Yovie Widianto: Creativity the Most Relevant Way to Preserve Cultural Heritage

Makassar - The President’s Special Staff for the Creative Economy, Yovie Widianto, stated that creativity is the most relevant way to preserve cultural heritage. During his public lecture at Hasanuddin University (Unhas) in Makassar on Thursday, Yovie said that cultural traditions must not be frozen but should be revitalised through creative approaches that address the needs of the times. This approach allows culture to remain alive while possessing global competitiveness. “Technology then emerges as a new stage for Indonesian cultural stories. Through branding, storytelling, and digital distribution strategies, local values can transcend geographical boundaries and reach international markets,” he said at the event themed Creative Generation: Turning Ideas, Culture, and Creativity into Global IP. Nevertheless, Yovie did not overlook the significant challenges presented by artificial intelligence (AI). He recounted phenomena in the music industry, where AI can produce works in mere minutes, a situation that triggers deep reflection on the human role in the creative process. This phenomenon, according to him, relates not only to efficiency but also touches on existential aspects. On that occasion, Unhas Rector Prof Dr Jamaluddin Jompa conveyed that Unhas students possess extraordinary creative potential, not only in producing works but also in narrating more beautiful meanings from every creative process. “They are able to narrate more beautiful things in every work produced. Through solidarity, Unhas is ready to contribute to building the nation. From Unhas, we navigate the world,” he said.