Wellness as new creative economy opportunity: Ministry
Jakarta (ANTARA) - Deputy Minister of Creative Economy, Irene Umar, said the growing public interest in health and well-being has created opportunities for creative economy sectors to develop wellness-based products and experiences.
“One of the opportunities in the creative economy is wellness. This aligns perfectly with evolving lifestyles, not just in Indonesia but also in other countries,” Irene said in a statement received in Jakarta on Tuesday.
The Deputy Minister observed a growing trend toward healthy living and wellness, noting that Indonesia has a wealth of culture and local products that can be packaged into economically valuable experiences.
According to Irene, the concept of wellness extends beyond physical health to encompass a balance of mind, body, and lifestyle, as well as rituals in the community.
She said that local assets, such as jamu and various traditional Indonesian beverages, have the potential to be developed into part of the wellness industry. Developing such products could create added value while expanding the market for culture-based creative products.
“Our lifestyles are constantly changing, and attention to health is growing. We can see how jamu and the beverages here are becoming part of wellness,” she said.
The economic potential is also reflected in the Festival Merah Putih which integrates various creative sub-sectors through three pillars: Raga (Body), Rasa (Taste), and Raya (Celebration).
The event includes a 5K Fun Walk, a culinary bazaar, coffee and tea stalls, local products, arts and culture, and a traditional games area.
Irene said that the festival serves as a meeting point for communities, creative business players, young generation, and the general public.
Such collaboration is crucial for building a creative economy ecosystem that generates cultural activities and opens up economic opportunities for local players.
Irene noted the development of a wellness-based creative economy could ultimately provide an opportunity to transform local cultural heritage and lifestyle into products and experiences with greater added value and broader competitiveness.
Additionally, the Managing Director of Bimasena, Adriel Simorangkir, said the Festival Merah Putih is an annual event that serves not only as an Independence Day celebration, but also to strengthen the local creative economy ecosystem.
“This festival is not merely a celebration, but also an effort to boost the local creative economy ecosystem and encourage the younger generation to develop a deeper appreciation for and commitment to preserving the archipelago’s cultural heritage,” he said.
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Wellness as new creative economy opportunity: Ministry
August 25, 2026 21:11 GMT+700
Deputy Minister of Creative Economy Irene Umar during the Festival Merah Putih in Jakarta. (ANTARA/HO-Kementerian Ekonomi Kreatif)
Translator: Fitra A, Asri Mayang Sari