Ajisaka UGM 2025 was a prestigious event that brought together creative ideas from students across Indonesia. One team that stood out was Team Jidat Kejedot from the Communication Management Study Program at Universitas Padjadjaran. They secured third place in the Business Model category of the Dewi Sinta competition track—an achievement that was not only prestigious but also deeply personal for its members.
The three students behind this success were Tiara Khumaira, Josephine Abigail, and Riko Ardiansyah. Tiara explained that their team had no rigid division of roles. “Everyone actively contributed ideas, discussions, and execution. I focused more on evaluating ideas and designing,” she said. Josephine concentrated on data collection and strengthening the business model through research. Meanwhile, Riko, as team leader, managed the workflow and ensured that everything ran smoothly.
Carrying the theme “Green Economy”, the team created an educational toy in the form of building blocks depicting traditional Indonesian houses, made from sugarcane-based bioplastic (bio-PE). The idea stemmed from concerns over plastic toy waste and the lack of local cultural education. “Kids today are more familiar with brainrot content than with their own culture,” Josephine remarked. Tiara added that the product was especially relevant because it reflected the kind of toys they had enjoyed during their childhood.
Their path to the finals was filled with challenges. They spent nearly a month refining their concept, conducting market research, preparing the pitch deck, and creating a mockup in a short time frame. Tiara described the process as hard labor because they had to balance it with academic and organizational commitments. Coaching sessions with their lecturers proved to be a crucial turning point, strengthening their presentation.
When the winners were announced, emotions ran high. Tiara felt validated in her personal potential, Josephine saw the victory as a sign of their socio-cultural mission’s success, and Riko considered it a brief pause in their long journey.
For them, Ajisaka 2025 was more than a competition—it was a space for learning, exploring ideas, and proving the value of collaboration. They hope their project can be developed further and open doors to future competitions.
From eco-friendly bricks emerged a story of teamwork, perseverance, and love for local culture—a small story with a big impact on the environment, society, and the personal growth of each team member.
This activity is part of the Communication Management Study Program’s efforts to contribute to achieving the Sustainable Development Goals (SDGs), particularly Goal 15: Life on Land, which focuses on the protection, restoration, and sustainable use of terrestrial ecosystems. This includes sustainable forest management, preventing desertification, restoring degraded land, and halting biodiversity loss.
Writer: Meutya Fitry Trianzah
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