Indonesia Fair

Indonesia Fair, also known in Indonesian as Pekan Raya Indonesia (PRI), is an annual public fair and exhibition event in Indonesia. Its purpose is to promote national economic growth through the MICE sector—meetings, incentives, conventions, and exhibitions—while bringing together commercial exhibitors, cultural programming, entertainment, food businesses, and consumers. The event combines the functions of a trade and promotional exhibition with those of a large public festival. The fair’s historical origins date to 1953, when the first Pekan Raya Indonesia was staged as the First Indonesian International Trade & Industrial Fair. It took place from 29 August to 4 October on the site where Atma Jaya University now stands, along what was then Kebayoran Road and is now Jalan Jenderal Sudirman in Jakarta. China was the principal international exhibitor at that inaugural edition. A second edition followed in 1954, with the Soviet Union as the main international exhibitor, and a third was held in 1955, with the United States in that role. The early fairs functioned as showcases for industrial products, technology, commercial exchange, and international engagement in the newly independent Indonesia. The 1955 edition was particularly notable for the breadth of its international and popular entertainment content. American companies including Ford, General Motors, Caterpillar, Goodyear, RCA, and Pan Am participated. Holiday on Ice was introduced to Indonesia through the fair, and its Jakarta performance was attended by Eleanor Roosevelt, then the First Lady of the United States. The edition also included a television stand, described in reference material as one of the early introductions of true color television to Indonesia. These features illustrate how the fair historically combined industrial promotion with demonstrations of new technology and mass entertainment. After the three consecutive editions held from 1953 to 1955, the event underwent a long interruption. It returned as a recurring annual fair in 2016, when it began to be held at the Indonesia Convention Exhibition (ICE) in BSD City, in Greater Jakarta. The modern event is generally scheduled around September and October, although the 2016 edition ran from 20 October to 6 November and the 2017 edition from 21 October to 5 November. The contemporary Indonesia Fair presents a broad mixture of activities. Its program has included exhibitions and trade promotions, retail and shopping opportunities, music concerts, cultural shows, amusement rides, family activities, and a food festival emphasizing regional Indonesian tastes. The 2016 revival was promoted around themes of 1,000 bands, 1,000 culinary tastes from the Indonesian archipelago, and family games. The 2017 edition expanded the cultural framing, combining concerts, culture, culinary attractions, shopping, and exhibitions. In 2018, the fair brought together approximately 600 tenants and more than 2,000 trademarks, with participation from property, automotive, fashion, food and beverage, electronics, creative businesses, and small and medium-sized enterprises. The International Indie Music Festival was also arranged as part of that edition. Indonesia Fair is therefore best understood as an event brand rather than a conventional manufacturer or retailer. Its value proposition lies in creating a large venue where businesses can display products, promote brands, meet consumers, and participate in national cultural programming. The fair also provides a platform for smaller enterprises and creative businesses alongside larger commercial exhibitors. Its present identity connects the historical role of national and international industrial fairs with a modern festival format tailored to Indonesian consumers and the exhibition industry.

The Indonesia Fair, or Pekan Raya Indonesia, originated in the post-independence period as a national trade and industrial exhibition. Its first edition was held from 29 August to 4 October 1953 under the formal name First Indonesian International Trade & Industrial Fair. The venue was located on the site now occupied by Atma Jaya University, along Kebayoran Road in Jakarta, now known as Jalan Jenderal Sudirman. China served as the principal international exhibitor. A second edition took place in 1954, with the Soviet Union as the leading international participant. The third edition followed in 1955 and featured the United States as its main international exhibitor. American companies identified as participants included Ford, General Motors, Caterpillar, Goodyear, RCA, and Pan Am. The 1955 fair also introduced Holiday on Ice to Indonesian audiences. Its Jakarta performance was attended by Eleanor Roosevelt. Another notable attraction was a television stand, associated with an early presentation of true color television in Indonesia. These editions used the fair as a meeting point for commerce, industrial demonstration, international representation, and public entertainment. Following the three consecutive fairs of 1953, 1954, and 1955, the event disappeared from the annual calendar for a prolonged period. It was revived in 2016 and subsequently held annually at the Indonesia Convention Exhibition in BSD City, Greater Jakarta. The revived fair generally takes place during September or October, although its 2016 and 2017 editions extended into November. The modern event is broader than a conventional trade show. It includes exhibition booths and trade promotions, consumer shopping, concerts, cultural performances, amusement rides, family games, and a food festival. The 2016 edition emphasized large-scale music and culinary themes, while the 2017 edition placed stronger emphasis on Indonesian culture and a mixed program of concerts, food, shopping, and exhibitions. By 2018, the event had developed into a multi-sector platform involving around 600 tenants and over 2,000 trademarks. Participants represented property, automotive, fashion, food and beverage, electronics, creative businesses, and small and medium-sized enterprises. The International Indie Music Festival was also incorporated into the 2018 program. The fair’s historical continuity lies in its role as a platform for commercial display and public engagement. Its earlier editions highlighted international industry and emerging technologies; its revived form adds consumer activation, entertainment, culinary discovery, and cultural presentation. Indonesia Fair is consequently an event brand and exhibition platform, not a product manufacturer. Its principal stakeholders include exhibitors, brands, entrepreneurs, food businesses, performers, cultural organizations, consumers, and the wider Indonesian MICE industry.

