Jakarta, July 21, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, explored potential collaboration through a joint program involving the Ministry of Creative Economy, Indosat Ooredoo Hutchison (Indosat or IOH), and Adobe. The Deputy Minister emphasized that the initiative aligns with the Ministry’s mission to foster competitive local intellectual property (IP) creators.
Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar (left), speaks with Head of Corporate Communications of PT Indosat Tbk, Ovidia Nomia (right), during a meeting with representatives of PT Indosat Tbk at the Ministry of Creative Economy Office in Jakarta on Tuesday (July 21, 2026).
“Young creative talents are our greatest asset. At the same time, however, there is still a gap in monetization, as many players in our industry have yet to fully understand how to value the creative economy. Opportunities like this must be utilized effectively, especially to produce at least one or two successful creative champions,” said Deputy Minister Irene Umar during the meeting at the Ministry of Creative Economy Office on Tuesday (July 21).
The Ministry of Creative Economy, Indosat, and Adobe are exploring collaboration through the IdeaFriends program, which connects creators with creative tools, training, professional networks, and collaboration opportunities. The initiative will also establish a creator community that serves as a platform for members to connect, collaborate, and generate economic value from their creative works.
The program is expected to involve around 100 selected creators, including IP creators, in a Museum Tour at the National Museum during the evening. Through this experience, participants will be invited to explore Indonesia’s rich cultural heritage as a source of inspiration for developing creative ideas and works, which will later be showcased through a creative challenge at the end of the program.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency
“This initiative reflects what the Ministry of Creative Economy has consistently promoted—culture as the source material of the creative economy. Without culture, there would be no enduring creativity. The key is finding ways to make it relevant and appreciated in today’s context,” Irene remarked in response to the museum tour concept, which will be one of the program’s featured activities.
The Deputy Minister also highlighted that the ability to monetize creative works and reach global markets should be a key focus of the initiative. Echoing this perspective, SVP – Head of Corporate Communications of Indosat Ooredoo Hutchison, Ovidia Nomia, stated that the collaboration represents Indosat’s commitment to expanding access to technology for all Indonesians.
“Creativity is one of Indonesia’s greatest strengths. Through this collaboration, we want to ensure that creators have access to technology and an ecosystem that enables them to develop their work, generate economic value, and reach global markets,” said Ovidia.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency
The program forms part of the collaboration between ECHOES (Ekraf Creates Harmony on Education Sector) by the Ministry of Creative Economy and GENSi (Generasi Terkoneksi) by Indosat Ooredoo Hutchison. The initiative aims to equip young people with digital skills while expanding access to creative technologies across Indonesia.
Participants will not only receive training and hands-on creative experience but also opportunities to build collaborative networks, develop intellectual property (IP), and gain insights into monetization strategies and broader market access.
Through this collaboration, the Ministry of Creative Economy hopes to empower more Indonesian creative talents to develop culture-based creative works, successfully monetize their creativity, and expand their presence in global markets.
Kiagoos Irvan Faisal
Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
