In a statement received in Jakarta on Friday, she praised a Bali-based chocolate house that has elevated local cocoa into an international product by weaving a compelling story into every piece.
"This is not just about selling chocolate. It is about how a product becomes a story, and that story becomes a movement. Here, every taste carries meaning," Irene stated.
She expressed hope that this model could inspire other creative economy players to follow suit and reinvent local potential into global lifestyle offerings. Citing Indonesia’s success with coffee, she believes chocolate holds even greater emotional resonance.
"Coffee has become our identity. However, today, I feel that chocolate can follow—perhaps with even more emotional impact," she stated.
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During her visit to Badung, Bali, Irene highlighted the ministry’s commitment to strengthening the culinary subsector, recognizing it as a cornerstone of the broader creative economy.
She highlighted innovations such as chocolate husk tea—a rich, tea-like beverage brewed from cocoa waste—as proof of industry transformation driven by added value and enhanced sensory experiences.
Beyond flavor, she stressed the importance of the ecosystem behind the product: local farmers, artisans, flavor experts, designers, and storytellers, all working together to deliver an immersive, almost whimsical experience—likened to stepping into Willy Wonka’s famed chocolate factory, a fictional character from a children's novel.
“This is what we mean by a new growth engine rooted in the regions. It is not just about creating excellent products but also energizing the entire value chain—creating quality jobs, opening creative business opportunities, spurring innovation, and affirming our cultural identity,” she concluded.
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Reporter: Sinta Ambarwati, Aditya Eko Sigit Wicaksono
Editor: Rahmad Nasution
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