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Sasa food garage gastronomy enlivens Decemblar
A bustling crowd filled the Decemblar Kustom Weekender 2023, held on Dec. 2 and 3 at Ecovention in Ancol, North Jakarta.
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bustling crowd filled the Decemblar Kustom Weekender 2023, held on Dec. 2 and 3 at Ecovention in Ancol, North Jakarta. The event, known for bringing together car enthusiasts and hobbyists, aftermarket carmakers, audio houses, tuning aficionados and automotive services professionals, is growing both rapidly and consistently.
One thing stood out amid the enthusiasm: an area for food trucks with a retro garage theme that exuded a strong auto shop vibe. A closer look revealed that the attention-grabbing spot was the Sasa Food Garage.
Sasa, a seasoning staple in Indonesian kitchens, isn't just about spices but also building a strong connection with youth. The company made this evident through its involvement in various collaborative events targeting millennials and Gen Zers, including the Sasa Food Garage at Decemblar 2023.
Parked in a strategic spot near the venue’s entrance gate, the Sasa Food Garage was an eye-catching display featuring a food truck, highlighting Sasa's presence in lifestyle trends that ensure its continued relevance across the generations.
The Sasa Food Garage menu included dishes popular among young consumers, such as burgers, popcorn chicken and Thai coconut tea, reaching out to an expanding market segment based on its belief that cooking good food transcends gender and age.
Sasa also offered many free gifts to Decemblar visitors for orders above a minimum transaction of Rp 35,000, with collectibles such as patches, buffs and customizable dog tags for transactions of Rp 70,000 and above. In addition, every purchase at the Sasa food truck came with a free sample containing two Sasa products for visitors to take home.
To add even more spice, Sasa invited celebrity chefs Kong and Igo to present delicious dishes at cooking tents, pitched right next to the Sasa food truck. Chef Kong even wheeled in a couple of his motorcycles for exhibiting, adding a vintage sheen to catch the eyes of two-wheeler enthusiasts.
The food truck drew a growing line of diners leading to the Sasa Food Garage as it filled the air with the mouthwatering smell of burgers and popcorn chicken, as chefs Kong and Igo demonstrated their swift techniques to sate visitors' cravings for delicious meals.
"The food is out of the box. For example, burgers usually have patties. But here, we serve them with chicken strips and sei sapi [smoked beef], using Sasa products like Sasa Bumbu Ungkep Ayam Kalasan. The cooking process for sei sapi involves smoking or infusing," explained Kong, who is Head of Corporate Chef at PT Sasa Inti.
Chef Kong expressed his hope that the Sasa food truck would inspire others to start their own food ventures. He also advised aspiring food entrepreneurs to not just follow the current trend and instead, to create something that distinguished them.
Sasa enhanced its Decemblar 2023 presence by organizing various activities for visitors, including an exciting cooking competition with attractive prizes.
Mea, one of the dozens of visitors who stopped by the Sasa Food Garage, praised the popcorn chicken for its delightful sesame flavor and the Thai tea for its distinctly coconut essence.
Alitt Susanto, an automotive enthusiast and influencer, expressed his appreciation for the genuine taste of the foods prepared by chef Igo, which made him want to take home a week's supply of meals. Other fellow influencers who were attracted to relish the spread at the Sasa Food Garage included Salwa Saskirani Zefanya, Pungky Mardhany and Rainbow Moto Builder.
