KaMIST
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. This week, we’re diving into Sarang Semut at Blok M.
In Jakarta, trends come and go faster than your coffee cools, but somehow, a small café in Blok M called Sarang Semut managed to stop the scroll. Through TikTok videos, Instagram stories, and viral reviews, this quirky spot suddenly captured everyone’s attention without spending much on ads. “Sarang Semut” which literally means ant nest perfectly reflects the café’s lively, crowded, and social atmosphere. Just like a nest full of ants, it’s always buzzing with people chatting, laughing, and sharing stories, supported by humorous and unique menu ideas, playful décor, and a brand personality that feels genuine and fun to engage with.
While most cafés focus only on aesthetics or taste, Sarang Semut took a smarter route by blending viral marketing, Fear of Missing Out (FOMO), and emotional connection. In marketing terms, this approach falls under user-generated content (UGC), one of the most powerful forms of modern digital word-of-mouth. It builds trust faster than traditional ads because it comes from real experiences, not paid promotions.
But beyond being different and authentic, what truly keeps people coming back is that the food and drinks actually live up to the hype. The flavors are worth it, and the staff’s friendly service makes every visit feel personal. Even when the waiting list gets long, customers are still willing to queue because they know it’s more than just about eating — it's about the experience.
To strengthen that bond, Sarang Semut often reposts customers’ stories and features them in Instagram highlights, making visitors feel seen, appreciated, and connected. That simple gesture turns casual guests into loyal fans and builds a sense of belonging that no amount of advertising money can buy.
Instead of paying influencers, Sarang Semut lets its visitors become storytellers. People willingly post about their experience, sharing photos, reviews, and TikTok clips without being asked or paid. That’s because the brand gives them something worth sharing: a fun atmosphere, aesthetic visuals, great taste, and a sense of belonging.
Sarang Semut’s success proves that powerful marketing requires authenticity, creativity, and connection. By combining viral marketing, FOMO-driven engagement, and genuine user participation, the café transformed ordinary customers into passionate storytellers. When a brand can make people feel something — seen, included, and part of a community — it naturally earns loyalty and trust.
Wanna get more insights into marketing? Tune in every Thursday for more KaMIST!