Recognizing Key Players in Strengthening Bilateral Relations and Promoting Indonesia’s Image in Switzerland
The sight of diplomats, business leaders, and cultural ambassadors gathered at the Indonesian Embassy in Bern, Switzerland, to celebrate the 80th anniversary of the Republic of Indonesia is a testament to the country’s enduring commitment to global engagement. As we mark this milestone, it becomes increasingly evident that economic diplomacy will play a pivotal role in shaping Indonesia’s relations with key partners like Switzerland.
The introduction of the “Economic Ambassador Award” by the Indonesian Embassy in Bern is a strategic move aimed at recognizing and rewarding individuals and institutions that have contributed significantly to strengthening economic cooperation between Indonesia and Switzerland. This initiative, spearheaded by Indonesian Ambassador H.E. Ngurah Swajaya and Chairman of the Indonesian Chamber of Commerce and Industry (KADIN) Anindya Bakrie, not only acknowledges the efforts of key players but also underscores Indonesia’s commitment to fostering a collaborative spirit with like-minded nations.
Historically, Indonesia-Switzerland relations have been marked by steady progress, despite facing challenges such as the COVID-19 pandemic. The trade surplus between the two countries has increased, with Indonesian exports reaching USD 2.47 billion in the first semester of 2025 alone. Furthermore, investment from Switzerland has reached USD 244.9 million, while tourist arrivals from Switzerland to Indonesia have surged significantly.
According to Dr. Ratna Saputra, Senior Research Fellow at the Jakarta-based think tank, The Asia Foundation, “The Indonesian Economic Ambassador Award is a timely initiative that recognizes the crucial role of diaspora communities in promoting economic cooperation between Indonesia and Switzerland.”
The award’s recipients, including supporters of Indonesian coffee, cuisine, culture, tourism, investment promotion, and trade, demonstrate the diversity of Indonesia-Switzerland relations. Notably, Alista & Martin Ponti from Ombak Coffee were recognized for their efforts in popularizing Indonesian coffee culture in Switzerland.
Ambassador Ngurah Swajaya emphasized that this initiative reflects Indonesia’s commitment to supporting diaspora business networks while strengthening people-to-people interactions and bilateral relations between the two countries. “We believe that the Economic Ambassador Award will serve as a catalyst for further cooperation and collaboration between our nations,” he said during the award ceremony.
Looking ahead, it is clear that Indonesia-Switzerland economic ties will continue to play a vital role in shaping regional stability and global governance. As we celebrate this milestone anniversary, we are reminded of the importance of fostering a collaborative spirit with like-minded nations like Switzerland.
In the next six months, we can expect Indonesia to further strengthen its trade and investment relations with Switzerland, while also promoting Indonesian culture and tourism globally. Over the long term, it is likely that the Economic Ambassador Award will become an annual tradition, solidifying Indonesia’s position as a key player in regional economic diplomacy.
As we reflect on the significance of the Indonesian Economic Ambassador Award, we are reminded of the power of international cooperation in shaping global stability and promoting national interests. The success of this initiative serves as a testament to the enduring potential of people-to-people interactions in fostering economic growth and cultural exchange between nations.