Ministry of Trade Encourages TikTok Shop and Tokopedia to Take Indonesian Brands Global via Discovery Commerce

TikTok Shop by Tokopedia has launched the #LokalMendunia Export Preparation Programme as a practical step to help Indonesian local brands enter the Southeast Asian market in a more structured manner. This initiative reflects the power of discovery commerce, through the integration of content, LIVE streaming, and collaborations with creators, which allows products to be discovered organically by consumers across countries. The Director General of National Export Development at the Ministry of Trade, Fajarini Puntodewi, expressed appreciation for the #LokalMendunia programme, which is seen as capable of strengthening synergy between digital platforms and businesses in expanding export market access for Indonesian products. According to her, strategic collaborations like this are important for bolstering the national export ecosystem while encouraging more SMEs and Indonesian local brands to compete in the global market. “The #LokalMendunia programme serves as a real example of strategic synergy between digital platforms and businesses in expanding export market access for Indonesian products,” said Fajarini in her statement on Monday, 11 May 2026. She stated that TikTok Shop by Tokopedia’s step will also strengthen the national export ecosystem and encourage more local brands to level up to the global market. “Collaborative initiatives like this are important for strengthening the competitiveness of Indonesia’s non-oil and gas exports while opening wider opportunities for SMEs to penetrate the global trade chain,” she added. Senior Director of Tokopedia and TikTok Shop Indonesia, Vonny Ernita Susamto, said that this export preparation programme is part of the #LokalMendunia initiative that has been launched since December 2025. To date, 50 local brands have joined, with 35 of them identified as ready to enter the Southeast Asian export market. Designed through four structured stages—selection, incubation, go-to-market, to expansion—this programme provides comprehensive guidance for brands to enter the Southeast Asian market. “This initiative covers market entry preparation, strengthening LIVE commerce strategies according to local preferences, and utilising discovery commerce to help products reach new audiences in a more relevant and effective way,” said Vonny. She expressed confidence that Indonesian local products are not only capable of competing but can also become the top choice for global consumers. According to her, many local brands have been strong in the domestic market and have great potential to reach the global market more broadly.