Pertamina's Bright Gas Bag Goes Viral at Jakarta Fair 2026, Boosting MSME Revenues

A fuchsia bag designed to look like a 5 kg Bright Gas canister has become a viral sensation at the Jakarta Fair 2026, generating substantial revenue for the micro, small, and medium enterprise (MSME) that produced it. The exclusive character bag, available at the Bright Store by Pertamina booth at JIExpo Kemayoran, not only became a new icon trending on social media but was also highly sought after by visitors, sparking a phenomenon of personal shopper services during the event. Vice President of Corporate Communication at PT Pertamina (Persero), Muhammad Baron, stated that the public’s enthusiasm demonstrates how a company’s promotional activation can be developed into a collaborative space with broader impact. He noted that the viral product not only strengthens Pertamina’s connection with consumers but also opens economic opportunities for the MSMEs involved. Baron explained that Pertamina continuously encourages brand activations to go beyond mere promotion by delivering tangible benefits to the community. He said the positive response to the character bag exemplifies how a promotional product can serve as a gateway for fostered MSMEs to gain wider market access. He added that involving MSMEs in the Bright Store supply chain is part of Pertamina’s commitment to creating added value from upstream to downstream, including through the participation of local food MSMEs whose products are included in consumer packages. Baron emphasised that Pertamina aims to make local MSME products more widely known and vocal by building an ecosystem that allows fostered products to meet concrete market demands. He noted that when a product goes viral, the impact should extend beyond increased transactions to include higher production, job creation, and strengthened business capacity.