Tangerang – Digital technology played a decisive role in the remarkable success of Trade Expo Indonesia (TEI) 2025, Indonesia’s largest Business-to-Business (B2B) international trade exhibition. A study conducted by Rimsky K. Judisseno and Ken Daren Cakraningrat from Jakarta State Polytechnic found that integrating virtual international promotion with digital immigration services significantly increased overseas buyer participation and boosted export transactions. Published in 2026 in the International Journal of Scientific Multidisciplinary Research (IJSMR), the research demonstrates that digital technology does not replace conventional trade exhibitions but substantially strengthens their effectiveness as strategic instruments for export promotion.
As global trade becomes increasingly competitive, countries are adopting digital technologies to expand international market access and improve trade efficiency. The Meetings, Incentives, Conventions, and Exhibitions (MICE) industry has also undergone significant transformation following the COVID-19 pandemic, with digital platforms becoming essential tools for promoting products, attracting buyers, and facilitating cross-border business activities. Indonesia has embraced this transformation through the annual Trade Expo Indonesia, which serves as the country's flagship international trade exhibition for promoting Indonesian products worldwide.
The 40th edition of Trade Expo Indonesia was held from 15 to 19 October 2025 at the Indonesia Convention Exhibition (ICE) BSD City in Tangerang under the theme "Discover Indonesia's Excellence: Trade Beyond Boundaries." The exhibition featured 1,619 Indonesian exhibitors representing food and beverages, agriculture, manufacturing, lifestyle products, and service industries. The event also included business matching sessions, international seminars, business counseling programs, and Buyers Night, providing opportunities for Indonesian exporters and international buyers to establish commercial partnerships.
The research employed a qualitative case study using participant observation as its primary methodology. Rimsky K. Judisseno directly participated in the event as part of PT Debindo's Buyers Handling Division and later served as International Account Executive Support throughout TEI 2025. This insider role enabled direct observation of buyer registration procedures, international visa facilitation, virtual promotional activities, and business matching operations. These observations were complemented by official reports from Indonesia's Ministry of Trade and other verified institutional sources.
The study found that TEI 2025 generated a remarkable total transaction value of USD 22.8 billion, equivalent to approximately IDR 376.2 trillion. This figure exceeded the government's original target of USD 16.5 billion by approximately 38 percent. The total consisted of USD 17.9 billion in merchandise trade, USD 443.7 million in service transactions, and USD 4.37 billion in investment commitments. In addition, business matching sessions and exhibition floor transactions reached USD 135 million, representing an impressive 88 percent increase compared with the previous edition of the exhibition.
International participation also surpassed expectations. During the five-day event, TEI 2025 welcomed 34,550 visitors from 130 countries, including 8,045 international buyers. This exceeded the original target of 5,000 buyers by approximately 61 percent. Malaysia contributed the largest number of buyers with 769 participants, followed by China with 605, India with 594, Nigeria with 509, and Egypt with 406. These figures demonstrate the exhibition's growing international reach and effectiveness in attracting global business communities.
The researchers identified two digital innovations that played critical roles in achieving these outcomes. The first was a Zoom-based virtual outreach program conducted with 31 Indonesian embassies and consulates (KBRI/KJRI) around the world. Through these online sessions, potential international buyers received detailed information regarding Indonesian export products, business matching opportunities, registration procedures, travel arrangements, and visa requirements. This virtual promotion strategy significantly expanded Indonesia's international marketing reach while eliminating geographical barriers before the physical event began.
The second innovation involved the use of Indonesia's national digital immigration platform, evisa.imigrasi.go.id, which streamlined visa applications for international buyers. The platform facilitated business visas, electronic Visa on Arrival services, and even managed Calling Visa procedures for buyers from countries requiring additional immigration clearance, including Nigeria, Afghanistan, Somalia, and Cameroon. By digitizing immigration procedures, the system reduced administrative complexity, improved processing transparency, and enabled participation from countries that would otherwise face significant travel barriers.
The study further demonstrates that these digital innovations significantly enhanced the effectiveness of business matching activities. Because international buyers had already completed digital registration and immigration procedures before arriving in Indonesia, meetings between buyers and Indonesian exporters became more organized, efficient, and commercially productive. Higher-quality buyer participation directly translated into stronger trade negotiations, increased export commitments, and greater investment opportunities during the exhibition.
According to Rimsky K. Judisseno and Ken Daren Cakraningrat from Jakarta State Polytechnic, the success of TEI 2025 illustrates that digital technology should become a core component of future international trade exhibitions. Virtual promotion, integrated registration systems, digital immigration services, and centralized buyer management can substantially expand market access while reducing barriers that frequently discourage international business participation.
The findings carry important implications for governments, exhibition organizers, and export promotion agencies. Developing integrated digital platforms capable of connecting buyer databases, visa processing, participant registration, and business matching services can significantly improve the effectiveness of export promotion programs. The researchers also suggest that artificial intelligence could be incorporated into future trade exhibitions to automatically match buyers with suitable Indonesian exporters, further increasing the efficiency and commercial value of international business meetings.
Overall, the study demonstrates that digital transformation has fundamentally reshaped the organization of international trade exhibitions. The outstanding achievements of Trade Expo Indonesia 2025 prove that combining physical exhibitions with digital technologies creates substantially greater economic value than relying solely on conventional event management approaches. Continued investment in digital innovation will strengthen Indonesia's ability to expand export markets, attract foreign investment, and enhance the global competitiveness of Indonesian products.
Author Profile
Research Source
Article Title: Trade Expo Indonesia 2025 as Technology-Enabled Export Promotion: A Case Study of Digital Buyer Acquisition and Immigration Facilitation in Government-Led B2B MICE Events
Journal: International Journal of Scientific Multidisciplinary Research (IJSMR), Vol. 4, No. 7, 2026.
DOI: https://doi.org/10.55927/ijsmr.v4i7.122
Journal Link: https://journalijsmr.my.id/index.php/ijsmr
0 Komentar