Yohana, a 32-year-old housewife, checked out shirts at a clothing booth in a pop-up market, Hype Festival, in the upmarket Pantai Indah Kapuk (PIK) housing complex in North Jakarta on Saturday afternoon.

'€œI have clothes that I like but I will still consider others,'€ she said while waiting for her friends, who were browsing other booths.

Yohana, who lives in Cengkareng, West Jakarta, said she had intentionally visited the market to check out fashion collections that she rarely found in shopping centers or malls.

'€œMany of the products are only available online. This [pop-up market] is an opportunity for me to see the products physically, to check the quality and the fabric,'€ she said.

Yohana said that although the prices were higher than in shopping malls, she enjoyed shopping at the market. '€œBesides the products are unique, the food is also great,'€ she said, adding that she usually bought snacks and ice cream for her two children back home.

Yohana said it was her third time visiting Hype as she liked the venue. '€œThe location is quite close to my house in Cengkareng and the venue is spacious,'€ she said.

The latest Hype Festival, themed Give Thanks, is running from Friday to Sunday in PIK with vendors of various lifestyle products and culinary items. It provides the opportunity for customers and sellers from various online shops to meet. Besides Hype, other pop-up markets in Jakarta include Brightspot, Market and Museum and the Euphoria Project.

Mey, a 31-year-old clothing line owner and designer, said that she did not have a physical store, so she traded in bazaars and pop-up markets to meet her customers and attract new ones.

She also frequently uses the opportunity to introduce new designs.

'€œI have been taking part in pop-up markets for six months,'€ she said, adding that customers were often very keen.

Mey, who sells formal wear like kebaya and gowns, said she could sell 30 items when business was good.

'€œI usually choose items to display in accordance with the event [theme] and the venue,'€ she said, adding that her prices ranged from Rp 750,000 (US$54.75) to around Rp 2 million.

Mey said she hoped that visitor numbers would keep increasing, so vendors like her could get the opportunity to cater to a wider customer base.

Hype account executive Brenda Sutjipto said that this weekend'€™s market was the sixth this year. '€œWe have been holding pop-up markets in PIK since July this year,'€ she said, adding that her company planned to hold similar markets with different themes every two weeks until December.

Brenda said PIK was the location of choice because pop-up markets were rarely held in North Jakarta and the buying power of the residents of the area was quite high.

'€œWe have 142 lifestyle-product vendors and 82 for food and beverages,'€ she said.

Brenda said the specialty of Hype, compared with other pop-up markets, was it was held on its own 5,200-meter site. '€œWe are the biggest one. We also have spacious parking and semi-open food courts, so the food options can be more diverse,'€ she said, adding that Hype was more like an exhibition market as it was routinely held.

Brenda said most of the sellers were also online shop vendors. '€œSixty to 70 percent of our tenants selling lifestyle products are online stores,'€ she said.

The company also has different themes for each event. '€œThe previous theme was Halloween but the current one is Thanksgiving,'€ she said.

Brenda said the enthusiasm of the visitors was picking up. '€œYesterday, we had around 8,000 visitors only, which was the lowest. Our highest number was 70,000 visitors in one three-day festival,'€ she said.

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