Cafe boom in Kemang brings in droves of new visitors

JAKARTA (JP): Going out for dinner? Why not try something in the Kemang area.

Previously known as one of Jakarta's most affluent neighborhoods, Kemang is evolving into one of the capital's most popular destinations for business and leisure. The narrow, tree- lined streets have given way to glittering cafes, trendy pubs, art curio shops, supermarkets and offices.

The 330-hectare area in South Jakarta stretching from Jl. Kemang Raya to Jl. Bangka Raya has long been home to the rich and famous as well as expatriates. Now, more and more residents from all over the city make a special trip to the area, where business and pleasure can comfortably be combined at the dozens of bars, pubs and cafes offering a wide variety of food, drinks and quality service. Every night, hundreds of celebrities, businesspeople, artists, intellectuals, professionals and university students can be found taking in the unique offerings of Kemang.

Don't be surprised if you find yourself sitting between one table of people dressed in suits and another table filled with models, designers and rock musicians. Business tycoon Sudwikatmono, MTV video jockey Nadya Hutagalung and President Soeharto's grandson, Ary Sigit, are frequently seen hanging around in Kemang cafes.

Rosdiyanti, a marketing executive, said that Kemang has become her favorite destination in the capital.

"For young executives, Kemang is a Melrose Place where one goes for business, companionship and pleasure," she said.

Another executive, Wahyu Indarto, described Kemang as a reflection of the way Jakarta's rich and famous live.

"It's easy to see the trend. Just look at the cars parked around Kemang and step into one of the cafes," he said.

Kemang is home to more than 30 establishments categorized as cafes and restaurants with local and international fare. Amigos Cafe was the first major restaurant in the area when it was established in l988. The Tex-Mex cafe, owned by Ponderosa Group, continues to attract many from the expat community living in and around Kemang.

Newcomers Galeri TC, Chi-Chi's, Cafe Jimbani, Champion's, Cafe Padussi, Pasir Putih and Si Doel Cafe have helped transform Kemang from a tranquil residential area into a bustling cafe society.

Galeri TC on Jl. Kemang Raya is perhaps one of the area's most complete cafe destinations, offering a bookstore, designer clothing boutique, flower stand, gift shop, barbershop, dining area, entertainment stage and even a cyber corner where visitors can surf the Net.

As entertainment consultant, Rani D. Sutrisno, says, "A cafe in Kemang should have a clearly defined theme to attract visitors."

Just a few blocks from Galeri TC is Cafe Jimbani. Opened in l995, the cafe with a 300-person capacity is a favorite venue for young executives, professionals and high-profile figures like Siti Hardiyanti Rukmana, better known as Mbak Tutut.

Bambang Wiyogo, Yanni Setiawati, Gita Setiani and several others invested around Rp 2 billion to set up the establishment on Jl. Kemang Raya.

"The Balinese setting with an international flavor attracts people from the banking, advertising and multinational consumer goods companies for business lunches and dinner," said Jimbani's program manager and marketing coordinator, Tutut Rosinta Hutagalung.

Si Doel Cafe, owned by actor-director Rano Karno, offers Betawi-style food and entertainment. Inspired by the popular TV series, Si Doel Anak Sekolahan (Si Doel the Graduate), Rano opened the cafe to promote the indigenous culture of Jakarta.

Die-hard sports fans will find Champion's Sports Bar and Restaurant to be one of their best options in the city. Decorated with sports memorabilia and a huge TV screen, Champion's attracts sports celebrities like Yayuk Basuki and others in search of pub- style food and the latest sporting events.

"The competition is stiff but each cafe here provides its visitors with different and unique atmosphere and has its own audience," said one cafe owner.

Zoning problem

The brisk growth of Kemang may now be coming to a halt as the city administration considers returning the area to its original status.

Toha Reno, chief of the city's Public Order Agency, said that the city administration would like to return Kemang to its original classification as a residential area and one of the city's water catchment areas.

"Business is growing here because Kemang is a good location with a potential for more inhabitants. Previously, all business activities here catered to expatriates and the rich. But because it is expanding so rapidly, their target market has widened," explained Toha.

Originally, Kemang was designed to be a water catchment area where owners were allowed to build houses and buildings on one- third of their land and required to leave the rest as a green area. Toha expressed the city's fear that a proliferation of cafes, restaurants and offices could damage the local environment.

"Most cafes and restaurants are located in houses. The owners then build massive parking lots on sites designated as green areas. Their use of artesian wells to support their businesses also creates problems," he said.

An official from the city's tourist department, Zulfan, said that his department would not process any new license applications for the area.

Zulfan said that Kemang was being reevaluated just like other areas of Jakarta, a process which began on Dec. 23 last year. "From the reevaluation process," he said, "we have found that a number of restaurants have permits to build houses, not to set up businesses."

But until the government decides to take concrete steps to control growth in Kemang, locals show no sign of losing their enthusiasm for the area.

As Margaret Atkinson put it:

"When I first came to Jakarta, I found the Kemang area so cold and unfriendly and a place for the elite. But now I go there frequently, and feel that it is the nicest place in the city. It has the warm and welcome atmosphere that urban people badly need." (team)