When Pop Art Meets Pie Biscuit: Genji Shoppe

If you have lived in Indonesia in the 90s period, the name Genji Pie would certainly be familiar to you, as it is for me. I remember in my (happy and careless) childhood, visiting the supermarket always felt like a trip to a Wonderland, which I anticipated each weekend. My favourite part of the shopping trip? Hitting the biscuits and chocolate aisle, where i could find various treats for my sweet tooth. Of all the items on display, my family and I would frequently stock up on Genji Pie, particularly the Strawberry and Raisin Pie.

Genji Pie, the classic biscuit with pie texture but more solid and crunchy, has been treating families in Indonesia since 1984 with its 5 flavour variants: Original, Raisin, Strawberry, Lemon and Soft Pie. More than 2 decades since then, Genji Pie still has a strong presence among Indonesian families and even exported to Middle East, North America, Africa and the Pacific Islands, despite the fierce and tough competition  from other old and newer biscuit brands, local and international. It is a proof that Monde's (the parent company of Genji Pie) commitment for quality and consistency has not failed the taste buds of the consumers.

Just recently, on 12 April 2014, Genji Pie upped the competition a notch by creating its first-ever pop-up store in Jakarta, Indonesia: the Genji Shoppe. According to Kelwin Darmono, General Manager of Monde Biscuit Indonesia, Genji Shoppe is a medium for Genji to reach out to and relate with the younger and extremely talented and creative young Indonesians. As such, the pop-up shoppe engaged not just 1 but 5 prominent young Indonesian artists.
Wall mural by Indonesian illustrators at Genji Shoppe
Wall mural by Indonesian illustrators at Genji Shoppe

The artists involved in Genji Shoppe pop-up store are (click on the name to visit the artist's gallery)
  • Rukmunal Hakim - a colour-blind illustrator from Bandung, who, despite the physical shortcomings, is able to create wonderful pieces of art in black and white.
  • Lala Bohang - an architecture graduate who decided to pursue her passion and now works as an illustrator and a writer.
  • Ykha Amelz - a young illustrator who designed murals and websites for international musicians, magazines, hotels to fashion designers.
  • Muhamad Taufiq (EmTe) - a young artist who specializes in watercolour arts and his illustrations have adorned various mass media and commercial projects.
  • Monica Hapsari - an illustrator, painter, stylist and visual artist specialist.

I did not waste time and made a point to visit the shoppe soon as I touched down from my work-trip to Surabaya last weekend. Finding the shoppe is easy, just head to the North Lobby of Pondok Indal Mall Street Gallery and walk outside the building. Yes the pop up store is semi outdoor. Every inch of the shoppe's white wall is decorated with pretty illustrations drawn in black. With blue coloured ornaments every here and there and hipster goods produced by local artists, which guests could purchase. Now, let us take a peek around the Shoppe...
Genji Shoppe
Genji Shoppe
Genji Shoppe at Pondok Indah Mall Street Gallery North Lobby
Genji Shoppe at Pondok Indah Mall Street Gallery North Lobby

The menu at the time of my visit was limited to sweet dessert. However, according to the store manager, the savoury menu will be available again this week. Imagine Original Genji Pie with cheese and spicy salami topping or chicken burger sandwiched between crispy genji Pies. Interesting twists aren't they?

A Bag of Love - mini Genji Pie sandwiches with salted caramel or chili chocolate fillings. The Chili Chocolate is surely a surprising treat, while the Salted Caramel makes an addictive bite-sized snack.
A Bag of Love - mini Genji Pie sandwiches with salted caramel or chili chocolate fillings


This Is Not a Martini - layers of white and dark chocolate mousse, served in a martini glass and original Genji Pie for dipping.
This Is Not a Martini - layers of white and dark chocolate mousse, served in a martini glass and original Genji Pie for dipping.


When Sour Meets Choco - triple Genji Pie sandwich with malt/hazelnut spread as filling, then covered in chocolate ganache and served with tropical fruits cocktail.
When Sour Meets Choco - triple Genji Pie sandwich with malt/hazelnut spread as filling, then covered in chocolate ganache and served with tropical fruits cocktail.

Long story short, Genji Shoppe is a pop-up store that is available to public for a month. It is a marriage of pop art and Genji Pie, where guests could feast their eyes on the unique illustrations and purchase hipster goods including uniquely packaged Genji Pie, while feasting their taste buds with the delish dessert creations or even make your own Genji Pie dessert creation using the various toppings provided. So, hurry up visit the pop-up shoppe, because it is only open for a month (hopefully they'll extend the period).

Genji Shoppe
Pondok Indah Mall 3 (Street Gallery)
North Entrance Lobby
Jl. Metro Pondok Indah
South Jakarta



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