Jakarta, 19 June 2026 – The Ministry of Creative Economy/Creative Economy Agency (Ekraf) continues to support the strengthening of Indonesia’s local Intellectual Property (IP) ecosystem to enhance its global recognition and competitiveness. This commitment was demonstrated through the inauguration of the Butter Baby Installation and Creative Store at Terminal 3 of Soekarno-Hatta International Airport in Tangerang, Banten.
Minister of Creative Economy, Teuku Riefky Harsya, officially inaugurated and toured the Butter Baby Installation and Creative Store at Terminal 3 of Soekarno-Hatta International Airport in Tangerang on Friday (19 June 2026).
Minister of Creative Economy Teuku Riefky Harsya stated that Butter Baby has not only succeeded in creating innovation within the culinary sector but has also developed compelling storytelling and character-driven intellectual property with long-term growth potential.
“Butter Baby is more than just a doughnut shop. It offers an innovative experience that creates a creative economy ecosystem encompassing culinary arts, storytelling, design, and branding. It is the responsibility of the Ministry of Creative Economy to support local IPs so they can grow not only as national icons but also as future global champions,” said the Minister on Friday (19/6).
As part of the inauguration, Butter Baby unveiled an iconic chrome installation standing 8 meters tall and weighing 7.5 tons. The installation symbolizes the value of local culinary intellectual property as a high-potential economic asset. Its placement at the international gateway of Terminal 3 at Soekarno-Hatta Airport is considered highly strategic, serving as a representation of Indonesia for millions of domestic and international travelers passing through the airport each day.
Photo: Bureau of Communications, Ministry of Creative Economy/Creative Economy Agency.
“In the middle of last year, the Butter Baby team approached us with a vision to create an Indonesian intellectual property. The concept was carefully developed not only to succeed domestically but also with a global ambition from the very beginning. What we are witnessing today is the journey of Indonesian culture collaborating with global tastes,” said Teuku Riefky.
Butter Baby is an original Indonesian IP character that was launched in Jakarta in August 2025 through a cross-sector approach combining culinary experiences, music, storytelling, design, and branding into a unified creative concept. The brand has experienced rapid growth after opening three strategic outlets in Blok M, Central Park Mall, and Pondok Indah Mall, and is now preparing for international expansion.
“Butter Baby exists because of the creativity and support of the Indonesian people. The character is a butter alien from Butterlandia who lands in Jakarta in search of a new butter source to save its planet. This creative journey began in Indonesia, and we intend to bring it to the world. Thank you for all the support that has made this IP possible,” said Henry Burch, Founder of Butter Baby.
Photo: Bureau of Communications, Ministry of Creative Economy/Creative Economy Agency.
The Ministry of Creative Economy continues to promote hexahelix collaboration to support IP owners in developing creative works and products that contribute to the creative economy as a new engine of national economic growth. The development of local IPs is expected to generate employment opportunities, attract global investment, and expand international exposure for Indonesian creative products.
During the event, the Minister was accompanied by Expert Staff for Funding and Financing, Restog Krisna Kusuma; Director of Culinary Affairs, Romi Astuti; and Ministerial Expert Staff, Gemintang Kejora Mallarangeng. Also in attendance were Butter Baby Founder Nick Burch, Butter Baby CEO Shane Lewis, InJourney Airports Commercial Director Veri Y. Setiady, as well as a number of local influencers and international content creators.
Kiagoos Irvan Faisal
Head of Bureau of Communications
Ministry of Creative Economy/Creative Economy Agency
