In a move that departs from conventional advertising formats, Canva has launched a Ramadan campaign in Jakarta by transforming the curtains of local food stalls into vibrant design installations. The initiative reflects the company’s deeper localization strategy in Indonesia, currently its largest market in Asia and third globally.
Rather than investing in large-scale outdoor media, the Australian design platform chose to embed itself within everyday urban life. More than twenty eateries across neighborhoods such as Kemang, Mampang, Tebet, Tanah Abang and Sabang were equipped with custom-designed curtains, converting functional objects into visual storytelling surfaces.
The campaign, titled #DigordeninCanva, draws from a familiar Ramadan practice in which food vendors cover displayed dishes during fasting hours as a gesture of respect. By reimagining this tradition as a design opportunity, Canva connects its brand to a culturally meaningful moment.
From daily ritual to creative platform
The choice of medium is deliberate. Street food stalls represent the backbone of Jakarta’s small business ecosystem. By installing artistically designed curtains in these spaces, Canva aligns itself with micro-entrepreneurs — a segment it considers central to its growth trajectory in Indonesia.
To amplify the initiative digitally, the company partnered with Indonesian TikTok personality Kak Jill, known for her curtain-focused content. Her involvement bridges offline installations with online engagement, reinforcing the object at the center of the campaign while appealing to a socially connected audience.
A two-layered activation strategy
The rollout unfolds in two stages. The first focuses on physical visibility through curtain installations. The second leverages TikTok Live sessions, where selected small business owners in Jakarta will share their entrepreneurial journeys. Participants are chosen based on storytelling quality and business location, ensuring the narrative remains grounded in local realities.
According to Laura Kantor, head of marketing Southeast Asia at Canva, Ramadan represents a period when creativity flourishes beyond offices and studios. The campaign therefore positions design as something accessible in homes, on sidewalks and within small enterprises.
Scaling cultural relevance through content
The initiative is supported by more than 33,000 Ramadan-themed templates available on the platform, including designs for invitations, promotional materials, greeting cards and children’s activities. Canva has also collaborated with Mindblowon Studio, creators of the Tahilalats comic, to release limited-edition templates that incorporate local humor and cultural nuances.
This integration of localized creative assets reinforces the company’s ambition to adapt global tools to Indonesian sensibilities rather than applying a uniform marketing approach.
Indonesia as a strategic growth hub
Indonesia plays a pivotal role in Canva’s expansion strategy. In 2025, users in the country generated over one billion designs, averaging approximately three million creations daily. The ecosystem includes hundreds of active creators and brand ambassadors distributed across all provinces, signaling strong grassroots engagement.
Stefani Herlie, country manager of Canva Indonesia, has described 2026 as a year focused on embedding the platform into everyday workflows — particularly within MSMEs, education and the creator economy. She underscores that artificial intelligence features are intended to assist productivity while preserving human creativity at the core of the design process.
Institutional partnerships strengthen market position
Beyond street-level visibility, Canva recently formalized a collaboration with Indonesia’s Ministry of Communication and Digital Affairs, providing thousands of Canva Pro licenses and integrating design training modules into national digital education programs. This move extends the brand’s footprint from community businesses to institutional infrastructure.
Together, the Ramadan activation, creative partnerships and public-sector agreements illustrate a comprehensive localization strategy. By positioning design within familiar cultural practices and everyday spaces, Canva is not merely advertising in Indonesia — it is embedding itself into the fabric of local creative life.
