EM Tales – Earth Major

EM Tales

Earth Major x Tehbotol Sosro: Once Upon Happiness

Earth Major x Tehbotol Sosro: Once Upon Happiness


Once upon a time

Do you like to drink tea? Don’t you know tea has been around in Indonesia for about 200 years and it became a staple in many homes? The drink tea culture originated from China and it became a culture in Indonesia whether adults or children, everybody drinking tea nowadays.


Indonesians don’t follow any certain teatime rituals; it belongs to all social classes, so no boundaries whatsoever. The tradition of how we drink tea also evolved as time goes by; from generation to generation either in cups, glass, cold, hot, sweet, or plain tea. We do enjoy tea on every occasion with family and friends. Even though the tradition of drinking tea evolved, the value itself remains the same where it brings people together with the warmth and comfort of tea itself. 


Comfort & Convenience

We live in this fast-paced life and many of us seek comfort from other things and with comfort we also need convenience. By inserting convenience into familiar traditions, these customs become more accessible. By tapping into this, Tehbotol Sosro thrived, establishing their long-standing product of pre-packaged tea into different generations. Not only starting with the glass bottles but now evolving into a shareable carton to enjoy it together with loved ones. 

Thebotol varian Earth Major

Fashion and Art

The same goes with fashion, it’s not just about providing people to cover up, but now it’s also a place for us to express ourselves. When it comes to art, it gives the same value of an expression. So when both fashion and art come together, it elevates the value of the product itself. Now clothes have become wearable art by providing comfort and aesthetics. 

The convenience that comfort also comes up here where the rise of multifunctional and modular clothes becomes more and more apparent. Moreover, during the pandemic where spending power decreases, people are focusing more on the value-for-money aspect of the products.

Naufal Abshar Earth Major Kolaborasi Panggung

Locals Unite

This special collaboration between Earth Major x Tehbotol Sosro is a part of the Locals Unite movement from Tehbotol Sosro. It was launched in August 2020 where It’s a platform to explore potential, showcase collaborative products, and build an ecosystem for Indonesian brands. Currently, Tehbotol Sosro is focusing on three main areas, namely food and beverage, clothing and accessories (fashion), and art. 

Locals Unite Tehbotol Sosro Earth Major Kolaborasi

Earth Major x Tehbotol Sosro: My Cup of Set

With the spirit of comfort and convenience, Earth Major x Tehbotol Sosro created modular clothing consisting of three key elements: the shirt, the detachable sleeves, and the vest. Each can be worn together or separately to create layers for single or multiple occasions. We called this “My Cup of Set” where it’s made of breathable cotton, linen, and added with a touch of corduroy fabric that comfort and convenience are prioritized. In addition, the touch of art that illustrates the essence of Tehbotol Sosro in this clothing design makes the self-expression message be conveyed the main key to the overall fashion style of this collaboration. Last but not least, express your creative soul through this Set the way you want it to; as comfort and convenience, you want it to be. 

Earth Major Tehbotol Sosro Once Upon Happiness Locals Unite

More detail go to our YouTube Playlist: Earth Major x Tehbotol Sosro

Special limited collaboration Earth Major x Tehbotol Sosro focuses on creating the spirit of comfort and convenience that brings people together with happiness to your creative soul. This collectable set is limited release. Available only 50 sets!

Get this limited edition “My Cup of Set” online now on the website and Tokopedia. Don’t miss out!

Major Sounds with Bellobosca

Major Sounds with Bellobosca


“At the end of the day, our music is all about stories, expression, and existence which made it beautifully with Bellobosca’s music style”

Major Sounds is back! This September Earth Major collaborates with Bellobosca. Bellobosca is a group from Purwokerto and they’ll perform their single “Melihat Dunia”. 

Melihat Dunia” is a song that talks about lovers who have an up and down long-distance relationship. In terms of the difficulty to maintain this LDR relationship, they can get through this and be together.

You can follow and listen to their music through Spotify and Youtube. And don’t forget to check their Instagram to get the latest news from Bellobosca.



Here is a brief interview with Bellobosca and hope everyone is inspired by their music journey.

How was Bellobosca formed?

Bellobosca is a group of friends from different campuses in the city of Purwokerto. At first, we were all from different bands which finally met in Bellobosca.

Who’s inspired you the most when it comes to music?

Our parents were one of the first to be one of our inspirations in music. And many other figures contributed to this.

How do you describe your music?

We call our music, Bosca Music. An improv project wrapped in easy listening music with a heavy acoustic feel. We tell a story for everyone through our music. Together we imagine the world ahead which is full of drama.

