Jakarta, August 1, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, attended HoYo FEST at Pondok Indah Mall 3, Jakarta. Organized annually by HoYoverse, the event serves as a strategic platform connecting global gaming industry leaders with local creative talent while integrating the intellectual property (IP) ecosystem through an exhibition of crafts and merchandise created by Indonesian creators.
Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, visits a local creators' booth during HoYo FEST 2026 at Pondok Indah Mall 3, Jakarta, on Saturday (August 1, 2026).
The Deputy Minister of Creative Economy described HoYo FEST as a tangible example of how the optimization of intellectual property can generate added value for Indonesia's creative economy ecosystem. The collaboration between international IP owners and local talent not only creates opportunities for commercialization but also enhances the competitiveness of the craft and design subsectors.
"HoYo FEST demonstrates that collaboration between global IP and local creators can generate mutually beneficial economic value. Initiatives like this create broader opportunities for Indonesian talent to produce creative works with commercial value while reaching larger markets," said Irene Umar on Saturday (August 1).
Dozens of Indonesian creative economy practitioners were directly involved in producing craft products and merchandise based on HoYoverse's IP characters. Notably, these products are marketed while allowing each creator to retain full ownership rights over their works. This model represents an important breakthrough that strengthens the position of local creative practitioners as the primary economic beneficiaries of their creativity.
Photo by Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency
The Deputy Minister expressed hope that similar cross-sector collaborations could be replicated more broadly by involving other international IP holders. Such sustained initiatives are expected to accelerate the growth of the gaming, craft, illustration, and design subsectors while reinforcing Indonesia's position as a leading creative economy hub in the region.
Associate Brand Director of HoYoverse Indonesia/COGNOSPHERE PTE. LTD, Aswin Atonie, stated that more than 9,500 people had visited HoYo FEST since July 30, with a total of 50 booths featuring 71 creative economy practitioners. He expressed hope that the presence of the Ministry of Creative Economy at HoYo FEST 2026 would symbolize the hexahelix collaboration among the government, industry, and communities in supporting the growth of Indonesia's creative economy.
"We sincerely appreciate the presence of the Deputy Minister of Creative Economy at HoYo FEST 2026. For us, this is not merely a visit but also a form of support for the local creators who have showcased their work through the Artist Alley. We hope that the synergy between the government, industry, and communities will continue to grow, enabling more Indonesian creative talents to create, develop, and gain recognition on a broader stage," said Aswin.
Photo by Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency
HoYo FEST also serves as a space for interaction among communities, creators, and industry players through a variety of activities that provide creative experiences for visitors. Through the Artist Alley, HoYo FEST seeks to demonstrate that the gaming industry not only delivers entertainment but also creates economic opportunities for local creative economy practitioners to create, build businesses, and sustainably grow their enterprises.
Also attending the event were HoYoverse Regional Marketing Manager Brady; Director & Chief Growth Officer of Indosat, Apoorva Mehrotra; EVP–Head of Circle Jakarta Raya, Swandi Tjia; SVP–Head of Corporate Communications, Ovidia Nomia; SVP–Head of National IM3 Brand, Fahroni Arifin; and SVP–Head of National TRI Brand, Galuh Neftita.
The Deputy Minister of Creative Economy was accompanied by Director of Architecture and Design, Sabar Norma Megawati Panjaitan.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy/Creative Economy Agency
