JOMBANG, JurnalPost.com - The Thai-themed culinary festival, Sunthai Streetfood, has arrived at the outdoor parking area of Bravo Supermarket in Jombang Regency, East Java. Organized by Extra Ordinary Production (XO Production), the event runs for ten days, from 16 to 25 October 2026, with operating hours from 10.00 to 22.00 WIB.
Beyond serving as a destination for those seeking authentic Thai cuisine, the festival provides a platform for micro, small, and medium enterprises (MSMEs) to introduce their products and generate additional income.
According to information shared on the XO Production Instagram account, Sunthai Streetfood features dozens of food and beverage vendors offering Thai-inspired flavors. Visitors can also enjoy various amusement rides and live music (live music).
The festival offers vendors a space to reach a wider consumer base, particularly those eager to sample diverse Thai culinary delights without needing to travel abroad.
Vendors Leverage Festival to Introduce New Menu Items
One of the vendors enlivening Sunthai Streetfood is Mega Apriliani. She is selling mango sticky rice, a classic Thai dessert known as khao niao mamuang, consisting of glutinous rice served with fresh mango slices and coconut milk.
Mega noted that this menu item is relatively new to her business. She chose to align her offerings with the festival's theme to better capture the interest of visitors.
"I have only been offering this menu for about two events now; since the theme is Thailand, I adjusted accordingly," Mega said.
According to her, one of the advantages of participating in events organized by XO Production is that the festival travels from one city to another.
This touring festival concept allows vendors to introduce their products to consumers in various regions. In addition to opening up new markets, the event serves as an opportunity for business owners to gauge public response to their offerings.
Touring Festival Helps Vendors Generate Income
Similar benefits are felt by Tamam Febrian Julvian, or simply Tamam. He works at a beverage stall that serves longan tea, various flavors of poci tea, and smashed avocado.
Although he has not been working for long, Tamam already has experience participating in Sunthai Streetfood in several regions.
"I am a relatively new employee, having worked for about three months, and I have already joined this Sunthai Streetfood event in four cities: Madura, Bojonegoro, Tuban, and Jombang," Tamam explained.
This experience has allowed him to see firsthand how culinary festivals can serve as a source of income for both business owners and the staff involved.
Tamam acknowledged that the number of customers varies daily. Nevertheless, he believes the trading activity during the festival provides significant economic benefits for the vendors.
"The MSMEs selling here always have customers; there is always someone buying. Even if it is not stable, there is always traffic, so it is quite decent," he said.
According to Tamam, events like this are quite helpful for MSMEs in meeting their daily needs and supporting their family economies.
In addition to providing a venue for sales, the culinary festival creates job opportunities for individuals working as stall staff or in event operations.
Hopes for the Continued Growth of Sunthai Streetfood
Tamam hopes that Sunthai Streetfood will continue to be held and reach more regions. He also expressed a desire for the festival area to be expanded so that more vendors can have the opportunity to participate.
For him, the sustainability of these events is crucial, as many people rely on the income generated from trading during the festival.
Through its thematic culinary concept and touring format, Sunthai Streetfood serves as a bridge connecting business owners with potential customers across various cities.
In Jombang, this festival not only offers an experience of enjoying Thai cuisine but also fosters economic activity that provides small-scale vendors with the opportunity to continue growing their businesses.
Reporter: A. Rohmah Hidayatul Lila
Student of Islamic Communication and Broadcasting, Hasyim Asy’ari University
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