"The challenge lies in how we can introduce, manage, and develop local IP that can be loved by people nationwide and compete globally," she said during the Mastermind Panel session titled "IP is Indonesia's Next Oil" at Manager Fest 2026 in Jakarta on Saturday.
Irene said Indonesia's culture could become the "source code" for developing local IP and stressed the importance of collaboration among the government, businesses, communities, media, academia, and financial institutions.
She added that the ministry would continue providing platforms and exposure for local IP to help it grow into global brands rooted in Indonesian cultural values.
INFIA Corp speaker Andrey Noelfry Tarigan also said local IP should build direct engagement with audiences and communities to become a sustainable business beyond social media popularity.
He added that local IP must be commercialized to strengthen community engagement and support monetization across platforms, making the business more sustainable.
"What is the point of having social media followers if local IP cannot directly engage with its target market?" he said.
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Translator: Sri Dewi, Raka Adji
Editor: Anton Santoso
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