Creative Economy Ministry Strengthens Culture-Based IP Through Strategic Collaboration

The Ministry of Creative Economy is strengthening the development of creative talents to produce local intellectual property (IP) based on Indonesian culture through a strategic collaboration with Indosat Ooredoo Hutchison (IOH) and Adobe, aimed at boosting monetisation.

Deputy Minister of Creative Economy Irene Umar stated that Indonesia has enormous potential from its young creative talents. However, this potential still faces challenges in terms of monetisation and the industry’s understanding of the economic value of creative works.

“Young creative talents are our greatest asset. However, at the same time, there is a gap in monetisation because many in our industry do not yet understand how to value the creative economy. Opportunities like this must be utilised well, especially to produce at least one or two successful champions,” Irene said in a statement received on Thursday.

Through this collaboration, the Ministry of Creative Economy, Indosat, and Adobe are preparing a programme that connects creators with access to technology, training, professional networks, and collaboration opportunities. The programme will also establish a creator community as a space for sharing experiences, collaborating, and unlocking economic opportunities from their works.

One of the planned agendas is a Museum Tour at the National Museum, which will involve around 100 selected creators, including local IP creators. Unlike typical museum visits, this activity is designed as a space for exploring Indonesian culture to generate creative ideas that will later be developed in a creative challenge.

Irene noted that this approach aligns with the ministry’s vision of placing culture as the foundation for national creative economy development. “Culture is the source material for the creative economy. Without culture, there would be no new creations. The challenge is how to make this cultural heritage relevant and acceptable to today’s generation,” she said.

Beyond encouraging the birth of new creative works, the programme is also directed at helping creators understand strategies for building intellectual property that holds economic value, possesses international competitiveness, and can reach global markets through the use of digital technology.

Senior Vice President Head of Corporate Communications at Indosat Ooredoo Hutchison, Ovidia Nomia, said the collaboration is part of the company’s commitment to expanding technology access for Indonesia’s creative industry players. “Creativity is one of Indonesia’s greatest strengths. Through this collaboration, we want to ensure creators have access to technology and an ecosystem that enables them to develop their works, create economic value, and reach global markets,” she said.

This collaboration is a synergy between the Ministry’s ECHOES (Ekraf Creates Harmony on Education Sector) programme and GENSi (Generasi Terkoneksi), initiated by Indosat. The programme is designed to equip the younger generation with digital skills while expanding access to creative technology.

Through this initiative, participants will not only receive training and mentoring but also opportunities to build networks, develop intellectual property, understand monetisation strategies, and gain access to wider markets. The Ministry of Creative Economy hopes this cross-sector collaboration will produce more Indonesian creators capable of elevating cultural wealth into high-value creative products, while strengthening Indonesia’s position as a global creative economy powerhouse.