Jakarta \u2013 Banking transformation no longer merely involves discussing\nservice digitalisation. For PT Bank Tabungan Negara (Persero) Tbk (BTN),\nchange touches upon new ways of reaching communities by entering\neveryday activity spaces, reading lifestyle shifts, and then connecting\nthem with access to finance and housing financing.<\/p>\n
In many corners of cities, coffee shops are growing rapidly. In South\nTangerang, from Alam Sutera, Gading Serpong, to BSD, shop houses are\nfilled with coffee shops. On a single street, three to four\nestablishments stand side by side. Busy during the day, they remain\nactive at night.<\/p>\n
This phenomenon is not merely a trend in meeting spaces. There is a\nshift in lifestyle and transaction patterns. BTN is taking this shift\nseriously.<\/p>\n
Wahyu Budi Nugroho, a sociologist from Udayana University, believes\nthe growth of coffee shops is not simply a business development. The\nphenomenon, according to him, has potential to create a new culture in\nsociety.<\/p>\n
\u201cOf course it creates a new culture, namely caf\u00e9 culture. There has\nalready been much research on this,\u201d said Wahyu.<\/p>\n
The phenomenon is also felt in the daily lives of young workers. Yoga\n(32 years old), an employee from Bekasi, admitted working from a coffee\nshop at least three times a week.<\/p>\n
\u201cWhen I\u2019m at home, sometimes I lack focus. In a caf\u00e9, the atmosphere\nis more lively, the internet is stable, and I can meet friends or\nclients at the same time,\u201d he said.<\/p>\n
Nadia (30) shared similar sentiments. She chose to complete her work\nat a modern coffee shop because she finds it more comfortable and\npractical.<\/p>\n
\u201cNow everything is cashless. Paying with QRIS is faster and less\ntroublesome. So it\u2019s really better to work here,\u201d she said.<\/p>\n
For many young people, coffee shops are no longer simply a stopover\nbut a productive space integrated into their daily lives. This social\nchange is read as both an opportunity and challenge by BTN.<\/p>\n
BTN Chief Executive Officer Nixon LP Napitupulu revealed the\ncompany\u2019s reasons for beginning to explore the coffee ecosystem. The\nreason is straightforward \u2013 the market is large and the local industry\nis strengthening. The value chain is also lengthy, from farmers to\nbaristas.<\/p>\n
\u201cIt\u2019s a big market in Indonesia. Commercially it\u2019s good. The local\nindustry is strong, has export potential, and employs many people,\u201d he\nsaid in response to Republika\u2019s question following the launch of ICX at\nCommon Grounds, Menteng, Jakarta, on Thursday (26 February 2026)\nafternoon.<\/p>\n
For BTN, Nixon continued, coffee today is no longer merely a\nbeverage. It has become part of a lifestyle, a place where people work,\nmeet, and even plan business ventures. \u201cThere is a shift from mere\nconsumption to experience,\u201d said Nixon.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/btn-transformation-from-lifestyle-ecosystem-towards-housing-access-1772204507", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }