What happens when a simple freezer on a university campus becomes the starting point of a growing coffee business?
We often associate innovation with famous entrepreneurs and large amounts of capital. But Tens Coffee (instagram.com) shows that creative ideas can emerge from everyday observations and small-scale initiatives. This article traces the path of Tens Coffee as an example of how creativity is an essential part of entrepreneurship.
How it all started
The hidden potential of a freezer in the cafeteria of the University of Indonesia’s Vocational School was discovered by a student of the Creative Business Study Program who was still studying at the time. He noticed that a large freezer in the vocational cafeteria was used solely to store ice cubes, a product with a low selling price and limited economic value.
Instead of accepting this condition, he saw an opportunity. With limited capital he repurposed the freezer as storage for ice cream and built a small coffee shop. From this simple decision, a creative business model emerged, one that was highly relevant to the student market. This choice illustrates how creativity can transform ordinary resources into the foundation of entrepreneurship. This approach aligns with the concepts of “effectuation” and “bricolage”, where entrepreneurs start with what they have and creatively combine available resources to generate new value.
Es Krim Karambol
One product that later became an icon was “Es Krim Karambol”, an ice cream that draws inspiration from local Indonesian snacks while being presented in a modern and visually appealing way. Its unique texture, eye-catching appearance, and high shareability on social media make it not only a sensory experience but also a visual one.
Creativity and social media-driven growth
Without a large promotional budget, Tens Coffee grew through TikTok content and posts shared by students on social media. The fear of missing out (FOMO) effect helped the product go viral, turning Tens Coffee into one of the main attractions within the vocational campus environment. In this context, creativity functions not merely as a marketing strategy but as a key mechanism for business growth.
Over time, the business continued to expand. To date, Tens Coffee has grown to six branches and remains actively innovative in maintaining its sustainability. Learning from this story, creativity continues to serve as a core strategy in product development, marketing, and customer engagement. The story of Tens Coffee case demonstrates that creativity is not simply a supporting element of entrepreneurship, but a powerful force capable of transforming limitations into sustainable business growth.
Meet Tens Coffee closer by watching this video. (youtube.com)
Reflection – Small idea – big impact
The story of Tens Coffee illustrates how creativity in entrepreneurship does not always begin with grand ideas or abundant capital, but often with attentiveness to everyday surroundings. This case highlights how a student entrepreneur transformed an overlooked campus facility into a meaningful business opportunity.
Rather than starting with a fixed business plan, the founder worked with what was already available, limited resources, a student market, and an unused freezer. This reflects an effectual mindset, where action is guided by existing means rather than distant goals.
The growth of Tens Coffee also shows that creativity extends beyond product innovation. Digital storytelling, visual appeal, and peer-driven social media sharing became key drivers of engagement. Without relying on large-scale promotion, the brand gained attraction through student curiosity, proving that creative energy can substitute for financial power.
Ultimately, this project reinforces the idea that entrepreneurship thrives when creativity is treated as a core capability. The Tens Coffee case demonstrates how small, thoughtful decisions, when guided by creativity, can transform limitations into sustainable growth.
Authors
Evita Nuraini Prasetyo
Wildan Yoandito Pratama
Fadilah Farah Miskah Rahman
Shofia Sandiaryani
Gea Wigianingrum
Khalif Dziqrul Herdiana
Abdullah Fathurrahman
(reviewed by Jael Locher)
Sources
- Tens Coffee Indonesia (tenscoffee.id)
- Vokasi – The creation of “Es Krim Karambol” (vokasi.ui.ac.id)
- Universitas Indonesia (ui.ac.id) – UI graduates start a coffee business while still in college and now own six branches.
- Public Seminar Session by the founder of Tens Coffee sharing the business background, creative decision-making process, and growth journey of the brand.
- Tens Coffee’s social media platforms, particularly @tenscoffeeid (tiktok.com)
- Pictures taken of Tens Coffee outlets within the University of Indonesia’s Vocational School environment.
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