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How does a brand celebrate its arrival in a new city?
Instead of hosting an exclusive presentation behind closed doors, Tutu chose a different path. This time, the introduction came with the pulse of music from Morning Beats Club, accompanied by a lineup of specially crafted beverages—served as early as 9 in the morning. It was a morning that felt light, bright, and effortlessly joyful.
This moment marked the beginning of a new event format called TutuTur, first launched on March 29, 2026. The name itself is a playful take on “Tutu on tour”—a journey, a movement, a narrative that follows Tutu as it steps into new territories. From Malang, Tutu arrived in Kediri, hosting its very first TutuTur at Venti Curv, a coffee shop nestled in the heart of the city—while also introducing Kediri’s very first morning coffee party.
Each TutuTur is shaped by the unique vibes and energy of the city it visits. Moving forward, the series will expand into various formats, including workshops, collaborative pop-ups, and bar takeovers. These activities serve as bridges—connecting Tutu with local communities while offering a direct experience of its distinctive flavor creations.
A party in the morning—without alcohol—replaced instead by specialty coffee and thoughtfully crafted beverages. Music curated by DJs to ignite the start of the day. Tutu calls this series of joyful moments new morning rituals.
Beyond offering a direct tasting experience of Tutu syrups, TutuTur is also a way to introduce and normalize this culture in Indonesia. While morning rituals like these have been gaining traction across major cities in Asia, Europe, and North America, the idea of starting a weekend with a morning party is still relatively unfamiliar locally.
Because the trend leans toward something positive—energizing, social, and mindful—Tutu sees an opportunity to take part as one of the early movers in bringing this culture to Indonesia.
After all, a morning coffee party without music is simply a café that opens earlier. Music is what transforms it into something special.
To bring this vision to life, Tutu invited Morning Beats Club as the main act. Their sound warmed up the morning through carefully curated grooves that carried the crowd from start to finish. The energy was further elevated by a guest appearance from Jakarta-based DJ Quickbuck, making the atmosphere even more vibrant—turning the morning into a bright, high-spirited celebration.
The first edition of TutuTur: New Morning Rituals took place at Venti, a café known for its laid-back atmosphere in central Kediri. Tutu didn’t simply show up as a guest—it stepped in as a co-host, collaborating closely with Venti.
Throughout the event, Tutu set up a dedicated beverage station, serving a variety of drinks crafted using its syrup lineup.
Rather than offering standard product sampling, Tutu chose a more immersive approach: serving finished beverages, ready to be tasted and enjoyed. Each drink represented the result of extensive experimentation from Tutu’s kitchen—allowing the audience to experience the flavors as they were intended.
The event attracted a diverse crowd: coffee enthusiasts, café owners from across Kediri, baristas, and individuals passionate about beverage craftsmanship. It also welcomed local communities such as KLFR, a cycling group, and JosJis, a running club—adding even more layers to the gathering.
Beyond simply enjoying the drinks, visitors were invited to explore, experiment, and engage in conversations about Tutu and its products. TutuTur #1 became a moment where product experimentation met real people—where ideas were no longer abstract, but enjoyed and shared to everyone.
Tutu is, at its core, a studio focused on beverage ingredients and formulation. Its products range from flavored syrups and concentrates to bitters and non-dairy alternatives like Tutu Mylk—designed for cafés, bars, restaurants, and home brewers looking to elevate their drink creations.
Introducing a brand through events like TutuTur is a deliberate strategy.
People don’t fall in love with beverage ingredients by browsing a catalog. They fall in love with the drinks crafted by baristas using those ingredients—served in the right moment, in the right setting, and can be enjoyed throughout the day.
TutuTur is how Tutu creates those moments with clear intention, in cities it seeks to connect with, alongside communities dedicated to local beverage experimentation.
Kediri is just the beginning.
Plans for upcoming cities are already in motion. The TutuTur series will continue to evolve – bringing new experiments to each destination, adapting its format, and collaborating with an increasingly diverse range of partners.
If your city has a vibrant café culture and a spirit worth collaborating with, stay tuned—TutuTur is on its way.
See you soon.
Follow Tutu’s journey at tutuflavors.com and on Instagram @tutuflavors.
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