Collaboration between Universitas Muhammadiyah Surabaya and Singapore Polytechnic in Brand Identity Strengthening for MSMEs in Kampung Jamu Surabaya

Micro, Small, and Medium Enterprises (MSMEs) in Kampung Jamu Genteng Candirejo are traditional business centers with great potential for growth, but they still face a number of obstacles in digital marketing and brand identity strengthening. This community service activity aims to improve the capacity of MSME actors through training in digital marketing, branding strategies, and logo creation that can represent the character of the product. The program was implemented on October 6, 2025, through a collaboration between students from UM Surabaya and Singapore Polytechnic. The implementation methods included counseling, workshops, and intensive mentoring. The results of the activity showed an increase in participants' knowledge of digital marketing strategies, their ability to create promotional content, and the formation of a new visual identity for several MSMEs. This international collaboration provided added value through the exchange of insights and creative approaches to community empowerment. It is hoped that this activity will have a sustainable impact on the competitiveness of local MSMEs in the digital era.