RRI.CO.ID, Jakarta - Expanding the market reach of Indonesian micro, small, and medium enterprises (MSMEs) requires more than just quality products; it demands strong product literacy.

The message was delivered by the Indonesian House of Representatives Commission VII Speaker Samuel Wattimena, during a technical guidance session with the Ministry of Tourism in Semarang, Central Java, on Saturday, March 28, 2026.

“Local events are fine with Indonesian-language materials, but when entering international arenas, businesses need supporting flyers in global languages so potential consumers can understand,” Wattimena explained, as quoted by Antara.

Product literacy, he noted, is the ability of entrepreneurs to understand, package, and communicate the strengths of their products through creative content. This includes storytelling, educational materials, live streaming, and digital marketing.

Wattimena emphasized that MSME owners must always consider their audience. For example, food producers should clearly state ingredients and potential allergens. “If someone is allergic to peanuts, that information must be included. It can be a serious issue,” he said.

He urged MSMEs to provide detailed explanations about their products -- such as the type of chili used in sambal, its ingredients, and level of spiciness. Highlighting the origin of products also adds value, he said, as consumers increasingly appreciate regional identity.

“If a product comes from Kendal, Salatiga, or Semarang, explain what makes that region special. That matters,” Wattimena added.

Environmental and social responsibility should also be communicated, as consumers are drawn to products that demonstrate care for sustainability. “Information that a product is eco-friendly or socially conscious gives it added value,” he said.

Beyond transparency, Wattimena encouraged MSMEs to explore creative packaging ideas. He suggested incorporating short, witty pantun (traditional rhymes) into product labels to make them stand out. “We often hear pantun in daily life, even on flights. Why not include them in packaging to add charm and uniqueness?” he said.

By combining clear communication, cultural identity, and creative presentation, Wattimena believes Indonesian MSMEs can strengthen their competitiveness both domestically and internationally.

His call reflects a broader vision: empowering small businesses not only to survive but to thrive in a global marketplace where storytelling and consumer trust are as vital as the products themselves. ***