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Alfamart Run 2025: 40 Kilos of Goodies for Every Finisher
05/11/2025 21:28In Jakarta, the Alfamart Run 2025 turned into a full-blown comedy sketch. With 40 kilos (88 lbs) of swag handed to every participant and a national record for “the heaviest finisher’s bag in Indonesia,” the race turned thousands of runners into accidental movers. At this event, crossing the finish line wasn’t the hardest part.
| When Running Light Became a Luxury
On October 19, in the warm and humid parking lot of Gelora Bung Karno Stadium — one of Jakarta’s iconic sporting venues — thousands of runners lined up to celebrate the 26th anniversary of the Indonesian convenience-store chain Alfamart. The scene felt familiar: flashy shirts, booming music, excited influencers, and race times no one really cared about. But at the finish, the surprise carried serious weight: a 40-kg goodie bag. Yes — forty.
Inside? A supermarket on steroids — shampoo, cookies, juice packs, laundry detergent, snacks — essentially the entire Alfamart product aisle in XXL version. The estimated value: over 4,000 Indonesian rupiah (roughly €30 / ~$32), enough to fill a small trunk — or break one.
The stunt earned official recognition from MURI — Indonesia’s equivalent of the Guinness World Records — for the largest goodie bag ever given to each participant. Social media instantly exploded: videos of runners dragging their haul like bargain-hunters after a massive sale, endless memes, and a nationwide #AlfamartRun hashtag.
| When Marketing Starts Sprinting
Behind the viral joke was a well-oiled machine. The event offered a 10K for serious runners, a 5K for casual participants, medals, a recycled-plastic race T-shirt, and — of course — the legendary 40-kg swag bag as the grand finale. Alfamart’s marketing director didn’t hide the intention: “We wanted everyone to leave with a smile… and very full arms,” he admitted. Mission accomplished.
Some runners even traveled from Yogyakarta, several hundred kilometers away, and ended up renting a bus just to bring home their bags. Others improvised makeshift carts to haul their loot back to their cars.
But the success of the Alfamart Run wasn’t just about quantity. The event nailed its tone: fun-first, inclusive, colorful, and extremely photogenic. A kind of supermarket-themed fun-run festival — where the finish line doubled as an oversized checkout counter.
| A Different Way to “Run a Race”
Inevitably, purists frowned. For them, a race should reward effort, not refill your pantry. But there’s no denying the phenomenon. In 2025, running is increasingly about the shared experience — something you enjoy, record, post, and relive. Alfamart understood this perfectly: modern races are not just about performance; they’re stories… content waiting to happen.
Some participants leaned fully into the concept: running light to finish heavy. One viral photo shows a runner, medal around his neck, dragging his 40-kg bag like a surreal trophy. Another joked, “I set a new 10K PR… but my back will never forgive me.”
| Between Satire and Symbol
This Jakarta-style running gag perfectly captures the evolution of certain mass-participation events — blending marketing, community experience, and spectacle. Far from elite marathons, these gatherings trade performance for pleasure and virality. It worked: thousands showed up, a national record fell, and media coverage skyrocketed — more than many major Indonesian road races could ever dream of. Some dismiss it as a caricature; others hail it as brilliant modern marketing. One thing is certain: few events in 2025 have left such a mark — on people’s minds and lower backs.
In Jakarta, people ran for fun, for the atmosphere, for the Instagram photo — and, of course, for that now-legendary 40-kg bag, which has already become part of running folklore. A cheeky reminder that these days, running isn’t always enough; apparently, you need to go home with full arms, too.
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Dorian VUILLET
Journalist
