THE CREATIVE economy sector that continues to grow provides new hope for Indonesia. The Gross Domestic Product (GDP) of the creative economy sector continues to increase with the trend of increasing its contribution to the national economy.

According to the Minister of Tourism and Creative Economy, Sandiaga Uno, Tuesday (6/15) said that in 2021, the creative and creative sector contributed IDR1,274 trillion or 7.35% of the total national GDP with the culinary, fashion, and crafts sub-sectors being the main ones.

Furthermore, the success of the creative and creative sector in contributing to the national economy must be accompanied by the mainstreaming of intellectual property. “In this case, it is brand awareness,” he said.

The Ministry of Tourism and Creative Economy is said to continue to encourage the advancement of Indonesian local brands through the Proudly Made Indonesia National Movement (Gernas BBI) program which seeks to increase Micro Small and Medium Enterprises (MSMEs) onboarding to e-commerce and optimize domestic product spending by ministries/agencies as well as local governments.

On this occasion, he also appreciated Hypefast’s new program which seeks to find and reward the founders of local retail brands in Indonesia who are inspirational and contribute to the national economy and the creative industry.

“This is not just giving out awards, but also providing an opportunity for creative and creative actors to participate in a series of capacity building workshops as well as an opportunity to increase awareness of their brands. Hopefully this program can be part of the creative economy as the new power of the Indonesian economy,” said Sandiaga.

Meanwhile, the Founder and CEO of Hypefast, Achmad Alkatiri, stated that his party is always committed to encouraging the progress and growth of local brands in Indonesia with the help of investment, a team of retail experts, an ecosystem, and a centralized retail infrastructure.

“Since more than the last five years, local brands are considered to have good product quality and have relevance to consumers. In the past, local brands didn’t really have any intentions, among other things, in terms of marketing their products. However, nowadays many local brands have sprung up because they may take inspiration from brands in the United States,” he said.

After taking inspiration from various foreign brands, various local brands began to take advantage of the e-commerce ecosystem and marketplaces, which then encouraged many local brands to emerge.

This makes people interested in buying domestic brands considering the prices are cheaper than foreign brands and having marketing methods that are more relevant to Indonesian consumers. [antaranews/photo special]