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ike many other people of Chinese descent in Jakarta, Yuliana is looking forward to celebrating Chinese New Year, locally known as Imlek.

In the weeks leading up to the celebration of the New Year, which falls this year on Feb. 16, the 35-year-old woman bought new clothes for her husband, children and her parents-in-law, as is traditional among the country’s Chinese-Indonesian community.

Yuliana said she had no specific preferences for clothes, though not cheongsam – traditional Chinese dresses.

“We buy any clothes that are trendy but the color should be red. I don’t really buy traditional clothes because it would be strange to wear them on a daily basis,” Yuliana told The Jakarta Post, adding that she bought new clothes for Imlek every year.

The tradition of buying new clothes ahead of Chinese New Year was followed by Yuliana’s parents and she continued to do so after she got married.

The new clothes will be worn during the New Year when Yuliana and her family go to the klenteng (Chinese temple) to pray and then visit relatives.

Chinese cultural observer David Kwa said the tradition of buying new clothes was aimed at welcoming the New Year with something new as people prepare to write a new chapter in their lives. “It is New Year, so we also want to present something new,” David said.

Regarding the beginning of the tradition, David did not know exactly when it started but it is a tradition practiced by many people of Chinese descent all over the world, even though it is not obligatory.

With such a tradition, clothes sellers try to attract customers ahead of the celebration by offering a wide range of red clothes.

Red lanterns, barongsai (lion dance) performances and red cheongsam can be found in almost every shopping center throughout the city, especially in Glodok, West Jakarta.

Clothes sellers in Glodok Market have been offering their merchandise for over a month.

Stalls lined along Petak Sembilan market display cheongsam and red T-shirts printed with Chinese characters and dogs, because this is the year of the dog.

One of the sellers, Herman,44, expects to sell up to 100 items per day ahead of Chinese New Year.

Herman who has been selling clothes in Petak Sembilan market for 27 years said his profits doubled near Imlek. “On a daily basis, I sell pants but I sell Imlek-themed clothes ahead of the New Year,” Herman told the Post.

The price of locally made clothes ranges from Rp 35,000 (US$2.45) to Rp 65,000, while he can sell imported items for up to Rp 250,000 apiece.

He added that some buyers bought a dozen items of clothing at a time to be given to family members. However, despite generating more profits, Herman said the number of buyers had decreased compared to previous years and he closed his stall at 8 p.m., whereas previously he could stay open until midnight.

Another seller, Ali Sadikin, 28, said Glodok became more crowded near Imlek with the result that his profits soared.

Ali who usually sells women’s clothes in Petak Sembilan market said he had been selling cheongsam and Imlek-related clothes for three years and did not regret it as he always made money.

“I sell the clothes for a month before Imlek and will keep the stall open until the day before Imlek for people looking to make last-minute purchases before the holiday,” Ali said.

Opening his stall from 8 a.m. to 8 p.m., Ali sells the clothes for Rp 45,000 to RP 65,000 apiece.

Chinese-Indonesians have only been able to celebrate Imlek since 2000 after former president, the late Abdurrahman “Gus Dur” Wahid, lifted the ban on Chinese traditions that had been imposed by former president Soeharto in 1967.