Jakarta, September 18, 2025 – Minister of Creative Economy Teuku Riefky Harsya discussed potential culinary subsector collaboration with Esteh Indonesia. Minister of Creative Economy Teuku Riefky emphasized the importance of this initiative to encourage and accelerate tea-based beverage products in Indonesia to gain greater popularity.
Menteri Ekonomi Kreatif, Teuku Riefky Harsya, menerima audiensi EsTeh Indonesia, Jakarta, Kamis (18/09/2025).
“We want to enhance downstreaming and commercialization so that Esteh Indonesia can increase its competitiveness and establish itself as a brand not only recognized nationally but also as a brand with a distinct Indonesian character. We see Esteh Indonesia as already having the independence to support the creative industry, especially in entrepreneurship and gastro-diplomacy,” said Minister of Creative Economy Teuku Riefky during the audience held at Autograph Tower, Jakarta, on Thursday, September 18, 2025.
Esteh Indonesia is a local brand with a vision to become the market leader in high-quality food and beverage franchises with international standards. Its role in the creative economy lies in maximizing business revenue by offering tea-based beverage products made from a blend of high-quality tea, milk, and palm sugar.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“From President Prabowo’s Asta Cita, the mandate is clear to create quality jobs, encourage entrepreneurship, develop the creative industry, and continue infrastructure development. This means that from the beginning, the creative economy has been envisioned as an essential driver for the country, much like Esteh Indonesia’s expansion strategy through franchising. This is where the creative economy becomes the new engine of growth,” said Minister of Creative Economy Teuku Riefky.
As the new engine of national economic growth, the Ministry of Creative Economy consistently pursues collaborative approaches across subsectors. For example, its collaboration with Sour Sally also supported and developed a local brand to succeed in entering the global market.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“To overcome the challenges in the creative economy, we can utilize the ecosystem through a hexahelix approach involving government, business, academia, media, communities or associations, and financial institutions. With hexahelix collaboration, we can elevate Esteh Indonesia to a global brand,” added Gemintang K. Mallarangeng, Minister’s Expert Staff for Strategic Issues.
At the same event, Esteh Indonesia welcomed this collaboration initiative, highlighting that the culinary subsector can significantly contribute to the creative industry. Moreover, Esteh Indonesia’s transformation goes beyond beverage quality, extending to franchisee education with a robust business model.
“In the past, we saw from the market perspective that everyone drank tea, but we felt tea was being left behind as coffee trends rose. In essence, we want to elevate Esteh Indonesia and advance Intellectual Property (IP) as well as the creative economy in Indonesia through sustainable synergy,” said CEO Haidhar Hibatullah Wurjanto.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
As of 2025, Esteh Indonesia operates 600 outlets, with its farthest outlet located in Sorong. The company also manages 764 plantations, partners with 532 business owners, and is present in 191 cities across 33 provinces in Indonesia.
“We also want to introduce Esteh Indonesia through expansion not only nationally but also internationally,” added Esteh Indonesia Commissioner Bianca Jodie Maurinne, accompanied by Jonathan Alden.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
Also accompanying Minister of Creative Economy Teuku Riefky in the meeting was Director for Culinary Andy Ruswar. Representatives from Esteh Indonesia included Co-founder and CFO Aussie Andry Venmarchnanto Muladno, Edwin Widya Perdana, and Commissioner Sonia Jasmine Savitri Dewi.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communications
Ministry of Creative Economy/Creative Economy Agency
