Badung, June 25, 2025 — Deputy Minister of Creative Economy, Irene Umar, visited the Locton Cacao Official Store located in Surya Mas Square, Kuta, Bali. She described the store as “Indonesia’s version of the Willy Wonka Factory.”
“This isn’t just about selling chocolate. It is about how a product becomes a story, and how a story becomes a movement. Here, every flavor carries meaning,” said Deputy Minister Irene during her visit on Wednesday, June 25, 2025.
Locton Cacao Official Store is a premium single-origin chocolate house that has successfully transformed local potential into a global product. The visit reflects the Ministry of Creative Economy’s commitment to strengthening the culinary subsector as one of the key pillars of the creative economy, through innovation rooted in sustainability, local wisdom, and regional empowerment.
Amid Bali’s vibrant creative innovation, Locton offers more than just chocolate; it delivers a destination of flavor and narrative. With its "Single & Sustainable" philosophy, the brand maximizes the potential of Indonesian cacao beans, including parts often treated as waste, such as the husk, into innovations like chocolate husk tea, a brewed beverage with a tea flavor and a strong, original chocolate character.
Deputy Minister Irene considers Locton a tangible example of how the culinary industry can be transformed through value creation and sustainability. She also emphasized that Indonesian chocolate has the potential to become part of the global lifestyle movement, much like coffee.
“Coffee has become part of our identity. But today, I truly felt that chocolate is next, perhaps with even deeper emotional resonance, and Locton proves it. This one is truly one of a kind,” she stated.
During the visit, Deputy Minister Irene experienced a sneak peek of Locton’s chocolate omakase, a curated tasting journey that merges flavor curation, visual storytelling, and a surprise element. She described it as “Indonesia’s Willy Wonka Factory,” where creativity and craftsmanship blend seamlessly with tradition and aesthetics.
Beyond its product and concept, Deputy Minister Irene highlighted the ecosystem that Locton has built. Behind each bar of chocolate is the contribution of farmers, artisans, flavor experts, designers, and local storytellers.
“This is exactly what we mean by the new engine of growth that begins in the regions. It is not just about creating exceptional products, but about activating a value chain that generates quality job opportunities, opens creative business opportunities, drives innovation, and reinforces cultural identity,” she explained.
The government recognizes this holistic approach as a model to be replicated in other regions. Locton is also seen as ready to scale, through physical expansion into major cities, digital platforms, and direct exports to global markets.
“Locton is not just selling chocolate. They are building a movement. And we want to see more regional creative talents with this kind of bold vision, elevating the local through a global lens. Transformation can begin with taste. A future can begin with chocolate,” Irene concluded.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communications
Ministry of Creative Economy / Creative Economy Agency
