Indonesian Art Toys Eye $1 Million Market in South Korea

Indonesia is poised to tap into the lucrative South Korean market for art toys, with projected transactions reaching up to $1 million (approximately Rp 17 billion) during the upcoming URBAN BREAK & TOY CON SEOUL 2026. This event, scheduled to take place from July 30 to August 2, 2026, at Coex in Seoul, aims to showcase the creativity and craftsmanship of Indonesian artists.

According to Fajarini Puntodewi, the Director General of National Export Development at the Ministry of Trade, this figure represents a significant increase compared to Indonesia's participation in 2025, which recorded potential transactions of around $500,000. She noted that the surge in transaction potential indicates a growing interest from South Korean buyers in Indonesian creative products and services.

Fajarini Puntodewi mentioned that Indonesia's participation in URBAN BREAK & TOY CON SEOUL 2026 is a strategic move to expand market access for art toys and promote the export of creative services to South Korea, adding that the increase in transaction potential shows that Indonesian creative products are becoming more recognized and competitive in the global market.

The Indonesian pavilion, covering 60 square meters, will feature works from 21 curated creators, including IKY, Rhoald, and Arief Witjaksana. These creators will present a range of art toys, designer toys, and collectible toys, which are characterized by their high aesthetic value and intellectual property protection.

During the exhibition, Indonesian creators will have the opportunity to meet directly with at least 400 potential buyers, allowing them to introduce their characters, designs, and business models based on intellectual property to the South Korean market. This face-to-face interaction is expected to enhance understanding of market expectations and foster long-term collaborations.

Stevanus Lianto, founder of the Artistry Rights Kollektive and one of the participating creators, expressed gratitude for the government's support, emphasizing the challenges of meeting the high expectations of potential partners. He stated that they are very thankful for the government's support for Indonesian art toy artists and that it is challenging to meet potential partners because they have high expectations, and they need to manage those expectations.

Cecep Herawan, Indonesia's Ambassador to South Korea, also voiced support for promoting Indonesian creative works in South Korea, highlighting the importance of the creative industry in strengthening bilateral partnerships.

The growing interest in Indonesian art toys reflects a broader trend in South Korea, where such products are increasingly recognized as part of pop culture and the creative industry. This development not only opens new avenues for Indonesian artists but also enhances the visibility of Indonesia's creative economy on an international scale.