MSMEs Use Digital Platforms to Preserve Betawi Cuisine

Jakarta - Micro, small, and medium enterprises (MSMEs) are utilising digital platforms to broaden their market reach while preserving traditional Betawi cuisine. “I wanted to build something that could be a source of livelihood, not just for my family, but also for others,” said Maemonah, owner of Oleh-Oleh Jakarta Mpok Mumun, as quoted in a Shopee press release on Saturday. Maemonah started her business with the desire to build a sustainable source of income. Because she frequently received questions about practical Betawi souvenirs to take home, Maemonah decided to establish a business selling traditional Betawi food gifts. She offers signature products such as rengginang, Betawi dodol, biji ketapang, akar kelapa, bir pletok, and kue gambang in modern packaging featuring Jakarta icons like the National Monument (Monas) and Gelora Bung Karno (GBK). Through her products, Maemonah aims to introduce Betawi culinary specialities while supporting the strengthening of Jakarta’s identity as a tourist destination. To expand her product’s market reach, Maemonah joined the e-commerce platform Shopee in 2022. She utilises features such as Shopee Live, Shopee Video, Affiliate Marketing, Free Shipping, XTRA Promo, and double-date campaigns to boost her product sales. Maemonah said that during shopping campaign periods and holiday seasons, order volumes can increase two to three times compared to regular days. Her orders can reach hundreds of packages per day during these periods. Maemonah noted that her business activities also create economic opportunities for local residents. She involves housewives from her neighbourhood in the production process. For Maemonah, business success is not only measured by increased turnover, but also by the benefits it can provide to the community and fellow entrepreneurs.