In terms of musicality, the character of Cikadian's voice as a vocalist is the main pillar of the strength of this song. Then the elements of acoustic guitar and saxophone strengthen and beautify the character of Bellobosca's music as a whole.

At the end of the day, it's all about stories, expression, and existence which made it beautifully with Bosca’s music style. 

How long was the recording process of “Melihat Dunia”?

The recording process took about a week. The most difficult thing was to sing the song because we have to feel the bitterness of long-distance relationships and most of the members don’t have experience with relationships like this.

We have a dream to exist in the music industry, through our work. With this dream, we strive to continue to improvise in our work, so that we can produce something that can make our work heard by everyone.

Keep following and updating Bellobosca through their music platform or social media @belloboscamusic.

Stay tuned more on Major Sounds for more diverse inspiring artists and musicians.


Talent: Bellobosca

Youtube: https://www.youtube.com/channel/UCcjz...

Spotify: https://open.spotify.com/artist/0XOYr...

Instagram: https://www.instagram.com/belloboscam...

Major Anecdote with Al from Al&Co

Major Anecdote with Al from Al&Co


We’re back with Major Anecdote this month. A while ago we talked to Al, the owner of Al&Co. He had a brief chit-chat about his business, the history behind Al&Co, the relationship with the customers, and how to humanize humans. 

Earth Major Al & Co


Aldias Darmawan or usually referred to as Al, is the owner of Al&Co. Al&Co is a coffee shop in Cimahi that started on 22 February 2020. He created this place for one reason because he wanted to make a coffee place that anyone could go to, but more importantly, he wanted to make a coffee palace that could be visited by one person. So people can have coffee with me or they can read books here. Or maybe he can listen to the music of his choice or even let out his complaints in this place whatever he/she likes.



His Story begins…

One of my forms of happiness right now is when I see my guests sitting in front of me and telling me about what they are like and how they feel.”

What inspired the name “Al&Co”?

Al & Co means Al and Company. It was taken not from my real name but from my son, Altahir, his nickname is Al and I want to add it to this brand, namely Al & Co. I also want to oversee other brands that may be born someday and the existing brands that are managed by my wife.

Many coffee shops open everywhere, what do you feel sets you apart from the others?

From my point of view, there's no difference. Whether it's tea or coffee, almost what I serve here is usually found in every other coffee shop. Maybe the difference is that I'm here trying to apply something that some businessman may have done, but I'm applying it again, which is related to the appointment. I use appointments in one day, maybe approximately 3 sessions: in the morning at 10, in the afternoon at 1, in the afternoon around 4. So the maximum capacity of people is 3 hours in this place and I hope that by giving 3 hours to people who come to this place, he can freely express himself to become a complete human being.

What kind of ambiance do you wanna create at your coffee shop?

I want to create the atmosphere that was born from my guests. So more or less the atmosphere is created naturally from every guest who comes, from the various characteristics that come here. Which will never be the same atmosphere when one person comes here. That's why more or less from music, books, personality, everything is very diverse. I really want to create a flexible atmosphere, which follows human nature.

Is there any satisfaction in being able to chat with guests who come personally?

I feel very satisfied every time I meet each guest which is different from each person. Even my loyal customer has come 60 times with different stories, with his evolution every day. I once said on an anniversary of Al& Co that one of my forms of happiness right now is when I see my guests sitting in front of me and telling me about what they are like and how they feel.

Any recommendations on what’s the best we should order at Al&Co?

I usually leave it to the guests who judge, but usually, the most awaited menu when they come to Al&Co is the apple pie or custard pie that I make directly. What usually takes a long time to prepare, it can take 30 minutes plus 20 minutes during baking and I make sure the ingredients are all fresh.

In the future, will there be differences in menus or menu variations?

I apply the pattern of life where I just want to enjoy today and henceforth life will run as flexible as possible. We don’t know what the future will be like, but I want the essence of Al& Co to be maintained as it is for me, my wife, my children, or whoever my guests are here. Any changes will evolve by themselves with the passage of time.

Aside from running your business, what are some personal hobbies or local activities that you enjoy?

I have lots of hobbies. I'm in any field that I find fun. Maybe one of them is reading books, I don't really like reading books but when I read books I really like some books that I like. But my main interest that has never been lost and stuck at this time is probably music to be more precise. I'm not a musician but I really like music. You could say I listen to all genres from classic, dangdut, to Korean music. It's not a hobby anymore, but a routine.


What advice would you give to someone who is dreaming of opening their own small business?

Don't forget to be yourself first. And secondly, don't forget to pour yourself into everything around you. Especially to the things you love, for example, there are scales, kettles or whatever, give life to these objects, so that later they will be friends with you and your guests. And what you mix, or whatever you make later will be memorable and will feel warm.

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