By: Editorial Desk (Based on reporting by Yenny Mustika Sari) Date: September 30, 2026 The bustling landscape of Jakarta’s culinary scene witnessed a significant arrival this week as Gigi Susu, the wildly popular coffee and pastry establishment from Bali, planted its roots temporarily in the capital. The brand, which has achieved near-mythical status among tourists and locals in Bali, is currently the star attraction at Foodphoria Vol. 20, held at the Trans Studio Mall (TSM) in Cibubur. For those familiar with the Bali coffee circuit, the name "Gigi Susu" evokes images of long, serpentine queues and social media feeds dominated by aesthetic lattes and flaky pastries. Now, Jakarta’s coffee aficionados are finally getting a taste of the hype, but it comes with a test of patience. The Phenomenon: A Culinary Magnet at TSM Cibubur Since the doors opened at Foodphoria Vol. 20 on September 25, 2026, the Gigi Susu booth has been nothing short of a magnet for visitors. Despite the presence of dozens of other food and beverage vendors, the Gigi Susu stall remains the primary destination for the vast majority of festival-goers. The phenomenon is reminiscent of the brand’s origins in Bali, where their reputation for high-quality, artisanal coffee and innovative pastry pairings has created a cult-like following. For the Jakarta edition, the brand has brought its signature minimalist aesthetic and focus on premium ingredients to TSM Cibubur, transforming a simple festival booth into a bustling hub of activity. Chronology of the Hype: A One-Hour Wait for a Taste The influx of visitors at the booth has been constant. Reporting from the ground, the detikFood team observed that the enthusiasm for the brand is not merely digital—it is physical. Customers are routinely waiting in lines that stretch well beyond the designated queuing area. The Timeline of the Experience: September 25, 2026: Official launch of the Gigi Susu booth at Foodphoria Vol. 20. Initial reports indicated massive turnout within the first three hours. September 26-28, 2026: Peak weekend activity saw wait times fluctuate between 45 to 90 minutes. Many visitors expressed that the anticipation was part of the allure. September 29, 2026 (Evening): A critical scarcity of signature items was reported. The high demand led to the rapid depletion of "festival-exclusive" items, specifically the Irish Latte and the Cold Brew Apple, by late afternoon. September 30, 2026: Ongoing operations continue, with the team focusing on their core menu staples: the Iced Oat Caramel Latte and the Iced Oat Pistachio Matcha Latte. For the average visitor, a one-hour wait for a cup of coffee might seem excessive, but for the patrons at TSM Cibubur, the wait is viewed as a prerequisite to experiencing the "Bali standard" of coffee. The Menu: Innovations and Exclusives Gigi Susu’s arrival in Jakarta was marked by the introduction of specific menu items designed to entice the urban palate. The brand utilized the Foodphoria platform to test new concepts, most notably the Irish Latte and the Cold Brew Apple. The "Sold-Out" Specials The Irish Latte and Cold Brew Apple were marketed as the star attractions of the festival. These drinks represented a departure from standard cafe offerings, leaning into sophisticated flavor profiles that cater to the increasingly discerning tastes of Jakarta’s younger demographic. However, the success of these drinks was perhaps their own undoing; their popularity led to consistent sell-outs, leaving many late-afternoon visitors disappointed. The Staples: Oat-Based Excellence When the special menu items ran out, the brand relied on its core offerings to maintain momentum. The Iced Oat Caramel Latte and Iced Oat Pistachio Matcha stepped into the spotlight, offering a glimpse into why the brand is so successful in its home territory. Iced Oat Caramel Latte: Unlike traditional, heavy, cream-based lattes, the Gigi Susu version utilizes oat milk, which provides a lighter, more textured mouthfeel. The aroma is distinct—a balanced, fragrant blend that avoids the cloying sweetness often associated with caramel-based drinks in the local market. Iced Oat Pistachio Matcha Latte: This drink has become a benchmark for the brand. Rather than a dense, creamy profile, the latte features a lighter, slightly fluid consistency. The pistachio notes are prominent, offering a nutty, savory undertone that perfectly complements the earthiness of the high-grade matcha. Strategic Omissions: The Absence of Pastry A notable departure from their Bali storefronts is the absence of their famous pastry selection at the Jakarta festival. While the brand is renowned for pairing its coffee with meticulously crafted croissants and danishes, the Foodphoria iteration is strictly beverage-focused. Industry analysts note that this is likely a logistical decision. Transporting and maintaining the high-quality standards of fresh, buttery pastries in a festival environment—especially in the unpredictable weather of Jakarta—is a significant operational hurdle. By focusing exclusively on coffee, Gigi Susu has streamlined its service, though many regulars have expressed a desire for the full "Bali experience" should the brand decide to open a permanent location in the city. Implications for the Jakarta Coffee Scene The presence of Gigi Susu at TSM Cibubur is more than just a temporary pop-up; it is a barometer for the current state of Jakarta’s specialty coffee industry. 1. The Power of "Regional Prestige" Gigi Susu is part of a growing trend where regional brands from Bali, Bandung, or Yogyakarta carry a "prestige factor" when they enter the Jakarta market. The brand has successfully leveraged its reputation as a "must-visit" Bali spot to create immediate demand in the capital, proving that geographical exclusivity is a powerful marketing tool. 2. The Shift Toward Plant-Based Alternatives The fact that both of their primary offerings at the festival rely on oat milk signals a significant shift in consumer preferences. Jakarta’s coffee drinkers are increasingly looking for dairy-free alternatives that do not sacrifice flavor or texture. Gigi Susu’s ability to highlight the delicate profiles of oat milk rather than masking them with sugar or heavy cream is a masterclass in modern cafe menu design. 3. Logistical Challenges of "Viral" Retail The one-hour wait time underscores the growing pains of popular brands when transitioning from a local shop to a high-traffic festival environment. While the queues prove the strength of the brand’s pull, they also highlight the need for better crowd management and inventory forecasting. For future iterations, the brand—and the festival organizers—will need to balance the "exclusivity" of the product with the operational capacity to meet the demands of a massive, urban audience. Conclusion: A Window of Opportunity The Gigi Susu pop-up at Foodphoria Vol. 20 is scheduled to run until October 4, 2026. For those who have yet to experience it, the takeaway is clear: arrive early, prepare for a wait, and be ready to pivot if your preferred drink sells out. The success of this pop-up serves as a loud signal to the market. The residents of Jakarta are hungry for premium, authentic, and innovative coffee experiences. Whether Gigi Susu will choose to open a permanent brick-and-mortar store in Jakarta remains to be seen, but given the current reception, the demand is undeniably present. As the festival concludes in the coming days, the conversation will likely shift from "what does it taste like?" to "when are they opening a permanent shop in Jakarta?" Until then, the Foodphoria booth at TSM Cibubur remains the epicenter of the capital’s most talked-about caffeine fix. Quick Facts for Visitors: Event: Foodphoria Vol. 20 Location: Trans Studio Mall (TSM), Cibubur Dates: September 25 – October 4, 2026 Recommended Items: Iced Oat Caramel Latte, Iced Oat Pistachio Matcha Latte Tip: Plan to arrive at the venue early to avoid the peak afternoon rush and ensure availability of seasonal specials. Post navigation Comfort in a Bowl: Elevating Your Homemade Noodle Experience with Three Iconic Recipes Beyond the Buzz: The Complex Psychological and Physiological Impact of Reducing Caffeine Intake
