Jakarta, June 11, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar, encouraged creative economy players to strengthen the added value of their works through the development of intellectual property (IP), storytelling, and brand enhancement in order to compete in the global market. The statement was delivered during a meeting with Cap Bali at Autograph Tower, Jakarta.
Deputy Minister of Creative Economy, Irene Umar, received representatives of Cap Bali at the Ministry of Creative Economy Office, Jakarta, Thursday (11/6/2026).
“We need to start thinking beyond selling products and focus on building and exporting Indonesian brands. When a brand has a strong identity and compelling story, the added value it creates becomes significantly greater and more sustainable,” said Irene Umar on Thursday (11/6).
During the meeting, Cap Bali presented several initiatives currently under development, including strengthening a Bali culture-based brand identity, developing local characters and intellectual property, and establishing creative collaborations to expand market reach while introducing Indonesian culture to younger generations.
According to Irene, Indonesian culture holds tremendous potential to be developed into intellectual property that not only generates economic value but also strengthens Indonesia’s position in the global marketplace. Therefore, creative economy actors should continue exploring various forms of collaboration and innovation to present cultural heritage in ways that resonate with younger audiences.
“Indonesian culture is rich with stories. The challenge is how to transform those stories into characters and intellectual properties that are relevant to younger generations while preserving their cultural values,” Irene explained.
Documentation by the Bureau for Communication of the Ministry of Creative Economy/Creative Economy Agency.
One of the programs presented by Cap Bali was the development of a Bali culture-inspired character based on the story and philosophy of Barong. The initiative adopts a creative approach that connects cultural heritage with design, fashion, music, and popular culture.
This effort is expected to broaden public appreciation of Indonesian culture while creating new economic opportunities through the development of local intellectual property.
The initiative aligns with Cap Bali’s vision of bringing Indonesian culture closer to modern society while strengthening the position of local brands in broader markets.
Cap Bali Commissioner Ari Danangga stated that the company remains committed to developing local brands rooted in Indonesian culture through creative innovation and cross-subsector collaboration.
“We want Balinese culture to be recognized not only through its products but also through stories, characters, and experiences that can be enjoyed by a wider audience. We hope that creative works inspired by Indonesian culture will gain greater recognition and competitiveness in the global market,” said Ari.
The meeting served as an important momentum to strengthen synergy between the government and creative economy stakeholders in developing culture as a source of inspiration, innovation, and economic value through the growth of intellectual property, character development, and globally competitive local brands.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy/Creative Economy Agency
