KhumKhum, a processed food startup from Kulon Progo incubated by Universitas Gadjah Mada’s Innovative Academy, has been selected to participate in the Product Placement Pilihan Busan (PPPB) program. Initiated by Minister of Trade of the Republic of Indonesia Budi Santoso, the program gives KhumKhum Crispy Mushroom a dedicated space to be introduced alongside micro, small, and medium enterprise (MSME) products selected by the Minister of Trade. The PPPB program was launched on August 12, 2026, as a recurring promotional program for MSME products curated by the Ministry of Trade.
CV Khaira Buana Mas developed KhumKhum, using oyster mushrooms as its main ingredient. Based in Kulon Progo, KhumKhum develops processed food products while building partnerships with oyster mushroom farmers and creating local employment opportunities. KhumKhum Founder and CEO Hanum Wahyu Wibisono said that being selected for the PPPB program is both a source of pride and a responsibility to improve product quality and business readiness.
“This recognition is an encouragement as well as a responsibility for us to continue improving the quality of our products and take local products further,” Hanum said.
The team includes UGM alumni from various fields. In addition to Hanum as Founder and CEO, the team includes Endang Susylowati, Chief Technology Officer (CTO) from the Computer and Information Systems Study Program at SV UGM, Najihatul Mujahidah, Chief Marketing Officer (CMO) from Agricultural Industrial Technology at FTP UGM, and Fatma Nurul Hida, Chief Product Officer (CPO) from the Agroindustrial Product Development Study Program at SV UGM. This cross-disciplinary collaboration supports the development of technology and business systems, marketing strategies, and product innovation.
KhumKhum underwent incubation at UGM’s Innovative Academy, which is part of the ecosystem of UGM’s Directorate of Business Development. Through the Innovative Academy, KhumKhum received support to strengthen business capacity, product development, marketing strategies, business governance, and network expansion and market access.
KhumKhum also received support through the Startup Grant program under Promoting Research and Innovation through Modern and Efficient Science and Technology Parks (PRIME STeP) at UGM Science Techno Park.
Hanum said the support included various capacity-building activities, including mentoring, workshops, regular evaluations, business strategy strengthening, product development, and network expansion. The process was designed to establish a strong business foundation so that KhumKhum could grow sustainably.
“The business development process undertaken by KhumKhum is part of our ongoing journey to improve product quality and business readiness,” she emphasized.
Head of Program at Innovative Academy UGM Denny Wijayanto said KhumKhum’s achievement demonstrates an incubation process that promotes business growth and creates tangible impact. Startups need to continuously validate their markets, strengthen their business models, improve product quality, and build their readiness to enter broader markets.
“KhumKhum’s achievement is an indication that a continuous incubation and mentoring process can open new access and opportunities for startups,” Denny said.
Startup growth should also be assessed based on the impact it creates within the surrounding ecosystem. In KhumKhum’s case, business development is linked to increased product sales, while adding value to local commodities and involving farmers and communities throughout the business value chain.
“We hope this achievement will serve as momentum for KhumKhum to continue improving product standards, expanding its market, and building collaborations with various stakeholders,” he added.
KhumKhum products are currently marketed through various souvenir shops and modern retail networks, reaching more than 1,500 sales points across eight provinces. This market growth has been matched by increased production capacity, stronger management systems, product development, and preparations to meet higher food safety standards. KhumKhum’s selection for the PPPB program further opens opportunities for products based on local commodities to gain exposure and expand market access.
The Startup Grant program through Innovative Academy and UGM Science Techno Park is part of UGM’s efforts to develop an innovation-based startup ecosystem. Through this ecosystem, startups are encouraged to build sustainable business models, strengthen organizational capacity, and expand access to markets, partners, and business networks.
KhumKhum’s achievement also shows how collaboration among universities, government, businesses, and communities can make regional products increasingly competitive.
Author: Triya Andriyani
Post-editor: Jasmine Ferdian
Photograph: Directorate of Business Development