Beyond Generating Profit for Artisans, Bakti BCA’s Empowerment Program Also Preserves Tradition and Cultural Identity

Jakarta, 1 March 2025 - Loyalty to tradition and culture is highly valued in the tourism and arts industries. The rarer a tradition or culture, the more it is sought after by enthusiasts who cherish authentic tastes and heritage that are becoming increasingly scarce.

Taro Tourism Village in Bali is one example that illustrates this condition. Taro Tourism Village has long been known as a center for silver craftsmanship on the Island of the Gods. Using hand-carving techniques, the silver handicrafts from Taro Tourism Village often become popular souvenirs that attract many visitors. However, technological advances present a challenge for the village in marketing its products in the modern era.

BCA SVP Corporate Communication Susanti Nurmalawati highlighted this fact during a talk show session at the Mini Studio BCA Expoversary 2025. According to her, despite producing high-quality cultural products, traditional artisan communities often struggle when it comes to market their products.

“Our MSMEs are highly skilled, but they struggle with branding and finding the right market. So, we need to assist them. That’s why our focus is on holistic empowerment through comprehensive guidance, not just providing financial support,” Susanti said recently.

Taro Tourism Village is acclaimed as one of the World’s Best Tourism Villages, with the tagline “An Eco-Spiritual Destination.” The village offers a unique tourism experience that seamlessly blends natural beauty, rich culture, and profound spirituality.

Not only known for its silver craftsmanship, Taro Tourism Village is home to a wealth of cultural heritage, including the majestic Pura Agung Gunung Raung, the stunning Semara Ratih Delodsema Village with its harmonious traditional house layout, and a sanctuary for white cattle conservation. In 2023, Taro Tourism Village was recognized with the UN Tourism’s Best Tourism Villages Upgrade Programme award by the United Nations World Tourism Organization (UNWTO).

Actress and Co-founder of TULOLA, Happy Salma, acknowledges the challenges faced by the artist community in marketing their artistic products in the modern era. She then appreciates BCA’s commitment to the economic empowerment of Taro Tourism Village. According to her, this is a concrete example of the effort to preserve culture and tradition.

“We must recognize these artists as cultural heroes. They do more than just earn a living or survive, they have a clear purpose. They are preserving the cultural heritage passed down by their ancestors. The motifs in their work reflect their ancestors’ spiritual journey. It is the strong character of these traditional crafts that sets them apart and gives them greater value compared to other handicrafts,” said Happy.

TULOLA has partnered with BCA under the Bakti BCA initiative. The collaboration between BCA and local brands like TULOLA is one example of the company’s strategy to stimulate new demand for the silver craft products of Taro Tourism Village. This initiative is part of the village empowerment efforts through the Bakti BCA-assisted Village program. Through this program, BCA not only provides guidance but also expands and develops markets for products from various villages.

“The support from Bakti BCA, which acts as a bridge between artisan communities, TULOLA, and the market, is the key to sustainable empowerment. TULOLA’s customers deeply appreciate the craftsmanship behind these creations, making them willing to pay the best price without hesitation, as they value every curve and the intricate process of motif creation,” said Happy.

The strategic collaboration between Bakti BCA and TULOLA is driven by the same spirit of empowering artisans and MSMEs. This partnership involves I Made Suama, a silver artist from Taro Tourism Village, in designing three types of jewelry for the Tulola Gardens of Wishes collection. I Made Suama has long been recognized for his dedication to silver craftsmanship. His designs are deeply rooted in his profound understanding of the noble cultural values he continues to uphold.

BCA’s efforts to expand the market for MSMEs entrepreneurs and business owners in Bakti BCA-assisted Village were previously reflected in the participation of 32 BCA-assisted merchants at the 2024 Trade Expo Indonesia (TEI). During the event, dozens of BCA-assisted MSMEs engaged in business matching with more than 160 potential international buyers, an increase of ten times compared to last year. Additionally, BCA continues to support the halal certification process, targeting 2,000 MSMEs in 2024. BCA also invited five partner villages to promote their tourism and regional wealth at the Bali Beyond Travel Fair and Wonderful Indonesia Travel Fair 2024.

Picture Information:

Sustainable Empowerment, Preserving Precious Traditions – BCA SVP Corporate Communication Susanti Nurmalawati (left) with actress and TULOLA co-founder Happy Salma (center) during the Mini Studio session at BCA Expoversary 2025 at ICE BSD, Tangerang, on Saturday (23/2). They discussed the importance of sustainable empowerment, which not only drives the economy of an artistic community but also preserves traditions and cultural identity.