The Governor of the Special Region of Yogyakarta (DIY), Sri Sultan Hamengku Buwono X, emphasized the importance of integrating moral values and trust into the modern business ecosystem. This message was delivered by the Sultan during his keynote speech at the prestigious Jogja Brand and Business Awards (JBBA) 2026, held at Royal Ambarrukmo, Yogyakarta, on Wednesday (15/7/2026).
In his presentation, the Sultan highlighted local Javanese wisdom through the philosophy "Tunâ Satak, Bathi Sanak". This philosophy teaches that a small material loss is insignificant compared to the gain of building brotherhood and long-term relationships. According to the King of the Yogyakarta Kraton, the true essence of commerce lies in human connections, not merely in the mathematical calculations of short-term transactions.
In the face of technological disruption, the Sultan believes that these traditional values remain relevant and are transforming into new forms. While in the past relationships were built through conventional price discounts and hospitality, today this principle is implemented through promo algorithms and the convenience of digital transactions like QRIS. He also reminded that the use of financial technology should remain grounded in the principle of public good, in line with the philosophy "Hamemayu Hayuning Bawana".
Furthermore, the DIY Regional Government is committed to strengthening the position of Micro, Small, and Medium Enterprises (MSMEs) through the "Local Value for Money" paradigm. One concrete step is the optimization of the SiBakul DIY platform, which serves as a bridge for local products to enter broader markets and gain market certainty, including in government procurement.
In closing, the Sultan advised entrepreneurs and corporate leaders to continue running their businesses with conscience. He emphasized that the true indicator of a business's success is reflected not only in financial reports, but also in the level of public trust successfully built and its impact on the welfare of the broader community.
