Risma and Andreas Open Export Opportunities for Former Dolly Red-Light District SMEs

House of Representatives member Andreas Eddy Susetyo has stated that there are significant export opportunities for Gotong Royong SMEs operating in the Putat Jaya area, the site of the former Dolly red-light district in Surabaya. He made the remarks in Jakarta on 11 August while sharing success stories from the Gotong Royong SME Clinic held in the area. His support responded to a request from former Surabaya Mayor Tri Rismaharini, who urged that the Gotong Royong SME programme also assist developing businesses, such as the ‘Pahlawan Ekonomi’ (Economic Heroes), to elevate their products to the international market. Risma emphasised, however, that the primary key before discussing exports is ensuring a strong domestic market first.

Andreas highlighted the strategic position of SMEs in the national economy, noting that the sector absorbs approximately 90 percent of Indonesia’s workforce, with 65 percent of its actors being women. ‘SMEs are very important in the structure of the Indonesian economy because they absorb 90 percent of the workforce. So, Indonesia is actually very dependent on SME players,’ he said. He added that the sustainability of businesses run by SME players in the former Dolly area is a special focus of the Gotong Royong SME Clinic, which collaborates with the Surabaya City Cooperatives, SMEs, and Trade Agency. The programme assists business owners with licensing, intellectual property rights, production, online marketing, and financial management, supported by a dedicated Gotong Royong SME application for active mentoring.

During a Q&A session, participants asked how their products could be introduced to wider institutions and agencies, including schools. Others requested specific digital marketing training, as previous mentoring had focused more on production. Some also inquired how to win in the market without engaging in destructive price wars. Responding to these queries, Risma stressed that SME players should not rely solely on an agency-based approach. She stated that the key to marketing success lies in the strength of the product itself and readiness to reach a broader market, including through online sales. She cited her experience partnering with a global digital platform to help Surabaya’s SMEs sell online since the inception of the Pahlawan Ekonomi programme. Further training on digital marketing, packaging, and branding will be part of the ongoing mentoring programme.

The series of workshops and the Independence Bazaar in Kampung Dolly were realised through a week of training. For craft products, this included making wallets, vests, and footwear, with marketing to follow through bazaars, Surabaya City Government SME centres, and a network of supportive hotels. For food, training included making proper boxed rice, Korean dishes, dim sum, and various beverages. Following direct marketing at the Independence Bazaar, efforts are underway to place these products in Surabaya City Government culinary tourism centres and, of course, through apps and digital sales. The activities concluded with the Gotong Royong SME Independence Bazaar on 9 August, attended by hundreds of SME players and local residents. It is hoped that through this agenda, the Putat Jaya area, once known as the Dolly red-light district, can continue its transformation into an independent creative economy zone with superior products capable of competing in local, national, and even export markets.