From local hits to global partnerships: Indonesia’s animation sector on the rise

Indonesia’s animation sector is rapidly emerging as a key driver of the country’s creative economy, supported by government initiatives, industry collaboration and growing international recognition.

At Asean Digital Content Summit (ADCS) 2025 which took place in Johor Bahru, Malaysia from 2 to 4 September, Daryl Wilson, the co-founder of Indonesia’s Kumata Animation Studio, shared insights on the country’s animation industry, and how its driving the creative economy. Wilson is also a member of Ainaki, Indonesia’s animation association.

According to Ainaki, around 150 studios are currently active across 23 cities, alongside an estimated 300–500 smaller home-based outfits. The country’s Ministry of Industry (Kemenperin) has been working closely with local players to map the country’s production capacity and strengthen the ecosystem.

“The sector has shown an average annual revenue growth of 23 per cent, which is a very promising indicator of its long-term potential,” said Wilson.

One of the milestones for the industry was the release of Jumbo, which became the highest-grossing Indonesian animated feature to date, drawing over 10 million viewers. “The film’s success has boosted investor confidence and demonstrated audience appetite for local animated stories with emotional depth and high production values,” he revealed.

Collaborations and global reach

Partnerships with regional and international players have been central to growth. Indonesia’s popular IP Si Juki has collaborated with Taiwan’s FuBear, Japan’s Blackjack, and Singapore’s transport sector in a campaign titled “Travel the lands, discover the brands: Indonesia awaits.”

“Global competition like Japan, Korea and China are far ahead. We must meet international quality standards. Still, we are optimistic. Collaboration has been our key to growth,” Wilson said. He added that new revenue streams are opening up through digital distribution, merchandising, games and NFTs, supported by investment in infrastructure and cloud-based production.

Nurturing talent

Education and government initiatives are playing an increasing role in building a skilled workforce. A nationwide project recently produced 32 animated shorts based on legendary stories from 31 provinces, directed by four filmmakers and involving more than 500 students from nine universities, three institutes, four vocational colleges and 26 vocational schools.

“YouTube and TikTok offer creators direct access to millions of viewers, enabling even small ideas to grow into sustainable businesses and valuable IPs,” Wilson shared. Local properties such as Rizky Riplay (12.9 million subscribers) and Dalang Pelo (4.8 million subscribers) have built significant followings on YouTube, demonstrating both the creative potential and audience appetite for Indonesian content.

Challenges and opportunities

Despite this momentum, funding remains a major challenge. “Animation requires large-scale investment and long production cycles, and local studios often rely on service work for international companies. Distribution also poses difficulties, with no dedicated domestic distributors for animated content,” he stated.

To address these issues, Ainaki is working with the government on funding schemes to support local studios and talent. The association also plays a role in bridging professional expertise with academic training through collaborative production programmes, designed to strengthen skills and encourage knowledge transfer.

“We have world-class artists and powerful stories rooted in local culture,” Wilson noted. “With continued investment, stronger collaboration and international partnerships, Indonesia is well placed to scale up and take its animation industry to global audiences.”

Organised by Malaysia Digital Economy Corporation (MDEC), ADCS 2025 drew more than 50 global and regional thought leaders, over 100 exhibitors and buyers, and national pavilions from more than 10 countries. It fostered innovation and cross-border collaboration in animation, games and creative technology, bringing together policymakers, industry leaders, studios, start-ups, investors and creators from across ASEAN (Association of Southeast Asian Nations) and beyond.