FIRST LADY LAUNCHES BOUTIQUE TO PROMOTE INDONESIAN

UNCLAS JAKARTA 003021 SIPDIS SIPDIS DEPT FOR EAP/MTS AND INR/B TREASURY FOR IA-SETH SEARLS COMMERCE FOR 4430/BERLINGUETTE E.O. 12598: N/A TAGS: EINV ECON SCUL PINR ID SUBJECT: FIRST LADY LAUNCHES BOUTIQUE TO PROMOTE INDONESIAN ARTISANS REF: Jakarta 02924 ¶1. On October 29, Indonesian First Lady Ani Bambang Yudhoyono continued to raise her profile (reftel) by launching Alun Alun, a high-end boutique for Indonesian cultural products aimed at promoting small and medium-sized artisan businesses. The First Lady expressed hope that the venture also will raise the profile of Indonesia indigenous products within Indonesian and around the world. The boutique will provide customers with a one stop shop for high quality Indonesian items, including a broad array of handicrafts, jewelry, clothing and culinary products. Trade Minster Mari Pangestu, who also spoke at the launch, noted that Alun Alun would assist its artisan suppliers in upgrading the packaging and presentation of their products for international markets. Pangestu also commented that Alun Alun's management team is considering expanding the shop to overseas locations to promote trade in Indonesian cultural goods. ¶2. The First Lady remarked that the Alun Alun project closely aligned with her vision for an Indonesia with a strong sense of its own culture and a respect for its diverse traditions. While she noted that openness to influence from foreign cultures is important, she believes that foreign influence should enrich Indonesia's existing culture rather than replace it. She hopes that the Alun Alun venture will promote prosperity for its artisan suppliers while strengthening the domestic and international reputation of Indonesian goods. HUME