Celebrating 1 Million Financially Literate Children Through Cha-Ching Programme in Indonesia
- jaap123456
- Oct 8
- 5 min read
Jakarta, 7 October 2025 – PT Prudential Life Assurance (Prudential Indonesia), together with Prudence Foundation, Prestasi Junior Indonesia (PJI) and JA Asia Pacific, celebrate a major milestone of the Cha-Ching programme, which has reached more than 1 million elementary school students from 20,000 schools across 60 cities/regencies, and over 31,500 teachers in Indonesia. Supported by the Financial Services Authority (OJK) and the Ministry of Primary and Secondary Education of the Republic of Indonesia, this achievement marks a major milestone in the financial literacy journey of children in Indonesia. The celebration, packaged in an event titled "Cha-Ching One Million: Empowering Futures through Financial Education" at the National Library of the Republic of Indonesia, was made even more meaningful because it coincided with Financial Inclusion Month, which falls every October, and aligns with the GENCARKAN (National Financial Intelligence Movement) programme initiated by the OJK.
Through four simple concepts—Earn, Save, Spend, and Donate—the Cha-Ching programme equips students with a fundamental understanding of the value of hard work, the importance of saving, spending wisely, and the compassionate spirit of sharing. In a fun and accessible way, the programme helps instill good habits from an early age, enabling Indonesia's young generation to grow into more financially literate, independent, and care for others.
Karin Zulkarnaen, Chief Customer & Marketing Officer, Prudential Indonesia, said, “The achievement of 1 million Cha-Ching beneficiaries, which coincides with Prudential Indonesia’s 30th anniversary, is a testament to our commitment to building a financially literate generation. Equipping children with financial literacy from an early age is not just education, but a long-term investment in creating an independent and resilient society. We thank all partners and stakeholders and remain committed to further expanding the impact of this programme to millions more children in the future.”
Nicole Ngeow, Executive Director at Prudence Foundation, added, “At Prudence Foundation, building resilient communities is at the heart of everything we do. We designed Cha-Ching with the belief that financial literacy is a fundamental life skill for building a prosperous and sustainable future. Since its launch in 2011, the programme has expanded to schools in 16 countries across Asia and Africa. We are extremely proud to celebrate Cha-Ching One Million achievement in Indonesia, made possible by the strong support of the Ministry of Education and the dedication of schools and teachers.”
The Cha-Ching programme was first introduced in Indonesia in 2017 in Sidoarjo with a print-based approach, before later expanding to Jakarta, Trenggalek, and Blitar by 2020, reaching more than 143,000 students and 4,700 teachers. However, the COVID-19 pandemic posed major challenges. School closures brought face-to-face learning to a halt, forcing teachers and students to adapt to remote learning, which created an urgent need for a more flexible, accessible, and child-friendly method.
In response, during 2021–2022 Prudential Indonesia together with PJI made a breakthrough by launching Cha-Ching digital learning through text, images, videos, and interactive content. This transformation not only made the learning process more engaging and efficient but also expanded its reach to remote areas. The innovation paved the way for strategic collaboration with the Ministry of Education in 2023, accelerating the programme’s expansion nationwide. As a result, within just one academic year, participation surged by more than 400%, reaching over 230,000 students, 7,000 teachers, and 4,192 schools.
More than just numbers, the evaluation results of Cha-Ching programme demonstrate tangible impact on the ground. Based on assessments between the start of implementation in 2017 and the 2024–2025 academic year, students showed an average 17% improvement in basic financial literacy. 9 out of 10 students described Cha-Ching lessons as fun and relevant, while 96% of teachers expressed willingness to teach the curriculum again, and 3 out of 4 parents recommended that the programme be continued. Children not only understand the importance of saving and distinguishing between needs and wants, but also learn the values of social responsibility through sharing and donating.
Arif Jamali, S.Pd., M.Pd., Special Staff to the Minister of Elementary and Secondary Education for Learning and Excellent Schools, Ministry of Elementary and Secondary Education, Republic of Indonesia, emphasized, “The government places education as a key pillar in shaping an educated and financially literate society, and Cha-Ching programme is a proven example of this. We greatly appreciate the initiative of Prudential Indonesia, Prudence Foundation, together with all partners, as well as all teachers and schools who have dedicated themselves to making this programme a success. By reaching 1 million students, Cha-Ching demonstrates that financial literacy can be integrated into the curriculum in a fun and relevant way, supporting the Golden Indonesia 2045 vision and preparing young generations to make wise financial decisions from an early age.”
As the implementing partner, Pribadi Setiyanto, Chairman of the Executive Board of Prestasi Junior Indonesia, emphasized the importance of synergy in empowering the future of Indonesia's young generation.
"Financial literacy isn't just about counting money, but about instilling habits, values, and mindsets that shape financial independence and resilience. This momentum reminds us that achieving 1 million Cha-Ching beneficiaries can only be realized through the ongoing commitment and collaboration of schools, teachers, parents, the government, and the private sector. Together, we are equipping children with a solid foundation for a stable, prosperous, and opportunity-filled life in the future."
As a global body, JA Worldwide with all its Members, delivered 20 million learning experiences last year across 120 countries and territories, equipping young people with skillsets and mindsets to thrive in a global economy. Overseeing the implementation of Cha-Ching in the Asia Pacific region is the Regional Operating Centre of Junior Achievement, JA Asia Pacific. Interim President and Chief Executive Officer of JA Asia Pacific, Adnan Bokhari shares:
“Every Cha-Ching lesson taught, every partnership extended, every classroom inspired is not just an investment in financial education- it’s an investment in resilient communities, prosperous nations, and a peaceful world. This is why JA Asia Pacific in the region and Prestasi Junior in Indonesia (both members of JA Worldwide) are excited to be partners in the Cha-Ching program with Prudence Foundation and Prudential Indonesia.”
The celebration brought to light how national progress depends on collaboration, innovation, and a long-term commitment to sustainability. Local education authorities are dismantling barriers to access, teachers and parents are expanding opportunities for students, and both government and private sector partners are ensuring scale and sustainability. At the center of these efforts, partners like PJI and JA Asia Pacific play a pivotal role in driving impact and resilience. The result is a model of shared ownership — one that links classrooms, communities, and provinces in a collective effort to advance inclusive growth.
With the original target of reaching 1 million students by 2025 now achieved, a further commitment to expanding Cha-Ching’s reach can be expected. This programme reinforces that early financial literacy is the key to creating a financially smart generation ready to face future challenges.