From Nasi Goreng to Es Buah: Traders See Ramadan Profit Opportunities

BOGOR, KOMPAS.com - The couple’s stall shifts its wares as the evening approaches the breaking of the fast. The switch in goods stems from the personal preference of a 39-year-old woman. Around 16:00 WIB, Ersi, together with her husband Ujo, arrives, pushing their brown-and-blue cart. There are stickers reading ‘Nasi Goreng’ and ‘Mi Goreng’ peeled off on the front. Fruits such as dragon fruit, avocado, pears, and a variety of red and green agar-agar jelly, as well as syrups and condensed milk, are displayed neatly. In front of the old Kebon Pedes sub-district office, Ersi sells her wares. Her hands are quick in preparing the fruits and packing them into plastic bags. This is done to shorten service time for customers. If customers arrive, she can move quickly to add syrup, condensed milk, and ice into the bag already filled with fruit. Changing the nasi goreng stall into es buah is her initiative because she sees her family’s situation during Ramadan every year. “Because husband, children, everyone during fasting month want to buy es buah. Better to sell; that’s the reason — to earn an income,” Ersi said when speaking to Kompas.com in Bogor on Tuesday (3/3/2026). Starting from personal desire, she sees a new opportunity in Ramadan each year with the expectation of crowds of es buah enthusiasts. Based on her assessment, Ersi continues to serve her wares and provide the best possible service to customers to feel happy in Ramadan. Moreover, she regards customers as her own children, insisting on using ingredients that are carefully chosen rather than arbitrary ones such as sugar.