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Manado — Business circles in Manado have raised several key concerns regarding direct calls from North Sulawesi to East Asian countries such as China, South Korea, and Japan.

A direct call refers to direct shipping or flight routes from Indonesian ports or airports to export destination countries without transshipment through intermediary hubs such as Jakarta or Singapore. This approach is intended to shorten transit times, reduce logistics costs, and preserve the quality of fresh products.

Chairman of the Indonesian Employers Association (Apindo) of North Sulawesi, Nicho Lieke, said that direct exports to China face major challenges, particularly in terms of export volume.

“One of the biggest challenges is meeting the required export volume. The minimum is 1,000 containers per month, and that is not easy,” Lieke said after a meeting with Indonesia’s Ambassador Extraordinary and Plenipotentiary to China and Mongolia, Djauhari Oratmangun, together with MSME representatives at Megamall Manado, North Sulawesi, on Monday (January 19, 2026).

He cited PT Futai, whose factory is located in Bitung City, as an example. The company has consistently exported paper products to China with volumes ranging from 300 to 1,000 containers per month.

Conversely, the same vessels bring in imported fruit products from China.

“This means there is already routine export activity. That is where the challenge lies,” said Lieke, who is also President Commissioner of PT Jobubu Jarum Minahasa Tbk.

PT Jobubu Jarum Minahasa is the producer of Cap Tikus 1978, which has been officially listed on the Indonesia Stock Exchange (IDX) since January 6, 2023, under the ticker BEER. The company also produces Daebak Soju and Daebak Sparks beverages.

Regarding export opportunities for MSMEs, Lieke acknowledged that conducting independent first-time direct exports is not easy.

“For MSMEs, exporting directly on their own is difficult because of volume constraints,” he said.

As a solution, he suggested the concept of a foster partner (kakak angkat), whereby MSMEs can join larger export consignments.

“For example, processed fish or coconut products can be combined with our Cap Tikus shipments and other products,” he explained.

According to Lieke, a single vessel typically carries a minimum of 700 to 1,000 containers. “If the load is below that level, it is difficult to sustain,” he said.

Therefore, he stressed that realizing direct calls requires collaboration among the government, large enterprises, and MSMEs.

Another major challenge, he added, is logistics costs. Shipping costs from Jakarta to Manado are reportedly twice as high as shipping costs from Shanghai to Jakarta.

“In addition, export transit time from Manado to China takes up to 45 days. If you are exporting fish, the product quality will already be affected. This is another issue that must be addressed,” he said.

Lieke advised MSMEs to remain optimistic but realistic.

“To enter the Chinese market, exporters must comply with GACC requirements, particularly Articles 254 and 255. We must ensure product safety, standards compliance, and clarity on who the importer is,” said Lieke, owner of the North Sulawesi-based brand MEEA and Cap Tikus 1978.

He noted that exporting to China can be challenging due to its high standards, but once market entry is achieved and buyers are secured, broader opportunities may follow.

He also emphasized that exports are a long-term process and should not be expected to generate immediate large profits.

Additional challenges include high discount demands from buyers and the complexity of the GACC registration process dynamics that MSMEs must be prepared to face.

“Therefore, MSMEs need assistance and are advised to work with more experienced business partners to enter the Chinese market in a sustainable manner,” he said.

Informal Dialogue with Indonesia’s Ambassador to China

Indonesia’s Ambassador Extraordinary and Plenipotentiary to China and Mongolia, Djauhari Oratmangun, held an informal dialogue with MSME representatives from North Sulawesi.

The discussion took place in a relaxed coffee chat setting at Megamall Manado on Monday (January 19, 2026).

During the session, moderated by Amelia Tungka, a director of Megamas, Djauhari encouraged MSMEs to strengthen their capacity so their products can be exported to China and other markets.

With the world’s largest population, Djauhari said, China offers vast opportunities for Indonesian products, especially food items.

“Products such as edible bird’s nests, coconut and its derivatives, and fisheries products like shredded fish are in high demand,” he said.

He urged MSMEs to actively seek information and build networks.

“At the Indonesian Embassy in China, we have the Windows of Indonesia, where we showcase our flagship products,” he explained.

He added that the Chinese market continues to grow, particularly for food and beverage products, while Indonesian handicrafts are also gaining interest.

“However, business actors must pay close attention to pricing and conduct negotiations carefully, including in determining payment terms with prospective buyers,” Djauhari said.

To enter the Chinese market, he stressed, MSMEs must understand regulations and procedures.

“Do not hesitate to seek assistance from Customs, associations such as Apindo, and BPOM,” he advised.

Head of the North Sulawesi Customs Regional Office, Erwin Situmorang, added that the Chinese market presents enormous opportunities, but exporters must meet various requirements, including GACC registration and securing buyers.

GACC, or the General Administration of Customs of the People’s Republic of China, is the government authority responsible for customs, quarantine, inspection, and food safety for imported and exported goods.

For food exporters to China, GACC registration is a mandatory process to ensure compliance with Chinese safety standards.

Erwin also highlighted opportunities to optimize air logistics routes. The availability of international cargo services at Sam Ratulangi International Airport in Manado could serve as an alternative export channel, particularly for high-value products and time-sensitive shipments.

Meanwhile, Yani Cahyani, an artisan producing ecoprint fabrics and accessories, said the meeting was highly valuable.

“We gained insights into what products are needed, what preparations are required, and the mechanisms and procedures involved,” she said.

Amelia Tungka, who initiated the coffee discussion, said the meeting was intended to strengthen the readiness of MSMEs in North Sulawesi.

“It is about helping MSMEs seize export growth momentum and expand access to international markets, especially China,” she said.

During the event, MSMEs showcased export-potential products, including processed fish and seafood, North Sulawesi traditional textiles, vanilla, and natural-based handicrafts such as coconut products.

Source: manado.tribunnews.com