Yogyakarta. When COVID‑19 hit in early 2020, micro, small, and medium enterprises (MSMEs) that depended on face-to-face sales were suddenly stripped of their customers — the very lifeline of their business. In Yogyakarta, this crisis spurred a movement of hope.
A Social Movement Born in Crisis
Eri Kuncoro, a Yogyakarta native, was deeply moved when he saw local street vendors, many selling food, forced to shutter their stalls and return to their hometowns because no one was buying. Together with his friend Revo Suladasha, he founded Yuk Tukoni — which means “Let’s buy” — not as a profit-driven venture, but as a social lifeline for struggling MSMEs.
The first beneficiary was a mie ayam seller named Pak Amin, living near Eri’s house. With sales dried up, Pak Amin planned to close his business — until Eri helped him repackage his noodle dish into frozen format. To everyone’s surprise, the product sold fast, breathing new life into his business.
As Eri puts it,
“Yuk Tukoni wasn’t born to make money, but to help MSMEs keep breathing.”
He saw that doing nothing would leave many without a solution. What began as a way to help his friends evolved into a broader platform supporting hundreds of MSMEs in Yogyakarta.
How Technology Became the Bridge
To amplify its reach, Yuk Tukoni turned to social media — especially Instagram and WhatsApp — to market the MSME products. These channels replaced the physical, neighbor-to-neighbor sales that were no longer feasible under pandemic restrictions.
Aspiring MSMEs apply through a form on the @yuktukoni Instagram page, send product samples, and go through a quality screening. If approved, their goods are featured in the feed or catalog.
Scaling Through Marketplaces
As demand grew, Eri didn’t stop at social media. Yuk Tukoni expanded into e-commerce platforms, launching under the name “Tukoni” on Tokopedia, Shopee, and PaxelMarket.
On these platforms, you can find a variety of beloved Yogyakarta foods — from mie ayam Bu Tumini to gudeg Wijilan Bu Lies, jadah tempe Mbah Cantik, and lumpia Samijaya. Eri shared that at the peak, Mie Ayam Bu Tumini sold 100–200 portions daily, a remarkable turnaround from the pandemic slump.
Rebranding and Quality Support
Not only does Yuk Tukoni sell MSME products, but it also elevates them through rebranding.
Eri and his team provide feedback to those whose packaging or branding needs improvement. They help with product photography, design, and even repackaging — such as turning food into frozen goods, making it more durable and easier to sell during the pandemic.
Just 12 days into launching, the team collected samples from vendors, rebranded them, repackaged them, photographed them, and started promoting via social media and WhatsApp.
Recognition for Impact
In 2020, Yuk Tukoni’s social mission earned Eri the SATU Indonesia Award in the “Selfless Fighter During COVID-19” category, granted by Astra International.
For Eri, this honor wasn’t about personal gain — it was proof that solidarity still matters, even in crisis. He encourages young people to lead with empathy:
“Don’t start by wanting to win — start by wanting to impact. Look around you with an open heart; every problem can become a moving story.”
Final Thought
Yuk Tukoni’s journey is more than a business story — it’s a powerful example of how technology + compassion = resilience. Through an approach rooted in humanity and collaboration, Eri Kuncoro and his team have helped Jogja’s MSMEs survive and thrive during their darkest hours. Let his work inspire us: kindness can be impactful, and impact can change lives.
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