Kisah Jatuhnya Janji Jiwa: Dari Viral 2.000 Gerai Jadi Ruko Kosong. Kenapa Bisa Begini?

The Story of Janji Jiwa's Fall: From Viral 2,000 Outlets to Empty Shophouses. Why Did This Happen? When a Brand Loses Its "Soul," the "Kopi & Toast" Rebranding Becomes WHY? There used to be long lines. Now, many are empty. Janji Jiwa was once a major phenomenon in Indonesia. In a short time, this local Indonesian coffee brand opened thousands of outlets and went viral everywhere. Its Rp18,000 milk coffee, iconic mascot, and aggressive expansion helped Janji Jiwa grow to over 2,000 outlets in just a few years. But now the situation has changed. Many outlets are starting to become deserted, even closing. Shophouses that were once filled with queues of customers are empty again.