Jakarta – Cutemonster, if translated into Indonesian, means cute monsters. The meaning of cute monsters is not just a definition, but it also becomes the brand of a fashion product created by a young Indonesian. Cutemonster is a fashion product born from the hands of Anindhita Kirana Isa, a 24-year-old woman. She is the creator behind Cutemonster, and her creations have now reached thousands of images. The uniqueness of Cutemonster can be seen from the characters created by Anindhita. According to her, Cutemonster is inspired by adorable monster shapes. The monster’s appearance becomes even cuter because it is given bright and attractive colors. To produce such unique works, Anindhita often gets inspiration while walking, watching, or looking at pictures on social media. The cute and eye-catching monster drawings are then applied to more than 20 fashion products such as jackets, shirts, tote bags, bucket hats, agendas, scarves, and others.
Inspiration can come from anywhere, but if one has a certain talent from birth and hones it, that talent can certainly create extraordinary work. Anindhita’s drawing talents were evident from the age of eight. Seeing Anindhita’s interest in the world of art and drawing, her parents tried to hone her talent. Anindhita further explained that, behind her current success, her parents directed her to attend drawing courses, in line with her childhood hobby. From the drawing courses, her works began showing distinct characteristics. At the age of 15, Anindhita focused on drawing and visual arts. “So I’m not the type who can do painting, but I can do drawing. My art tutor suggested that I learn digital art, so my monster drawings can be turned into products,” said the Visual Communication Design graduate from Trilogi University.
Effort never betrays results. Thanks to her childhood talent and hobby in drawing, Cutemonster was born and successfully made her proud, especially for those around her. Anindhita successfully created her first work, a pouch and a scarf, in 2016 when she was in high school. As she entered college in 2018, Cutemonster’s production became larger and targeted fashion products. Her mother searched for vendors to produce fashion products so that Anindhita’s works could be applied properly and accepted by the public. Cutemonster products were then marketed through digital platforms. They are now also available at Matalokal Indonesia’s artisan designer in Melawai, South Jakarta, and at Precious One souvenir shop in Meruya Utara, Kembangan, West Jakarta, which sells products made by people with disabilities.
Anindhita’s hard work did not stop at marketing her products on digital platforms and souvenir shops. Cutemonster even managed to participate in the BRI UMKM EXPO(RT) BRILIANPRENEUR event. Through BRI UMKM EXPO(RT) BRILIANPRENEUR, she wants people to not only recognize Cutemonster as a product, but also as a special form of art and creation. Through this event, Anindhita is more confident in expanding her local market. She plans to market Cutemonster on a larger scale in Solo, Central Java, and in Bali.
Besides expanding into the local market, Anindhita also hopes that BRI UMKM EXPO(RT) BRILIANPRENEUR can help small businesses like Cutemonster to flourish and succeed in the future. Anindhita dreams that Cutemonster products can be introduced to various Asian countries. She mentioned that Singapore or Malaysia are close options due to their proximity to Indonesia. However, she would be happier if Cutemonster could enter Japan, South Korea, or China. “That’s because I love animation, so if it’s good animation, it should be from Japan, Korea, or China,” she said enthusiastically.
On a separate occasion, the Director of Small and Medium Business at BRI, Amam Sukriyanto, revealed that BRI UMKM EXPO(RT) BRILIANPRENEUR is BRI’s initiative to introduce the uniqueness of small and medium enterprises (SMEs) and their highly competitive products. The program is a concrete step for BRI. “SMEs must have more opportunities to export and enter international markets because SMEs are currently the backbone of Indonesia’s economy. We hope that the unique work of Anindhita Kirana Isa’s Cutemonster and other SMEs that have successfully gone global can be an inspirational story and be followed by other SME players in Indonesia,” said Amam.
The U-17 World Cup in Indonesia started on November 10 and will continue until December 2, 2023. Get your official U-17 World Cup match tickets for Jakarta, Bandung, Solo, and Surabaya at https://www.tickets-u17worldcup.com/matches.
