Wamen Ekraf: Storytelling is the Strength of Indonesia's Creative Economy in the Global Arena

Deputy Minister of Creative Economy Irene Umar stated that the narratives used by business actors to market creative economy sub-sectors can become a strength that propels the national creative ecosystem to compete on the global stage. Irene expressed her appreciation for the coffee business Roemah Koffie from Banten, which introduced its new variant, Cublak Suweng, by presenting the cultural story behind it. “Roemah Koffie has done something extraordinary by presenting strong storytelling, not only about the coffee beans but also the cultural story behind them. This cultural uniqueness is the main strength to make Indonesia shine on the global stage,” Irene said in a statement on Friday. Roemah Koffie introduced Cublak Suweng as a signature blend coffee variant inspired by the warmth of a traditional game and a Central Javanese folk song about the search for true happiness. The launch event was uniquely packaged through a combination of traditional theatrical performances, a packaging signing ceremony, and a sing-along session to create a memorable multisensory experience for visitors. Irene assessed that the power of this narrative is the breath of the creative economy, encouraging cross-sub-sector collaboration. “Through the spirit of collaboration, a passion for continuous learning, and a deep love for coffee, let us together bring these local products to the international stage without forgetting our Indonesian cultural roots. With a foundation of compassion, let us realise coffee diplomacy that brings pride and warmth to the nation in the eyes of the world,” said the Deputy Minister. Going forward, the synergy between business actors and the Ministry of Creative Economy will continue to be strengthened through a sustainable commitment to supporting the welfare of upstream farmers via educational programmes, while expanding downstream markets by presenting innovative products based on local cultural stories to the global stage.