Irene Umar Urges Creative Economy Players to Target Global Markets

Indonesian Deputy Minister of Creative Economy, Irene Umar, is challenging local entrepreneurs and creators to look beyond domestic borders and actively pursue global markets. Speaking at the launch of Google's AI Economy Report and YouTube Impact Report in Jakarta, Umar emphasized the need to integrate creativity with data analysis to effectively target international audiences.

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Imagine, if you combine the sincerity of your heart and your passion for what you love with data analysis, you will be able to target the market you want to reach, and that is not just Indonesia.

"Imagine, if you combine the sincerity of your heart and your passion for what you love with data analysis, you will be able to target the market you want to reach, and that is not just Indonesia," Umar stated. She urged creators to view Indonesia not merely as a market but as a powerhouse of creation capable of global export. "I want to challenge everyone here, not just to see Indonesia as a market, but Indonesia as a creator, as a driving force, so that we can export globally too with what we have."

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I want to challenge everyone here, not just to see Indonesia as a market, but Indonesia as a creator, as a driving force, so that we can export globally too with what we have.

Umar encouraged creative professionals to set their sights higher than the domestic population of 280 million. "Let's surpass the figure of 280 million people as a market. Let's reach the figure of more than 8 billion audiences, because I believe each of us has a voice, has a light, has the power to change the world for the better," she said.

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Let's surpass the figure of 280 million people as a market. Let's reach the figure of more than 8 billion audiences, because I believe each of us has a voice, has a light, has the power to change the world for the better.

To support this vision, the Ministry of Creative Economy is partnering with Indosat and Adobe. This collaboration aims to equip creators with essential resources, including access to technology, training programs, professional networks, and opportunities for collaboration. A key initiative includes a "Museum Tour" at the National Museum for selected creators, designed to foster cultural exploration and generate innovative ideas for creative challenges. Umar highlighted that culture serves as the fundamental bedrock for the national creative economy, stressing the importance of making cultural heritage relevant and accessible to contemporary generations.

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Culture is the source material of the creative economy. Without culture, there will be no new creations. The challenge is how to make this cultural heritage relevant and accepted by the current generation.