The Ministry of Culture Launches a Cultural Video Competition, Targeting Digital Generation to Raise Museums

JAKARTA - Minister of Culture Fadli Zon launched the "Me and My Culture" Creative Video Content Competition with the target of attracting young people to enter the cultural space that has long been ignored, especially museums and cultural heritage.

The launch was held at the E Building of the Ministry of Culture, Senayan, Monday, May 4. The government sees a big gap: rich culture, but the echo is lost in the digital space. This competition is used as a tool to reverse the situation.

Fadli menyebut Indonesia sebagai negara dengan keragaman budaya tinggi. Namun, kekayaan itu belum sepenuhnya hadir di platform digital yang kini dikuasai anak muda. Karena itu, video kreatif dipilih sebagai medium.

"We want the community, especially students, to interact directly with cultural sites in their area," said Fadli.

The Ministry assessed that young people are already accustomed to making content. This potential is directed to raise museums and historical sites, not just entertainment. At this point, the competition is not only a creative event, but also a more aggressive cultural promotion strategy.

Director General of Development, Utilization, and Cultural Development, Ahmad Mahendra, emphasized that digital content can trigger a chain effect. Not only increasing museum visits, but also forming a new community that cares about culture.

The theme of the competition is "Museums and Cultural Heritage in My Region". Registration is open until June 30, 2026. Participants are divided into two categories, general and students/students.

The platforms used reflect their target, namely YouTube, Instagram, and TikTok. Prizes are prepared for tens of millions of rupiah to attract broad participation.

Behind this competition, the government wants culture to no longer be trapped in physical spaces, but to live in a crowded and competitive digital space. If you fail to get there, local culture risks losing out to global content flows.

Fadli closed with a direct encouragement to young people not only to watch, but to produce and disseminate their own cultural stories.