Pertamina Boosts MSMEs Through Bright Store at Jakarta Fair 2026

PT Pertamina (Persero) is propelling micro, small, and medium enterprise (MSME) products to the next level through its Bright Store at Jakarta Fair 2026, by broadening market access, increasing sales, and creating a sustainable chain of economic impact. “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. He stated that the presence of the Bright Store by Pertamina booth at Jakarta Fair 2026, JIExpo Kemayoran, is a form of the company’s support in encouraging MSME products to become more widely known, competitive, and capable of moving up a class. One product that caught visitors’ attention was the “Exclusive Character Bag” shaped like a 5 kg Bright Gas cylinder in fuchsia. This collaborative product not only became a new viral icon on social media but was also sought after by consumers, triggering a phenomenon of personal shopping services, or ‘jastip’, during the Jakarta Fair 2026 event. He conveyed that the public’s enthusiasm for the Bright Gas character bag demonstrates that the company’s promotional activations can be developed into collaborative spaces with a broader impact. According to him, the product that went viral at the Jakarta Fair not only strengthened Pertamina’s closeness with consumers but also opened economic opportunities for the fostered MSMEs involved. “Pertamina continues to encourage that every brand activation does not stop at the promotional aspect, but also delivers more tangible benefits to the community,” he said. He noted that the Bright Gas character bag, which received a very positive public response, is an example of how a promotional product can become an entry point for fostered MSMEs to gain wider market access. Baron added that involving MSMEs in the Bright Store by Pertamina supply chain is part of Pertamina’s commitment to creating added value from upstream to downstream. He expressed hope that when a product goes viral, the impact does not stop at increased transactions but also moves towards increased production, job absorption, and business capacity strengthening. The Bright Gas character bag was produced by PT Glory Nine Degrees, a local MSME from Bandung City that is a fostered partner of PT Pertamina (Persero)’s Small Medium Enterprise & Partnership Program (SMEPP) and the Pertamina Foundation. The high market enthusiasm for the product caused orders to soar, pushing an increase in the production quota by about 10 percent from the initial plan. Meanwhile, Aniasuti, owner of Susnukuma, said that large orders for the Jakarta Fair 2026 needs became an important opportunity for the business she has been building since 2011, which has focused on dry choux pastry products since 2016. Currently, Susnukuma is supported by six permanent employees, all of whom are local residents, especially housewives, single parents, and recent high school graduates. “When orders surge, we can even absorb up to 20 local women as temporary workers from the neighbourhood,” said Aniasuti.