Pertamina Supports SMEs at Jakarta Fair 2026 Through Viral Bright Gas Bag
The presence of the Bright Store by Pertamina booth at the Jakarta Fair 2026, JIExpo Kemayoran, represents a form of support by PT Pertamina (Persero) to promote micro, small, and medium enterprise (SME) products, aiming to make them more widely known, competitive, and capable of scaling up. One product that has captured visitors’ attention is the ‘Exclusive Character Bag’ shaped like a fuchsia 5 kg Bright Gas canister. This collaborative product has not only become a new icon that went viral on social media but has also been sought after by consumers, triggering a phenomenon of personal shopper services during the Jakarta Fair 2026 event.
VP Corporate Communication of PT Pertamina (Persero), Muhammad Baron, stated that the public’s enthusiasm for the Bright Gas character bag shows 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 strengthens Pertamina’s closeness with consumers but also opens economic opportunities for the fostered SMEs involved. Baron added that involving SMEs in the Bright Store by Pertamina supply chain is part of Pertamina’s commitment to creating added value from upstream to downstream, not only through bag products manufactured by fostered SMEs but also through the involvement of local food SMEs as part of the package contents received by consumers.
The Bright Gas character bag is produced by PT Glory Nine Degrees, a local SME from Bandung City that is a fostered 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 soar, prompting an increase in the production quota by about 10 per cent from the initial plan. Founder of PT Glory Nine Degrees, Sandiani, revealed that the collaboration project with Pertamina has had a significant impact on production activities and labour absorption around their workshop. To maintain stock availability, production operations were increased to 18 hours a day, divided into two work shifts. Sandiani noted that the project enabled previously less productive neighbours around the workshop to earn an income, and even high school students on holiday were involved in the finishing and packaging sections.
The virality of the Bright Store by Pertamina package also opened opportunities for other SMEs involved in the supply chain. One of them is Susnukuma, an exclusive dry choux pastry producer from Bandung City, whose product was selected as one of the featured local snacks inside the Bright Gas bag package. Owner of Susnukuma, Aniasuti, recounted that the large order for the Jakarta Fair 2026 became an important opportunity for the business she has been running since 2011. During the peak order period, they were able to absorb up to 20 seasonal workers from the surrounding neighbourhood, providing additional income for local housewives.
The synergy between Pertamina Holding, Subholding Downstream Pertamina Patra Niaga, and the SMEPP function in curating SME products for the Bright Store package shows that corporate promotion can be designed as a space for empowerment with a direct impact. Through this approach, SMEs not only get a chance to sell but also gain wider exposure, increased production volume, and opportunities to strengthen their business capacity.