Hijrah Fest, Pestanya Generation Muslim

Hijrah Fest

Hijrah Fest 2019 telah dilangsungkan di Jakarta Convention Center Hall A dan B, 24-26 Mei 2019. Antusiasme masyarakat luar biasa.

Antusiasme masyarakat di Hijrah Fest 2019

TDA Jaksel mendapat kesempatan untuk ikut mengisi salah satu booth komunitas pada event tersebut. Berhubung undangannya dadakan H-1, jadi yang bisa ikut cuma Bina Apiari bareng Tanzhif-nya mba Rully dan Feelsteen-nya mba Selvi.

Booth TDA Jaksel di Hijrah Fest 2019

Baru kali ini saya mengunjungi acara yang ternyata sudah pernah diselenggarakan tahun lalu. Bedanya tahun ini diadakan saat bulan Ramadhan, dan mungkin pas juga momennya saat orang mulai cari baju lebaran, jadi kabarnya tahun ini lebih rame pengunjung daripada sebelumnya.

Meskipun hari pertama sempat deg2an mau ke sana, khawatir terimbas sisa2 efek demo. Ternyata aman, meskipun lalin sekitarnya padat merayap akibat adanya pengalihan jalur karena jalan sekitar gedung MPR diblokir.

Hari pertama dan kedua, event berlangsung 24 jam. Ini terutama dimaksudkan untuk pengunjung millenial yang ingin belajar i’tiqaf selama Ramadhan, menurut panitia penyelenggara yg digagas oleh Arie Untung.

Jamaah sholat magrib yang membludak

Hari ketiga menjelang magrib, makin ramai pengunjung. Bahkan ketika sholat magrib berjamaah, shaf sholat memenuhi seluruh hall A sampai ke koridor penghubung hall A dan hall B!

Pengunjung diharuskan melepas alas kaki ketika memasuki area acara. Saat memasuki waktu sholat, para tenant wajib menutup booth dan dilarang melakukan transaksi sepanjang sholat berjamaah berlangsung (tetapi di hari ketiga, peraturan ini mengendur).

Tutup lapak saat menjelang waktu sholat

Dengan tiket masuk harian Rp. 95.000 atau terusan 3 hari Rp. 190.000, acara ini mampu memikat ribuan pengunjung per harinya. Selain bazar produk2 halal dan syariah, tampil pula beberapa ustadz kondang masa kini. Ada juga beberapa kelas pengetahuan dam ketrampilan seputar ke-Islaman, kelas taaruf dan area bermain anak yang dimeriahkan oleh karakter kartun Islami Nussa.

Event ini cukup membukakan mata, bahwa market muslim saat ini memang tengah booming. Generation Muslim atau #Gen-M (meminjam istilah Yuswohady, pakar branding) yang tengah bertumbuh pesat dekade terakhir ini makin mempertimbangkan kehalalan dan nilai syariah produk-produk yg akan dikonsumsi, mulai dari makanan, kosmetik, fashion, hingga produk perbankan dan investasi.

Meningkatnya gelombang selebritis yang “hijrah” dan munculnya ustadz-ustadz muda yang trendy kian menarik generasi millenial untuk turut menjalani gaya hidup yang lebih Islami. Tampak dari Hijrah Fest kemarin, betapa produk-produk fashion yang dulunya dianggap kuno dan kurang gaul sangat diminati oleh kalangan muda yang saat ini mulai menjadi pengendali pasar.

Bagaimana peluang ini bisa ditangkap oleh para pebisnis?

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