Imagine a city where malls are a ubiquitous part of the landscape, where you can find a shopping haven at every turn. That's Jakarta, the bustling capital of Indonesia, where an astonishing 96 malls (and counting) stand proudly, being the go-to destination for entertainment, shopping, and socializing. But amidst this mall-filled metropolis, there is a growing sentiment of seeking something… different. Something beyond the familiar corridors and escalators. Something other than the regular eat-movies-repeat routine.

 

Let’s rewind to 2016 and visit Kota Tua, a heritage site located in the northern part of Jakarta. The area holds great historical significance as it was the heart of the city during the Dutch colonial era. A lively, nostalgic place yet so few visitors. Gunawan Lo and his partner Joe Wirohutomo saw an opportunity on this site. With a love for art, they initiated Semasa di Kota Tua, a creative market with curated local brands that deserve great recognition. In a city where malls reign supreme, Semasa emerged as a refreshing alternative for those who crave unique weekend experiences.

 

Initially starting in Gedung Olveh, Kota Tua, Semasa welcomed a niche group of people every once in a few months—consisting mostly people from art communities, eager to support their favorite local brands and artists. They presented a few tenants with well-designed products, ranging from art prints, pottery, to small trinkets. Besides shopping, visitors can enjoy good music or join a walking tour which explores historical buildings around the area. 

 

What started with a handful of tenants has now blossomed into a vibrant event that offers a haven for those seeking a shopping escape. Originally catering to a niche crowd of art enthusiasts, Semasa has evolved into a gathering that attracts a diverse range of visitors. With an ever-growing number of tenants and a dynamic venue rotation, from the historic settings of Kota Tua to captivating locations like the Museum Bank Indonesia, Balai Kota, and Taman Lapangan Banteng, Semasa has solidified its reputation as the go-to event for an unforgettable retail experience. During the pandemic, the Semasa team had to think outside the box to continue organizing events amidst the high demand for at-home entertainment. As a result, Semasa di Tokopedia was invented, providing a platform for people to discover and experience the essence of Semasa from the comfort of their own homes.

 

"The local purchasing power is actually quite significant. Initially, I had doubts whether people would still come if we held the event every 3-4 months. But it turns out, it's always bustling! People are willing to come, not just for shopping, but also to have a fun picnic with their friends or simply lounge around reading a book. Jakartans do crave enjoyable outdoor activities. On the other hand, there are many people who are willing to come and support their favorite local brands. Many of them even buy 10 stickers at once. The sticker and merchandise collector market is truly thriving [laughs]. This is also supported by local brands that offer competitive quality and affordable prices," said Semasa’s co-founder, Gunawan Lo.

 

In a way, Semasa becomes the perfect event to experience retail therapy, where visitors shop to feel a sense of joy and fulfillment by discovering unique local brands, connecting with passionate artisans, and immersing oneself in a vibrant atmosphere of creativity. Retail therapy can be seen as a temporary escape to rejuvenate one's mood in the midst of everyday life's challenges and stresses. 

 

The immersive experience of Semasa allows visitors to not only shop but also witness firsthand the passion and dedication that goes into each artistic creation, fostering a deeper appreciation for the artistry and craftsmanship behind every product. It is this inspirational aspect of Semasa that sets it apart as an event that goes beyond retail therapy, creating an enriching and inspiring environment for all who attend. 

 

As for now, a typical Semasa event is held for 3-4 days, featuring around 80-100 tenants. The financial impact is remarkable, with a turnover reaching up to 2.5 billion rupiah, and individual tenants making sales of 25-50 million rupiah. These figures reflect the thriving commercial environment of Semasa, becoming a testament to the strong demand and positive reception from both visitors and participants alike. For artists and brands, Semasa serves as a vital stepping stone to showcase and promote their art to a wider audience. The event becomes a catalyst for growth, offering a launchpad for emerging talents and a continued platform for established artists and brands to engage with their audience. 

 

Semasa experienced lots of growth over the years. This June’s Semasa Piknik in Taman Lapangan Banteng received over 800 enthusiastic brand submissions, making it a fun yet challenging task for the curating team. Here’s what Gunawan Lo feels about it: "Me and my partner started building Semasa without prioritizing profit. It was simply done as a personal desire to create a showcase creative local brands that are rarely found in malls. Handmade or local products made in small batches with great branding. We were lucky because we received lots of support from the very beginning. Personally, I love art, and curating these local brands—knowing that it can make an impact and empower both the artists and the visitors—makes this job a delightful passion.”