Success in entering international markets depends not only on product quality but also on a thorough understanding of the social, cultural, and historical contexts of the target countries.
In South Africa, batik is commonly referred to as the “Presidential Shirt” because Nelson Mandela often wore batik shirts that were gifted to him by former Indonesian President Soeharto. Additionally, Indonesian ginger candy has become popular in the country, as it is frequently consumed to stay warm during the winter months. Meanwhile, Indomie has introduced its “Jumbo” variant to align with local consumption preferences and is planning to establish a manufacturing facility in its target market.
These insights were shared by Andri Gilang Nugraha Ansari, Director of Import at Indonesia’s Ministry of Trade, during a visit by undergraduate students from the International Undergraduate Program and MBA students from the School of Business and Management, Institut Teknologi Bandung (SBM ITB) Jakarta Campus to the Ministry of Trade on July 8.
According to Andri, even the highest-quality products will struggle to penetrate global markets without a solid understanding of the social and historical context of their destination countries. Such knowledge is essential for identifying the right product-market fit.
The visit served as preparation for students in the International Undergraduate Program, who will participate in double-degree and student-exchange programs at partner universities in eight countries: the United Kingdom, the United States, the Netherlands, France, Spain, Japan, South Korea, and Australia. By gaining a better understanding of the global trade ecosystem, students are expected to bring Indonesia’s entrepreneurial perspective to the international stage.
Bayu Wicaksono Putro, the Director of Export and Import Facilitation at the Ministry of Trade, discussed how geopolitical developments are impacting logistics costs and market access. For example, the Russia-Ukraine war has resulted in Europe’s coldest winter in 15 years, creating export opportunities for Indonesian products such as blankets, heaters, and coal.
Conversely, disruptions to shipping routes through the Red Sea and the Strait of Hormuz, due to rising tensions among the United States, Israel, and Iran, have led to increased container shipping costs. Additionally, U.S. trade tariffs have affected five of Indonesia’s leading export sectors: textiles and textile products, footwear, electronics, palm oil, and wood products.
To address these challenges, the Ministry of Trade has implemented a three-pillar strategy: safeguarding the domestic market, expanding export destinations through accelerated trade agreements such as Free Trade Agreements (FTAs) and Comprehensive Economic Partnership Agreements (CEPAs) with non-traditional markets, and promoting the “Local to Global” initiative. Through its UMKM Bisa cluster program, the Ministry has identified approximately 2,200 villages with strong export potential.
Reza Pahlevi Chairy, Director of Trade Security at the Ministry of Trade, discussed trade remedies as international legal instruments designed to protect domestic industries and national foreign exchange earnings from unfair trade practices.
The three principal trade remedy instruments are anti-dumping measures to address predatory pricing, countervailing measures against subsidized imports, and safeguard measures to protect domestic industries from surges in imports.
According to Reza, trade remedies remain a relatively new field in Indonesian academia. This presents significant career opportunities for future international trade lawyers who can represent Indonesia’s exporters in proceedings at the World Trade Organization (WTO).
Reza also introduced the concept of product complexity as a framework for promoting exports of high-value-added products rather than relying solely on raw commodities. Achieving this objective requires close collaboration among academia, industry, and government through the triple helix approach.
Ojak Simon Manurung, Secretary of the Directorate General of Foreign Trade, stated that the visit reflects strong collaboration between academia and policymakers in advancing Indonesia’s export performance, in line with the country’s target of achieving 8 percent economic growth by 2029.
The partnership aims to strengthen students’ technical competencies, accelerate the development of globally competitive entrepreneurs, and connect aspiring young exporters with Indonesia’s overseas trade representative network.
Sonny Rustiadi, Head of the Undergraduate Entrepreneurship Program at SBM ITB, expressed hope that the “International Market Radicalization” collaboration previously initiated with the Ministry of Trade could be continued. He also encouraged greater student access to Indonesia’s Trade Attaché network and Indonesian Trade Promotion Centers (ITPCs) as valuable resources for international market research.
In addition to visiting the Ministry of Trade, SBM ITB students attended Halal Expo Indonesia 2026 in Senayan, Jakarta. They engaged with international buyers and sellers while learning about halal certification and global trade regulations, both of which are essential requirements for entering export markets.
The students also participated in the HEITalk session, which featured speakers from government institutions and the halal industry. The session broadened their understanding of the Islamic economic ecosystem and the halal industry, one of Indonesia’s strategic growth sectors.
This series of visits underscores SBM ITB’s commitment to preparing students in its international programs to become entrepreneurs capable of competing in global markets. Knowledge of export-import regulations, trade remedies, geopolitical developments, market research, and halal certification is expected to equip students with the skills needed to develop innovative products and business models that meet the demands of international markets.
