Jakarta, May 19, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, expressed support for the collaboration between The Pokémon Company and dangdut singer Happy Asmara through the launch of the music video “Kopi Dangdut – ver. Goyang HEPIKA.” The collaboration is expected to expand the exposure of Indonesian dangdut music to the global market.
Deputy Minister of Creative Economy, Irene Umar, attended the Press Conference of Goyang HEPIKA: Collaboration between Happy Asmara and Pokémon at MGP Space SCBD, Jakarta, Tuesday (19/5/2026).
“Pokémon is an international Intellectual Property (IP) with significant global influence, while dangdut is a very strong musical identity of Indonesia. Collaborations like this are important so that our local culture can gain broader exposure on the global stage,” said the Deputy Minister during the Press Conference of Goyang HEPIKA: Collaboration between Happy Asmara and Pokémon at MGP Space SCBD, Jakarta, Tuesday (19/5).
The Deputy Minister explained that Pokémon’s previous collaboration with Indonesia had been realized through a partnership with Garuda Indonesia featuring a batik-themed Pikachu. According to her, the latest synergy with Happy Asmara demonstrates that works rooted in local culture can be developed into creative products that are relevant to both younger generations and international markets.
“If previously Pokémon introduced batik to a wider audience, now we want to strengthen the exposure of dangdut as part of Indonesian culture. Hopefully, more local talents will have the opportunity to grow and reach the global level,” said the Deputy Minister.
Corporate Officer of Asia Business Division at The Pokémon Company, Susumu Fukunaga, stated that the collaboration marks a new step for Pokémon in presenting an approach that is closely connected to Indonesian culture. According to him, dangdut carries energy, emotional connection, and cross-generational appeal that align with Pokémon’s spirit of delivering entertainment that brings happiness.
Documentation by Bureau for Communication of the Ministry of Creative Economy/Creative Economy Agency.
“This collaboration marks Pokémon’s first project involving the dangdut music genre as part of our effort to create experiences that are closer to the daily lives of Indonesian people. Through this collaboration, we also aim to introduce Indonesian dangdut to a wider audience,” said Susumu Fukunaga.
Dangdut singer Happy Asmara admitted she was enthusiastic about being involved in the project, describing it as a new experience in her musical career journey. She said the production process, from photoshoots and song recording to music video filming, was enjoyable and filled with creative exploration.
“Who would have thought Pokémon and dangdut could be combined like this? For me, this has been a very memorable experience because I also grew up following Pokémon since childhood. I hope this song and music video can bring happiness to everyone who enjoys them,” said Happy Asmara.
The music video “Kopi Dangdut – ver. Goyang HEPIKA” has been released through Happy Asmara’s official YouTube channel, and the song is also available on various music streaming platforms. The song, originally written by Fahmi Shahab, was rearranged by Tyo Adrian with a modern touch while maintaining the dangdut nuances that have been recognized across generations.
Documentation by Bureau for Communication of the Ministry of Creative Economy/Creative Economy Agency.
In addition to the music video launch, the collaboration also introduced the “Goyang HEPIKA” campaign, which will be expanded through social media using the hashtag #HEPIKA. The Pokémon Company also announced the release of exclusive merchandise in the form of the Happy Bareng Pikachu Plush Key Chain, as well as Happy Asmara’s involvement as a voice actor in the animated series “Pokémon Horizon: Season 3 – Asa Mengangkasa,” scheduled to premiere in 2026.
The collaboration between Pokémon and Happy Asmara demonstrates how dangdut music can be packaged through a creative approach that is relevant to global popular culture. The synergy is expected to broaden the reach of Indonesian works and talents to international audiences through adaptive and innovative cross-cultural collaboration.
Accompanying the Deputy Minister during the event were Deputy for Media Creativity Cecep Rukendi and Director of Music Mohammad Amin. The event was also attended by several collaboration partners and representatives from the creative industry.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy/Creative Economy Agency
