In a statement released on Saturday, Harsya pointed out that the advertising industry has delivered tangible impacts across multiple creative economy sub-sectors, notably television, radio, graphic design, music, film, animation, performing arts, and culinary.
“Advertisements wrap economic values with stories; they transform commodities into lifestyles. It is the advertising industry that drives domestic consumption chains, serving as the backbone of Indonesia’s economy,” the minister stated.
Speaking at the Citra Pariwara award ceremony in Jakarta on Friday (December 12), Harsya noted that advertisements and related creative activities have consistently proven to be major contributors to the growth of the global media and entertainment industries.
He cited the PwC Global Entertainment & Media Outlook 2024–2028, which projects that revenue from the global advertising industry will reach US$1 trillion in 2026.
As part of the creative economy ecosystem, the advertising industry is expected to account for 55 percent of the growth in the world’s media and entertainment industries over the next five years, he added.
On the domestic front, Harsya referred to the Dentsu Advertising Market Report, which projects advertising expenditure in Indonesia to rise by up to 5.4 percent during the 2025–2027 period, with digital platforms contributing around 12 percent to that growth.
The minister then cited the Investment and Downstreaming Ministry’s data, which recorded Rp2.77 trillion (US$166 million) in advertising-related investment during the first half of 2025, placing the advertising industry among the top five contributors to Indonesia’s creative economy, alongside applications, fashion, crafts, and culinary sectors.
Harsya also appreciated the Citra Pariwara event, held on December 11–12, describing it as an important platform for benchmarking the quality and competitiveness of Indonesia’s advertising industry.
“This event is the Olympics of the advertising industry, as it helps our creative industries make a lasting mark in the nation’s history,” he remarked.
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Translator: Fitra A, Tegar Nurfitra
Editor: Arie Novarina
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