Culinary Traders at Terban Market, Yogyakarta, Complain of Low Sales

A number of traders at Terban Market, Yogyakarta, are complaining about the market’s ongoing quietness. Since reopening in early 2026 following a total revitalisation, visitor enthusiasm at Terban Market has appeared sluggish.

The culinary traders are located on the third floor of Terban Market. Most of the occupants are food vendors who previously operated on the pavements around the market. Despite having traded for decades, they had to accept relocation to Terban Market as part of urban redevelopment efforts.

One such trader, Tri Nurwati, who sells ‘nasi rames’ and ‘mangut lele’, previously operated on the Kahar Muzakir Road pavement. She and her husband, Santoso, have operated their stall on the eastern side of Terban Market since 2003.

When Nur first moved to Terban Market, she frequently heard sceptical voices regarding a potential drop in turnover due to the relocation. Indeed, her turnover has decreased drastically. Fortunately, Nur had prepared herself mentally for the change.

“When we first moved here, many said it would be quiet, but I said let’s just try,” Nur explained at her stall on Friday (31/7/2026) afternoon.

“The turnover is far lower; it feels like we are starting from scratch. Back there, I could make at least Rp 2 million a day, but here, we haven’t reached that yet. It is like starting all over again,” she added.

Rather than complaining, Nur has chosen to use her energy and focus on survival, such as managing her grocery expenses to avoid losses. Fortunately, Nur already has many regular customers. At her old location, office workers visited her stall daily. With a clever strategy devised by her child, she has managed to pull some of those customers to her new stall.

“My child made a video showing the way here, from the street, up the courtyard, and up the stairs. I posted it on my WhatsApp status, so many people followed it, realising it was actually quite close,” Nur explained.

“When moving here, I told my regulars the exact date I would be at Terban Market. Day by day, they have gradually followed. It is difficult if you do not bring your regulars, especially since we are on the top floor.”

Nur’s husband, Santoso, holds a more positive view regarding the relocation. He is optimistic that Terban Market will become busy due to its highly strategic location. He chooses to remain focused on his business.

“Starting from scratch doesn’t mean it becomes busy immediately; we have to revitalise it first. There are campuses, boarding houses, and many shops nearby. If the roadside is cleaned up, where will people look for food?” said Santosan.

“Sometimes people compare us to Prawirotaman Market, but that area is on the roadside and gets quiet by 4 pm. The advantage here is that we are in the city centre, a hub of activity. Furthermore, if the government’s 2027 programme for cleaner roadsides proceeds, it will be even better,” he added.

Another trader, Yani, also complained that her turnover has plummeted since the relocation. A ‘lotek’ and ‘gado-gado’ vendor, she had also been trading on the Kahar Muzakir Road pavement for 26 years. Similar to Nur and Santoso, she has chosen to innovate rather than complain.

“Perhaps only about 30 per cent of my customers are finding me here. New visitors seem to be just looking around first. Since moving here, my turnover has dropped significantly; I have lost about a third of my previous income,” Yani revealed.

“To try and stay afloat, I have added items like soto and instant noodles. I am trying to expand the menu so that if they do not fancy one thing, they might order something else. I am doing my best,” she added.

Yani is well aware that complaining will not change the situation. However, she also hopes that the government will boost the promotion of Terban Market to complement the efforts of traders who are working hard to develop their businesses.

“I am staying positive. My hope is that Terban Market becomes busy. I am still persevering despite the struggle,” said Yani.

“From a trader’s perspective, we really want the department to promote us, perhaps through events, because promotion has been lacking so far. Many people still do not realise that this market exists, even from the front entrance.”