Jakarta, 15 September 2025 – The Ministry of Creative Economy / Creative Economy Agency (Ministry of Creative Economy) continues to strengthen a data-driven creative economy ecosystem. To this end, the Ministry of Creative Economy held a strategic audience with the Indonesian Marketing Research Association (PERPI) and NielsenIQ (NIQ).
Dok. Biro Komunikasi Kemenekraf - Menteri Ekonomi Kreatif, Teuku Riefky Harsya, menerima audiensi Perhimpunan Riset Pemasaran Indonesia (PERPI) dan NielsenIQ (NIQ), Jakarta, Senin (15/09/2025).
“Collaboration with global research players such as NielsenIQ and other marketing research companies under the auspices of PERPI will provide precise insights for the development of policies and digital promotion strategies for Indonesia’s creative subsectors,” said Minister of Creative Economy Teuku Riefky Harsya during the audience at the Ministry of Creative Economy office in Jakarta on Monday, 15 September 2025.
Minister of Creative Economy Teuku Riefky emphasized the importance of data-based research to drive the growth of the 17 creative economy subsectors. Therefore, this meeting represents an important step in leveraging big data, research, and consumer analysis as the foundation for strengthening national creative economy subsector policies and promotions.
Doc. Bureau Communication of the Ministry of Creative Economy/ Creative Economy Agency
According to him, data-based mapping of market potential and consumer behavior can serve as a driving force for the growth of the creative industry from the regional to the global level. In addition, Minister of Creative Economy Teuku Riefky also explained the Key Performance Indicators (KPI) of the Ministry of Creative Economy related to the business ecosystem and even the national economy, starting from GDP growth, employment, investment value, and export value.
“The Ministry of Creative Economy has eight program clusters known as Asta Ekraf. This is roughly what we are working on. It is true that at present we are still engaging more with the creative practitioners. However, the question is how these practitioners can be more accurately targeted to the right markets. That is what I think is indeed important, so that later we can see where the opportunities for collaboration lie,” said Minister of Creative Economy Teuku Riefky.
Chairwoman of PERPI, Amalia Paera, added that the marketing research association, which consists of 51 member companies, will serve as a strategic partner to ensure that research is conducted in an inclusive and accountable manner.
Doc. Bureau Communication of the Ministry of Creative Economy/ Creative Economy Agency
“PERPI, through its annual Market Behaviour Outlook research, provides data-based insights that can support the government in formulating more targeted strategies and policies by better understanding market needs based on data, so that all strategic programs are right on target. We see many collaborations that can be carried out and we strongly support all government policies, especially economic development through the highly potential creative economy sector. As an association, we are proud to be ready to support the creative economy,” she explained.
This audience also holds potential cooperation in the development of the Indonesia Creative Brand Index as a reference for the promotion of local brands and intellectual property. This index is expected to become a benchmark for creative business actors to enhance competitiveness and strengthen the position of Indonesian products in an increasingly competitive global market.
The meeting also discussed the utilization of data by the Ministry of Creative Economy to formulate data-driven policies and to develop priority subsectors, including fashion, culinary, applications, and games. Integrated data from various institutions is expected to open new market opportunities and strengthen the value chain of the creative ecosystem across all regions, in line with the government’s target to position Indonesia as a creative economy hub in Asia.
Doc. Bureau Communication of the Ministry of Creative Economy/ Creative Economy Agency
The audience was attended by Deputy Minister for Media Creativity Agustini Rahayu along with echelon II and III officials of the Ministry of Creative Economy, PERPI, and representatives of NielsenIQ (NIQ).
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
