Tokopedia, TikTok Shop spotlight Indonesia's 'local heroes' as #BeliLokal sales climb

share on twitter / facebook / linkedin / more sharing option email telegram whatsapp wechat pinterest line snapchat reddit Tokopedia and TikTok Shop are putting Indonesia’s local entrepreneurs, makers and creators at the centre of their latest #BeliLokal push, portraying them as modern-day “heroes” in a new Independence Day campaign as sales of local products through the ecosystem rose 51% in the first half of 2026. Created by Bukacerita, “Pahlawan beli lokal” draws on the traditional visual language used to commemorate Indonesian heroes, using portraits and scenes inspired by different regions, crafts and products to celebrate the people behind the country’s local businesses. The campaign extends beyond a film through PahlawanBeliLokal.com, where consumers can discover the stories of local sellers behind the products they buy. The initiative is intended to shift attention from the products themselves to the entrepreneurs and communities behind them, while highlighting how digital commerce can help local products reach consumers beyond their regions of origin. Don't miss: How TikTok GO by Tokopedia aims to convert viral food content into real-world spending The campaign forms part of Tokopedia and TikTok Shop’s wider effort to turn #BeliLokal from a campaign into an always-on ecosystem for Indonesian MSMEs. In the first half of 2026, the ecosystem helped drive local product sales up 51% to nearly 700 million products, while gross merchandise value (GMV) increased 14%. The number of sellers participating in #BeliLokal also rose 50% compared with the first half of 2025. The companies said the growth reflects a broader role for digital commerce in helping local businesses with product discovery, customer engagement and expansion into new markets. A 2025 study by TikTok Shop found that 72% of participating businesses had reached new customers through the platform, while 67% had launched new products and 52% had strengthened their differentiation through Discovery Commerce. Tokopedia and TikTok Shop said #BeliLokal has evolved beyond promotional activity into a year-round programme covering business education, digital selling, compliance and market access. Its initiatives include seller education, business workshops, Nomor Induk Berusaha (NIB) registration support, intellectual property awareness and responsible selling education. The ecosystem also uses video content, LIVE Shopping, creator and affiliate collaborations to increase the visibility of local products through Discovery Commerce. More than 4,800 MSMEs, creators and affiliates have participated in #BeliLokal education programmes to date. Most participants have come from outside Greater Jakarta, while half of the training sessions have been held outside Java. “In the spirit of Independence Day, we want to continue strengthening collaboration with the government, creators, partners, and the community through #BeliLokal so that more local businesses can move up a class, build more competitive businesses, and grow sustainably,” said Stephanie Susilo, executive director of Tokopedia and TikTok Shop Indonesia. Tokopedia and TikTok Shop point to local brands including beauty company Facetology and Malang-based snack maker Apelicious as examples of businesses using the ecosystem to expand their reach. The Independence Day celebration also awarded sellers and creators across categories including fashion, FMCG, lifestyle, auto and electronics, highlighting their contributions to #BeliLokal. Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth. Related articles: Green owls take flight: Duolingo and Tokopedia's mascot swap goes viral in Indonesia Tokopedia's suitcase messages turn Jakarta airport into a marketing playground TikTok, YouTube disable 4.7m child accounts under Indonesia's PP TUNAS share on twitter / facebook / linkedin / more sharing option email telegram whatsapp wechat pinterest line snapchat reddit Follow us on our Telegram channel for the latest updates in the marketing and advertising scene. Follow Free newsletter Get the daily lowdown on Asia's top marketing stories. We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free. subscribe now open in new window