Storytelling is key to global creative economy success: Dy Minister

Jakarta (ANTARA) - Deputy Minister of Creative Economy and Deputy Head of the Creative Economy Agency (Bekraf) Irene Umar said compelling storytelling could become a key competitive advantage for Indonesia's creative economy products in the global market.

She praised Roemah Koffie, a coffee business from Banten, for launching its latest signature blend, Cublak Suweng, by incorporating a cultural narrative behind the product.

"Roemah Koffie has done an extraordinary job by presenting strong storytelling, not only about its coffee beans but also about the cultural story behind them. This cultural uniqueness is what gives Indonesia a competitive edge on the global stage," Irene said in a statement received here on Friday.

Roemah Koffie introduced Cublak Suweng as its latest signature blend, inspired by the warmth of the traditional children's game and the Central Javanese folk song of the same name, which conveys the search for true happiness.

The philosophical meaning is reflected in a balanced blend of 50 percent Temanggung Robusta and 50 percent Gayo Arabica, symbolizing harmony between the bold bitterness of Robusta and the aromatic complexity of Arabica.

The product launch featured a combination of traditional theatrical performances, a package-signing ceremony, and a communal singing session, creating a memorable multisensory experience for visitors.

Irene said such storytelling represents the essence of the creative economy by encouraging collaboration across creative subsectors.

"Through the spirit of collaboration, a willingness to keep learning, and a deep passion for coffee, let us bring this local product to the international market without forgetting Indonesia's cultural roots," she said.

Irene believes coffee diplomacy could bring the nation's pride to the global level.

The culinary subsector has significant growth potential, contributing 41.06 percent of Indonesia's creative economy in 2025, with investment reaching Rp29.57 trillion.

The sector also recorded 8.44 percent growth, while exports reached US$720.8 million during the January-November period.

The Ministry of Creative Economy will continue strengthening collaboration with businesses through sustained support for upstream coffee farmers via education programs, while expanding downstream market access by promoting innovative products rooted in Indonesia's local cultural heritage to the global market.

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Translator: Bayu Prasetyo

Editor: M Razi Rahman

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