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Behind the Toko Oen 90th Celebration: Weaving "Generaties en Crita" with Collabox

  • 9 hours ago
  • 3 min read
Jenny Megaradjasa alongside Alexander, Alexandy, and Alexondo Kalalo blowing out the celebration candles at the opening of the historic Toko Oen 90th Generaties en Crita event on April 16, 2026

The colonial-style building on Jalan Pemuda, Semarang, still stands firmly as it has since 1936, offering a magical atmosphere that remains almost entirely unchanged. Toward dusk on Thursday, April 16, 2026, the footsteps of the guests were welcomed by a row of glass windows displaying a warm message: "90EN generaties en cerita, di tafel jang sama" (90EN generations and stories, at the exact same table).


This moment marked the nine-decade celebration of one of Indonesia's most legendary restaurants. As a hub that supports the creative ecosystem in Semarang, Collabox Creative Hub received the great honor of acting as the main organizer for this historic Toko Oen 90th event.


Our mission was not merely to host a birthday party, but to encapsulate the long journey from the colonial era to the modern age into an intimate, unforgettable cross-generational gathering.



Summarizing History Through Toko Oen 90th Fine Dining


A business journey that began in Yogyakarta in 1910, expanded to Jakarta and Malang (1934), and finally arrived in Semarang (1936) certainly holds many stories. To share these memories, Mrs. Jenny Kalalo Megaradjasa, representing the third generation, hosted a special Fine Dining concept to welcome the Toko Oen 90th celebration.


Sajian eksklusif six-course fine dining seharga 90 ribu rupiah yang merangkum memori kuliner lintas generasi dalam perayaan Toko Oen 90th Semarang

We packaged this six-course dining program for an affordable IDR 90,000—a symbolic figure to celebrate the 90th anniversary. Customers were invited to savor dishes from every phase of Toko Oen's journey, combining recipes from the first generation (Ny. Oen Tjoen Hok) to the fourth generation, represented by Sandy.


This nostalgic feast included Soup Balletjes, Bitterballen, Huzarensla, to the iconic Bestik Lidah (Beef Tongue Steak) which is slow-cooked with a signature sweet-savory sauce, representing Dutch-Local culinary acculturation. Also featured was the Special Toko Oen Fried Rice, an exquisite fusion of Javanese, Chinese, and European flavors. The dining experience concluded with the sweetness of Poffertjes Ice Cream, still produced using a vintage machine from the past.


Penampilan memukau Kota Lama Orchestra yang dipimpin oleh konduktor Johnny Rahaket saat mengiringi jamuan makan malam perayaan Toko Oen 90th

The dinner vibe reminiscent of the old sinyo (Dutch gentleman) and noni (Dutch lady) era came alive thanks to the orchestral melodies. Dutch conductor Johnny Rahaket even presented a special surprise with an arrangement of the classic song "Geef Mij Maar Nasi Goreng".



Exclusive Toko Oen 90th Merchandise by Local Creators


Koleksi lengkap merchandise eksklusif perayaan Toko Oen 90th hasil kolaborasi kreator lokal Semarang yang tersusun rapi di atas meja bundar.

A grand celebration requires souvenirs capable of freezing memories in time. As a creative hub, Collabox has always believed in the power of local talents. Therefore, to enliven the Toko Oen 90th, we collaborated with an array of Semarang artists, illustrators, and local brands to translate the classic DNA of Toko Oen into a line of exclusive merchandise:


  • Dadang

    Developed the visual narrative by creating stunning core illustrations for the entire merchandise line.

  • Crezi Creative

    Designed an iconic pin set as a classic-style statement piece.

  • Miamia Goods

    Brought the Decocup Enamel Manual Sketch, a nostalgic cup perfect for accompanying afternoon tea.

  • Nona Kriwil

    Crafted warm and adorable handmade dolls featuring the "OEN" character.

  • Tilik Studio

    Created the Candle Ice Cream, an appetizing aromatherapy candle shaped like Toko Oen's signature dessert.

  • Tjoretjik Studio

    Transformed classic restaurant elements into aesthetic fridge magnets.

  • Setitik

    Produced a variety of heritage lifestyle items, ranging from shantung scarves, dobi scarves/tablecloths, ribbons/scrunchies, drawstring pouches, buttoned pouches, to the Heritage Travel Journal.

  • Shade of Lilac

    Provided a collection of cute stickers and keychains that bring historical heritage closer to the younger generation's taste.



Capturing the Legacy Through the Toko Oen 90th Photo Challenge


Not stopping at the feast and souvenirs, the Toko Oen 90th series of events also embraced a broader audience through a collaboration with the Komunitas Fotografer Semarang (KFS).


Antusiasme para fotografer saat memotret set hidangan dan dekorasi klasik dalam kompetisi Photo Challenge rangkaian acara Toko Oen 90th.

As the organizer, Collabox presented the "Toko 'OEN' Photo Challenge: Mengulik Sejarah Perjalanan 90th Toko 'OEN'" (Exploring the 90th Journey of Toko OEN). This challenge invited photography enthusiasts to shoot the magical corners of this colonial building, capture architectural details, and record the warm moments of the attending guests. Through their lenses, the existence of Toko Oen is immortalized as a bridge between the past and today.


The survival of Toko Oen amidst the rapid emergence of new culinary trends proves that history and nostalgia will continue to live on if well-nurtured. As Mrs. Jenny expressed that night, "Don't forget the old, because that is where the story can continue to live on to the next generation."


Thank you to all the loyal customers, artists, photographers, and communities who joined us at the exact same table to celebrate the history of Toko Oen 90th with Collabox!

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