Bank bjb urges Gen Z to return to villages and develop local economies

Bank bjb is encouraging Indonesia’s Generation Z to see villages as places to build businesses and develop local resources, not simply as places to live. That message shaped the launch of the 2026 Gen Z Village Ambassador Festival in Kramatwatu, Serang regency, Banten.

The event used the theme “Return to the Village, Get Rich” and brought together central and regional government officials, businesses, banks, village organizations and young people. Organizers presented rural areas as spaces for innovation and work that can add value to local communities and regional economies.

Among those attending were Village and Disadvantaged Regions Minister Yandri Susanto, Deputy Minister Ahmad Riza Patria, Serang Regent Ratu Rachmatuzakiyah and representatives of Banten’s provincial government. Bank bjb was represented by Operations Director Herfinia, Regional 4 CEO Mohammad Mufti and Banten branch head Faridha Siregar.

The program included traditional Banten performances, quizzes, presentations, discussions and the formal festival launch. Herfinia also symbolically handed over vests and caps to young participants serving as Laku Pandai or bjb Bisa agents.

Through Gen Z Bisa, bank bjb wants young people to do more than use banking services. As agents, they can help extend access to financial services in villages and support wider financial inclusion. The event’s broader aim is to connect youth participation with the management of local potential and sustainable rural economic activity.