Jakarta, Otodiva – Indonesia International Motor Show (IIMS) 2026 again trying to expand its role, not only as an automotive exhibition event, but also as a collaboration space for the creative economy and MSMEs. This year, This support can be seen quite concretely through the presence of a special MSME area at the Gambir Expo Area Energized by Pertamina.
This step emphasizes the new direction of IIMS which no longer only talks about vehicles and automotive technology. In the midst of an increasingly competitive and challenging automotive industry, IIMS wants to position itself as a platform that is relevant to the wider economic ecosystem.
However, behind the good intentions, an important question arises. The extent to which MSME involvement really has a long-term impact, and not just a complement to increase the crowd of the exhibition?
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MSMEs Become Part of the Visitor Experience
This year, The Gambir Expo Area is not only filled with automotive aftermarket brands, but also a row of food and beverage MSMEs. Starting from popular brands such as Burger Bangor and Bakmi Sedjuk, to regional culinary specialties such as egg crust and local MSME snacks, everything is put together in one area that is easy for visitors to access.
This approach clearly benefits from an experience perspective. Visitors don't need to leave the exhibition area to look for food, while MSME players get direct exposure to hundreds of thousands of IIMS visitors. In terms of traffic, this is an opportunity that is hard to come by outside of large-scale exhibitions like IIMS.
However, the challenge is sustainability. No mentoring or follow-up scheme after the event, MSME involvement is at risk of stopping at just daily transactions during the exhibition.
Entertainment and Community, Relevant Added Value
Apart from MSMEs, IIMS 2026 it also relies on the power of community and entertainment to maintain its appeal. Programs like Sunday Morning Ride, UNDERSTAND Audio Contest, to drifting attractions, go-kart, and electric karting provides a different color compared to conventional automotive exhibitions.
On the other hand, the presence of the IIMS Infinite Live concert with big names like Tulus, to the follow-up schedule to Superman Is Dead and The Jansen, strengthen the image of IIMS as a lifestyle event. This effectively attracts a non-automotive audience, including families and the younger generation.
Even so, the challenge ahead is to maintain balance. Too much entertainment risks obfuscating the main focus as an auto show. IIMS 2026 has moved in a more inclusive direction, but the consistency of the concept and the real impact for MSMEs will be the benchmark for success, not just the excitement of the event.
