When you go to Surabaya, East Java, Indonesia, then you will hear an unfamiliar Indonesian term which is ‘nyethe‘.
‘Nyethe‘ is an activity of painting the cigar’s body with coffee dregs. Yes, you always hear painter paints on a blank canvas or papers, but this is new and unique, right?
The culture is born in an ordinary local coffee shop, where people come to sip a cup of black coffee or ‘kopi tubruk’, or smoking, and have a chit chat. (See this post to know more about it)
Some of the visitors have the skill to do the activity of ‘nyethe‘. He uses the coffee dregs and a toothpick to paint the cigar’s body. It looks easy to do it but it turns out that you need patience and creativity, or you will end up scribbling randomly.
You can now see the market opportunity too, right? The amount of smoker and coffee drinker in Indonesia is pretty high. Investing in the coffee is wise since one Indonesian can drink coffee as much as three times a day. You can count that by at least 10 million people.
(See this video about a person who do the ‘nyethe‘ with a spoon, not a toothpick)
Indonesian people can be considered to be very uniquely creative, aren’t they? They can invent such an activity of art with no big cost at all, but of course, the danger of smoking and drinking coffee too much is still there.
Well, that’s the uniqueness of Indonesia.
(Credits go respectfully to the rightful owner)