Jakarta, 24 July 2025 – Deputy Minister of Creative Economy Irene Umar spoke about the utilization of local Intellectual Property (IP) in relation to sustainability issues. According to Deputy Minister Irene, the use of communication technology is crucial to effectively amplify these issues.
Wamen Ekraf Dongkrak IP Lokal Berbasis Lingkungan Lewat Green Impact Festival, Jakarta, Kamis (24/07/2025).
“There are 17 creative economy subsectors, and each subsector must generate economic impact. Currently, the market or consumers we are seeing are certainly oriented toward everything that is sustainable. First, we must view brand image as a sustainable brand, and second, we must apply how we communicate this through social media,” said Deputy Minister Irene while serving as one of the speakers at Green Impact Festival 2025, held at the Djakarta Theater Ballroom on Thursday, 24 July 2025.
Green Impact Festival 2025 serves as a strategic platform for Indonesia’s younger generation to engage in dialogue, collaborate, and share tangible solutions in formulating responses to the challenges of sustainable environmental issues through technological transformation, food security, and energy. This activity was initiated by Rakyat Merdeka in collaboration with the Society of Renewable Energy (SRE).
Doc. Bureau Communication of The Ministry of Creative Economy/ Creative Economy Agency
At the event, Deputy Minister Irene also spread the spirit of environmental stewardship as a form of strength that broadens the horizons of young generations regarding the direction of technological, food, and energy development in the era of digital transformation. Green Impact Festival 2025 became part of a cross-sectoral dialogue space involving stakeholders, young leaders, industry players, and the Government.
“To tell the story of what sustainability is, we can start with an Intellectual Property (IP) in the form of stickers. Of course, examples of characters in the form of local IP have begun to emerge. However, local IP still needs to be improved in terms of supply chain and promotions in order to generate value-added products. In addition, there is also the role of content creators who consistently carry the sustainability movement through the digital sphere,” explained Deputy Minister Irene.
Doc. Bureau Communication of The Ministry of Creative Economy/ Creative Economy Agency
The second discussion session of the Green Impact Festival carried the theme Leveraging Digital Communication to Accelerate Sustainable Practice, moderated by Puteri Indonesia Lingkungan 2020 Putu Ayu Saraswati. Also present were several other speakers, including President Director of Solo Pos Media Arif Budisusilo, Editor in Chief of SCTV and Indosiar Retno Pinasti, and Content Creator Ahmad Dekatama. Each speaker shared the initiatives they have undertaken to campaign for sustainable environmental issues.
Ahmad Dekatama, who is also the owner of the TikTok account @PasmingBased, emphasized the role of content creators in inspiring their audiences or social media followers to adopt environmentally friendly lifestyles through engaging and informative content drawn from everyday life.
Doc. Bureau Communication of The Ministry of Creative Economy/ Creative Economy Agency
“Amid the advancement of technology, especially in the digital world, sustainability issues continue to grow and increasingly become a concern that needs to be validated by most young generations. We can start with the most relevant lifestyle-themed content, for example, bringing a tumbler wherever we go. That way, we can leave plastic packaging behind and start protecting the environment from ourselves,” said Ahmad Dekatama.
The content creator also added that with language style or narration that is easy to understand, digital content can reach a wider audience and increase understanding of environmental issues.
Doc. Bureau Communication of The Ministry of Creative Economy/ Creative Economy Agency
“Sustainability content will be more effective if we truly understand our audience. We can still convey heavy messages with our own style so that it can instill good habits to be followed by our social media followers,” concluded Ahmad Dekatama.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
