Jakarta, 11 December 2025 – The Ministry of Creative Economy/Creative Economy Agency reaffirms its support for the 2025 Citra Pariwara Awards, the most prestigious event in Indonesia’s advertising industry. This support underscores the government’s ongoing commitment to strengthening the growth of the national creative ecosystem.
Deputi Bidang Kreativitas Media, Kementerian Ekonomi Kreatif, Agustini Rahayu, menjadi pembicara pada acara Citra Pariwara 2025 di Bengkel Space SCBD, Jakarta, Kamis (11/12/2025).
The 38th edition of Citra Pariwara takes place on 11–12 December 2025 at Bengkel Space, SCBD Jakarta. On the opening day, the Ministry of Creative Economy contributed to a seminar session titled “Human Creativity x Artificial Intelligence: Redefining Indonesia’s Creative Economy.”
Agustini Rahayu, Deputy for Media Creativity at the Ministry of Creative Economy, served as one of the speakers alongside Stephani Aliwarga, Startup Account Manager at AWS, and filmmaker SimF, known for his work “Susi Susanti: Love All.”
“Human creativity can never be replaced by technology, but we also cannot reject progress. AI is merely a tool that helps accelerate our work—not a substitute for creativity. What we need is active collaboration between the government, creative industries, and tech companies to navigate this dynamic technological development,” said Agustini Rahayu, familiarly known as Ayu, during the seminar.
Dok. Biro Komunikasi Kementerian Ekraf/ Badan Ekraf.
The Ministry views the integration of AI in creative industries as an opportunity to foster healthy collaboration between human ingenuity and technological advancement. The government emphasizes the importance of strengthening digital literacy, developing ethical standards, and ensuring intellectual property protection so that innovation remains rooted in human creativity without hindering technological progress.
Following the seminar, the first award night of Citra Pariwara took place at the same venue. Now in its 38th year, the event—initiated by the Indonesian Association of Advertising Companies (P3I) DKI Jakarta—continues its mission to celebrate and honor creative talents in advertising. Through the theme “Million Hits Wonder,” the event encourages Indonesia’s creative works to achieve greater recognition on the global stage.
“Citra Pariwara is not merely a competition, but a platform to showcase bold experimentation, strengthen collaboration, and present works that are capable of competing globally,” Ayu added.
This year’s competition features a wide range of categories, including Digital Technology, Brand Experience, Integrated, Print, Audio, Film, Out of Home, Design, Digital Content, Media, Visual Craft, Audio Craft, Film Craft, Citra Pariwara For Good, Baru Gede, Daun Muda, and the People’s Award.
Dok. Biro Komunikasi Kementerian Ekraf/ Badan Ekraf.
On the first day of the event, the Ministry’s Director of Advertising, Selliane Halia Ishak, was present to present the award to Apix10 Studio, winner of the Visual Craft category, Computer Generated Image subcategory.
Through the 38th Citra Pariwara Awards, the government hopes that the event will serve as a space for appreciation and inspiration, encouraging creative industry players to continue showcasing their best work while cultivating new forms of storyselling that elevate Indonesia’s presence on the global creative stage.
Kiagoos Irvan Faisal
Acting Head of Communications Bureau
Ministry of Creative Economy / Creative Economy Agency
