Jakarta, 8 August 2025 – The Government aims to build national soft power through the creative economy, with culinary and game industries among the key strengths projected to play a major role.
Wakil Menteri Ekonomi Kreatif, Irene Umar, dalam Press Conference Ekraf x UniPin dalam perhelatan Indonesia Game Week (IGW) 2025, Jakarta, Jumat (08/08/2025).
“We have many gaming events in Indonesia throughout the year. However, Indonesia Game Week is the center point—an event to show the world what Indonesia has to offer. Come back to Indonesia. If you want to conduct Business-to-Business (B2B) or Business-to-Consumers (B2C) activities, this is the place,” said Deputy Minister of Creative Economy Irene Umar at the Ekraf x UniPin Press Conference held during Indonesia Game Week (IGW) 2025 at Blok M Hub, Jakarta, on 8 August 2025.
Deputy Minister Irene emphasized the importance of game industries grounded in local wisdom as a source of national strength on the global stage. During the event, she noted that Indonesia’s strength does not lie solely in the digital sector but also in local products and creations that represent the nation’s identity—from culinary heritage to both traditional and modern games.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“In collaboration with UniPin, we are partnering with Makaroni Ngehe, Esteh Indonesia, and the local jamu brand Acaraki, whose Indonesian jamu is blended with sparkling water and even turned into ice cream. This is Indonesia’s soft power. I will continue encouraging pride in and appreciation for locally made products. Indonesia is not only home to digital games but also to board games created by local talent. There is even a game developed by a young child named Sky, as well as by civil servants at the Ministry of Creative Economy. All of this proves that games are for everyone,” added Deputy Minister Irene.
UniPin is a local digital game payment platform that has expanded globally, becoming a market leader in several countries including India and those in Latin America. UniPin CEO Ahsadi Ang noted that cross-sector collaboration—especially with the culinary sector—is key to elevating youth creativity and generating broader impact.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“Games have become a new cultural space—a place to interact, express oneself, and even shape the lifestyle of the younger generation. Collaboration between games, culinary businesses, and lifestyle brands can expand market reach, increase revenue, and support local creators. It is time for culinary entrepreneurs to view games as a strategic collaboration channel to engage the digital generation,” Ahsadi stressed.
At the same event, Deputy Chair of Commission VII of the Indonesian House of Representatives, Rahayu Saraswati, expressed her support for the spirit of collaboration fostered by the Ministry of Creative Economy and UniPin at IGW 2025. She emphasized that local intellectual property (IP) must continue to be championed internationally through collective efforts.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“When we talk about soft power, countries like Japan, South Korea, and China may be far ahead. But that does not mean we should be discouraged. This is the time for us to explore, dig deeper, and recognize that our potential is endless and limitless. The Government cannot do this alone—the key is collective effort so that the world can see that Indonesia has extraordinary IP,” said Rahayu.
During IGW 2025, UniPin launched the #BanggaMainLokal campaign as a commitment to uniting players in the game, food and beverage, and lifestyle industries within a single creative ecosystem. Various stakeholders participated, including local game developers such as Anantarupa Studios, Lentera Nusantara, Gaco Games, and Ikan Asin Productions, alongside F&B brands including Makaroni Ngehe, Esteh Indonesia, and Acaraki.
Communication Bureau of the Ministry of Creative Economy/Creative Economy Agency.
Through its collaboration with UniPin, the Ministry of Creative Economy demonstrates its commitment to expanding cooperation opportunities for businesses within the gaming creative ecosystem.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy
