Terasi from Sidowayah Rembang Successfully Flies to “Hong Kong”

REMBANG Kartininews.com – The Oven Alyssa terasi product from Sidowayah Village, Rembang Subdistrict, has successfully brought fame to the region all the way to the international market. This packaged shrimp paste, produced by a home-based industry, is now being marketed to several countries in Asia and the Middle East after a long journey of innovation and word-of-mouth marketing.

Dian Nurshintorini, the producer of Terasi Oven Alyssa, said the idea to develop packaged terasi came from her personal experience while studying at Diponegoro University in Semarang in the early 2000s.

At that time, she often brought terasi from Rembang to sell to her boarding house friends to help cover her living expenses during college.

However, the strong aroma of the terasi frequently became a problem. She was even scolded several times by bus drivers and passengers because of the smell.

“Back then, I used to bring terasi from Rembang to Semarang to sell. I had wrapped it in newspaper, plastic, and even added coffee to reduce the smell, but the bus driver and passengers still got angry. That’s when I started thinking about how to make terasi something that could be taken anywhere without disturbing others,” she said on Monday (8/6/2026).

Drawing from that experience, Dian began innovating by oven-drying the terasi to make it drier, longer-lasting, mold-resistant, and less pungent. The product was then packaged in small, practical containers that were easy to carry while traveling.

“Usually, terasi is sliced and then fried or roasted before use. I tried oven-drying it until it was completely dry, and it turned out to be more durable and less prone to mold. Then I packaged it in small jars and sealed them, making it much more convenient,” she explained.

The innovation gradually received positive responses. After getting married and moving to South Tangerang in 2012, Dian began introducing her packaged terasi to neighbors and mothers’ communities. The feedback was very good, and orders kept coming in.

As social media grew, she marketed the product through Facebook, WhatsApp, and Instagram. During the Covid-19 pandemic, Dian became more serious about developing her business by obtaining various permits, such as PIRT (home industry food permit), halal certification, Business Identification Number (NIB), and trademark registration.

“During the pandemic, I focused on handling the legal aspects of the business. Many consumers were asking about business licenses and halal certification. So I completed everything to build greater trust,” she said.

The opportunity to enter the overseas market came in 2021. Through her older sibling who worked at the Indonesian Consulate General in Hong Kong, Dian sent several product samples to be introduced to Indonesians there.

“I sent samples to Hong Kong. It turned out many people liked them because it’s hard to find terasi like the one from Rembang there. That’s when orders from abroad started coming in,” she revealed.

In addition to Hong Kong, Terasi Oven Alyssa products are also sent to Qatar through a network of friends working in oil and gas companies. According to Dian, many Indonesians living abroad miss the taste of authentic Nusantara sambal, which makes them interested in this Rembang-origin terasi.

“My friend working in Qatar said there’s almost no one selling terasi there. After trying it, they asked for more shipments. At first, it really started from our own personal networks,” she said.

Not only handling small-scale shipments abroad, in May 2025 Dian also participated in export negotiations to Africa through an event involving representatives from the Indonesian Embassy and potential buyers from Kenya. In that forum, she introduced various Rembang seafood products, including terasi.

Although export opportunities are open, large-scale shipments are still hindered by payment systems from potential buyers. According to Dian, some buyers ask for goods to be sent first without a down payment.

“The challenge is finding truly serious buyers. We have to be careful because some ask for the goods upfront without a DP (down payment). For exports, there should at least be an advance payment to make it safer,” she explained.

Currently, Terasi Oven Alyssa is marketed both online and offline through souvenir shops and a network of resellers. Daily production ranges from 50 to 100 bottles, priced at Rp20,000 per bottle. Demand usually increases two to three times ahead of Idulfitri and New Year.

Dian hopes that this signature Rembang terasi will become increasingly well-known and can become one of the region’s flagship commodities capable of competing in the global market.

“Rembang has abundant marine resources. My hope is that Rembang’s signature terasi can become more widely recognized, not only in Indonesia but also abroad,” she said.

Meanwhile, Darmuji, Sub-Coordinator of Tourism Resources and Creative Economy at the Rembang Regency Culture and Tourism Office, said the product is one of the terasi businesses in Rembang that has developed with modern packaging.

Based on Dinbudpar data, the number of terasi businesses actively developing modern packaged products is still very limited. In addition to Terasi Oven Alyssa owned by Dian Nurshintorini, there is only one other producer in Tasikagung Village that processes a similar product.

“According to our data, the standout terasi producers at the moment are still Ms. Dian with Terasi Alyssa and one other in Tasikagung. In terms of packaging, Alyssa’s product is already more modern and has good selling value,” said Darmuji.

He revealed that the overseas market potential for terasi from Rembang is actually quite large. In fact, there have already been several requests from abroad, including from Germany and several countries in Africa.

However, these orders generally require large quantities, so production capacity remains a challenge for the businesses.

“Actually, there have been requests from overseas. There were offers from Germany and Africa, but they asked for large volumes — up to several tons. Meanwhile, the production capacity of MSMEs is still not sufficient to fulfill such orders on their own,” he explained.

Darmuji added that Terasi Oven Alyssa products have also been marketed to various regions in Indonesia, such as Jakarta and Surabaya. Additionally, most products that reach overseas markets are usually sent through reseller networks that purchase from producers in Rembang.

As a form of support, Dinbudpar has facilitated the processing of Intellectual Property Rights (HAKI) for the Terasi Oven Alyssa brand. In addition, the Rembang Regency Government has provided digital branding and digital marketing training to expand the marketing reach of MSME products.

“We have assisted with the HAKI process so that the Alyssa brand has legal protection. We have also provided digital branding and digital marketing training. Moving forward, we will continue to provide mentoring so that this product can develop further,” he concluded.