Deputy Minister of Creative Economy Explores Market Access Opportunities for Indonesia’s Creative Industries in Africa

Jakarta, July 22, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, discussed collaboration opportunities with the Ambassador of the Republic of Indonesia to Nigeria, Bambang Suharto. The economic diplomacy meeting focused on strategies to expand market access for Indonesia’s creative economy in Nigeria as one of the gateways to the African region.

Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar (center), speaks with the Ambassador of the Republic of Indonesia to Nigeria, Bambang Suharto (left), during a meeting with the Ambassador of the Republic of Indonesia to the Federal Republic of Nigeria at the Ministry of Creative Economy Office in Jakarta on Wednesday (July 22, 2026).

During the meeting, the Deputy Minister highlighted the significant potential of Nigeria’s creative industry, particularly its film sector through Nollywood, which produces around 2,500 films annually with an industry value of approximately US$6.4 billion. Nollywood’s extensive distribution network across African countries presents promising collaboration opportunities for Indonesia’s film industry to expand its international market reach.

“Nigeria has the potential to become an entry point for Indonesian films into the African market. Beyond fostering industry collaboration, we also need to understand market trends, consumer needs, and the creative products with the greatest potential there. This will better prepare Indonesia’s creative economy players to enter the African market in a sustainable manner,” said Irene Umar at the Ministry of Creative Economy Office in Jakarta on Wednesday (July 22).

Beyond the film industry, the collaboration is expected to create export opportunities for other priority subsectors, including culinary arts, crafts, and fashion rooted in Indonesia’s local wisdom. With Nigeria’s large population and rapid economic growth, Indonesian creative products are considered to have highly promising long-term market potential.

Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency

On the occasion, the Ambassador of the Republic of Indonesia to Nigeria, Bambang Suharto, noted that the similarities in demographic characteristics, cultural diversity, and population size between the two countries provide a strong social foundation for strengthening economic and cultural cooperation.

“Nigeria is now paying greater attention to countries such as Indonesia. This presents an opportunity that we should seize, not only to build a positive perception of Indonesia but also to generate economic value through various forms of cooperation in the creative economy sector,” said Bambang Suharto.

Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency

As a follow-up, the Ministry of Creative Economy, together with the Embassy of the Republic of Indonesia in Abuja, will encourage the active participation of Indonesia’s creative economy players in international promotional events and exhibitions, including the Lagos International Trade Fair, to boost export value and expand business networks across the African market.

Kiagoos Irvan Faisal
Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency