JAKARTA - The Ministry of Creative Economy (Kemenekraf) gave high praise to the strategic collaboration with the MNC Group through the signing of a Memorandum of Understanding (MoU) in the development of the creative economy, which although ceremonially only took place on Sunday, 23 March 2025, at Hotel Borobudur, Jakarta.

However, it has been realised in various joint activations since some time before. Deputy Minister of Creative Economy Irene Umar, emphasised that this collaboration opens up great space for MSME players and creative economy fighters to appear in mainstream media and be recognised more widely by the public, even to the global arena.

One of the tangible forms of this collaboration is the involvement of local brands such as Jafara, an Indonesian spice producer in the MasterChef Indonesia programme, which allows local products to appear in the highly rated culinary entertainment show watched by millions of viewers.

"There have been many activations that we have done with MNC. For example, from Masterchef, we combine Masterchef with Jafara. Jafara is a local brand that sells spices of Indonesia," said Irene at Hotel Borobudur, Jakarta, Sunday (23/3/2025).

"So our hope is through Masterchef, which many people watch right. Well, Jafara can enter and introduce spices of Indonesia to Indonesian citizens and also the world," she continued.

In addition, cooperation was also established in the Indonesian Idol programme and Tabligh Akbar Ramadan. Including by introducing featured filming locations such as Taman Mini Indonesia Indah (TMII).

Irene said that through big media like MNC, her party wants to present a real stage for creative economy actors who previously found it difficult, even impossible, to appear on popular shows due to limited access and costs.

This collaboration, according to her, is a concrete effort to realise the dreams of creative economy fighters so that their work and products can be enjoyed more widely.

"The goal is to showcase and give a stage through the media, through MNC to the fighters of the ecraf. If not, before, many of us would have thought, waduh this is just a dream, there's no way you can get into Masterchef," she explained.

"How much do you want to pay? To Indonesian Idol, especially so. Now with this collaboration, we make dreams come true," she continued.

In the agreement, MNC and Kemenparekraf agreed to continue to encourage the growth of the creative economy through marketing, commercialisation, content production, information dissemination, and curation of creative products, with the hope of bringing Indonesia's creative industry to a higher level.

Source: lifestyle.sindonews.com