Jakarta, September 18, 2025 – The Ministry of Creative Economy supports creative economy talent, particularly in the culinary subsector, to continue innovating, especially given the current rapid growth in its investment. Minister of Creative Economy Teuku Riefky Harsya also encouraged culinary entrepreneurs to bring the spirit of leveling up.
Menteri Ekonomi Kreatif, Teuku Riefky Harsya, menerima audiensi Butter Baby, Jakarta, Kamis (18/09/2025).
This was conveyed by Minister of Creative Economy Teuku Riefky during a meeting with culinary brand Butter Baby. He emphasized that Butter Baby is not just a food and beverage (F&B) brand, but also holds great potential as an Intellectual Property (IP) that can be developed across sectors.
“We are delighted to welcome Butter Baby, an original Indonesian brand with a vision to go international. They carry the spirit of Jakarta as a modern city and a prime tourism destination, both for domestic and international visitors,” said Minister of Creative Economy Teuku Riefky during the meeting at the Ministry’s office in Jakarta, Thursday, September 18, 2025.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
According to data from Customs processed by the Ministry, culinary exports rose from USD 679 million in the first half of 2024 to USD 767 million in the first half of 2025. This positive trend reinforces the role of the culinary sector as one of the main drivers of the national creative economy. Minister of Creative Economy Teuku Riefky added that government support is crucial for local culinary brands to penetrate international markets.
“We hope to help Butter Baby expand its reach, not only in the F&B field but also into other sectors such as merchandise and other creative products,” he added.
This initiative is expected to inspire other Indonesian culinary brands to strengthen their creative identity. Butter Baby comes with a unique concept, featuring the animated character Butter Alien as its core IP. The story depicts a hero from a planet facing an environmental crisis who must search for new butter sources across the universe.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
On its journey, Butter Alien faces an enemy called Sour Baby before eventually landing on Earth, in Jakarta, as the starting stage of its story. This concept allows Butter Baby to sell not only products but also storytelling experiences close to everyday life.
“We are creating a dynamic and ever-growing IP, as if Butter Baby were a living character experiencing human life. We bring this story through social media to stay relevant and easily go viral,” said Henry Burch, Founder of Butter Baby.
He also revealed plans to build an iconic Butter Baby statue involving Indonesia’s best artists as a showcase of creative works and a hub for creative activations. Co-founder Nick Burch highlighted the appeal of Indonesia’s creative ecosystem as a strong reason for investment.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“We believe youth culture here holds great potential to generate and export creative IP ideas. Honestly, I also fell in love with the warmth and sincerity of the Indonesian people, whom I consider the friendliest in the world,” Nick added.
Gemintang Kejora Mallarangeng, Expert Staff to the Minister for Strategic Issues, also welcomed the collaboration positively. She expressed hope that Butter Baby’s presence would inspire other F&B players to develop creative businesses and dare to go global.
“We want to see more local brands brave enough to develop IP and invest in Indonesia,” she stated.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
The Ministry of Creative Economy views IP-based approaches as opening opportunities for derivative products, artistic collaborations, and tourism promotion. This strategy aligns with the Ministry’s mission to encourage the culinary subsector as one of the key pillars of creative economy growth. The initiative is expected to trigger more Indonesian culinary brands to transform into high-value intellectual property.
Also present were Founding Partner & CEO of Butter Baby, Shane Lewis, and Head of Finance & Accounting, Daniel Justiano. Minister Teuku Riefky was accompanied by Director for Culinary, Andy Ruswar.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communications
Ministry of Creative Economy / Creative Economy Agency