• 2018

  Fair reaches hundreds of tenants and thousands of trademarks

  [1]Indonesia Fairen.wikipedia.org

  The 2018 edition includes approximately 600 tenants and more than 2,000 trademarks across multiple commercial sectors, with the International Indie Music Festival included in the program.

• 2017

  Second modern edition broadens cultural programming

  [1]Indonesia Fairen.wikipedia.org

  The 2017 edition combines concerts, Indonesian culture, culinary attractions, shopping, and exhibitions.

• 2016

  Indonesia Fair is revived at ICE BSD City

  [1]Indonesia Fairen.wikipedia.org

  After a long interruption, the fair returns as an annual event at the Indonesia Convention Exhibition in BSD City, Greater Jakarta.

• 1955

  Third historical edition features major American exhibitors

  [1]Indonesia Fairen.wikipedia.org

  The third edition includes companies such as Ford, General Motors, Caterpillar, Goodyear, RCA, and Pan Am. Holiday on Ice is introduced to Indonesia, and the fair features a television stand associated with early true-color television demonstrations.

• 1954

  Second Pekan Raya Indonesia is held

  [1]Indonesia Fairen.wikipedia.org

  The second edition is staged with the Soviet Union as the main international exhibitor.

• 1953

  First Indonesian International Trade & Industrial Fair is held

  [1]Indonesia Fairen.wikipedia.org

  The first Pekan Raya Indonesia takes place from 29 August to 4 October in Jakarta, with China as the principal international exhibitor.

A large-scale Indonesian MICE and public-festival platform that combines business exhibition, trade promotion, consumer shopping, culinary discovery, cultural programming, and entertainment.

• Trade and consumer exhibition · 1953

  Indonesia Fair exhibition

  The core offering is a large-scale exhibition platform where companies, brands, creative businesses, and small and medium-sized enterprises present products and services. The modern edition spans sectors including property, automotive, fashion, food and beverage, electronics, and other consumer-oriented categories.

• Food and beverage program · 2016

  Culinary festival

  The fair’s food component highlights Indonesian regional cuisine and provides food and beverage businesses with a public-facing promotional venue. The 2016 edition used a theme centered on 1,000 culinary tastes from the Indonesian archipelago.

• Live entertainment · 2016

  Music and entertainment program

  Music performances, concerts, and other live shows form a major part of the contemporary fair format. The 2018 edition also included the International Indie Music Festival, extending the event beyond commercial exhibition into organized music programming.

• Cultural and family entertainment · 2016

  Cultural and family attractions

  The revived fair incorporates Indonesian cultural presentations, family games, amusement rides, and other attractions intended to make the exhibition accessible to a broad public audience rather than only trade visitors.

• 2017Richer Indonesian Culture

  Indonesia

  The 2017 edition emphasized Indonesian culture while retaining concerts, culinary programming, shopping, and multi-scale exhibitions.

  Outcome. The edition broadened the fair’s cultural and entertainment positioning.

  Source
• 20161,000 Bands and 1,000 Culinary Tastes

  Indonesia

  The revival edition used large numerical themes for music and Indonesian culinary diversity, combining concerts, food discovery, exhibitions, and family activities.

  Outcome. The event re-established Indonesia Fair as an annual public exhibition and festival at ICE BSD City.

  Source

• 2016

  Revive the historical fair as a recurring MICE and consumer festivalStrategy

  Background

  The original fair had last been held in 1955 after three consecutive editions. The organizers reintroduced it as an annual event aligned with exhibitions, trade promotion, entertainment, food, and family activities.

  Action taken

  The fair was relaunched at ICE in BSD City, Greater Jakarta, with a hybrid exhibition-and-festival format.

  Aftermath

  The event continued with annual editions documented for 2017 and 2018.

  Source

1. 1Indonesia Fairen.wikipedia.org