Pasar Santa relies on coffee as its main attraction, with special market segmentation

Jakarta (ANTARA) - Pasar Santa in South Jakarta is relying on coffee as its main attraction as a strategy to target specific market segments, thereby possessing a character distinct from other markets.

“It should be that all markets have their advantages and signature products,” said one of the coffee stall owners, Suradi, when met at Pasar Santa in Jakarta on Tuesday.

Suradi stated that the coffee business activities at Pasar Santa remain busy despite perceptions that the market is quiet with few consumers.

On the other hand, according to statements from several traders, the presence of busy coffee tenants also drives activity in other stalls within the market.

“If one shop is busy, the neighbours also benefit. It’s impossible for people to just buy coffee; they’ll surely eat, buy snacks, then shop for clothes and trousers on the upper floor. Shoppers will wander around,” he explained.

Therefore, every market should have its own distinctive features or advantages, including Pasar Santa, which is now known for coffee as its main icon.

“Well, all markets should have their own spirit or strengths. For example, like Pasar Cipulir and Tanah Abang, which are about clothing and fabrics, meaning fashion,” he said.

Furthermore, the resilience of the coffee business at Pasar Santa is supported by an ecosystem built directly from upstream to downstream, including partnerships with farmers.

The coffee beans sold come from various regions such as West Java, Temanggung, and Aceh, with prices ranging from Rp130,000 to Rp800,000 per kilogram. According to Suradi, buyers are assured of getting fresh, high-quality coffee.

Along with the ongoing coffee trend, young people are also enjoying infused coffee.

“Especially since infused coffee is trending among young people,” he said.

For information, Pasar Santa stands on a plot of land measuring 10,953 square metres (m²). In May 2007, the market began renovations into a three-storey building with a total built area of 7,328 m².

The basement area of Pasar Santa is dominated by coffee tenants, while the upper floors are filled with various types of businesses, including food, clothing, and vintage items.