Promoting Indonesian Culture in Laos: Diaspora Encouraged to Showcase Homeland’s Tourism Industry
Vientiane, January 24, 2024 – The Ministry of Tourism and Creative Economy/Indonesian Tourism and Creative Economy Agency (Kemenparekraf/Baparekraf) calls upon the Indonesian diaspora in Laos to actively promote the tourism and creative economy potential of Indonesia in the international market through the culinary industry.
In a meeting with the diaspora at the Embassy of the Republic of Indonesia in Laos on Wednesday (01/24/2024), Minister of Tourism and Creative Economy Sandiaga Salahuddin Uno emphasized the need for strong collaboration to promote the creative economy sector in Indonesia, especially the culinary industry, involving the Indonesian diaspora overseas.
“To strengthen synergy and collaboration, the creative economy sector will rise stronger, and the target value of creative economy product exports worth 27.53 billion US dollars in 2024 can be achieved, providing economic benefits to the Indonesian people,” said Sandiaga.
Through strong collaboration, the Indonesian creative economy sector has been able to withstand the COVID-19 pandemic and even garner positive responses from the international community.
Enhancing Indonesian Culinary Presence in Laos
Sandiaga highlighted that Indonesia’s culinary strength is well-known internationally, with Indonesia ranking third in the creative economy industry power map after the United States and South Korea. This presents an opportunity to showcase Indonesian culinary delights and win over not only the people of Laos but also individuals worldwide.
The presence of Indonesian restaurants in the country would significantly boost the economy among the diaspora, as Indonesian cuisine is popular abroad and can be adapted to suit local tastes.
Indonesia Spice Up the World Program
The “Indonesia Spice Up the World” program, launched by the President in 2022 in Dubai, aims to promote Indonesian cuisine and increase the export of Indonesian spices worldwide, with a target export value of 2 billion US dollars and 4,000 Indonesian restaurants abroad by 2024.
Kemenparekraf will continue to support the development of the “Indonesia Spice Up the World” program, including initiatives like Indostar, which provides marketing assistance, funding, training, and development to promote Indonesian spices abroad.
Challenges and Opportunities for Indonesian Products in Laos
Ambassador of the Republic of Indonesia to Laos, Grata Endah Werdaningtyas, highlighted the high demand for daily consumer products in Laos, surpassing local production. However, this poses challenges in bringing Indonesian products to Laos.
Collaboration with Indonesian Chambers of Commerce and Industry (Kadin) and the Young Entrepreneur Association of Laos is essential to promote Indonesian products in the Laotian market and create opportunities for Indonesia to introduce its products. The key challenge now is to establish pathways for supply and demand through enhanced collaboration and coordination with other ministries or institutions.
In conclusion, Minister of Tourism and Creative Economy Sandiaga encouraged more young people and Indonesian diaspora to be optimistic about developing culinary businesses to create job opportunities for the community and boost Indonesia’s economy.
Accompanying Minister Sandiaga were Deputy Minister of Human Resources and Institutional Affairs of Kemenparekraf/Baparekraf Diah Martini, Deputy Minister of Marketing of Kemenparekraf/Baparekraf Ni Made Ayu Marthini, Director of Inter-Institutional Relations of Kemenparekraf/Baparekraf Yulia, Director of Regional Tourism Marketing I of Kemenparekraf/Baparekraf Wisnu Sindhutrisno, and Head of the Communication Bureau I Gusti Ayu Dewi Hendriyani.
