Jakarta, August 27, 2026 – The Ministry of Creative Economy / Creative Economy Agency (Ekraf) is moving swiftly to support post-disaster economic recovery in West Sumatra. Through a workshop under the Ekraf Peduli “Pulih Bersama, Bangkit Berdaya” program, the Deputy Minister of Creative Economy is encouraging efforts to increase the added value of local products in the culinary, crafts, and fashion subsectors so they can enter international markets.
Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar, delivers remarks at a design workshop as part of the Ekraf Peduli “Pulih Bersama, Bangkit Berdaya” program at Balaiurang, the Bukittinggi Mayor’s Official Residence, West Sumatra, Thursday (27/8/2026).
Delivering remarks at the Packaging Design Workshop in Bukittinggi, West Sumatra, on Thursday (27/8), Deputy Minister of Creative Economy Irene Umar said that design is not merely a tool to enhance the appearance of a product, but also a strategy to strengthen identity, increase competitiveness, open up markets, and rebuild the local economy.
“Packaging is not merely a product wrapper, but part of a brand’s identity, a means of communicating with consumers, and one of the factors that can influence perceptions and purchasing decisions. Most importantly, our unique cultural heritage and compelling stories or storytelling are key strengths and our Unique Selling Proposition for the growth of Indonesia’s creative economy on the global stage. Going forward, consumers will no longer simply purchase a physical product, but also the value and compelling story behind it, which serve as key attractions,” said Irene Umar.
Bukittinggi is one of the areas affected by flooding and has a highly diverse creative economy ecosystem, ranging from culinary, crafts, and fashion to arts and culture. With the creative economy now positioned as a new engine of national economic growth that starts from the regions, the Ministry of Creative Economy is committed to ensuring the continuity of economic activities in local communities so that businesses can remain productive and produce highly competitive local products.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
“Remember one thing: local works that are often considered ordinary by their creators can actually have extraordinary aesthetic value when viewed from the perspective of a wider audience. The government is ready to open global distribution channels to the world, but business players must first be prepared to bring the unique stories behind each of their products. This workshop is not limited to improving design skills, but is also part of efforts to strengthen the resilience, sustainability, and competitiveness of creative economy businesses following disasters,” stressed Irene Umar.
The activity, initiated by the Directorate of Architecture and Design of the Ministry of Creative Economy in collaboration with the Ministry of Trade and the Bukittinggi City Government, represents a concrete action to support economic recovery in disaster-affected areas. A total of 50 businesses from the culinary, crafts, and fashion subsectors brought their products and packaging to be evaluated and discussed interactively throughout the training.
The intensive one-day training covered an in-depth review of materials, case studies, practical sessions, packaging design simulations, and feedback on participants’ packaging designs. As a form of concrete support, the five best packaging designs will receive direct redesign assistance through the Ministry of Trade’s Design Clinic.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
“I am very grateful and happy to have the opportunity to consult on attractive packaging for free. Thank you to the Ministry of Creative Economy for facilitating this event. My understanding of the importance of attractive packaging in increasing sales has grown, and I hope this can help increase the turnover of my ‘Kue Mangkuak Neti’ product from ordinary to extraordinary,” said Packaging Design Workshop participant Netti Herawati.
The activity was attended by Mayor of Bukittinggi Muhammad Ramlan Nurmatias; Assistant for Economic and Development Affairs of Bukittinggi City, Dedi Syafrizal; Head of the Bukittinggi City Tourism Office, Rofie Hendria; Head of the Bukittinggi City Office for Cooperatives, SMEs and Manpower, El Qadri; Head of the Bukittinggi City Trade and Industry Office, Herriman; and Head of the Economic Affairs Division of the Bukittinggi City Regional Secretariat, Emilia Gustia.
Meanwhile, the Deputy Minister of Creative Economy was accompanied by Deputy for Cultural Creativity and Design, Yuke Sri Rahayu; Special Staff for Creative Economy Ecosystem Strengthening and Data, Jago Anggara; and Director of Architecture and Design, Sabar Norma Megawati Panjaitan.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
