Jokowi: Region Don't Have A Similar Brand, There Are Beriman-Berhiber-Seri, Ber Ber Semua

Photo: BPMI Setpres/Muchlis Jr

JAKARTA - President Joko Widodo asked each region to have a "brand" of different names according to regional potential.

"Don't all of our cities/regencies have the same name, they have a 'brand' that is almost similar. There is a 'berile', there is a 'hiber', there is'serious', ber, ber, ber everything," said President Jokowi in Sentul, Bogor, West Java on Tuesday, January 17, as reported by Antara.

President Joko Widodo conveyed this at the National Coordination Meeting of Regional Heads and Communication Forum for Regional Leaders throughout Indonesia in 2023 which was attended by ministers of the Advanced Indonesia cabinet, TNI Commander Admiral Yudo Margono, National Police Chief General Pol Listyo Sigit P, Attorney General ST Burhanuddin, governors, regents, mayors, chairman of the DPRD, Pangdam, Dandim, Danrem, Kapolda, Kapolres, Kajati, Kajari, heads of BPS throughout Indonesia and other state officials.

"I need to remind you that we have 514 regencies/cities and now the provinces have added, so how many provinces have we, sir? 38 provinces. Be careful what is called city planning," said the President.

All districts and cities, according to the President, should start designing their cities properly.

"So that every city and district has differentiation. Maximize the potential of existing regions, make a'masterplan' that really has a vision in the future," added the President.

With this "master plan", the President assesses that the "brand" of each city will be different and does not have to start with "BER".

"There is faith, there are hibernifies, ber, ber, bery, all of them! Make the city 'brand' according to our respective potentials and advantages. It can be for example a banana city, why not? Can it be a fish city, why not? Can it be a music city, why not? Can it be a furniture city, why not? But consistent," said the President.

If one city chooses to become a banana city, then the city must continuously show its superiority in the banana field.

"This means that there should be more bananas in the city, then prepare the industry for post-pancash harvest. Prepare in the city so that the city's 'brand' will be visible. Let's see the Davao in the Philippines is a banana city, in all places only bananas, the industry is bananas. Dana dance, all bananas, so if people think about Davao, bananas," explained the President.

Another example mentioned by President Jokowi is High Point in North Caroline, United States, which holds the world's largest furniture exhibition every year.

"Everyone knows when we have to go to High Point. In all corners of the city it is only furniture, why doesn't Jepara do the same? Brarending the city but consistently building all the potential that the city has," added the President.

The President also gave suggestions and examples from other cities in Indonesia and the world.

"The village can be bananas. A banana city or a pineapple city. Our fish have fish power. In Japan, there is really Sukiji Fish Market which is very well known, everyone knows, why in Ambon in North Maluku no one has prepared this branding? We have a lot, so we need a'master plan' to be prepared," said the President.

Another example is in Minneapolis, the United States, which can live only from golf courses.

"There are 37 golf courses there, people there are just golf. 'Private jets' there are just golf. Nothing else? Why don't we dare anyone to start building this, cheap capital is just looking for grass, that's all. Put grass. We have to start thinking in that direction. Don't all cities be the same," said the President.