The morning rush had just begun to ease on Bintaro Emerald Boulevard, but the buzz showed no signs of stopping at a particular fresh market compound. From the outside, Fresh Market Bintaro looks like any other cluster of storehouses, with its coffee shops and fusion eateries bustling with morning cyclists and work-from-cafe regulars.
Inside this six-year-old market, however, a different scene comes to life; the wafts of buttery poffertjes travel with the briny smell from the seafood section stacking fresh salmon to clams, showcasing shoppers on the hunt for viral food trends and those routinely shopping for fresh produce and groceries interspersing under one roof.
Fresh Market Bintaro is one of the prime examples of pasar modern, a concept that has evolved beyond traditional wet markets to become a robust lifestyle and culinary hub. It’s a design that has taken root in the suburban neighbourhoods of South Tangerang; in this regard, Fresh Market Bintaro has taken a step further by reconfiguring the space to include a dedicated culinary section, seamlessly integrating it with the existing wet market stalls and blurring the lines between the two. “We want the shopping experience to be more fun and interesting,” shared Anissa Rahma Gemilang, the market’s marketing supervisor. “That said, we also want to answer to the needs of the residents by offering a wide variety of commodities and food selections.”
The shift was timely, thanks to a post-pandemic boom of home businesses that sought evolution into retail status. Following the market’s pivot, around 44 shops chose the space as a launching pad to provide their business with a new kind of exposure, operating side by side with the other 59 stalls from the wet market. As part of a new initiative to pull a wider crowd, the market is also testing extended hours, staying open until 10 PM and encouraging all tenants to participate.
“The market is definitely growing [in the right direction]. Spaces like this are essential for small businesses to experiment with their brand,” – Gabriela Rompis, founder of Talenta Misoa Bar.
One of them is the viral misoa bar, Talenta. The business, which occupies two stalls and a kiosk for the dining area, was started by Gabriela Rompis, a Bintaro local and a regular visitor to the market during the pandemic. What began as a routine stop for fresh juice after exercise eventually evolved into a business plan after seeing the market’s convenience and ease of access.
“[The market] has always been a cosy place to visit,” explained Gabriela on her decision to establish Talenta in the market. “I was able to secure a space without spending much on rent, plus the market already has a steady flow of regular customers from the wet market.”
Talenta has quickly become a crowd favourite, selling an impressive 700 to 800 bowls of vermicelli noodles in savoury chicken broth each day. “The broth is our grandmother’s recipe that was passed down from her family in Xiamen, China.” said Gabriela. “The market is definitely growing [in the right direction]. Spaces like this are essential for small businesses to experiment with their brand.”
Even with the changes, Fresh Market Bintaro’s departure from a traditional market concept has not cast away tenants of that nature. Vendors of fresh produce and meat remained stalwart as loyal customers still flock to their stalls to purchase monthly groceries.
Nurmala Juwita, known as Engie, is the owner of Aneka Buah, one of the fruit stalls that has been a fixture at Fresh Market Bintaro since its opening. Offering freshly sourced fruits ranging from California papayas to honey pineapples from Pemalang, Engie’s business weathered the pandemic by shifting to online sales. In hindsight, she gained more customers through the method, who remained loyal to her stall to this day.
“We rely on long-standing and returning customers because businesses like ours take time to grow,” explained Engie. “So combining tenants together under one space and extending the operating hours until 10 PM can be beneficial for exposure, though I’m not sure we could stay open that late. Fruits need to be sold at their freshest.” She still, however, remains optimistic. “As long as [the changes] benefit the management and tenants, I’m fine with it. The more people come into the area, the more traffic we gain.”
A growing camaraderie between shop owners is evident during the market’s slower hours, while shoppers navigate the sleek, organised aisles for their next culinary find. “Tenants tend to know one another, so it’s like a little community here,” enthused Lea Widyana, one of the partners of Kedai Om George who sells teppanyaki at the market. She also enjoys observing how young professionals and families interact in this market setting. “It’s entertaining to see people spending their time at what is essentially a wet market. With the new arrangement, you see more diverse shoppers and communal activities taking place.”
As the day stretched into the late afternoon, the traditional wet market started to close up shop, leaving one block of stalls draped in tarps. But the life of Fresh Market Bintaro continues—here, sellers and business owners found a bustling space where their businesses are exposed to a dynamic all-age audience, while shoppers redefine how they utilise and spend time at a market; in this regard, Fresh Market Bintaro reaffirms what it means to be a pasar modern.
