Pop-Up Shop

Coming up with the idea, we are aware of 2 things:

1. You, dessertarians, wish to enjoy our cakes by the slice anytime you want (waiting for someone’s birthday can be annoying at times).
2. Our dream of having a real shop/café/restaurant/dessert bar is still a long way to go (money is short and there are tons of things yet to be done).

So we thought a Pop-Up Shop would be the perfect answer!

What is a Pop-Up Shop?

A pop-up retail space is a venue that is temporary: the space could be a sample sale one day and host a private cocktail party the next evening.
The trend involves “popping up” one day, then disappearing anywhere from one day to several weeks later.
Source: Wikipedia.

We started by renting this small space at the mall with less traffic, not because we want it, but because that’s the only spot available. So we prayed. Sometimes you just need to work with what you are given and that’s exactly what we were going to do. We hired over 30 interns from various high schools and universities to be our retail assistants then got our kitchen space and crew ready to produce twice the usual capacity.

Then we built the shop. Overnight.

Laréia Cake & Co. first Pop-Up Shop ever!

June 20 – July 20, 2014
Ciputra World Mall, Surabaya


We teamed up with Moru Milk, air-like milk pudding and drinks, to complement our desserts with. Not the best match for sure but we couldn’t get our hands on any espresso machine at the time. We were also facing difficulties with serving hot drinks. So Moru Milk it was.

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For the whole month, your excitement never failed to ‘wow’ us! We almost sold out every single day (thank you, Jesus). However, knowing that some people who came from out of town had to go home empty handed break our hearts. So we work more and sleep less, making as many cakes as we could to fulfill everyone’s cravings. 10:00-22:00 for 31 days straight: accomplished!


Pop-Up days are now over. Despite of this temporary farewell gloom, our hearts are filled with joyfulness and gratitude! We know half of this post is gonna be filled with our appreciation.

Thank you Surabaya (read: home) for loving us. We’re far from being perfect and we apologize if you experienced any discomfort during the past whole month. We promise to do better next time around!



Thank you all the interns for doing a great job; smiling wide even when your feet are hurting from standing too long, rushing lunch and dinner under the counter table. Know that we really appreciate your time, energy and commitment. We could have never done this without your hard work.
Let’s get the party started!

Our deepest gratitude to all the kitchen crew who has been working extra hard during this fasting month. The shop is pointless without all those cakes you made. You’re the backbone and thank you for being a strong one!

You’re all amazing! Thank you for being a part of Laréia Cake & Co.!
Our real permanent shop is soon to be announced. Stay in touch!


Karin & Andrea