Pertamina opens chain economic impact for MSMEs through Jakarta Fair

PT Pertamina (Persero) is generating a chain of economic impact for its fostered micro, small, and medium enterprises (UMKM) through the Jakarta Fair 2026. VP Corporate Communication of Pertamina, Muhammad Baron, stated on Thursday in Jakarta that the Bright Store by Pertamina booth at the event represents the company’s support in promoting UMKM products to achieve wider recognition, competitiveness, and an upgrade in class. “The involvement of UMKM in the Bright Store by Pertamina supply chain is part of Pertamina’s commitment to creating added value from upstream to downstream,” he said. One product that garnered significant visitor attention was an exclusive fuchsia character bag shaped like a 5 kg Bright Gas canister. This collaborative product not only became a new viral icon on social media but was also highly sought after by consumers, triggering a phenomenon of personal shopper services, or ‘jastip’, during the Jakarta Fair 2026, which runs from 11 June to 12 July. Baron explained that the synergy between Pertamina Holding, its Downstream Sub-holding Pertamina Patra Niaga, and the SMEPP function in curating UMKM products for the Bright Store package demonstrates that corporate promotions can be designed as impactful empowerment spaces. Through this approach, UMKM not only gain a sales opportunity but also receive broader exposure, increased production volume, and a chance to strengthen their business capacity. “The Bright Gas character bag, which received a positive public response, is an example of how a promotional product can become a gateway for fostered UMKM to gain wider market access,” Baron said. The character bag is produced by PT Glory Nine Degrees, a local UMKM from Bandung, West Java, and a fostered partner of Pertamina and the Pertamina Foundation. The high market enthusiasm for the product caused orders to surge, leading to a production quota increase of about 10 percent from the initial plan. Beyond boosting bag production, the viral success of the Bright Store by Pertamina package also opened opportunities for other UMKM to join the supply chain. One such beneficiary is Susnukuma, a producer of dry choux pastries from Bandung, whose products were selected as a featured local snack inside the Bright Gas bag package. “For us, this mass order from Pertamina for a major agenda like the Jakarta Fair is a very welcome opportunity. When orders surged, we were even able to absorb up to 20 seasonal workers from the surrounding community,” said Susnukuma Owner Aniasuti. Baron affirmed that Pertamina will continue to strengthen its support for UMKM through coaching, mentoring, and opening market access relevant to industry and consumer needs. He noted that the success of fostered UMKM products at the Jakarta Fair proves that when given the space, local products can compete and be well-received by the public. “For Pertamina, this success is an encouragement to continue presenting sustainable empowerment programmes,” he said, adding that he believes UMKM play a crucial role in strengthening the national economy, so Pertamina will continue to open collaborative spaces for more fostered UMKM to grow, upgrade, and benefit their surrounding communities.