Freedom to consume all the way to Cirebon

Those in a consumer society need to consume to feel alive. I consume, therefore I am.

KOMPAS/DWI AS SETIANINGSIH

The atmosphere at the opening of the Uniqlo outlet at CSB Mall Cirebon on Friday (29/3/2024).

Cirebon is like a 'metropolitan' that attracts capital owners. A t-shirt belonging to a Japanese brand, which was originally only found in second-hand markets, has now landed in its first outlet in the city and sparked "hysteria".

Catur Nugroho (36), supervisor of the Bahagia Fried Chicken Restaurant 71 Hj Sunarti, recalled his story when he first became acquainted with international branded clothes. Not from the original, well-known boutique, but at the second-hand (second-hand) clothing market in Cirebon known as Cimol. "In Cirebon it's called Cimol, 'Cirebon Mall', the former like that. "Not selling defective goods, but used goods used by foreigners that are still good," he said on Friday (29/3/2024) afternoon in Cirebon, West Java.

He hunts for second-hand branded T-shirts because it is impossible to buy them at the original outlet. The price is definitely expensive. Cimol is more suitable for Catur. “There are collectors there. So when we buy it, there's a big sack and we're told to look for it ourselves. "There are Uniqlo, Adidas, all sorts," said Catur.

He bought the clothes at an average price of IDR 15,000 or IDR 20,000 per piece. The quality, said Catur, is not much different from the current products of these brands. ”I collect, use it, after it sell. "If you're bored, offer it to your friends," he said, laughing.

Uniqlo is one of Catur's favorite products. He said the ingredients were delicious and the model was simple. He's so fanatical that he still keeps a jacket and two second-hand Uniqlo t-shirts. "I didn't expect that, after more than 10 years, Uniqlo would also open a shop in Cirebon. Today was very busy because of the opening of Uniqlo. "The roads are jammed," said Catur.

KOMPAS/DWI AS SETIANINGSIH

The atmosphere at the opening of the Uniqlo outlet at CSB Mall Cirebon on Friday (29/3/2024).

The weekend during Ramadan is a long holiday due to a joint leave commemorating the death of Isa Al Masih. During that weekend, precisely on Friday (29/3/2024), Uniqlo opened its first store in CSB Mall Cirebon. The timing was perfect as people had just received their Eid al-Fitr allowance (THR). The desire to hunt for Eid necessities is rapidly increasing.

It's no wonder that day, Cirebon was congested like Jakarta. Visitors crowded the CSB Mall, where the parking lot was packed tightly. Dr. Cipto Mangunkusumo Street in front of the mall was filled with vehicles from morning until late at night. Visitors - old, young, and children - queued up since morning and came out carrying shopping bags with the Uniqlo logo. Some wore sarongs and traditional caps, presenting a typical view of the "Shrimp City" religious community.

Sukma (22) is one of them. The clothing company employee from Bekasi who works in Cirebon had arrived at CSB Mall since 08.00. Along with a friend, she came two hours before the mall opened to welcome the opening of the Uniqlo store. She joined a long queue at the entrance of the store with other visitors. Their faces were full of joy, combined with the expressions of curiosity and enthusiasm in the sultry and humid atmosphere of Cirebon.

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Sukma admitted that he wanted to be the first to witness the opening of the popular Japanese brand outlet in Cirebon. He said, so as not to miss the trend. Apparently Sukma is infected with FOMO syndrome, aka fear of missing out. Afraid of missing out. He also no longer worries about being out of fashion. As a fashion lover, he can still look cool like young people in other cities.

Like Sukma, Ahmad Dailami (20) and Ibnu (21) did not hesitate to squeeze in with hundreds of other visitors at the new shop. The two young men who live in Talun, South Cirebon, left at 07.00 to welcome the opening of the brand outlet. "We rode a motorbike together. I already promised to come here. "We arrived in less than half an hour," explained Ahmad.

He apparently was influenced by Ibnu, who already had this brand of product. "Not because of prestige, but more because the ingredients are delicious, cool, like premium. Even though the price isn't really cheap, it's worth it. "Compared to other products, it is also more durable," said Ahmad.

Both of them looked busy wandering around amidst the sea of people packing the store. Although the queue at the cashier was very long, Ahmad and Ibnu were not intimidated. Their baskets were full of shirts to welcome Eid al-Fitr.

KOMPAS/DWI AS SETIANINGSIH

The atmosphere at the opening of the Uniqlo outlet at CSB Mall Cirebon on Friday (29/3/2024).

