Who doesn’t know about the viral fame of Janda Bolong during Covid-19? Or maybe Seasians, are you one of this ornamental plant’s fans?
The popularity of ornamental plants and gardening activities increased during the COVID-19 pandemic in Indonesia.
It wasn’t just a way to cope or fill the days during lockdown. As a result, the ornamental plant market and business started booming and became an alternative savior amid the economic downturn.
Wanna know the whole story? Keep scrolling, Seasians!
The Rise of Public Interest in Ornamental Plants During the Covid-19 Pandemic
The PPKM (Enforcement of Restrictions on Community Activities) policy changed all aspects of daily life, including limiting social behavior. While staying home, people started to get bored and tried gardening activities.
A study (Akbar, 2022) mentioned that income from ornamental plants rose by around 40% compared to normal conditions since the Covid-19 pandemic. However, not all types of decorative plants experienced the same surge.
Monstera variegata and Monstera adansonii, or “janda bolong,” became two of the most popular plants among the public. Besides that, Aglaonema (Sri Rejeki), Calathea, and Snake Plant also topped the list of most-wanted plants during that time.
This activity could reduce psychological factors, such as maintaining mental health or relieving stress. In addition to decorating the house, ornamental plants could make people feel more relaxed.
Social media use also influenced the popularity of home gardening and planting. FOMO became a big factor in persuading people to get into gardening and collecting ornamental plants.
In addition, the high interest in ornamental plants during the pandemic was also driven by the Snob Effect (prestige) and the Veblen Effect (showing off), meaning ornamental plants had become a symbol of social status.
Ornamental Plants as a Business Opportunity in the Covid-19 Era
This trend benefited individuals and MSMEs by spotting the potential and turning ornamental plants into a new income source.
MSME players who were already in this field managed to survive the economic turbulence during lockdown.
Istiqomah Grand Garden is an MSME that survived the pandemic thanks to its owner’s passion for modern agriculture. Due to strong public response, this business grew and successfully marketed ornamental plants online and offline.
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This Tuban-based MSME also mentioned that although revenue in 2023 declined, the highest monthly turnover was in 2020, reaching 40 million rupiahs.
Katadata also picked up a similar story from Tasya Khalida and Pasya Damadyakta, two students who started an online plant-buying and selling business.
With only 400 thousand rupiah as capital and social media as their selling platform, they gained around 50% profit within a week.
“Just started selling a week ago, and Alhamdulillah, most of the stock has already sold out. We sell plants in demand, like caladiums, bonsai, begonias, and clothes,” said Tasya, as quoted from katadata.co.id.
Agus Suwiknyo, an MSME player from Batu, Malang, who’s been in the cut flower business since 2008, also stated that selling ornamental plants is way more profitable.
While selling cut flowers, his profit was only 2 to 2.5 million rupiah per month. When he switched to selling ornamental plants via social media, he earned 400 million rupiah in just four months.
Agus Suwiknyo, as quoted from suaraindonesia.co.id, said that:
“For my sales strategy, I usually post on WhatsApp stories, and then fellow flower sellers help spread the word. I also post on Facebook so it reaches a wider audience. Besides that, I’m also developing sales through the Lazada shopping app.”
Sustainability Challenges for the Post-Covid Business
Business dependence on trends is a significant threat to sustainability. A drop in public interest will go hand-in-hand with a decline in business income.
Additionally, some other challenges threatening the future of ornamental plant businesses after Covid-19 are summarized below:
Market Competition and Consumer Behavior Changes
Behavioral shifts after the pandemic and in the new normal era where social activities returned became the main challenge for business players.
The market’s tendency to follow trends and hobbies also carries risks when trends change in the future. Like the batu akik (agate stone) trend, the ornamental plant market has grown more competitive. Meanwhile, over time, market demand has also declined.
However, market demand can still be created through effective marketing, with the main target being communities with shared hobbies. Therefore, business owners must stay ahead of trends and be adaptable with marketing strategies—both online and offline.
Adaptation and Continuous Innovation
Certain plants’ rarity provides an excellent opportunity for selling at higher prices. However, technological adaptation and innovation are essential for business players to support their cultivation practices.
Several challenges remain, like the lack of access to facilities such as labs to produce superior products, which is still a big hurdle for MSMEs.
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The success stories of business owners who identified trends and the ornamental plant market during the Covid-19 era helped them become more resilient.
But trends alone aren’t enough—adaptation and staying up-to-date with changes are a must. Otherwise, business players will face two outcomes: either the business fails to grow or continues sustainably!
References:
IPB University. (n.d.). Pengaruh Kebiasaan Merawat Tanaman Hias terhadap Kondisi Psikologis Seseorang saat Pandemi Covid-19. journal.ipb.ac.id/index.php/jstsv/article/download/51211/28490/
Suara Indonesia. (2021). Kisah Pria Asal Kota Batu Berhasil Bisnis Tanaman Hias di Masa Pandemi. suaraindonesia.co.id/news/wisata/602f6e05d469d/kisah-pria-asal-kota-batu-berhasil-bisnis-tanaman-hias-di-masa-pandemi
Katadata. (2020). Peluang Untung Besar dari Bisnis Hobi Tanaman Hias. katadata.co.id/indepth/telaah/5f951bd2a09b8/peluang-untung-besar-dari-bisnis-hobi-tanaman-hias
Tuban Kabupaten. (2023). Ahkmat Winarto, Pembudidaya Tanaman Hias Mampu Survive di Tengah Gempuran Pandemi Covid-19. tubankab.go.id/entry/ahkmat-winarto-pembudidaya-tanaman-hias-mampu-survive-di-tengah-gempuran-pandemi-covid-19
ResearchGate. (2023). Pengaruh Kebiasaan Merawat Tanaman Hias terhadap Kondisi Psikologis Seseorang Saat Pandemi Covid-19. researchgate.net/publication/371454876
Kumparan. (2022). Pandemi Covid-19: Fenomena Tren Tanaman Hias. kumparan.com/fatimatuzzahro-1654581416396644025/pandemi-covid-19-fenomena-tren-tanaman-hias-1yE04Cpa5wN/3
BBC Indonesia. (2020). Demam Tanaman Hias: Hobi Menjadi Ladang Bisnis di Masa Pandemi. bbc.com/indonesia/majalah-54231665
Universitas Muhammadiyah Palembang. (2022). Studi Faktor-Faktor yang Menentukan Minat Masyarakat Terhadap Tanaman Hias pada Masa Pandemi Covid 19 di Kelurahan Sako Palembang. repository.um-palembang.ac.id/id/eprint/20998/1/412016090_BAB%20I_DAFTAR%20PUSTAKA.pdf
