Jakarta, June 17, 2025 — Deputy Minister of Creative Economy, Irene Umar, attended a Focus Group Discussion (FGD) titled “From Artworks to Innovative Products” as part of the preparatory phase for the Visual Arts Incubation Program (Inkubasi Seni Rupa/SERUIN), held at the National Gallery of Indonesia, Jakarta, on Tuesday, June 17, 2025. This FGD serves as a strategic starting point to sharpen approaches in transforming artistic works into art merchandise (artmerch), with a focus on originality, market competitiveness, and product sustainability.
“Through SERUIN, we aim to equip artists with the skills and support necessary to bring their works into wider markets, turning them into innovative, functional, and globally competitive products. This is part of our vision to make the creative economy the new engine of growth,” said Deputy Minister Irene.
SERUIN is an initiative by the Directorate of Visual and Performing Arts at the Ministry of Creative Economy, designed to develop the capacity of artists so that their works are not limited to galleries, but can be integrated into everyday life.
“Art can manifest in everyday forms that reach more people as long as we build the right ecosystem and infrastructure,” emphasized Deputy Minister Irene.
The FGD aimed to establish a clear and actionable artmerch concept, encouraging the creation of fresh, market-aligned product ideas, exploring design and functionality innovations, and strengthening shared understanding of aesthetics, market relevance, and economic value. In this context, art merchandise is seen as a strategic pathway to elevate Indonesia’s global creative competitiveness.
Deputy Minister Irene also stressed several critical aspects for SERUIN’s success: fair and transparent royalty distribution, digitalized sales systems that protect data privacy, and inclusive distribution mechanisms based on intellectual property rights (IPR) protection. She noted the potential of leveraging technology—such as online platforms or blockchain—to support these goals and ensure tangible benefits for artists.
On the production side, the Ministry highlighted ongoing challenges in accessing raw materials, particularly for products like art toys, which remain scarce in local markets. This issue was among the key topics discussed in search of regulatory or logistical solutions for the sustainability of Indonesia’s art merchandise sector.
The FGD was attended by academics, artists, industry players, and creative stakeholders from Jakarta, Yogyakarta, and Bali. Together, they formulated technical criteria for artmerch entrepreneurs, including: minimum two years of creative experience, curatorial validation, clear market segmentation, business-to-business collaboration models, and fair, sustainable schemes for fees, royalties, and profit sharing.
Deputy Minister Irene also emphasized the value of consistent small steps in the learning process. “Mistakes are human, better to try and learn than to wait in silence,” she stated.
She cited the example of a local illustrator who started on Instagram, and whose work now features on vehicles at national events, with plans for promotion in Mandalika, an illustration of a real case study integrating art, the public, and industry.
All outcomes from the FGD will be finalized in a written document to serve as a technical guide for the implementation of the SERUIN art merchandise incubation program, which will begin in three pilot cities: Jakarta, Yogyakarta, and Bali.
This initiative reinforces the Ministry of Creative Economy’s role as an enabler and facilitator, integrating art, technology, and business models. Through this approach, Indonesian artworks hold the potential to become innovative products with real economic value and tangible social impact.
Deputy Minister Irene was accompanied at the FGD by Yuke Sri Rahayu (Deputy for Cultural and Design Creativity) and Dadam Mahdar (Acting Director of Visual and Performing Arts).
Also present were several key figures in the arts and creative industries, including: Aprina Murwanti (Independent Curator and Lecturer at the State University of Jakarta), Deasy Varianti Sutanto (Founder of the Museum of Toys), Andrey Noelfry Tarigan (Co-Founder & Chief Commercial Officer of INFIA Corporation), Aloysius Baskoro Junianto (Product Designer and Lecturer at Podomoro University), Dolorosa Sinaga (Renowned Indonesian Sculptor), and Djarot (Representative and Curator from the National Gallery).
Kiagoos Irvan Faisal
Acting Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
