Digital Storytelling Education for Acehnese Kasap Embroidery Artisans

In an effort to strengthen the competitiveness of cultural heritage products, the Aceh Institute of Indonesian Arts and Culture (ISBI) has collaborated with Jabal Ghafur University (UNIGHA) in Pidie Regency to provide digital technology education to Kasap embroidery artisans. The initiative focuses on developing digital storytelling without eroding local cultural values.

Dozens of Kasap embroidery artisans in Gampong Garot Cut, Indrajaya District, Pidie Regency, participated in the technology-based business method and management training. Through this programme, the artisans received mentoring on implementing Marketing 4.0 strategies, utilising digital storytelling as their primary promotional medium.

Cut Yusnidar, the programme’s chief executive, explained that this activity is part of the 2026 Nusantara Arts Innovation Programme (PISN). The programme is funded by the Directorate of Research and Community Service (DPPM) and the Directorate General of Research and Development of the Ministry of Higher Education, Science, and Technology of the Republic of Indonesia.

‘This community service project carries the theme ’Marketing 4.0 Strategy for KASAPAURA GOLD Products through Acehnese Culture-Based Digital Storytelling’. This collaboration between art, culture, and economy aims to strengthen product competitiveness so they can thrive in the information technology era,’ Cut Yusnidar told Media Indonesia during the training on Monday (21/7).

The implementation team, consisting of Fentisari Desti Sucipto from ISBI Aceh, Cut Yusnidar, and Ismayli from UNIGHA’s Faculty of Economics and Business, encouraged artisans to package cultural narratives—ranging from history and motif philosophy to the creative process—into photos, videos, and social media content.

Fellow chief executive Ismayli added that digital storytelling is an effective strategy for increasing the added value and image of cultural products. ‘This training enhances the capabilities of MSMEs in digital marketing, branding, and creative content management,’ he said.

Meanwhile, Fentisari Desti Sucipto stressed that the digital innovations implemented must preserve the authenticity of Acehnese artistic values and cultural heritage. Through this collaboration, the KASAPAURA GOLD product is expected to become a creative economy icon capable of penetrating both national and international markets.