The euphoria of the 2026 World Cup has breathed fresh air into Micro, Small, and Medium Enterprises (MSMEs) in East Kalimantan. Public viewing events (locally known as "nobar") held at various coffee shops and cafés in the region have successfully triggered a significant surge in turnover compared to regular days.
Gusti Noorlitiaria Achmad, an economic observer from Mulawarman University, assessed that the synergy between the government's facilitation of incidental crowd permits and the availability of official broadcast access has been the main catalyst. This has created a productive ecosystem for the grassroots economy, as people tend to redirect their entertainment budgets to enjoy matches together in public spaces.
This positive impact is felt not only by café owners but has also spread to other service sectors. Demand for food delivery services has risen sharply, directly contributing additional income to online motorcycle taxi drivers in Samarinda and surrounding areas.
One culinary business owner, Deddy Unaryo, revealed that he made strategic adaptations to attract customers. By featuring football-themed decorations and offering affordable public viewing packages, he has been able to navigate the challenges of current weak consumer purchasing power. Operational adjustments at the café were also made to accommodate varying match schedules.
Although this momentum provides real benefits, economic observers remind business players to remain vigilant. Given that this surge in demand is temporary, entrepreneurs are advised to diversify their services, such as converting cafés into co-working spaces, to maintain business cash flow stability after the major football tournament concludes.
