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AKARTA: Trade Minister Mari Elka Pangestu opened Sunday an in-store promotion of Indonesian products at England’s tourism icon, high-end Harrods department store in London.

Mari said in a statement that the government-sponsored event aimed to strengthen the brand of Indonesian quality products and ease its way to reach more customers across the world.

“Over the last five years, quality products from Indonesia have increased in number and variation, along with the development of creative industries. Therefore, we need to better promote our products so that global customers recognize, appreciate and buy Indonesian products,” she said.

The event will run from July 31 to Aug. 27 to coincide the summer season in England. Indonesian products, such as batik, woven fabrics, textiles, accessories, jewelry and food and beverage products, are occupying a 360-square-meter area in the store and are for sale.

Indonesia had earlier staged an exhibition at Harrods in 2010 although the goods were not for sale.