Tangerang, August 1, 2025 — The Ministry of Creative Economy appreciates local IP talent breaking into strategic industries through collaboration with Volkswagen. Deputy Minister of Creative Economy, Irene Umar, attended GIIAS 2025 to inaugurate the electric vehicle ID. Buzz, adorned with artworks by local IPs Beemala and Tenka Street, as proof of the government’s commitment to opening markets for Indonesian creators in the automotive sector.
Wakil Menteri Ekraf Irene Umar menghadiri program Buzz Talk di GIIAS 2025, menjadi bagian dari kolaborasi antara Volkswagen Indonesia dan para IP creator lokal, Tangerang, Jumat (01/08/2025).
“Intellectual property is the future of the creative economy. If IP works have so far lived mostly on digital screens or creative stages, today we see them embedded directly onto a global product like the VW ID. Buzz,” said Deputy Minister Irene during the Buzz Talk program at GIIAS 2025, Tangerang, Friday, August 1, 2025.
The collaboration officially began in mid-2025, starting with a live painting performance at the Jogja Volkswagen Festival (JVWF) 2025, followed by GIIAS as the culmination. VW and the Ministry of Creative Economy structured the partnership on three pillars: live painting directly on the ID. Buzz, a design competition for young mentored artists, and the Ekraf Corner at the VW booth, showcasing selected creative products. GIIAS became the peak of this initiative, presenting the final results of the collaboration while opening an inclusive discussion with creators.
“We are here to ensure that local IP talent —especially the younger generation—are encouraged to go beyond conventional boundaries and build cross-sector collaborations,” added Deputy Minister Irene.
Communications Bureau of The Ministry of Creative Economy/ Creative Economy Agency
Volkswagen Indonesia has opened opportunities for artists and creators to see cars not merely as vehicles, but as canvases of expression. “We are not pursuing collaboration just for show,” said Rony Syarif, Head of PR & Marketing Volkswagen Indonesia.
“We want these works to tell stories, embody characters, and express the dreams of the creators—and ultimately drive iconic personalization. This collaboration will not stop here,” Rony added.
This project features two local IPs with distinct characters. Beemala—known for its spiritual and mythological artistic approach—brings an emotional exploration into its design. “Painting directly on a car body is an unusual and highly intuitive experience, and we are grateful to be part of this new narrative that bridges art, technology, and mobility,” said Tabe Thay, the creator behind Beemala.
Meanwhile, Tenka Street, rooted in the world of digital street culture, marked a new milestone in its journey. “Our works usually live on screens, but now they appear in real space and are seen directly by the automotive public. This is a big step for us and a testament that Indonesian IP can remain relevant across industries,” said Tan and Kay, the creators behind Tenka Street.
Communications Bureau of The Ministry of Creative Economy/ Creative Economy Agency
The Ministry of Creative Economy continues to reaffirm its commitment to fostering an ecosystem of collaboration between local IP talent and large-scale industries. Such collaborations represent a new face of creativity-driven economy—the new engine of growth—which not only drives economic added value but also strengthens the nation’s cultural identity amid globalization.
Deputy Minister Irene was accompanied by the Director of Craft, Neli Yana. Also present on the occasion were Head of Sales & Marketing Volkswagen Indonesia, Ahmad Badawi, and Project Director, as well as Head of R&D, MaxDecal, Novian Hendra.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
