2026 World Cup: UNU Jogja Encourages Creative Economy Players to Build Local Brands

Yogyakarta - The momentum of the 2026 World Cup and the growing healthy lifestyle trend have presented significant opportunities for the development of the creative economy. Based on academic studies like those conducted by UNU Jogja, the impact of the creative economy in the sports sector can be expanded through business incubation, product development, and the strengthening of local elements.

This discussion emerged during the "Jogja Menyapa" talk show themed "Football Fever and the Rise of the Creative Economy," broadcast by RRI Pro 1 Yogyakarta on Thursday morning (18/6/2026). The dialogue featured Ian Agisti, Vice Rector for Cooperation and Creative Funding at UNU Jogja, alongside Rahajeng Arundati, a lecturer from the Faculty of Economics at UNU Jogja.

Seizing Market Opportunities from the 2026 World Cup Trend

Ian observed that the healthy lifestyle trend, particularly through sports, continues to rise. Since the pandemic, people have become more active in physical activities such as running, cycling, and even walking to maintain their health.

"From a creative economy perspective, this healthy lifestyle and sports movement has become a positive trend due to its multiplier effect. For instance, it sparks the emergence of sports products and sporting events that involve MSMEs. The government is also pleased because it boosts economic growth," she explained.

This is especially true during the ongoing 2026 World Cup, which serves as a global football celebration drawing worldwide attention. However, Ian emphasized that global events and trends also hold unique potential to be developed at the local level.

"Creative economy entrepreneurs must seize this opportunity by building local brands that offer excellent quality at affordable prices. Moreover, there is a growing sense of pride in wearing local products nowadays. Cross-sector collaborations are also emerging among creative economy players, such as coffee shops co-branding with running jersey brands," said Ian, who is also an avid runner.

The Role of Higher Education and the Importance of Product Value-Add

As a higher education institution, UNU Jogja views the growth of the sports-based creative economy through an academic lens, which can be examined from various scientific perspectives. This serves as the university's tangible contribution to developing the economy at both local and national levels. Entrepreneurs, especially young innovators looking to enter this sector, can also leverage these research findings.

"UNU Jogja also offers a business incubation program, which is crucial for understanding a brand's needs, particularly for businesses being developed by Gen Z. This ensures that a business doesn't just ride a passing trend, but is capable of surviving and creating a sustainable social and environmental impact," Ian added.

From a management perspective, Rahajeng asserted that a trend, including those in the sports field, should not be the sole reason to start a business. According to her, while following trends is fine, a product must possess a distinct value-add. This ensures that when a trend fades, the business operations can continue running.

"In the sports sector, companies or MSMEs can sell products tailored to specific segments or communities. This relationship with consumers must be continuously nurtured. If businesses merely follow trends blindly, they are prone to failure," she clarified.

Branding Consistency and Cross-Sector Collaboration

Rahajeng further emphasized that a product must have a clear differentiator. A product's image or branding must be meticulously crafted so that it possesses a distinct, memorable identity that cannot easily be replaced by other products when trends shift.

"Creative economy players must be bold in building businesses by truly understanding their consumers. Going viral is fine, but focus on creating products that hold long-term value and meet sustainable needs. Cross-sector collaboration, including with higher education, must be strengthened and sustained to help creative economy products level up," she said.

Hosted by RRI presenters Wulan Anita and Paramita Putri, the dialogue also invited Akhmad Farizal from the Provincial Association (Asprov) of PSSI DIY. He agreed with the impact and relationship between global football trends and local elements.

"The World Cup has highly motivated young children who are currently training in local football academies. Coffee shops are packed with people hanging out until dawn, and football boot stores are bustling. However, to truly develop the creative economy, business owners must remain creative—for instance, by organizing local events that capture the World Cup vibes," he concluded. [Arif]