Jakarta, 18 September 2025 – The Ministry of Creative Economy and the Coordinating Ministry for Community Empowerment (Kemenko PM) have agreed on a strategic collaboration to prevent a decline in the middle class and boost social mobility toward this segment through digitalization and creative economy training programs.
Menteri Ekonomi Kreatif, Teuku Riefky Harsya, beraudiensi dengan Menteri Koordinator Pemberdayaan Masyarakat, Muhaimin Iskandar, di Kantor Kementerian Koordinator Pemberdayaan Masyarakat, Jakarta, Kamis (18/09/2025).
This collaboration was formalized during a meeting between Minister of Creative Economy Teuku Riefky Harsya and Coordinating Minister for Community Empowerment Muhaimin Iskandar at the Kemenko PM office in Jakarta, which included discussions on the Community Empowerment Program. Coordinating Minister Muhaimin expressed his support for the Ministry of Creative Economy ongoing initiatives.
“The creative economy has proven to make a tangible impact on the economy and contribute significantly to GDP. We are ready to align programs with national growth standards, including synergy with MSMEs,” said Muhaimin.
Minister of Creative Economy Riefky emphasized the importance of maintaining the stability and mobility of the middle class, which is a key driver of the national economy.
“We aim to strengthen the mandate from the Coordinating Ministry, particularly the outcomes of our last meeting. Our focus is ensuring the middle class does not decline and helping those approaching the middle class to move up. The creative economy can serve as an alternative solution to achieve this,” said Minister of Creative Economy Riefky.
He added that the urban middle class, in particular, is highly reachable through digital programs.
“Many middle-class groups have experienced downward mobility. They can be engaged via digital approaches through simple technology-based programs,” he explained. This approach is expected to create new employment opportunities and support household purchasing power.
The Ministry of Creative Economy has prepared a series of human resource acceleration programs aimed at generating jobs and enhancing digital skills. For example:
Emak-Emak Matic Digital Marketer provides digital marketing training for housewives to sell family necessities (FMCG), projected to create 100,000 jobs.
Gen Matic Digital Marketer targets young people, especially Gen Z, providing training for lifestyle product marketing, also expected to generate 100,000 new jobs.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“Our creative economy programs are designed to create employment for young workers while supporting the middle class,” emphasized Minister of Creative Economy Riefky.
Cross-ministry collaboration is also a key focus. The Ministry of Creative Economy works with various parties to support the President’s priority programs through Koperasi Merah Putih (KMP) Digital Marketer. With 80,000 village cooperatives and digital marketing training for three participants per village, the program is expected to generate around 240,000 new jobs.
Another program, Santri Matic Digital Marketer, targets 40,000 pesantren and five million students nationwide. Through training in digital marketing for religious products, modest fashion, and more, approximately 2% of total students are expected to generate 100,000 new jobs.
Additionally, the Ministry of Creative Economy has been mandated by the Coordinating Ministry for Economic Affairs to act as a team for accelerating economic stimulus packages, strengthening the gig economy ecosystem—a digital-based freelance work model connecting workers with consumers.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
Through this strategic partnership, the Ministry of Creative Economy underscores its role as a driver of new economic growth. Strengthening the middle class through digital empowerment and job creation is expected to be a tangible step toward inclusive and sustainable growth across Indonesia.
The meeting was also attended by Secretary of Kemenko PM Andie Megantara and other officials. Minister Riefky was accompanied by Secretary of the Ministry Dessy Ruhati, Director of Marketing System Development and Institutional Relations Radi Manggala, and Acting Head of Planning and Finance Bureau Adi Mukhtar Rivai.
Kiagoos Irvan Faisal
Acting Head of Bureau of Communication
Ministry of Creative Economy / Creative Economy Agency
