Malang (malangkota.go.id) – Creative Economy (ekraf) is now the prima donna of economic growth in Indonesia including Malang City. As a creative city that has extraordinary potential, including in the craft and fashion sub-sectors.
One of the creative actors who raises the uniqueness of Malang City is Soak Ngalam. Soak Ngalam is a central shop for typical Malang souvenirs centered in Malang City. They sell a number of souvenirs that can be souvenirs or gifts from Malang City.
Owner of Soak Ngalam Tjandra Purnama Edhi said, initially only selling Malang T-shirts. But because of the enthusiasm, a number of items were finally presented. "We can mention the items we make, among others, adult T-shirts, children's T-shirts, sweaters, jumpers, jackets, scarves, pillow cases, tote bags, coasters, ceramic mugs, tin mugs, wall hangings, Malang syrup, casual hats, key chains, refrigerator magnets, and others," he explained.
When asked about the initial idea for establishing Soak Ngalam, Tjandra revealed that the initial idea came from his college days around 1988. Where he saw many students coming from outside Malang City, especially those from Jakarta and West Java. According to him, the language they brought (Jakarta accent) at that time was already very pronounced in their social interactions both on campus and in the community.
“The typical language of Malangan (osob kiwalan) is increasingly marginalized and rarely used. This idea stopped because I graduated from college in 1992 and immediately worked in Jakarta. After traveling the world, changing jobs and moving cities. In 2008, I got the opportunity from a friend to make a typical Malang T-shirt to supply to his shop. Thank God it sold quite well,” he said.
In 2009, he opened his own outlet for typical Malang T-shirts with the registered brand 'Soak Ngalam' on Jalan Kawi Atas Number 24 Malang. Soak Ngalam's first mission is language preservation. He said that Malang as a city of education accepts many immigrant students which has an impact on the decreasing use of the Typical Malang language (osob kiwalan/walikan language).
"That form of concern is what I then pour into the t-shirts that I make. I hope that even though Malang City is a city of education, the roots of culture, especially the typical language, are not lost. Given that language is the identity and binding force of a society, then through the designs we make," he added.
The walikan language (osob kiwalan) is presented with an attractive design and of course up to date in the current era. The second mission, he continued, is to provide an alternative to typical Malang souvenirs other than tempeh chips or fruit chips. The uniqueness of Soak Ngalam is using the walikan language (typical Malang language) which is designed 'unique and different.'
"Where are the customers or buyers from? 75% come from West Java or Jabodetabek, 15% Kalimantan, and 10% East Java. Soak Ngalam can be purchased directly at the outlet and through the marketplace (Shopee, Tokopedia, and Bukalapak) as well as purchases through Facebook and Instagram (soakngalam_02) and FB Soak Ngalam," he explained.
Tjandra also revealed, as a marketing he routinely uploads information, product photos, news or stories on all online media, both Facebook and Instagram, TikTok, as well as endorsements and participating in a number of exhibitions and bazaars. "In the future, Soak Ngalam wants to become an icon of Malang in tourism and preservation of culture and language," he concluded. (eka/ram)
