand market reach and introduce Indonesian culture to younger generations.

According to her, Indonesia’s rich cultural heritage has enormous potential to be developed into intellectual property that can generate economic value while strengthening the country’s position in the global market.

“The challenge lies in transforming these stories into characters and IP that are relevant to younger generations without losing their cultural values,” she said.

One of the programs presented by Cap Bali focuses on developing culture-based characters inspired by the stories and philosophy of Barong through creative approaches that resonate with the worlds of design, fashion, music, and popular culture. The initiative is expected to broaden public appreciation of Indonesian culture while creating new economic opportunities through local IP development.

Cap Bali Commissioner Ari Danangga, said the company continues to develop local brands rooted in Indonesian culture through various creative innovations and cross-sector collaborations.

“We want Balinese culture to be recognized not only through its products, but also through stories, characters, and experiences that can be enjoyed by more people. We hope that creative works based on Indonesian culture will gain wider recognition and become more competitive in the global market,” Ari said.

The meeting served as a momentum to strengthen synergy between the government and creative economy players in developing culture as a source of inspiration, innovation, and economic value through the development of intellectual property, characters, and globally competitive local brands.