Jakarta, 13 February, 2026 — The Ministry of Creative Economy/Creative Economy Agency (Ekraf) continues to promote the strengthening of local Intellectual Property (IP) collaborations as a platform to showcase high-quality domestic products. This effort was reflected in the presence of Deputy Minister of Creative Economy Irene Umar at the Unerd Special Launch: Collaboration with Tahilalats X Garuda Indonesia at Plaza Senayan, Jakarta.
Deputy Minister of Creative Economy Irene Umar delivered a speech at the Unerd Special Launch: Collaboration with Tahilalats X Garuda Indonesia at Plaza Senayan, Jakarta, Friday (February 13, 2026).
The cross-sector collaboration between local brands, IP creators, and the national airline is seen as capable of driving the growth of the national creative economy as The New Engine of Growth through product innovation and strengthening the nation’s capacity.
“This is a form of cross-sector collaboration between Indonesian local shoe producer Unerd and Indonesia’s proud IP that has gone international, such as Tahilalats. It is complemented by the presence of national airline Garuda Indonesia, which consistently promotes Indonesia’s local intellectual property (IP) as part of the national creative economy development strategy. Let us continue to take pride in wearing local shoes,” said Deputy Minister of Creative Economy Irene Umar during the inauguration of the Unerd Store at Plaza Senayan, Jakarta, Friday (February 13).
Deputy Minister Irene emphasized that this collaboration is a strategic step to raise awareness and pride among the younger generation for local brands. She noted that the domestic shoe industry has innovated significantly by learning from various global brands.
Documentation by the Bureau for Communication, Ministry of Creative Economy/Creative Economy Agency.
“Congratulations on today’s three-way collaboration, which is very special. Hopefully, more sustainable collaborations will follow, as the Ministry of Creative Economy has previously collaborated to present special designs on Garuda Indonesia’s aircraft livery (Sky Explorer), which also promotes local IP characters such as Tahilalats,” added Deputy Minister Irene, who was accompanied by Director of Intellectual Property Facilitation Development Muhammad Fauzy.
On the same occasion, Marketing Group Head of Garuda Indonesia, Prina Eka Putri, stated that Garuda Indonesia consistently incorporates local IP into the in-flight experience. Under the theme “Fly The Local Way,” the Unerd and Tahilalats collaboration also marked Garuda Indonesia’s 77th year of flying.
“Garuda Indonesia always takes the initiative to participate in creative economy activations in Indonesia, which has become the new engine of growth. We see UNERD as a highly established local footwear brand in Indonesia and one of the most hyped local brands. To create opportunities, we aim to inspire the younger generation to purchase products from local brands. It’s time for Indonesia to take pride in local shoes,” said Prina Eka Putri.
Documentation by the Bureau for Communication, Ministry of Creative Economy/Creative Economy Agency.
The event concluded with a ribbon-cutting ceremony to mark the store opening, followed by a panel discussion with UNERD Founder Yoseph Putera Soesanto, Garuda Indonesia Marketing Group Head Prina Eka Putri, and Mindblowon Studio Co-founder Rakhman Azhari.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy/Creative Economy Agency
