KUDUS — Following a badminton match at the GOR Djarum Jati in Kudus, spectators flocked to the row of food stalls. Vendors were busy serving an array of snacks, fresh fruit, and hearty meals to attendees preparing for the next set of matches.
This bustling scene is a staple of the atmosphere surrounding the MilkLife Superliga Junior 2026, held from November 2–8, 2026. For local business owners, the tournament serves as more than just a retail opportunity; it provides a vital boost in income driven by visitors and the families of competing athletes.
Six local small and medium enterprises (MSMEs) from Kudus have set up shop within the venue's culinary zone, offering a diverse selection of products ranging from light refreshments to fresh fruit.
Dono Sukatno, a resident of Gondangmanis Village, Kudus, is among those capitalizing on the event, bringing his business, Omah Jajan, to the MilkLife Superliga Junior 2026 food area.
The menu features a variety of snacks and beverages to cater to the crowd. Tahu kocek and corn dogs are priced at Rp15,000 each, sausages range from Rp5,000 to Rp10,000, and Dubai chewy cookies are available for Rp20,000. Additionally, various beverages start at Rp4,000.
For Dono, the chance to sell at the tournament is a meaningful contribution to his family's income. However, high demand for the limited number of spots provided by the organizers meant that many interested businesses were unable to secure a place.
According to Dono, approximately 20 MSMEs expressed interest in joining, yet only six stalls were available. To ensure fairness, the selection was conducted through a lottery.
"There were about 20 applicants for six spots, so we held a draw. If you drew numbers one through six, you were selected to operate a stall," he explained.
Dono noted that the facilities provided by the organizers have been supportive, and he encountered no significant issues during the event. Necessary utilities like water and ice were readily accessible, ensuring smooth operations.
Throughout the tournament, customer activity at the Omah Jajan stall fluctuated according to the match schedule.
Dono observed that the conclusion of team matches consistently triggers a surge in food sales, as spectators typically seek refreshments after the competition.
This pattern contrasts with individual matches, which allow spectators to arrive intermittently based on specific player schedules.
“During team championships like this, stalls are typically busiest once the match concludes. While the matches are underway, spectators are focused on the action. It is different from individual competitions, where match times are staggered,” he explained.
Athletes have also emerged as a key customer base for his stall. Despite facing operational costs of approximately Rp10 million for the week, Dono noted that the endeavor remains beneficial for his family.
“The benefits are significant because we can generate profit for the family and supplement our daily needs,” he said.
A similar experience was shared by Luciana Yuniati, owner of Kedai Freshly. Unlike Omah Jajan, which specializes in snacks, her stall offers fruit as a nutritional option for both athletes and visitors.
Available offerings include papaya, mango, and watermelon, with mixed fruit cups starting at Rp10,000. Additionally, Kedai Freshly serves fried sausages for Rp10,000, nasi lemak for Rp30,000, chicken steak for Rp30,000, and Brulee Bomb for Rp12,000 per box.
Luciana prioritized fruit to meet the nutritional needs of athletes competing at a high intensity.
“We sell fruit because athletes require balanced nutrition to support their recovery,” she stated.
The MilkLife Superliga Junior 2026 marks Luciana's first experience as a tenant at the Djarum Kudus facility. Like other vendors, she secured her spot through a lottery system.
On one of the event days, specifically Wednesday (Nov 4, 2026), the booth saw a steady stream of customers, with Luciana estimating around 100 visitors.
“Last Wednesday was quite busy. Customers arrived in groups, and the booth remained active as each new wave came in,” she said.
The presence of international participants has also provided a unique experience for Luciana, who noted she has served players from Malaysia and Chinese Taipei.
Beyond the volume of customers, the convenience of the sales area is a significant highlight. Luciana explained that the spacious booth allows her to efficiently prepare orders and serve multiple customers simultaneously.
“The setup is quite comfortable for us. The area is spacious, giving us more room to move when serving customers,” she added.
Although this is her first time participating in the event, Luciana described the initial sales as satisfactory and expressed interest in returning if given the opportunity in the next edition.
Culinary activity has also become a highlight for spectators attending the MilkLife Superliga Junior 2026.
Umi Farida, for instance, traveled to Kudus with her younger sibling to support her daughter, Amara Izzati Gunturputri. The 11-year-old athlete from the Jaya Raya Satria Jogja club is competing in the tournament as part of her athletic journey.
Umi learned about the championship through her daughter's training club, and the visit serves as an opportunity to watch the matches in person.
For her, the tournament’s international scope offers a distinct experience, as she previously only viewed matches featuring foreign athletes via television broadcasts.
“It’s exciting, especially with international participants. It automatically boosts my daughter’s motivation to work harder and not give up easily,” she said.
One match that left a strong impression was the encounter between the Chinese Taipei team and Jaya Raya. Watching the game live allowed her to truly feel the intensity of the competition.
“I usually only watch international matches on television. Being here in person is a thrilling experience,” she added.
Between matches, Umi took time to purchase food and drinks around the arena, including fruit, sausages, and MilkLife products, noting that the prices were reasonable.
Regarding facilities, Umi commended the cleanliness of public areas, particularly the well-maintained restrooms. The presence of custodial staff on standby also added to the visitors' comfort.
However, she pointed out that the access to the parking area could be improved, noting that the distance from the arena was slightly inconvenient, especially when walking under the hot sun.
The inclusion of local businesses was a key priority for organizers during the MilkLife Superliga Junior 2026.
Yuni Kartika, chair of the MilkLife Superliga Junior 2026 organizing committee, stated that six small and medium enterprises (MSMEs) from Kudus were selected to operate culinary stalls. All vendors were provided space at no cost.
Demand from vendors exceeded the available capacity, leading the committee to implement a lottery system to select participants.
“There was a high level of interest, so we held a lottery. We wanted to ensure a fair and transparent selection process,” she explained.
To support operations, the committee provided basic facilities including tents, tables, and chairs, while vendors were responsible for their own signage and branding.
Yuni noted that foot traffic fluctuated throughout the competition. During the tournament's early stages on Monday and Tuesday, the number of competing players was high, though general attendance remained modest.
Conversely, as the competition neared its conclusion, the number of remaining players decreased while spectator attendance rose.
“On Monday and Tuesday, there were more players but fewer visitors. Near the end, while fewer players remained, spectator numbers grew, creating a natural balance,” she said.
According to Yuni, engaging MSMEs is a strategic effort to ensure the tournament delivers tangible benefits to the local community.
“We hope to achieve success not only in sports performance and event management but also by promoting Kudus and supporting the local economy through our support for these small businesses,” she said.
For local vendors, participating in the MilkLife Superliga Junior 2026 offered a strategic opportunity to expand their business activities and reach a broader consumer base.
Luciana is among the merchants hoping for similar future opportunities following her experience vending during the competition. Meanwhile, Dono noted the financial benefits, highlighting the additional income provided for his family.
Separately, Umi Farida’s feedback underscored that the attendee experience extends beyond on-field action. Factors such as food variety, facility cleanliness, and parking accessibility significantly impact the overall visitor experience.
The tournament served as a platform for both small and medium-sized enterprises (SMEs) and spectators, with the local economy evolving alongside the sporting competition. While vendors look forward to future prospects, organizers may consider addressing feedback regarding infrastructure, such as parking access, for future events. (OEB/YSR/mainkekudus)
