Prestasi Junior Indonesia, Zurich, and Starbucks Successfully Empower Students via Student Company Programme
Jakarta – Prestasi Junior Indonesia (PJI), through the Zurich Entrepreneurship Program (ZEP) and the Starbucks Creative Youth Entrepreneurship Program (SCYEP)—with support from Zurich Indonesia, Z Zurich Foundation, Starbucks Indonesia, and The Starbucks Foundation—has successfully enabled 1,173 high school and vocational school students from 45 schools across Indonesia to generate a collective revenue of over Rp483 million through the Student Company entrepreneurship programme.
The programme culminated in the Prestasi Junior Indonesia Company of the Year Competition (PJI COY) 2026 at Senayan Park, Jakarta, on Saturday, 1 August 2026. This competition showcased the best student-led companies born from a process of real-world experiential entrepreneurship learning.
The Chairman of the Board of Prestasi Junior Indonesia, Pribadi Setiyanto, stated that the development of the creative economy must begin with investment in human capital. He noted that Indonesia does not lack creative young generations, but the challenge lies in producing generations capable of transforming creativity into innovation, innovation into products, and products into added value for society.
“We did not design the Student Company as a mere business simulation, but as a learning space that brings together education, the business world, and professional mentors so that students gain real experience in building a business while developing character, leadership, and an entrepreneurial mindset,” said Pribadi.
Through the programme, students established 45 student companies, gaining direct experience in building and managing businesses. Participants identified market needs, developed products and brands, designed marketing strategies, managed finances, and presented their business ideas to customers and investors.
Pribadi added that this initiative comes amidst the increasing role of the creative economy as a driver of national economic growth. According to the 2025 Creative Economy Statistics, this sector contributed Rp1,757.87 trillion to Indonesia’s Gross Domestic Product (GDP) with a growth rate of 6.86 per cent, surpassing the national economic growth of 5.11 per cent, and employing 27.4 million people.
This growth demonstrates that creativity has become a new competitive resource for Indonesia, while underscoring the importance of preparing a young generation capable of turning ideas and creativity into innovation and sustainable economic opportunities.
This spirit was reflected in the nine finalist student companies of the PJI Company of the Year 2026. Addressing various local challenges, students presented solutions utilising local materials, circular economy principles, and design-based innovation. For instance, banana stems were processed into bioleather, pineapple leaf fibres into household goods, and coconut shells, recycled plastics, and natural materials were developed into functional products that add value and meet market demands.
Irene Umar, Deputy Minister of Creative Economy/Deputy Head of the Indonesian Creative Economy Agency, encouraged the younger generation to continue building an entrepreneurial spirit from an early age as preparation for the future. She emphasised that being an entrepreneur is not just about starting a company, but about possessing an entrepreneurial soul and a clear purpose. She noted that programmes like Student Company provide an excellent learning environment for youth to experiment, collaborate, receive feedback, and even experience failure while young, learning to rise again and build the resilience needed for the future.
As a strategic partner in youth entrepreneurship development, the Country Manager of Zurich Indonesia and President Director of PT Zurich Asuransi Indonesia Tbk, Edhi Tjahja Negara, stated that building resilient creative entrepreneurs requires real experience and access to practical knowledge from the industry. Through the Zurich Entrepreneurship Program, the company provides experience, networks, and employee expertise through a skill-based volunteering approach.
Similarly, the Senior General Manager of Corporate Communications for PT Sari Coffee Indonesia (Starbucks Indonesia), Avolina Raharjanti, stated that creativity delivers impact when it meets the needs of customers and society. Through the Starbucks Creative Youth Entrepreneurship Program, the initiative aims to help the younger generation understand that good innovation always begins with an understanding of the customer.