Flood of Profits from Milkfish Sales Ahead of Lunar New Year
Jakarta - Ahead of the Lunar New Year celebrations, milkfish sellers at the Rawa Belong Festival in Jakarta have been flooded with buyers. Vendors’ daily turnover can reach millions of rupiah.
This was experienced by milkfish trader Japri (30). He claimed to have earned up to Rp 15 million in turnover after a week of operating a seasonal stall at the location.
“I’ve been selling here since the 6th. I’ve been in the fish trade for a long time though—since 6th grade of elementary school. I’m a supplier at Muara Angke, but I only sell here during Lunar New Year,” Japri said in the Rawa Belong area, West Jakarta, on Saturday (14/2/2026).
Japri brings a stock of 5 tons of milkfish per day to sell at Rawa Belong. So far, approximately 3 tons have been sold.
“About 3 tons have been sold so far,” he said.
Prices Starting at Rp 60,000
Regarding prices, milkfish is sold per piece and per kilogram depending on size. Medium-sized milkfish is sold at around Rp 60,000 per piece, with an average weight of 1.2-1.3 kilograms. Jumbo milkfish is sold at Rp 75,000 per kilogram.
“The regular ones we sell per piece, around Rp 60,000 each. The jumbo ones are Rp 75,000 per kilo. Bargaining is still welcome—it’s a market after all,” he said.
The milkfish sold is a mix of farm-raised and wild-caught. According to him, the supply from fish farms helps maintain profit margins, as wild-caught milkfish yields thinner margins.
“It’s a mix—some are farm-raised, some are wild-caught. If it were all wild-caught, the margins would be thin. So we do farm-raised as well,” Japri said.
Japri said demand for milkfish ahead of Lunar New Year is always high every year. Sales often sell out leading up to the celebration day.
“For Lunar New Year, it sells really well here. It usually sells out,” he said.
Pramono Also Buys Milkfish in Bulk
Jakarta Governor Pramono Anung also bought milkfish in bulk when opening the Rawa Belong Milkfish Festival. Pramono purchased five milkfish weighing more than 14 kilograms.
Pramono said he bought the milkfish while walking toward the event venue. He described the shopping spree as a form of support for traders and MSME operators in the Rawa Belong area.
“While walking from the entrance to the seating area, I already bought three milkfish. Including the biggest one, 14.67 kilograms. On the way back, I bought 3 more,” Pramono said in Rawa Belong, West Jakarta, on Saturday (14/2).
The jumbo milkfish will be handed over to the Mayor of West Jakarta to be prepared. Pramono joked that the fish should be cooked into the best dish and delivered to his home.
“I’ll hand the milkfish over to the Mayor of West Jakarta. Please cook it into something delicious and send it to my house,” he said, drawing laughter from the crowd.
Pramono also encouraged officials and guests in attendance to shop for local products. He said direct transactions at the venue would help drive the economy of small business operators.
“Don’t just come and watch. Shop! Whatever amount you spend will keep our MSMEs alive,” he said.
He expressed hope that the Rawa Belong Milkfish Festival would continue as an annual tradition and grow into an iconic Betawi cultural event known nationally and internationally. Pramono believes the event can drive economic circulation among local residents.