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Brand Familiarity Is Key as Pia Cap Mangkok Leads Malang Souvenir Market

In recent years, the Malang specialty souvenir category has expanded far beyond pia pastry products. Cross-product brands offering items like strudel, sweet potato processing, tempeh chips, fruit chips, and Malang specialty chocolates now compete for the same demand: gifts for family, partners, and colleagues.

Jakpat conducted a research study to understand the brand competition in Malang specialty souvenirs. This report involved 100 respondents who actively make purchasing decisions.

Popular Brands Still Dominate the Malang Souvenir Market

Over the last three months, Pia Cap Mangkok led the market, with 54% of respondents purchasing these Malang specialty souvenirs. Other gifts bought included Malang Strudel (51%) and Bolu Malang Singosari (39%). A number of respondents also purchased Keripik Tempe Sanan (36%) and DeKonco (15%).

Jakpat Lead Researcher, Farida Hasna, noted that even though souvenir choices are becoming increasingly diverse, consumers still tend to choose brands they are already familiar with.

“In an increasingly diverse souvenir category, consumers have many options to find products that suit them. However, brand familiarity still plays an important role. Pia Cap Mangkok serves as an example of how a brand deeply tied to a region retains its place amidst a growing number of choices,” she explained.

More specifically, male respondents were more dominant in purchasing Pia Cap Mangkok (60%), while women slightly outperformed men in buying Malang Strudel (52%). Gen X and Gen Z both made Pia Cap Mangkok their top choice (67% and 47%, respectively), whereas the Millennial group leaned more toward choosing Malang Strudel (60%).

Pia Cap Mangkok Is the Most Frequently Purchased Malang Souvenir

The Jakpat survey also showed that Pia Cap Mangkok took top spot in the most frequently purchased Malang specialty souvenir category at 38%. Following behind with a significant margin were Malang Strudel (27%), Bolu Malang Singosari (15%), and Keripik Tempe Sanan (11%).

Pia Cap Mangkok heavily dominated among men (44%), whereas female respondents were evenly split between Pia Cap Mangkok and Malang Strudel, capturing 33% each. Meanwhile, Gen Z (48%) and Gen X (39%) most frequently bought Pia Cap Mangkok as their primary souvenir, while the Millennial group was dominated by buyers of Malang Strudel (42%).