Pasar Wiguna is a local artisan market that has been around since 2021, initiated by Ambarrukmo Group. In the past five years, over 1,000 artisan brands from Yogyakarta and other parts of Indonesia have joined. Pasar Wiguna helps build a strong creative economy in Yogyakarta, which is still growing. Seeing this potential, Kelana Wisata partnered with Pasar Wiguna to launch a promotional campaign for the culinary and creative sectors. The campaign uses digital content that is both appealing and relevant to today’s media trends.
Kelana Wisata is part of Badan Otorita Borobudur (BOB), which is an institution under the Ministry of Tourism of the Republic of Indonesia. Kelana Wisata is collaborating with Ambarrukmo to highlight the appeal of Kerabat Karya (tenants) at Pasar Wiguna by producing creative promotional video content and sharing it on social media platforms like Instagram and TikTok.
Kelana Wisata worked together to document 11 Kerabat Karya businesses at Pasar Wiguna. These businesses come from the culinary and creative economy sectors and highlight the variety found in Yogyakarta’s creative scene.
The culinary businesses featured are Cupable Coffee, Lituhayu Coffee, Moro Seneng Muntilan, Sari Rasa Muntilan, Warung Pelan-Pelan, and Wiratea. Their stories and unique flavors are shared through the “Selasarasa” program.
For the creative economy sector, the businesses include Kenandy World Leather Journal, Palka Creative Papergoods, MCMurs Letterpress, Vert.erre Skincare, and Difabelzone Indonesia. Their products, which reflect a strong local identity, are introduced through the “Pararupa” program.
Kelana Wisata and Pasar Wiguna are collaborating to boost the culinary and creative economy with a new tourism attraction. Online promotions will help more people discover and appreciate local artisan businesses. This partnership also aims to support local MSMEs, especially those in the Badan Otorita Borobudur area. Raising their profile should help these entrepreneurs find more opportunities to grow their businesses. Check out all the published videos on Instagram of @kelanawisata.id and @pasarwiguna.