Semarang — The Mayor of Semarang, Dr. Agustina Wilujeng Pramestuti, S.S., M.M., expressed full support for strengthening tourism villages during her visit to the 2025 Pokdarwis Jamboree at Taman Sleko, Kota Lama Semarang, on Saturday (June 22). One of the most attention-grabbing innovations was the merchandise created through a collaboration between the UNDIP Vocational School and Kandri Tourism Village, which was praised for strengthening the village’s identity while opening economic opportunities for the local community.
The merchandise not only received appreciation but also inspired the Mayor to develop similar products themed around the City of Semarang. “The Mayor was very enthusiastic and appreciated the merchandise. It inspired her to create bags featuring the brand identity of Semarang City, which will later be given as gifts to honorary guests visiting Semarang,” said Fatkhan Ainurudi, Head of Tourist Attraction and Souvenir Division of Pokdarwis Pandanaran.
Due to the high-quality design and strong cultural character, the Mayor even requested special merchandise that highlights Semarang City’s branding to be used as official souvenirs during her international visits. This further expands Semarang’s promotion at the global level through a creative economy approach.
The collaboration between the UNDIP Vocational School and Kandri Tourism Village has been ongoing since 2021 as part of post-pandemic tourism recovery efforts. The Information and Public Relations Study Program of UNDIP Vocational School continues to provide assistance through strengthening brand identity, producing visual content, and offering digital branding training for the local community.
This year, the community service team led by Nur Laili Mardhiyani, S.I.Kom., M.I.Kom., focused on developing a merchandise kit that reflects Kandri’s cultural identity. The products showcased at the Pokdarwis Jamboree included tote bags featuring Kandri cultural icons, tumblers themed around Nyadran Kali, umbrellas with the “Kandri WAE” logo, and notebooks illustrated with the Sendang Gede Gate.
Nur Laili explained that merchandise has become an essential element in strengthening the village’s image in the eyes of stakeholders. “We want visitors to take home not just experiences, but also a visual representation of Kandri Tourism Village,” she said.
Previous forms of assistance included tourism writing workshops, content calendar development, cultural catalog creation, MSME photography, and digital promotional materials, all of which have helped strengthen Kandri’s presence in the tourism and creative economy sectors.
With the Mayor’s appreciation and the plan to bring local merchandise to international audiences, Kandri Tourism Village’s innovation is now gaining broader recognition. The collaboration between academics, the government, and the community has proven to be a key factor in enhancing the competitiveness of tourism villages and promoting Semarang’s culture on the global stage.