Cik Moda (on the left) & Cik Erna (on the right)
Amidst the bustling energy of Geylang Serai Market, Erna’s store may appear ordinary at first glance yet it stands out with its welcoming charm. Meet Erna, the first generation owner of Erna Enterprise.
As you step inside, you’ll be greeted with the rows of dried goods and a variety of Ikan Bilis arranged in bags that are placed along the pathways. Listen to the chatters of Cik Erna with her customers, the playful banter of her workers with the other stalll owners and the rustles of plastic bags as purchases are being packed.
Her modest shop has been around for nearly 20 years, built on tradition and hard work. Her store opens from 6am to 4pm everyday, with the lunchtime crowd being the busiest. Over the years, she’s gained many loyal customers here at Geylang, with most relationships formed by being consistent and trustworthy.
^ Play to hear the sounds of Geylang Serai Market
Why Geylang?
“Geylang market mainly serves the
Malay community and since I’m
a part of the community too,
it’s easy for me to connect
and interact with people.
I adore the kampong spirit
here in Geylang, especially after
working here for 20 years.”
- Cik Erna, owner of Erna Enterprise
What are your best-selling items?
“We sell different types of Ikan Bilis and dry goods.
We also carry a variety of Indonesian spices,
dried fruits, pickled fruits from Thailand.
On top of that, we have different kinds of Keropok,
an Indonesian snack that’s especially popular Hari Raya.”
- Cik Erna, owner of Erna Enterprise
Specializing in goods imported from Indonesia and Thailand, Cik Erna’s business is grown through word of mouth, attracting in regular customers who rely on her quality ingredients. A big part of Erna’s Enterprise appeal comes from its friendly and approachable service. Cik Erna is knowledgable about the items she sells, often offering recommendations based on the dishes her customers want to prepare. Her worker’s easygoing personality also adds to the warm and inviting ambience of the shop. After so many years being in the business, her store has become a go-to spot, known for its good prices, authenticity and lively spirit.
For many years, her shop has offered key ingredients used in traditional Malay dishes.
One popular dish featuring Ikan Bilis is Ikan Bilis Balado, a simple yet distinctive dish:
Describe the community here at Geylang.
“The community here is really diverse. It doesn’t matter your skin color, race or religion. Even in business, we’re able to help and support each other despite our differences and unique backgrounds. It’s all about sincerity here at Geylang, and it’s something that I
cherish most.”
- Cik Erna, owner of Erna Enterprise
Describe your favorite memory that you have
working here at Geylang.
“My favorite memory working at Geylang Serai Market is during Ramadan and the Hari Raya Celebrations. The people who visit during the month are always cheerful and happy, and the whole place becomes so lively and filled with festive spirit.”
- Cik Erna, owner of Erna Enterprise
The Kampong Spirit is truly what makes Geylang special. Following Cik Erna’s story, we see how her stall neighbors support one another whether it’s during the pandemic, festive seasons, or even on a daily basis. For instance, she often offers discounts to food stall owners in Geylang who purchase her goods, share supplies, and all in all look out for each other. It is these relationships that make working there memorable, developing connections that are rare. It is this unspoken, simple gestures and genuine understanding that help strengthen the community.
Play to hear the > crunch of Keropok
< Play to hear the crunch of Keropok
Over time, things naturally become more modern. Cik Erna has noticed that many people especially in the younger generation don’t eat as many traditional foods and snacks anymore. They often opt for more mainstream options such as burgers and hotdogs. Because of that, she’s learnt to adapt and understand their preferences while still trying to keep our traditional products alive.
To connect with the younger generation, she tries to be smart is sourcing items that they might like, while also keeping in mind that health is important to them. For example, Ikan Bilis is great for your bones. At the same time, she hopes to introduce more traditional Malay food and ingredients to those who may not be too familiar with them. Through the products she sells, she aims to help them appreciate and love our culture for what it is, even as generations continue to grow.
A unique store that holds power to keep culture alive, Erna Enterprise has stood strong through trials and difficult times - a true testament to the meaning of legacy and commitment. Cik Erna believes in the importance of preserving tradition for the generations to come, shaping a future that is inspired by the richness of the heritage.
“Selagi hidup, selagi ada
Erna Enterprise.”
Story by: Darwisyah, Sofea, Iffah, Grace, Lennon