Creative Industry Players Build Collaborative Spaces Through Coffee Business to Survive Crisis

The COVID-19 pandemic dealt a heavy blow to various economic sectors, including the creative industry which had long relied on face-to-face activities and event organising. Many business owners were forced to adapt to maintain their operations amid mobility restrictions and changes in consumer behaviour. Amid this pressure, some creative industry players found new opportunities through diversification. One sector considered capable of surviving and even growing post-pandemic is food and beverages (F&B), particularly experience- and community-based businesses that meet society’s need for comfortable interaction spaces. Shifts in post-pandemic consumption patterns have also given rise to business concepts that prioritise emotional experience over just the product. Coffee shops, for instance, have evolved into creative spaces and gathering points for various communities, while also serving as collaborative platforms that strengthen the local creative industry ecosystem. This phenomenon is reflected in the journey of Muhammad David, a Medan-based entrepreneur who previously worked in event organising. When the pandemic hit the events industry, he spotted a new opportunity in the F&B sector and founded Sekata Kopi, a coffee shop with the concept of a ‘Second Home’ for its visitors. The decision to switch to the F&B industry was based on thorough research. Before starting the business, David studied various coffee shop business models by visiting 15 outlets in Jakarta and five in Medan. The research aimed to design an efficient business with measured investment while maintaining strong competitiveness in an increasingly crowded market. ‘I sat at a seafood stall and saw it had six employees, but its turnover was the same as ours with billions in capital. From that, I saw that building an F&B business doesn’t require huge money. The most important things are research and the right concept,’ David said on Saturday (20/6/2026). Amid the proliferation of coffee shops in Medan, Sekata Kopi chose to differentiate itself through a more personal approach. A warm and comfortable atmosphere was created so that visitors feel at home. From barista service to space design, every element is crafted to build an emotional bond with consumers. ‘We find ways to make it feel like home. Starting from baristas who greet customers like friends. So when they come here, they feel like they’re returning home. If they’re not at home, they have a second home, which is Sekata Kopi. We don’t just sell coffee, but as our hashtag says, a second home,’ he explained. This approach has proven effective in building community. Various groups, from sports communities to other local communities, regularly use Sekata Kopi as a gathering place. This shows that F&B businesses now function not only as places of consumption but also as creative spaces that strengthen social interaction. Besides relying on the community concept, innovation is also an important factor in maintaining business relevance. One step taken was providing a dedicated area for users of alternative tobacco products, such as electronic cigarettes or vapes and heated tobacco products. This initiative arose from observing increasingly diverse consumer preferences. According to David, this area supports the comfort of all visitors because the use of alternative tobacco products is considered different from conventional cigarettes. ‘Alternative tobacco products are not like cigarettes; they don’t produce odour or smoke. So it’s suitable for our coffee shop and won’t disturb other visitors,’ he said. The positive market response to this innovation has encouraged management to continue developing available facilities. At the same time, business expansion is underway through outlets in shopping centres and plans to extend reach to various cities across Indonesia while maintaining local wisdom as the core identity. For David, business success is determined not only by the courage to seize opportunities but also by the ability to formulate a mature business plan. He believes that executing ideas supported by research and a clear business plan is essential capital for creative industry players to survive and thrive amid changing times. ‘The most important thing when you have an idea is to create a business plan. Any business, no matter how small, must have a business plan. And nothing is impossible,’ he concluded.