Jakarta, March 6, 2025 – Minister of Creative Economy/Head of the Creative Economy Agency Teuku Riefky Harsya welcomed a delegation from Yayasan Puteri Indonesia and Mustika Ratu to discuss potential collaboration in promoting creative diplomacy on the international stage.
Kemenekraf dan Yayasan Puteri Indonesia bahas kolaborasi untuk dorong diplomasi kreatif ke pentas internasional, Jakarta, Kamis (06/03/2025).
"I would like to extend my warm welcome and gratitude to the team from Yayasan Puteri Indonesia and Mustika Ratu. I understand Mustika Ratu’s vision and mission in continuously supporting Indonesia’s creative economy through beauty products. Moving forward, the fashion subsector will be further developed within the concept of fashion and beauty products. This aligns with the third point of Asta Cita, which aims to create quality job opportunities through the creative industry," said Minister of Creative Economy Riefky during the meeting at Menara Merdeka, Jakarta, on Thursday, March 6, 2025.
Minister of Creative Economy Riefky expressed readiness to collaborate with Yayasan Puteri Indonesia, mentioning that one of the possible initiatives could be through the Emak-Emak Matic program. He also highlighted several other Ministry of Creative Economy programs that share the same objective of advancing the downstream sector and commercialization of the creative economy.
Communications Bureau of the Ministry of Creative Economy/ Creative Economy Agency
"The programs of the Ministry of Creative Economy/Creative Economy Agency are dynamic and open to collaboration. Especially now, as Indonesia’s economic backbone has shifted towards a creativity-driven creative economy. Therefore, we always implement the hexahelix approach, collaborating with communities (associations and foundations), businesses, academics, legal and regulatory institutions, mass media, and the government," said Minister of Creative Economy Riefky.
At the same event, Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency Irene Umar presented several programs aligned with the vision of Yayasan Puteri Indonesia and Mustika Ratu. One of these programs, according to Deputy Minister of Creative Economy Irene, could focus on developing local games.
Communications Bureau of the Ministry of Creative Economy/ Creative Economy Agency
"Indonesia has a board game called Kartini: From Darkness to Light. If the Puteri Indonesia finalists play this local game, it could attract more interest in local games and raise awareness. We could also develop games inspired by beauty products, such as jamu from Mustika Ratu or other interactive experiences," said Deputy Minister of Creative Economy Irene.
Meanwhile, Putri Kus Wisnu Wardani, Chairwoman of the Advisory Board of Yayasan Puteri Indonesia and a member of the Presidential Advisory Council for 2019-2024, praised the separation of the Ministry of Creative Economy, which now focuses on 17 creative economy subsectors. She believes that this structure provides more opportunities for young generations to explore creative fields beyond the corporate environment.
Communications Bureau of the Ministry of Creative Economy/ Creative Economy Agency
"There is such a rich cultural diversity that can be transformed into extraordinary economic contributions and job creation. There are also countless opportunities we can explore and collaborate on to empower Indonesian women. I see this as a remarkable step, especially now that the creative economy has gained significant recognition as a separate entity from the previous ministry," said Putri Kus Wisnu Wardani.
Kusuma Ida Anjani, Chairwoman of the Puteri Indonesia pageant, shared that since its inception in 1992, the competition has consistently promoted Indonesian culture through traditional dances and locally designed clothing. She emphasized that the finalists play a crucial role in cultural diplomacy.
Communications Bureau of the Ministry of Creative Economy/ Creative Economy Agency
"In mid-April, we will begin the quarantine phase for the 2025 Puteri Indonesia pageant. We would love to invite the Minister to deliver a briefing during this period. Additionally, Ministry of Creative Economy could introduce locally developed products, including local games, which the finalists could promote as part of their cultural diplomacy efforts," said Kusuma Ida Anjani.
Communications Bureau of the Ministry of Creative Economy/ Creative Economy Agency
The meeting was also attended by Ministry of Creative Economy officials, including Deputy for Cultural and Design Creativity Yuke Sri Rahayu and Director of Fashion Romi Astuti. Also present were President Director of Mustika Ratu Bingar Egidius Situmorang, Head of Communications for Yayasan Puteri Indonesia/Mustika Ratu Mega Angkasa, and Puteri Indonesia Lingkungan 2024, who was also a Top 5 finalist at Miss International 2025, Sophie Kirana.
Kiagoos Irvan Faisal
Acting Head of the Communications Bureau
Ministry of Creative Economy/Creative Economy Agency
