TASIKMALAYA, Thecuy.com – Nowadays ghosts don’t have to appear in cemeteries. Nor do they need to wait until midnight beneath the banyan tree.
Ghosts can now hang out at cafes. Order milk coffee. Listen to music. Take a photo. Then upload it to Instagram.
That’s Halloween. A celebration that takes place every October 31st across various parts of the world. Including Indonesia. And is even becoming part of the entertainment options in the East Priangan region.
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Several cafes in this area are said to be holding Halloween-themed parties. The decorations are scary. The costumes are frightening. The atmosphere is made tense.
But visitors come to have fun instead. Strange? Not really. What’s interesting is not the ghosts themselves.
But rather the reason why the party, which originates from Western culture, is beginning to find a place in a region with strong roots in Sundanese tradition and religious life.
Tasikmalaya, for example. The city that has long been known for its religious identity. A city of santri. A city with many Islamic boarding schools. A city where community social life is still closely tied to Islamic values and local traditions.
Now some of its entertainment spaces are beginning to touch upon Halloween. Is this a sign of cultural change? Or just a change in business strategy? The answer may be simpler: ghosts can also be used as a marketing tool.
For cafe owners, Halloween can be viewed from a different angle. Not about the history of the Celts. Nor about the spirit world.
But rather about visitors. Competition among cafes is getting tougher. Selling good coffee alone may not be enough. A comfortable place may also not guarantee that seats are filled.
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There must be something different. Then themed events emerge. There are music nights. There are acoustic performances. There are costume parties. And when the calendar shows October 31st, Halloween becomes one of the themes that can be selected.
From a business perspective, the reason is quite logical. Halloween parties have the potential to attract new visitors. Bring back old customers. Increase sales of food and drinks.
Simultaneously creating attractive promotional content on social media. Especially for young people. They don’t just buy coffee. They also buy experiences.
Buying atmosphere. Buying the opportunity to take photos. And sometimes, buying a reason to create an Instagram Story.
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