Jakarta, January 6, 2025 ⎯ Shopee Indonesia is supporting the National Online Shopping Day (Harbolnas) 12.12 in 2024 through a series of special events, including a Mini Talkshow and Live Shopping on Shopee Live, featuring the Minister of Trade of the Republic of Indonesia, Budi Santoso. This event also welcomed two local MSMEs, Sayra Official and Kevas Co Official, who shared their experiences and tips to help other MSMEs maximize the opportunities presented by the growing digital economy. Minister of Trade Budi Santoso emphasized that the Harbolnas campaign serves as a crucial momentum to promote the development of MSMEs, which play a vital role in driving national economic growth.
"I highly appreciate the synergy between the Ministry of Trade and Shopee, which is realized through various initiatives, including this special Harbolnas Live Shopping session on Shopee Live. I hope this campaign will further strengthen public trust in local products and boost MSME sales. As stated by the Coordinating Minister for Economic Affairs, Mr. Airlangga Hartarto, the target transaction value for Harbolnas 2024 is IDR 40 trillion, reflecting a 16% increase compared to 2023. We hope this target can be achieved to contribute to Indonesia’s economic growth," said Budi.
Shopee Indonesia’s Executive Director, Christin Djuarto, who accompanied the Minister of Trade, reiterated Shopee’s commitment to supporting MSMEs through the Special Harbolnas 2024 event.
"Shopee actively supports local MSMEs to grow and become more competitive. This commitment is reflected in various programs, including the annual Harbolnas 12.12 campaign, as well as today’s Mini Talkshow and Live Shopping session with Minister of Trade Mr. Budi Santoso and two MSMEs. We hope this event will inspire more MSMEs to leverage digital platforms to expand their businesses. We also extend our gratitude to Mr. Budi Santoso for his outstanding support and collaboration in making Harbolnas 2024 a success," Christin stated.
Shopee’s Commitment to Supporting Local MSMEs Through Harbolnas 2024
As part of the Special Harbolnas program, two Shopee sellers—Surmiyati (44), owner of the Muslim fashion MSME Sayra Official, and Kevin Naftali (30), founder of the local men’s fashion brand Kevas Co Official—shared insights and inspiration with other MSME entrepreneurs through a discussion and live shopping session with the Minister of Trade.
"I am so thrilled to be invited by Shopee to the special Harbolnas 2024 Live Shopping event today. It was such an exciting experience to chat with the Minister of Trade about online business and the Harbolnas campaign. What made it even more special was seeing the Minister himself sell our products live to the audience. I hope that through Harbolnas 2024, Sayra can also contribute to helping the government achieve its targets while inspiring fellow MSMEs to grow their businesses through Shopee," shared Surmiyati, who now produces up to 1,000 pieces of khimar (Islamic headscarves) per week.
Kevin Naftali highlighted how Harbolnas 2024 presents a golden opportunity for local brands to gain recognition and expand their market reach.
"With Shopee offering various programs and promotions, including massive discounts and free shipping, Harbolnas is a golden opportunity for local brands like Kevas Co and Sayra to reach more customers. I personally appreciate the government’s support—especially from the Ministry of Trade—in fostering the growth of local brands like ours. Hopefully, with this support, we can hit our sales targets for Harbolnas 2024," said Kevin, who has successfully expanded his brand’s exports to Malaysia, Thailand, and Brazil through Shopee’s Export Program.
In addition to the Harbolnas 2024 Live Shopping session, Minister of Trade Budi Santoso also visited the Shopee MSME Campus in Jakarta to explore products from 50 Shopee-supported local MSMEs. He also attended the MSME Bazaar, which featured eight MSMEs under the guidance of the Ministry of Trade, including Bawadi Coffee Official Jakarta, Peyek Sultan Official, Janji Jiwa, ANNANINA, Tuscany Official, Tasca Official, Lseii Beaute, and Prassa.ku Official.
"Every year, Harbolnas is an important moment for Shopee, especially for MSME players. This event is not just a year-end celebration but marks the beginning of Shopee and MSMEs’ continued growth in the digital ecosystem. We hope that this initiative will also positively impact Indonesia’s digital economic growth," Christin concluded.
