Technology brands are now required to go beyond mere product functionality to build emotional connections with consumers. This strategic move was realized through the JETE Festive 2026 event, which took place on July 1–5, 2026, at the Atrium Pakuwon City Mall 2, Surabaya. The festival successfully united technological elements with various aspects of lifestyle, ranging from the creative world and sports to digital and financial literacy.
CEO of JETE, Jhonny Thio Doran, emphasized that this event is a manifestation of the company's commitment to growing together with the community. According to him, technology must serve as a catalyst for collaboration and learning. Through the "The Untold Story of JETE" session, Jhonny shared his experience in pioneering a local brand, which serves as an inspiration for the younger generation and business players in facing intense industry competition.
The main attraction of this festival lies in the active involvement of various communities, such as the Mobile Legends tournament, K-Pop Dance competition, and Coswalk. The presence of these communities proves that technology acts as a binder for creativity. In addition to entertainment, visitors were also invited to enhance their capabilities through interactive digital classes and a health talk show themed "Run Beyond," which discussed the importance of building an active lifestyle in the digital era.
Not only focusing on the creative side, JETE Festive 2026 also provided education on the modern financial ecosystem through collaboration with BCA and BCAinsurance. Visitors were given an understanding of digital transaction security and the importance of financial protection in the future, which are crucial aspects of daily life for urban society today.
Despite presenting various attractive promotions such as flash sales and product auctions, JETE prioritizes the experiential aspect. By synergizing product innovation, education, and spaces for interaction, this festival reflects the shift in modern marketing patterns where technology has evolved into an inclusive and collaborative lifestyle.
