Jakarta, 22 October 2025 – The Ministry of Creative Economy has established a strategic collaboration with Hotel Ashley through the signing of a memorandum of understanding, marked by the opening of Pasar Seni Bermain in Jakarta on Wednesday, 22 October 2025. This collaboration features five child-friendly PlayStation 5 games developed by local Indonesian game developers, available for hotel guests to enjoy.
Wakil Menteri Ekonomi Kreatif, Irene Umar, menyaksikan penandatanganan nota kesepahaman Kementerian Ekonomi Kreatif dengan Hotel Ashley yang ditandai dengan pembukaan Pasar Seni Bermain, Jakarta, Rabu (22/10/2025).
“As conveyed by the President, we must not be trapped in sectoral ego, as it only hinders collaboration and cooperation. The fundamental principle of our nation is mutual cooperation, and that is the spirit we bring to life through this collaboration with Hotel Ashley,” said the Deputy Minister of Creative Economy at Hotel Ashley Tanah Abang, Jakarta.
Pasar Seni Bermain presents more than 20 local intellectual properties (IP) from various creative economy subsectors, including games, fine arts, culinary, fashion, and crafts. Held from 22 to 24 October 2025, the event serves as a meeting platform for creative economy practitioners, art enthusiasts, gamers, and the general public.
The Deputy Minister of Creative Economy explained that the program is also part of the national Oktoberkreasi campaign, which is held throughout October to welcome National Creative Economy Day 2025. To date, more than 50 activities across various regions have been registered under the campaign, including events at Lippo Mall Nusantara, Dukuh Atas Skatepark, and the National Creative Economy Product Shopping Week scheduled for 25–31 October 2025, with its main event to be held in Semarang.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
“This is not our only program. Throughout October, we are organizing the Oktoberkreasi campaign to welcome National Creative Economy Day by presenting a series of activities across different regions. Hotel Ashley is one of the hotels that is willing to experiment and collaborate with us this year, and we hope this event can inspire other hotels in Indonesia to see that collaboration can create something distinctive,” said the Deputy Minister.
This year’s Pasar Seni marks the third edition organized by Hotel Ashley under the theme Pasar Seni Bermain, featuring a dedicated corner for local board games. The Deputy Minister highlighted the significant potential of Indonesia’s board game and game industries, noting that while many locally developed board games and games have received international recognition, their domestic market share remains below five percent. The Deputy Minister expressed hope that hotels, including members of the Indonesian Hotel and Restaurant Association (PHRI), can serve as spaces to introduce local creative works to a wider audience.
“Many of our creative works, including locally developed board games and games, have gained international recognition, yet they are still not widely known domestically. Therefore, we aim to collaborate with PHRI-member hotels so they can become playgrounds for creative economy players. We are ready to assist in curating products and showcasing the best creative works from various regions so that the strength of Indonesia’s creative economy becomes increasingly visible,” said the Deputy Minister.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
Meanwhile, Director of Operations of Ashley Hotel Group Ade Norwenda stated that the third Pasar Seni at Hotel Ashley reflects the hotel’s commitment to supporting local creative industries and Indonesian culture. This year, through collaboration with the Ministry of Creative Economy, the event features the launch of five child-friendly PlayStation 5 games developed in Indonesia, which are now available in the Family Rooms at Hotel Ashley.
“Since it was first held, each Pasar Seni has carried a different theme, yet one thing has never changed—our love for Betawi culture and Indonesia’s local heritage. This year, we are proud to collaborate with the Ministry of Creative Economy to present a space that brings together art, games, and technology. Through the launch of five child-friendly games made in Indonesia, we hope this small step can become the beginning of a larger movement to strengthen the creative industry and family tourism in Indonesia,” said Ade Norwenda.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
Chairperson of the Regional Executive Board (BPD) of PHRI DKI Jakarta Sutrisno Iwantono emphasized that hotels and restaurants play a strategic role as primary showcases for the creative economy. He expressed PHRI’s readiness to serve as a platform for collaboration between the government and business actors to strengthen synergy and advance local creative products.
“Hotels and restaurants can become the main showcases of the creative economy. From spatial design and artworks to interior elements, all are the result of creative economy practitioners’ work. If creative economy products are presented in hotels, their development will accelerate. PHRI is ready to serve as a bridge between the Ministry of Creative Economy and business actors so that this collaboration can be sustainable and beneficial for both parties,” said Sutrisno.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
Also present at the event were Chairperson of the Indonesian Game Association Shafiq Husein, Vice Chair of the Indonesian Board Game Industry Practitioners Association (APIBGI) Galih Aristo, Founder of Indonesia Gastronomy Network Vita Datau, Director of Martha Tilaar Group Wulan Tilaar, and Director and Founder of Alaya Spa Yohanna Gewang.
Accompanying the Deputy Minister of Creative Economy were Secretary of the Ministry Dessy Ruhati, Deputy for Digital Creativity and Technology Muhammad Neil El Himam, Head of the Bureau of Law, Human Resources, and Organization Muhammad Nurul Huda, and Director of Games Luat S.P. Sihombing.
Kiagoos Irvan Faisal
Acting Head of the Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
