This year, Indonesia will once again participate in Ambiente, scheduled to take place from January 26th to 30th, 2024, at Messe Frankfurt. The Local Business Export Coaching (LBEC) Program is a collaborative initiative led by CBI, in partnership with key entities such as the Ministry of Trade, the Ministry of Industry, the Ministry of Tourism and Creative Economy, Indonesian Furniture and Handicraft Industry Association (HIMKI), and National Crafts Council (Dekranas). The CBI in The Netherlands is providing support for the program.

Nine Indonesian companies will showcase their products in the pavilion, namely: PT. Panelindo Graha Nusantara, CV. Haramas, CV. Gangga Sukta, CV. Anugrah Acintya Gumelar, CV. Kate Mas Handicraft, CV. Knes Sejahtera, CV. Mendong Jaya, PT. Koloni Timur, and UD. Hasibuan Designs, located at Hall 10.1 FOY02.


This collaboration was established with the aim to increase the capacity of local stakeholders and Indonesian business actors in improving the quantity and quality of products and strengthening the positioning of Indonesia’s Home Decoration products in the market, specifically the European Market. This collaboration is carried out by bringing together all existing local resources to implement the development of Indonesia’s Home Decoration sector. CBI trains the local project partners in preparing for and carrying out promotional activities. CBI achieves a long-term effect by investing in the local capacity building of trainers and coaches, enabling them to forward their lessons learned to many other trainers and coaches. After this training, they are enabled to build capacity among a large number of home decor and home textiles businesses in the future.

Ambiente 2024 aims to promote the sustainable and original essence of many Indonesian products and companies under the overarching concept named “The Origin.” It provides a platform for these businesses to showcase their unique offerings and foster connections in the global market.

Facts about Ambiente:

Ambiente in Frankfurt is one of the largest international fairs for the consumer goods sector. It is held every February in Frankfurt Messe, Germany. More than 140,000 visitors and close to 5,000 exhibitors participate each time. The last few editions saw a more than 3% increase in visitors year to year. Over 50% of the buyers and trade visitors come from outside Germany. Exhibitors from 95 countries display the latest products during Ambiente. The three main product groups at Ambiente in Frankfurt are Dining, Giving, and Living. Dining focuses on kitchen and kitchen trends, housewares & storage, table contemporary design, trade, and decorations. Giving has a big international range of products related to gifts, beauty, bath, accessories, and health. The Living category covers a broad spectrum of home consumer goods: interiors and decoration, seasonal decoration, outdoor living, loft, home garden products, and more.

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