Yogyakarta, 14 April, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar, visited Bakpia Pathok 25 and Dagadu in Yogyakarta. The Deputy Minister encouraged strengthening the intellectual property (IP) of these two enduring brands that have stood the test of time.
Deputy Minister of Creative Economy, Irene Umar, visited Bakpia Pathok 25 and Dagadu in Yogyakarta on Tuesday (14/4/2026).
“Yogyakarta is a hub of creativity, and these two brands—Bakpia Pathok 25 and Dagadu—serve as pillars that demonstrate how local products can endure across decades. However, the challenge ahead is not only about production, but also about how to manage intellectual property so that it remains relevant and adds value in an increasingly dynamic global market,” said the Deputy Minister during her visit on Tuesday (14/4).
Bakpia Pathok 25, a pioneer of legendary culinary products since 1948, and Dagadu, an iconic fashion brand since 1994, have become must-visit icons for tourists traveling to Yogyakarta. This visit aimed to ensure that both local identities remain relevant and adaptive to changing times without losing their authentic character.
While observing the production process at Bakpia Pathok 25, the Deputy Minister directly witnessed the traditional methods, from dough preparation to baking. She also enthusiastically participated in making bakpia alongside the workers.
On that occasion, the Deputy Minister emphasized that the strength of Bakpia Pathok 25 lies in its consistency in preserving heritage and maintaining the exclusivity of its taste, while also encouraging its transformation into a collaborative IP entity. By integrating Yogyakarta’s historical narrative into artistic packaging design and digital strategies, the product evolves beyond a mere food commodity into a medium of cultural storytelling that resonates with younger generations.
Doc. Bureau for Communication Ministry of Creative Economy/ Creative Economy Agency
“This local delicacy represents an authentic piece of Yogyakarta’s heritage that must not lose its identity, even when produced at scale. Through creative synergy, tradition can be sustained and continue to captivate contemporary audiences,” she stated.
The Deputy Minister then visited the Dagadu store at Alun-Alun Utara and expressed appreciation for the brand’s success in maintaining relevance for over 30 years through strong cultural narratives presented in a modern way. She highlighted that the key to winning global competition lies in continuous innovation and the utilization of local wisdom as a “source code” that must evolve to remain relevant in today’s lifestyle trends.
“A strong IP is the source code that enables us to compete globally. Dagadu has proven that authentic designs rooted in cultural identity can remain relevant and modern. The key is continuous evolution through the development of intellectual property across multiple industry lines, ensuring stronger bargaining power and sustainable business growth amid changing times,” she added.
Doc. Bureau for Communication Ministry of Creative Economy/ Creative Economy Agency
The visit concluded with a review of public areas around the Bakpia center and Alun-Alun Utara, where the Deputy Minister observed the potential integration between tourism and the creative economy. She expressed hope that the success of Bakpia Pathok 25 and Dagadu would inspire young creative economy actors in Yogyakarta to be more confident in building and registering their intellectual property from an early stage.
During this visit, the Deputy Minister of Creative Economy was accompanied by Special Staff to the Minister for Strengthening the Creative Economy Ecosystem and Data, Jago Anggara, as well as Expert Staff for Regulation and Institutional Affairs, Dahana Esa Putera.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy/ Creative Economy Agency
