BINUS Business School

Creative Industries in Indonesia and the World

The creative industry has promising job prospects. It is one of the industries that has made significant contributions to both national and global economies. In 2022 alone, the economic contribution of the creative industry to the national Gross Domestic Product (GDP) reached Rp1,134.9 trillion. But what exactly is meant by the creative industry and what sectors are included in it?

What is the Creative Industry?

The creative industry is an economic activity that involves knowledge of information technology as well as the ability to create and innovate. In Indonesia, this industry is often based on culture, art, and creativity.

The combination of all these elements will create works as economic products that have commercial value. However, besides profit, the production of products in the creative industry can also create new job opportunities because it requires special skills from individuals.

Business Sectors in the Creative Industry

So, what kinds of economic activities are included in the creative industry? Considering that there are quite a few, these various activities are grouped according to the appropriate business sectors. What are they?


The architecture sector focuses on the activities of planning and designing buildings, housing, and commercial spaces. These activities are carried out by architects who are responsible for creating physical environments with optimal functions and aesthetics, thus requiring high creativity in the process.


Crafts are handmade art products made using various artistic media. Some examples include batik, weaving, and textiles. Because they are handmade, crafts require a high level of creative skills. It is not surprising that this sector is thriving. In fact, local craft products contributed 14.9% of Indonesia’s total GDP during the pandemic.


As the name suggests, the advertising sector involves designing attractive and effective advertisements to attract audiences. This means that an advertisement must have a high level of creativity to attract the target audience to buy the promoted product. Some examples of activities in the advertising sector include television commercials, billboards, and social media content.


Fashion is also included in the creative industry sector because it involves designing, producing, and promoting clothing, shoes, bags, jewelry, and more. This sector is very dynamic, so fashion business actors are required to be able to create products that are up-to-date with trends.

Digital Products

As the name suggests, digital products are products that exist in a digital or electronic form. Some examples include music, photos, videos, e-books, and software, which are usually enjoyed or used through devices such as laptops and smartphones. The creation process of these products is also included in the creative industry.


This sector covers the process of making and marketing typical regional culinary products. The business potential is quite large because each region in Indonesia has its own unique culinary specialties. Moreover, the choices of products are also diverse. You do not have to offer full meals; you can also sell dry snacks as souvenirs.

Current Creative Conditions in Indonesia and Globally

Regardless of the diversity of the sectors mentioned above, the national and global creative industries experienced a downturn due to the pandemic. However, the creative economy is slowly starting to recover as the pandemic situation improves. This is marked by the return of large-scale concerts, music and arts festivals, and the reopening of cinemas.

Once again, events like these involve the creative skills of various professions such as sound system experts, lighting technicians, stage designers, and audiovisual professionals. This means that the workforce needed is increasing, thus creating new job opportunities.

The Role of Education in the Creative Industry

For this industry to grow steadily, human resources with skills that are relevant to the times are needed. This can be done by delving into relevant and field-based knowledge, such as that offered by the Master’s Program in Creative Marketing at BINUS Business School.

With professional and experienced teaching staff, this program provides creative marketing materials from the consumer’s point of view. Not only that, but the Master’s Program in Creative Marketing at BINUS Business School also combines technology-based marketing knowledge and real-life problem-solving to optimize your creative side. Therefore, students are expected to be able to develop their creative businesses to compete nationally and globally.

With diverse sectors involving skills, businesses in the creative industry have promising prospects. To compete on a national and global scale, make sure you equip yourself with relevant and current knowledge. You can obtain this by pursuing a Master’s Program in Creative Marketing at BINUS Business School. Visit their official website for more information!