Government Must Shift Focus to Opening Global Access for Local Brands, Says Coordinating Minister

Coordinating Minister for Community Empowerment, Muhaimin Iskandar, believes the government must change its approach to supporting the growth of local brands. He noted that the challenge for Indonesia’s creative industry players is no longer producing quality products, but gaining access to the global market. “The government must start focusing on opening global access for local brands. Indonesian products are increasingly high in quality. The challenge often lies in how to connect our best works with markets, networks, and opportunities at the international level,” Muhaimin said in a written statement on Sunday (5/7/2026). He made the remarks during a visit to the Indonesia Marketplace, part of the MASA Singapore 2026 event at Takashimaya Shopping Centre. The initiative, spearheaded by Deputy Minister of Creative Economy Irene Umar, features over 80 curated Indonesian brands. Through this platform, local brands are connected with buyers, investors, media, commercial space managers, and international business networks. Muhaimin explained that promotion of Indonesian products abroad has often been limited to temporary exhibitions. However, business actors need more sustainable access to markets, business networks, and strategic partners to grow globally. He assessed that the collaborative approach built with MASA presents a new paradigm in supporting creative economy actors. The government is not only facilitating participation in an exhibition but building cross-sector collaboration to place curated local brands in commercial spaces and connect them with the international market ecosystem. “I appreciate Mrs Irene and the Ministry of Creative Economy for initiating this new approach. What is being built is not just an exhibition, but opening access. Indonesian brands are connected with buyers, investors, media, and international commercial space managers. That is where the added value lies,” Muhaimin said. Muhaimin revealed that activities like MASA need to be expanded because they demonstrate that government support for business actors does not always have to be in the form of budget allocations or direct assistance. In many situations, opening access, building networks, and connecting business actors with strategic opportunities provides a more sustainable impact. “If it is just an exhibition, the impact often ends when the event is over. But when the government can open access and build networks, the benefits will continue to grow long after the activity ends. This is how the government delivers added value to the community,” he stated. Muhaimin hopes there will be more similar initiatives that open space for Indonesian brands to grow in the international market. According to him, future government success will not only be measured by the number of programmes implemented, but by the increasing number of opportunities opened for the community. “What local brands need today is not just exhibition space, but opportunities to grow and expand. The government’s task is to open doors, connect opportunities, and ensure that more of the nation’s creative works can compete in the global market,” Muhaimin concluded.