SOPPENG, Indonesia — Visitors from across South Sulawesi traveled to the small Indonesian town of Soppeng in recent weeks following the opening of a new fashion store that promoted its launch through local social media personalities, drawing large crowds and increasing activity in the town center, according to local media reports and store representatives.
The store, operated by regional fashion retailer Owns Store, opened a new branch in Soppeng on May 11 and quickly attracted residents and visitors with promotional discounts and opening events featuring local influencers and entertainers, local news outlet Edarinfo reported. Organizers said the launch generated significant public interest, though independently verified attendance figures were not available.
Since the opening, visitors have gathered at the store, located near a central intersection in the town, with many sharing photos and videos on social media platforms. Local influencer Andi Muhammad Zakkir, known as Andi Mus, attended promotional events alongside singer Tina Amalia, according to the report.
Store manager Ahmad Mufariq said the company was encouraged by the public response. “Thank you for the extraordinary welcome from the people of Soppeng,” he was quoted as saying by Edarinfo. “We hope Owns Store can provide the best experience and become part of the local fashion community.”
The opening reflects a broader trend in Indonesia’s retail sector, where brands increasingly use influencers and social media campaigns to attract customers to physical stores. Industry reports indicate that experiential events, influencer appearances and social media engagement have become common features of retail launches aimed at younger consumers.
Retail analysts and company representatives have said consumers increasingly seek shopping experiences that combine purchases with entertainment, photography opportunities and social interaction. Similar strategies have been employed by lifestyle and fashion retailers opening new outlets in several Indonesian cities this year.
Local businesses in Soppeng reported increased foot traffic during the store’s opening period, although comprehensive economic data were not immediately available. Details remain unclear regarding the number of visitors arriving from outside the town specifically because of the store opening.
The promotional campaign is scheduled to continue through the end of June, according to company announcements. As of Saturday, the store remained open and continued to host promotional activities, while visitors and local residents continued to post content from the location on social media.
