Jakarta, 12 December 2025 – At the peak night of the 38th Citra Pariwara Awards in Jakarta, Minister of Creative Economy / Head of the Creative Economy Agency Teuku Riefky Harsya expressed high appreciation for Indonesia’s advertising industry. The prestigious event, organized by the Indonesian Advertising Companies Association (P3I) under the theme “Million Hits Wonder,” is regarded as a benchmark for the quality and integrity of national creativity amid rapid technological change.
Menteri Ekonomi Kreatif, Teuku Riefky Harsya, menyampaikan sambutan pada acara Anugerah Citra Pariwara ke-38 di Bengkel Space, SCBD, Jakarta, Jumat (12/12/2025).
“For decades, this event has served as a benchmark in safeguarding the quality of the advertising industry. Citra Pariwara’s consistency in presenting a festival with integrity amid the rapidly changing dynamics of the industry is an achievement in itself. On behalf of the Ministry, we thank you for keeping this creative spirit alive,” he stated before hundreds of creative professionals at Bengkel Space, SCBD, Jakarta.
The Minister of Creative Economy emphasized that Citra Pariwara plays a strategic role as a standard-setter for the quality of Indonesia’s advertising industry. He also commended P3I’s long-standing dedication over decades in consistently upholding the integrity of this festival.
The theme “Million Hits Wonder” delivers a strong message that Indonesia’s advertising industry is capable of evolving and remaining relevant despite the very rapid advancement of technology. The theme reflects optimism that every creative work has the potential to become a phenomenon, while also illustrating how industry players continue to innovate in responding to the digital era.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
Support from the Ministry of Creative Economy through the Directorate of Advertising for the organization of Citra Pariwara demonstrates the government’s commitment to strengthening the national creative industry ecosystem. This step also encourages closer collaboration between the government, associations, and industry players, particularly in the advertising subsector, which makes a significant contribution to Indonesia’s creative economy.
Chairman of P3I Central Board, Janoe Arijanto, conveyed his appreciation for the commitment and full support from the Ministry of Creative Economy. During a media session, he noted that the presence of the Directorate of Advertising provides a tangible sense of government support for creative industry players. According to him, this support serves as additional energy for an industry that is adapting to technological developments and changing consumer behavior.
“We are very grateful for the establishment of a dedicated advertising directorate within the Ministry of Creative Economy. Through this, we can receive support so that Indonesian advertising can advance further in terms of quality and, within the creative economy, generate a positive impact on the national economy,” he said.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
This year’s Citra Pariwara featured 18 award categories reflecting the diversity of competencies within the advertising industry. These categories included Print, Audio, Film, Out of Home, Design, Brand Experience, Integrated, Digital Form, Digital Content, Digital Technology, Media, Visual Craft, Audio Craft, Film Craft, Citra Pariwara for Good, BG Award, Daun Muda Award, and People’s Award, each representing expertise and innovation in its respective field.
From all categories, the highest honor was awarded through the Agency of The Year title, which this year was won by Dentsu Creative. The Minister of Creative Economy personally presented the trophy to the Dentsu Creative team, recognizing their outstanding performance throughout the year.
At the closing of the event, the Minister of Creative Economy emphasized that Indonesia is rich in creative talent, particularly among the younger generation who are beginning to demonstrate remarkable achievements in the advertising industry.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
“This industry is extraordinary, because it is not only seasoned professionals who are involved, but also many young talents who emerged and received recognition tonight. What remains is how we—government, the private sector, associations, and academia—can support them so that their work continues to improve and gains global recognition,” he concluded.
With the successful organization of Citra Pariwara 2025, the government hopes that this cross-sector collaboration will continue to strengthen the competitiveness of Indonesia’s advertising industry on the global stage. This event is not merely a celebration, but also a platform to stimulate the creation of new, innovative, impactful, and nationally proud works.
Accompanying the Minister of Creative Economy were Deputy for Media Creativity Agustini Rahayu and Director of Advertising Selliane Halia Ishak.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