Lidia Rosdiana (20) came to CBS from her home in Cirebon Regency which is 12 kilometers away since 08.00. Lidia came with her sister and mother, traveling for an hour by car. "Uniqlo opens in Cirebon happy. In fact, before it opened, when there were rumors about opening here, I was already curious. "That's why I came here on purpose to shop," said this student at Muhammadiyah University, Cirebon.

Lidia has loved the Japanese brand's products since she was in high school. Usually he shops in Bandung. "I'm quite a favorite because it's made daily, and the material is comfortable. "Then the model is also basic, not adventurous," said Lidia.

According to Lidia, the presence of the Uniqlo brand in Cirebon is proof of Cirebon's progress. This also proves that Cirebon is already known to many people, as well as being an investment destination. “In the past, no one knew about Cirebon. Because, I used to go to school in Bandung, many of my friends didn't know where Cirebon was. Even though it is close to Bandung. "Moreover, now there is the Cisumdawu Toll Road, it takes 2.5 hours to reach Bandung-Cirebon by car," said Lidia.

As a resident of Cirebon, the presence of global brands makes Lidia proud. Cirebon is a part of the current trend, not falling behind other cities.

So Cirebon is already advanced now. So proud. Hopefully more global brands will open stores here, so people can visit Cirebon, there are other (traveling) destinations. Not just going to the palace.

"So Cirebon is already advanced now. So proud. Hopefully more global brands will open stores here, so people can visit Cirebon, there are other (traveling) destinations. "Not just going to the palace," said Lidia, who somehow linked progress and the presence of a global shop.

Apart from Uniqlo, there are several other global brands present in Cirebon, including those in the culinary sector that signify the globalization of the city's lifestyle trends.

In his speech, Acting Mayor of Cirebon Agus Mulyadi openly expressed his appreciation for the Uniqlo brand which has invested in the City of Cirebon. This, said Agus, shows that Cirebon has become one of the investment markets and trade centers that provides the widest possible space for investment entry. Investment, he emphasized, will have a broad impact on the development of Cirebon City.

On the other hand, the presence of the Japanese brand has also helped advance SMEs in the city of Cirebon. He hopes that the synergy between large-scale business actors and SMEs through the UKM Neighborhood program can run well without weakening each other.

KOMPAS/DWI AS SETIANINGSIH

The atmosphere at the opening of the Uniqlo outlet at CSB Mall Cirebon on Friday (29/3/2024).

Yuli Hasan, owner of Swarna Alam, an ecoprint-based fashion product in Cirebon, is one of six SMEs selected for the Cirebon Neighborhood, Uniqlo's collaboration program with local SMEs. Uniqlo provides a place for selected SMEs to promote their products. "This is a breath of fresh air for Cirebon MSMEs. "Thank God, we are now at the mall," said Yuli.

He is convinced that there is a benefit from it because he can promote his product for free. Being in Uniqlo means his work gets included in the catalog of Uniqlo stores in various cities.

Director of Corporate Affairs PT Fast Retailing Indonesia (UNIQLO) Irma Yunita has revealed that Cirebon is one of the targeted cities due to its potential as a tourist destination.

"People not only go to Bandung, but also to Cirebon. In fact, if you look at the toll road journey, you can continue to Semarang too, as if you have one transportation access. So the opportunities we see are bigger too, not just Cirebon. "But tourists who stop by, heading to other destinations, are also one of the targets," said Irma.

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Cirebon, known as the city of prawns, which was once a small village founded by Ki Gedeng Tapa, is now an attractive "metropolitan" for investors. Like other cities in the country, Cirebon continues to grow. One indication of this growth can be seen from the busy exchange of new currency before Eid al-Fitr. For example, this year, the Bank Indonesia Cirebon Representative Office has prepared IDR 3.9 trillion for currency exchange in the Cirebon area and its surroundings.

At the end of March, the estimated money circulation was more than IDR 1.3 trillion, which is usually around IDR 1 trillion per month. "This shows that the economy in the Cirebon area has picked up again," said Anton Pitono, Head of the BI Cirebon Representative Office.

Viera (22), a resident of Cirebon, even considers the presence of global brands in Cirebon as Cirebon Pride. "This is a matter of pride, Cirebon is on par with other modern cities. As a resident of Cirebon, I now feel equal to residents in other big cities in Indonesia. "Cirebon is no less than other cities," said this girl who loves fashion.

Referring to Jean Baudrillard, a postmodern philosopher, in his book, The System of Object (1968), conditions in the era of late capitalism where objects consumption or commodities have succeeded in dictating all aspects of human life. As a result, a person interprets his or her existence through the commodities purchased, which have been embedded with certain signs. They consume to feel alive. This meaning gave birth to the slogan "I consume, therefore I exist...".