The Plight of Pasar Ular Traders: From Raking in 20 Million Rupiah Daily to Struggling to Make Sales

Jakarta – Along a 500-metre corridor, dozens of traders at Pasar Ular in Plumpang, Koja, North Jakarta, can be seen sitting pensively awaiting customers in front of their respective stalls. Some traders are attempting to occupy themselves by tidying their merchandise or cleaning their shop display windows. Whenever visitors arrive, traders take turns offering various goods including clothing, trousers, bags, belts, wallets, spectacles, luggage, shoes, hats and more. These goods are neatly arranged in each trader’s kiosk. Clothing items such as trousers, t-shirts and shirts are hung neatly around the walls of each trader’s stall.

Ajis Subeni (55), a trader who has made his living at Pasar Ular for 29 years, once operated four shops that were always bustling with customers daily. Ajis previously sold branded clothing such as Lee, Louis Vuitton (LV) and others at discounted prices. “The goods came from first-line distributors, for example Louis came from the manager. So the prices were cheap,” Ajis told Kompas.com during an interview at the location on Friday, 6 March 2026.

Beyond their affordability, the imported goods available at Pasar Ular were also often limited editions and had not yet entered luxury shopping centres. It is hardly surprising that Pasar Ular was always crowded and packed with visitors from all walks of life during the 1990s, including top celebrities. The market would become even more congested during Ramadan or in the lead-up to Eid celebrations, as many people sought new clothes. The visitor flow was so heavy that food waste and beverage scraps from customers would accumulate along the Pasar Ular corridor every afternoon.