RRI.CO.ID, Jakarta – The Indonesian Ministry of Creative Economy is opening new opportunities for collaboration to strengthen the marketing of the national creative industry. Collaboration with industry players is considered essential to ensure that the nation’s cultural potential and creativity can compete in the global market.

Deputy Minister of Creative Economy, Irene Umar, welcomed the plan to collaborate with the Marketing + Media Alliance (MMA) Indonesia. This collaboration aims to strengthen the creative economy-based marketing and public communication ecosystem while boosting the value of national creative products.

“The current challenge is ensuring meaningful stories remain relevant to the younger generation and global audiences. This is why creativity plays a role in bridging cultural heritage with contemporary needs, thereby creating economic impact while preserving the sustainability of the culture itself,” said Irene in a statement in Jakarta on Thursday, June 25, 2026, as quoted from the ministry’s official website.

According to Irene, Indonesia’s rich culture, history, and creativity are major assets for building authentic storytelling. This approach is believed to enhance appeal while strengthening the competitiveness of creative economy products.

Irene highlighted several topics discussed during the meeting, including strong and distinctive city branding. This aims not only to attract tourists but also to reinforce a region’s character, create sustainable business opportunities and jobs, and foster community pride.

“Creativity must serve as a bridge between culture, tourism, and the growth of the creative economy,” said Irene.

MMA Indonesia is a marketing and communications association that is part of the MMA Global network. The organization regularly conducts research, forums, and conferences that bring together government officials, industry players, and marketing professionals to discuss technological advancements and challenges in the digital industry.

During the meeting, MMA Indonesia also invited Irene to serve as an Honorable Thought Leader at MMA Impact 2026, scheduled for November. The forum serves as a platform for exchanging ideas and best practices regarding marketing, technology, and developments in the digital industry.

The Country Head and Board Director of MMA Indonesia, Shanti Tolani, emphasized that her organization is ready to serve as a strategic partner for the government. “Indonesia’s position in the global creative landscape is actually very strong, which aligns with MMA Indonesia’s vision,” said Shanti. ***