Recently, the Ministry of Tourism and Creative Economy of the Republic of Indonesia together with Indonesian Dongguan-based company in consumer goods has joined hands with a well-known Chinese KOL (Key Opinion Leader) to carry out cross-border cooperation. This collaboration aims to introduce Wonderful Indonesia tourist destinations and Indonesian culinary products through the global campaign program, "Indonesia Spice Up the World," enhancing cultural exchange and friendly development between China and Indonesia.

From September 17 to 19, 2024, a Chinese KOL visited Jakarta, Indonesia. During the visit, he filmed videos in the China-themed Pantjoran Pantai Indah Kapuk 2 Chinatown and engaged in discussions with the Deputy Minister of Tourism and Creative Economy of the Republic of Indonesia, Mr. Vinsensius Jemadu. The video will introduce Indonesian scenic spots and special dishes to Chinese fans, such as Satay (skewers), Soto Ayam (yellow chicken soup), Nasi Goreng (fried rice), Rendang (beef that is slow- cooked in a spice paste and coconut milk) and Gado-Gado (vegetables, tofu and hard- boiled egg salad topped up peanut sauce). They also had in-depth discussions and face-to-face interactions in the video.

Deputy Minister Jemadu stated that inviting Chinese KOLs to visit Indonesia aims to promote the country’s unique cuisine and vibrant cultural tourism to the Chinese people through strategic collaboration. It is reported that at the end of April this year, he led a delegation to Shenzhen for a tourism promotion event, where he expressed, “Indonesia welcomes Chinese tourists and encourages the Chinese tourism industry to hold exhibitions and events.” He also encouraged Chinese tourism companies to explore business and cooperation opportunities with their Indonesian counterparts.

The Indonesian Consulate General in Guangzhou stated that the consulate supports all friendly activities that enhance China-Indonesia relations. China is an important partner for Indonesia in various fields, including trade, investment, social and cultural matters. Given the growing influence of social media, it is expected that this collaboration will not only promote Indonesia in China but also increase people-to-people exchanges between China and Indonesia.