Jakarta, April 27, 2025 – Deputy Minister of Creative Economy Irene Umar visited the booth of local smart home brand BARDI at The 22nd Edition Megabuild Indonesia interior exhibition held at the Jakarta Convention Center (JCC), Jakarta, on Sunday, April 27, 2025. Established in 2019, BARDI carries the vision of delivering high-quality smart home solutions at affordable prices.
Wamenekraf Irene Umar kunjungi booth BARDI di Megabuild Indonesia 2025, Jakarta, Minggu (27/4/2025).
During the visit, Deputy Minister of Creative Economy Irene expressed appreciation for BARDI’s commitment to advancing nationalism within Indonesia’s creative and technology industries.
“Most of BARDI’s production is already carried out domestically. Even before the government launched its downstreaming policy, they had already been strongly committed to producing in Indonesia. BARDI envisions establishing a factory in Indonesia by 2030 to strengthen competitiveness in both quality and price. This is a concrete example we must support and emulate,” said Irene.
At its inception, BARDI’s founders identified a major gap in the Indonesian market, where smart home technology products remained expensive and inaccessible to most households.
The COVID-19 pandemic became a momentum for BARDI’s rapid growth. As people spent more time at home, demand for smart home products surged. BARDI optimized digital marketing and successfully expanded its market significantly. Today, BARDI operates in all major cities across Indonesia with the support of more than 70 distributors, including in Papua, serving over 3 million users and 6 million active devices.
BARDI offers more than 100 SKUs (Stock Keeping Units) across various product categories, including Security Series, Lighting Series, Electrical Series, Home & Living Series, Pets Series, Curtain Series, and Automotive Series. Through these innovations, BARDI is committed to strengthening Indonesia’s smart home ecosystem.
Deputy Minister of Creative Economy Irene also highlighted BARDI’s innovation in developing local intellectual property (IP) through its superhero character “BARDION.” This IP represents BARDI’s vision and values while serving as a medium to introduce smart system technology to younger generations.
“I look forward to the launch of the BARDION animation and their Gacha Box toy product next year. This is a tangible example of how creativity, technology, and the creative industry can collaborate. In line with President Prabowo Subianto’s directive, we must eliminate sectoral egos and strengthen collaboration across ministries, industries, and academia. Even the involvement of students as volunteers in this event reflects a very positive synergy,” added Deputy Minister of Creative Economy Irene.
Doc. Communication Bureau of Ministry of Creative Economy/Creative Economy Agency.
BARDI Co-Founder and Chief Partnership & Strategic Officer (CPSO), Yudi Tukiaty, explained that the creation of BARDION stemmed from insights into younger markets, particularly Gen Z, who are enthusiastic about action films, anime, and games.
“At first, we planned to create an anime, but later decided to adapt it into a live-action format to better match Indonesian audience preferences. Through BARDION, we aim to both entertain and convey values of justice, kindness, and perseverance,” said Yudi.
He further noted that technology and interior design are closely interlinked, with growing interior trends opening vast opportunities for innovation in smart home technology.
“With the support of the Ministry of Creative Economy, we hope Indonesia’s interior design sector will advance further and compete globally,” Yudi added.
Also present during the visit was BARDI Chief Executive Officer (CEO), Michael Saputra. Deputy Minister Irene was accompanied by Acting Director of Architecture and Design of the Ministry of Creative Economy, Sabar Norma Megawati Panjaitan.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy
