Every year before Ramadan begins, Dandangan transforms into one of the biggest attractions in Kudus and nearby areas. More than just a night market or shopping festival, Dandangan is a cultural tradition that has existed for over five centuries, dating back to the era of Sunan Kudus.
Having lived in Kudus for the past two years, I continue to be amazed by how enthusiastic people are about attending this festival. No matter how crowded it gets, Dandangan always feels alive. Interestingly, every year brings something new—whether it is trending foods, popular merchandise, or even the style of entertainment visitors encounter.
Last year, Bakso Mekar became one of the most talked-about culinary spots. This year, people seem obsessed with Squid Game-shaped cookies. Even the ghost cosplay characters evolve over time: what used to be pocong costumes have now shifted toward Ifrit genies and vampires.
This raises an interesting question: why does Dandangan continue to attract massive crowds year after year?
Why Does Everyone Want to Go to Dandangan?
Whenever Dandangan season arrives, one question repeatedly appears in conversations:
“Have you gone to Dandangan yet?”
From the perspective of social psychology, this reflects the idea of social norm influence—the tendency for people to participate in activities that are considered normal or expected within their community.
There is also the influence of FOMO (Fear of Missing Out), where people feel worried about missing experiences that everyone else seems to be enjoying. Once friends, relatives, or neighbors start sharing their Dandangan experiences, others naturally feel encouraged to join so they do not feel left behind.
A Festival of Senses and Memories
Dandangan is not only about shopping—it is also a multisensory experience that creates lasting emotional memories.
Visitors are surrounded by colorful decorative lights, crowded stalls, and streams of people moving through the streets. This year, Labubu dolls and Squid Game-themed accessories stand out among the merchandise. At the same time, traditional items remain popular, including miniature clay pottery, piggy banks, small charcoal stoves, colorful artificial flowers for home decoration, and the iconic toy boats that move across water while making their recognizable “tok-tok” sounds.
The atmosphere becomes even more immersive through the sounds of vendors promoting their products, loud music, children laughing, and conversations blending together in the crowd. Accessories for mobile phones, colorful straps and keychains, character balloons, cotton candy, and fruit candies continue to attract visitors of all ages.
Meanwhile, the smell of satay, bakso, kerak telor, and other traditional street foods fills the air. Viral snacks such as Squid Game cookies also become major attractions because of their unusual shapes and social media popularity.
The excitement does not stop there. Traditional games and small prize challenges—such as balancing bottles on slanted surfaces or tossing rings to win prizes—add another layer of entertainment. The annual ghost cosplay performers, which constantly change themes from year to year, also contribute to the festival’s unique identity.
All of these sensory experiences combine to create powerful emotional memories, making people want to return every Ramadan season while eagerly anticipating what new trends and attractions will appear the following year.
The Hidden Challenge of Shopping at Dandangan
Behind the excitement, however, Dandangan also presents a psychological challenge for visitors.
The exposure effect causes people to become increasingly attracted to products they repeatedly encounter throughout the festival. At the same time, the overwhelming number of choices can lead to decision fatigue—a mental exhaustion that makes choosing what to buy surprisingly difficult.
As a result, some visitors end up making impulsive purchases, while others become so overwhelmed that they leave without buying anything at all.
When the Crowd Fades, Ramadan Begins
In 2025, Dandangan takes place from February 19th to February 28th, just before Ramadan begins on March 2nd. For centuries, the festival has served not only as entertainment and commerce, but also as a symbolic gateway welcoming the arrival of the holy month.
When Dandangan finally ends, the atmosphere in Kudus slowly changes. The noise of the festival gives way to quieter moments of worship and reflection. The crowded streets gradually transition into a more spiritual rhythm of life.
For generations, this transition has become part of the cultural identity of the community: Dandangan brings joy and celebration, while also reminding people that Ramadan is near.
Dang… Dang… Dang…
Ramadan is almost here.
So, have you been to Dandangan yet? 🙂
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Written by Ruth NS
Lecturer of Psychology at Universitas Muria Kudus
Founder of PhiliaTalks