TikTok LIVE in collaboration with POP MART presents a special edition of NYOTA in the country

JAKARTA - TikTok LIVE together with POP MART today announced a collaboration to present a special edition of NYOTA with a touch of Indonesian culture. This collaboration is the first in Southeast Asia and is a manifestation of how digital creativity, community interaction, and local cultural wealth can be connected and live from the screen to the real experience.

In addition to celebrating Indonesian culture with creators virtually within the application, the public can also visit the "NYOTA in the Land" exhibition presented by TikTok LIVE and POP MART at the National Museum of Indonesia from April 27-29, 2026.

Digital Platform Introduces New Ways to Celebrate Culture

In recent years, culture is no longer only preserved, but also continues to be brought to life through new ways, including through digital platforms. Globally, more and more countries are placing culture as an important part of development, not only to maintain identity, but also as an economic driver. The UNESCO report entitled "Culture: The Missing SDG" released last year¹ mentions that culture is a key element in sustainable development. In line with this, the cultural and creative industries now contribute more than 3% to the world's GDP and continue to grow as an important contributor to the global economy.

H. Giring Ganesha D., S.I.Kom., Deputy Minister of Culture of the Republic of Indonesia, expressed his appreciation for this collaboration.

"We appreciate TikTok LIVE's initiative in supporting creators to promote Indonesian culture through digital platforms, including through collaboration with POP MART, the Indonesian National Museum, and the Indonesian Ministry of Culture. We also encourage further collaboration with Indonesian artists so that their works are better known on the global stage. The presence of characters like NYOTA in this collaboration shows how creative mediums can bridge traditional culture and digital platforms that are relevant for young generations," he said.

Responding to the collaboration with POP MART, Michael Tan, Livestream Operations Manager, TikTok LIVE Indonesia, explained, at TikTok LIVE, his party believes that creators are a new generation of cultural storytellers who are able to turn digital interactions into real and meaningful connections.

"Through the power of storytelling and interaction between creators and communities on TikTok LIVE, we see how local stories and identities, including from Indonesia, can reach a wider audience to the global stage. This collaboration with POP MART is a step to support local creators to express Indonesian culture in a more creative, relevant, and close to their communities," he explained.

First Cross-Sector Collaboration from TikTok LIVE in Southeast Asia

The collaboration between TikTok LIVE and POP MART is a manifestation of the synergy between technology and creativity that is translated through elements of the Indonesian archipelago culture. NYOTA, an iconic character that is widely known globally, is now presented with a design inspired by cultural elements such as batik motifs and puppets, as well as Indonesian landscapes such as the National Monument in Jakarta, Mount Bromo in East Java, and Tegalalang Terrace in Bali. On TikTok LIVE, NYOTA also greets TikTok creators and communities in the form of virtual gifts (gifts). This collaboration shows how local culture can continue to live, grow, and reach a global audience through the creativity of creators on TikTok LIVE.

"NYOTA is a symbol of imagination and emotional connection across communities. Through collaboration with TikTok LIVE, we are very excited to see how this global iconic character from POP MART can be reinterpreted through the Indonesian archipelago's cultural perspective. We hope that this collaboration can not only bring NYOTA closer to fans, but also invite the community to celebrate the richness of the country's culture," said Johan Sebastian, Country Head of POP MART Indonesia.

Indonesia became the first country in Southeast Asia to present this initiative, after it was previously introduced in Japan and Kazakhstan. In addition to presenting the global character of NYOTA with Indonesian culture through special edition gifts on the platform, TikTok LIVE with POP MART also brings NYOTA out of the screen to greet the public through a special exhibition at the National Museum of Indonesia.

Esti Nurjadin, Head of Museum and Cultural Heritage, Ministry of Culture of the Republic of Indonesia, appreciates the collaboration between TikTok LIVE and POP MART in presenting a new and relevant way to introduce Indonesian cultural heritage to the public, especially the younger generation, through the iconic character NYOTA.

"This initiative shows that the National Museum can be a living space of collaboration - connecting history, art, and digital expression - without abandoning the value of Indonesian cultural authenticity," he explained.

Active Involvement of Indonesian Creators and Community on TikTok LIVE

As a creative space for creators to not only create, but also build communities through real-time interactions, TikTok LIVE continues to grow, including in Indonesia. Last year, the number of live broadcasts on TikTok LIVE increased by more than 65 percent.

The involvement of the TikTok community in Indonesia is also very strong. It is recorded that the number of comments and likes (likes) given by the community to their favorite creators on TikTok LIVE also increased by 60 percent compared to the previous year³. This figure proves how strong the community's involvement and the deep social interaction that occurs between creators and audiences on TikTok LIVE. Globally, TikTok also noted that the TikTok LIVE community last year had given their appreciation, including in the form of gifts, to 150 million creators around the world.

In this context, features such as NYOTA gifts continue to be a way for audiences to actively participate - not only watching, but also supporting creators and content they appreciate more personally.

Celebrate Indonesian Culture with TikTok LIVE and NYOTA

To enrich user understanding, TikTok LIVE also presents a special page in the application titled "NYOTA in the Country" which explains the meaning behind each NYOTA design, ranging from the philosophy of motifs to the background of the culture that is raised. This page allows users, including international audiences, to not only see, but also understand and appreciate Indonesian culture more deeply.

Follow the experience of the TikTok LIVE x POP MART collaboration: NYOTA in the country through a special LIVE session and the NYOTA exhibition at the National Museum of Indonesia from April 27 to April 29, 2026. For more information, visit the special "NYOTA in the country" page on TikTok.

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