Jakarta, October 15, 2026 – The immersive entertainment attraction Squid Game: The Experience has made its Southeast Asian debut in Indonesia. Based on Netflix’s popular series, the attraction exemplifies how intellectual property (IP) can be developed into interactive entertainment experiences, creating opportunities for collaboration between global IP owners and Indonesia’s creative economy practitioners.
Deputy Minister of Creative Economy / Deputy Head of the Creative Economy Agency (Ekraf) Irene Umar attended and delivered remarks at the launch of the immersive entertainment attraction Squid Game: The Experience in Jakarta on Thursday (October 15, 2026).
The Ministry of Creative Economy / Creative Economy Agency (Ekraf) welcomes the arrival of this attraction as an example of IP development that generates added value beyond audiovisual works.
Deputy Minister of Creative Economy Irene Umar said that IP development does not end when a film or series finishes airing. IP can be expanded into various forms of creative works and experiences, ranging from interactive entertainment to derivative products that create new business opportunities.
“Indonesia is not only a market for global IP but also home to creators and IP owners with the potential to bring their work to the world stage. We hope the arrival of Squid Game: The Experience will inspire Indonesia’s creative economy practitioners to explore how a story can be transformed into a real-life experience, merchandise, and various other business opportunities,” Deputy Minister Irene said while attending the launch of Squid Game: The Experience at Agora Mall, Level 1, Jakarta, on Thursday (October 15).
According to Irene, collaboration with international IP holders can also create opportunities for knowledge exchange while providing valuable references for developing local IP to become more competitive. This potential can be explored through Indonesia’s rich cultural heritage, including traditional games that can be adapted into creative experiences for contemporary audiences.
“I hope this experience will not only provide entertainment but also inspire us to showcase our rich local culture. Indonesia has thousands of islands, hundreds of languages, and a wide variety of traditional games that hold tremendous potential to be developed into engaging creative experiences,” Deputy Minister Irene said.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
Chief Marketing Officer of PT Vista Adhya Paragon Garry Limanata said Indonesia has an active entertainment market with an enthusiastic audience for new experiences. Through its SideQuest Worlds unit, PT Vista Adhya Paragon has brought the attraction to Jakarta, occupying an area of more than 2,000 square meters.
“We see that fans in Indonesia do not simply enjoy the series as viewers; they also make the games featured in it part of their everyday interactions. Through Squid Game: The Experience, we want to bring to Indonesia an experience that has previously been available in various cities around the world, allowing Indonesians to enjoy it firsthand,” Garry said.
President Director of PT Putragaya Wahana Alvin Gozali stated that the attraction aligns with efforts to develop Agora Mall as a lifestyle destination and with Netflix’s commitment to offering visitors new entertainment experiences.
“We hope this immersive entertainment experience will enrich the range of activities available to visitors while further strengthening Agora Mall as a place where people can gather, interact, and enjoy creative experiences with family and friends,” Alvin said.
Meanwhile, Senior Executive Vice President of Kingsmen Xperience Inc. Corey Redmond described the launch of Squid Game: The Experience in Jakarta as a significant milestone in collaboration among various stakeholders to bring entertainment experiences to Southeast Asia. The attraction is designed to be enjoyed by visitors across different age groups.
“This is the result of many parties working together. We are proud to bring Squid Game: The Experience to Jakarta as its first location in Southeast Asia. We hope visitors will enjoy a fun experience, whether adults or children accompanied by their parents,” Corey said.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
Squid Game: The Experience features a range of interactive games inspired by the Netflix series, including the Red Light, Green Light room, Marbles, Round and Round, and other challenges. Visitors can enjoy games in themed areas, explore photo zones, and access a merchandise retail area and food and beverage offerings at the Squid Game Cafe. Throughout the games, visitors can collect points and take on challenges in groups. The attraction is scheduled to open to the public on Friday (October 16) at Agora Mall, Level 1, Thamrin Nine, Jakarta.
The launch of Squid Game: The Experience was also attended by Netflix Head of Global Experiences Business Development and Licensing Jony Moran; Kingsmen Creatives Ltd. Group Chief Executive Anthony Chong; Executive Chairman and Co-Chief Dennis Tam; President Director of PT Vista Adhya Paragon / SideQuest Worlds Andrew Chin; and Netflix representatives Cassie Davidson and Andreas Christiadi.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
