Pertamina Boosts MSMEs Through Bright Store at Jakarta Fair 2026
Jakarta (ANTARA) - PT Pertamina (Persero) is driving micro, small and medium enterprises (MSMEs) to move up a level through its Bright Store at Jakarta Fair 2026, by widening market access, boosting sales and creating sustainable chain economic impacts.
“Through Bright Store by Pertamina at Jakarta Fair 2026, we want to show that creativity, Pertamina’s product services and MSME empowerment can go hand in hand,” said VP Corporate Communication of PT Pertamina (Persero), Muhammad Baron, in a statement in Jakarta on Thursday.
According to him, the presence of the Bright Store by Pertamina booth at Jakarta Fair 2026, held at JIExpo Kemayoran, is one form of Pertamina’s support in helping MSME products become more widely known, competitive and able to level up.
One of the products that caught visitors’ attention was the “Exclusive Character Bag” shaped like a fuchsia-coloured Bright Gas 5kg cylinder. The collaborative product not only became a new viral icon on social media, but was also so sought after by consumers that it triggered a proxy-shopping phenomenon, known locally as jastip, during Jakarta Fair 2026.
He said the public’s enthusiasm for the Bright Gas character bag showed that the company’s promotional activations can be developed into collaboration spaces with a wider impact.
According to him, the product that went viral at Jakarta Fair not only strengthened Pertamina’s closeness to consumers, but also opened up economic opportunities for the MSMEs it mentors who are involved in it.
“Pertamina continues to ensure that every brand activation does not stop at promotion, but also delivers more tangible benefits to the community,” he said.
He said the Bright Gas character bag, which has received a very positive response from the public, serves as an example of how a promotional product can become a gateway for mentored MSMEs to gain broader market access.
Baron added that involving MSMEs in the Bright Store by Pertamina supply chain is part of the company’s commitment to creating added value from upstream to downstream.
He hopes that when a product goes viral, its impact will not stop at increased transactions, but will extend to increased production, job creation and stronger business capacity.
The Bright Gas character bag is produced by PT Glory Nine Degrees, a local MSME from the city of Bandung, which is a partner of the Small Medium Enterprise & Partnership Program (SMEPP) of PT Pertamina (Persero) and the Pertamina Foundation.
The high market enthusiasm for the product caused orders to surge, prompting a production quota increase of around 10 percent from the initial plan.
To maintain stock availability, production operations were stepped up to 18 hours a day, divided into two work shifts.
“This project means neighbours around the workshop who used to be less productive now have an income. We even involved high school students on their school holidays in the finishing and packaging sections,” said Sandiani.
Beyond driving bag production growth, the popularity of the Bright Store by Pertamina package has also opened up opportunities for other MSMEs involved in the supply chain.
The owner of Susnukuma, Aniasuti, said the bulk orders for Jakarta Fair 2026 represented an important opportunity for the business she founded in 2011, which has focused on dried sponge cake products since 2016.
Susnukuma is currently supported by six permanent employees, all of whom are local residents, mostly housewives, single parents and recent high school graduates.
“When orders peaked, we were even able to take on up to 20 local women from the neighbourhood around the house as seasonal workers,” Aniasuti said.