MASA Singapore showcases Indonesian brands in bid to boost global creative exports

Indonesia has launched a major international showcase for its creative economy in Singapore, bringing together more than 80 brands, designers, artists and creators as part of a broader strategy to expand exports, attract investment and strengthen the country's global cultural presence.

The MASA Singapore 2026 programme, supported by Indonesia's ministry of creative economy, spans retail, art, music, design, architecture, food and hospitality under the theme "A sight into the Golden Indonesia era".

Beginning at Takashimaya Shopping Centre before expanding to Gardens by the Bay and other venues, the initiative is designed to introduce contemporary Indonesian creativity to international audiences while creating new commercial opportunities for local creative businesses.

Don't miss: STB, Ciputra Group seal first strategic tie-up to deepen Indonesia visitor spend

Speaking at the opening, Indonesia's vice minister of creative economy, Irene Umar, positioned MASA as more than a cultural exhibition.

"MASA marks a bold new chapter for Indonesian creativity on the global stage. Rooted in the richness of our cultural heritage and the spirit of gotong royong, we want to take Indonesian creativity from individual achievements to collective impact. Singapore is our first gateway to introduce that potential to the world," she said.

The showcase reflects the Indonesian government's growing emphasis on the creative economy as a driver of exports and economic growth. According to data from Indonesia's ministry of creative economy, based on national statistics agency figures, the country's creative economy exports reached US$31.94 billion in 2025, up 17.72% from US$27.14 billion in 2024, contributing 11.84% of Indonesia's total non-oil and gas exports.

MASA represents a coordinated nation-branding effort that combines commerce with cultural diplomacy. Rather than promoting individual brands in isolation, the programme presents Indonesian fashion, design, music, visual arts, cuisine and hospitality within a single curated platform intended to strengthen international perception of Indonesia's creative industries.

One of the centrepieces is Indonesia x Singapore Orchid Extravaganza - Rhythm of the Rainforest, held at the Flower Dome in Gardens by the Bay from 4 July to 10 August. The exhibition features more than 7,000 orchids, including native Indonesian species, alongside over 30 large-scale art installations inspired by eight regions across the Indonesian archipelago.

Visitors can experience traditional Sumbanese houses, Balinese Meru towers, woven artworks created using coconut leaves and bamboo, as well as cultural motifs drawn from Toba Batak and ikat traditions, highlighting Indonesia's biodiversity and cultural heritage.

The MASA programme will continue with MASA Sound on 12 July, featuring Indonesian musicians including Marbles, Future Loundry, Pengayoman, Alan dan Presiden Tidore and Matter Mos.

Meanwhile, corporate partners are also using the platform to showcase sustainability and community initiatives. Indonesian conglomerate Astra International is presenting its Desa Sejahtera Astra Sumba Timur programme, which supports five weaving villages in East Sumba and involves 250 artisans, 97% of whom are women.

The company's installation combines traditional Sumba textiles with stories of community empowerment, while also displaying a giant Rafflesia arnoldii sculpture made from 29,100 recycled plastic bottle caps to highlight environmental sustainability alongside Indonesian craftsmanship.

According to MASA executive director Heliandi Fajar Saputra, the initiative aims to reposition Indonesia as a globally competitive creative ecosystem without sacrificing its cultural identity.

"MASA was born from the desire to show that Indonesian creativity can stand shoulder to shoulder on the global stage without losing its identity. Through the spirit of gotong royong, we want to build a movement that helps Indonesia become increasingly recognised through its creative works," Saputra said.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

Related articles:
How PK Entertainment Group is building an entertainment ecosystem around ID's creative economy
STB taps Muhammadiyah East Java to send 500 students to Singapore
Traveloka, STB unveil regional push for spontaneous weekend escapes to Singapore