Ashley Hotel Group in collaboration with the Ministry of Creative Economy (EKRAF) officially launched an innovative partnership through Pasar Seni Bermain, held from 22-24 October 2025. This marks an milestone in showcasing Indonesian creativity by bringing locally developed video games to Ashley Hotel’s PlayStation 5 facilities in the Family Room.
The event was inaugurated with a ribbon-cutting ceremony by Mrs. Irene Umar, Deputy Minister of EKRAF; Mrs. Dessy Ruhati, Sekretariat Ministry of EKRAF; and Mrs. Ade Noerwenda, Director of Operations at Ashley Hotel Group. The ceremony was followed by the signing of a Memorandum of Understanding (MoU) between Ashley Hotel Group and EKRAF, reinforcing their commitment to supporting Indonesia’s digital creative industry, particularly the gaming sector.
As part of this collaboration, four Indonesian-developed games are now officially available on PS5s at Ashley Hotels: Petit Island – an open-world tropical exploration game, Gigapocalypse – a pixel-art monster action game, Kitaria Fables – an action-adventure RPG with farming and crafting elements, and Knight vs Giant: The Broken Excalibur – a roguelite Arthurian fantasy game.
The games will be installed at two Ashley properties: Ashley Tanah Abang and Ashley Tugu Tani. This initiative is designed to provide families and children with a more engaging and meaningful stay. By highlighting local games, Ashley Hotel Group aims to create a more enjoyable in-room atmosphere while introducing guests to Indonesia’s creative digital products.
In addition to the game launch, Pasar Seni Bermain also features a series of exciting programs, including Talk Show: “Meaningful Play” with mental health practitioners and board game communities, Panel Discussion: “The Future of Hospitality: Innovation & Creativity” with hospitality industry experts, Board Game Sessions with APIBGI (Indonesian Board Game Industry Association) running throughout the day, and live performances by Ashley Acoustic Band every evening.
The event also showcases over 30 local SMEs through interactive booths, giving visitors the opportunity to discover products ranging from creative goods and handicrafts to authentic Indonesian culinary delights. This initiative not only enriches the visitor experience but also strengthens the creative economy ecosystem by providing local entrepreneurs with direct engagement to a wider audience.
“Ashley Hotel Group believes that a hotel is more than just a place to stay—it is a space for creativity, play, and meaningful interaction. Through this collaboration, we aim to provide guests with fresh experiences while also helping local games gain broader recognition,” said Ade Noerwenda, Director of Operations at Ashley Hotel Group.
With the spirit of play, collaboration, and support for local creativity, Pasar Seni Bermain is set to become a pioneering step in bridging the hospitality sector with Indonesia’s creative industries.
For more information, visit the respective websites for Ashley Hotel Group, Ashley Tanah Abang and Ashley Tugu Tani.
Ashley Tanah Abang
Jl. K.H. Wahid Hasyim No. 220 A-B
@ashleyhoteljkt
Ashley Tugu Tani
Jl. K.H. Wahid Hasyim No. 4A
@ashleyhoteljkt
