Kecap Benteng SH is not only one of the oldest brands of soy sauce in Indonesia, but also an icon for the city of Tangerang. For many people who visit Tangerang, Benteng soy sauce is a favorite souvenir, especially if they visit Benteng Heritage in the Pasar Lama area, which has several cultural heritage sites.
Quoting sindonews.com, SH soy sauce has been around since 1920. This brand was founded by Lo Tjit Siong. Kecap Benteng or Kecap Siong Hin is now managed by the fourth generation, Latief Sukaryadi. Uniquely, this soy sauce is deliberately not mass-produced. Why is that? So that the secret of the recipe is kept.
This secret recipe, which has been passed down from generation to generation, is the key to its distinctive flavor. In other words, Kecap Benteng SH wants to maintain the taste of yesteryear.
Production Process
Apart from sweet soy sauce, SH soy sauce also produces salted soy sauce, fish sauce, and oyster sauce which have a distinctive flavor. It is so secret that only those with blood ties are allowed in the production area. So said Joyo, who happens to be closely acquainted with the family that runs Benteng SH and has often played in the factory since he was a child, as quoted by tirto.id.
Only then can others fill the packaging or bottle washing section. Although not sold in bulk, the production of Benteng SH soy sauce is always running because many customers order SH soy sauce products for resale.
The bright orange label with the letters SH is its trademark. The packaging of this soy sauce also follows the packaging of today’s soy sauce products. In addition to glass bottles, there are also plastic bottles of various sizes, as well as sachets.
A Cultural Symbol of the City of Tangerang
Kecap Benteng SH is not just an ordinary flavoring, but has become a cultural symbol of the city of Tangerang. Established since 1920, this product has close ties with historic areas such as Benteng Heritage and Pasar Lama, making it a marker of the historical continuity of the Chinese-Indonesian community in the region.
More than just a taste, Benteng SH soy sauce is part of the long story of Tangerang—a culinary heritage that still survives and continues to tell its story. Its existence is a link between generations and cultures, as well as a means of seeing Tangerang not only as an industrial center, but also as a city rich in cultural identity. Its existence since 1920 shows the resilience of a local brand amid the onslaught of modern and multinational products.
The Exclusivity Strategy of Kecap Benteng SH
Even though the product is of high quality, SH soy sauce does not want to produce it in bulk. At first glance, this is not in line with conventional strategies, which tend to produce in large quantities if the goods sell well. However, this is where the unique strategy of SH soy sauce comes in.
Exclusivity is a tool for competing. The more difficult it is for a product to be obtained, the more valuable the item. In addition, the small scale allows for quality and taste to be maintained. The same goes for the authenticity of the recipe.
Exclusivity also maintains an emotional bond with customers. Consumers feel they are enjoying something that is “authentic”, “traditional”, and steeped in historical heritage. This exclusivity strategy strengthens the positioning of Benteng SH soy sauce. The company prioritizes originality and historical value over massive market expansion.
Hereditary Inheritance
Kecap Benteng SH maintains its exclusivity by hereditary principle: only family members are allowed to enter the production area. This policy creates a “sacred” impression of the recipe, while reinforcing the mysterious image attached to the brand. It’s more than just a marketing tactic. It’s part of the family business culture.
The family wants to maintain its identity in the midst of the rapid commercialization that has hit almost all businesses, including the food business. For them, the taste of food is not just a community, but part of a timeless family identity.
Adaptation to Change
Although it consistently maintains tradition, it does not mean that Benteng SH soy sauce is obsessed with it. The company seems to understand the importance of adapting to current conditions. An example is the use of sachet packaging. This shows that the company is able to be flexible.
Innovation is carried out while still ignoring the main values of the business. Thus, Benteng SH soy sauce is not solely related to tradition and nostalgia, but also maintains its relevance in the present.
Even though it does not offer its products in bulk, it does not mean that the demand for Benteng SH soy sauce is low. Quite the contrary. The company has strong brand loyalty and a strong customer base. This is especially from people who understand or appreciate products with historical value and distinctive quality.
Lessons from the Story of the Kecap Benteng SH Entrepreneur
The story of SH soy sauce teaches us not to underestimate the power of word-of-mouth marketing. In fact, this kind of marketing is often more trusted than advertising.
From a sociological perspective, Kecap Benteng SH is concrete proof of how Indonesian and Chinese cultures have acclimatized. Founded by the Lo family, this product inherits a strong family tradition, but has now transcended ethnic boundaries, in the sense that it is accepted by all walks of life. This distinctive blend makes it more than just soy sauce, but an integral part of the nation’s culinary identity.
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