Jakarta, May 20, 2026 – Deputy Minister for Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, discussed opportunities for collaboration in developing wellness initiatives rooted in creative culture through an international street dance competition during an audience with the World Dance Crew Championships (WDCC) and Suwe Ora Jamu. The Deputy Minister also highlighted the changing interaction patterns of the global younger generation, which are increasingly connected through community-based platforms and popular culture.
Deputy Minister for Creative Economy, Irene Umar, received an audience with the World Dance Crew Championships (WDCC) and Suwe Ora Jamu in Jakarta on Wednesday (20/5/2026).
“Indonesia possesses a very strong cultural richness, ranging from regional music and traditional dances to wellness traditions based on jamu, all of which have the potential to become part of a global lifestyle. This momentum must be utilized to introduce Indonesia’s creativity to global audiences, especially the younger generation,” said the Deputy Minister during the audience at Autograph Tower, Jakarta, on Wednesday (20/5).
Deputy Minister Irene stated that the richness of Indonesia’s music, dance, and traditional wellness traditions can be packaged through modern approaches to expand the global exposure of Indonesian culture. According to her, cross-subsector collaboration within the creative economy presents opportunities to showcase Indonesia’s identity through more relevant and adaptive approaches.
“Young people today are connected through music, dance, games, and creative communities. Therefore, Indonesian culture needs to be present in creative spaces that are close to their daily lives so that it can be more easily recognized globally,” said the Deputy Minister.
The WDCC is an international street dance competition platform that aspires to become a global governing body for hip hop dance, equivalent to international sports organizations. In 2025, its inaugural world championship in New Zealand successfully involved more than 90 dance crews and attracted over 17 thousand live spectators.
Director of WDCC, Julian Grimmond, also expressed his interest in making Indonesia part of the competition network’s development in the Asian region. Indonesia is considered to have an active creative community and significant potential to host regional qualifiers and international championships in the future.
“We see Indonesia as having extraordinary creative energy. Its culture, youth communities, and collaborative spirit are incredibly strong. We believe Indonesia can become one of the global centers for the development of street dance and creative culture in the future,” said Julian Grimmond.
Dok. Bureau for Communication of the Ministry of Creative Economy / Creative Economy Agency.
Meanwhile, Founder of Suwe Ora Jamu, Nova Dewi, explained her efforts to develop jamu as part of a modern wellness movement connected to the global creative industry. Through product innovation, community-based approaches, and cross-sector collaborations, Suwe Ora Jamu continues to expand the market for Indonesian jamu across Asia, Europe, and North America.
“We believe jamu is not merely a beverage, but part of a movement that connects health, happiness, and creativity. Therefore, we continue to build collaborations with various communities and global platforms so that Indonesian jamu can become increasingly recognized worldwide,” said Nova Dewi.
The audience marked an initial step in exploring synergies between the wellness sector, popular culture, and the international creative industry. The collaboration is expected to open opportunities for the development of the national creative economy through global creative networks involving young people and cross-country communities.
Also accompanying the Deputy Minister during the audience was Deputy for Cultural and Design Creativity, Yuke Sri Rahayu.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
