Since its opening in 2024, Artirasa’s popularity has been pretty consistent. People swarm in front of their shop in Blok M every time I pass by, so much so that it seems to be mandatory to mention the latest queue situation on Google Reviews. I’m always too lazy (and skeptical) to try out anything viral, so the Artirasa craze never piques my interest.
Now that Artirasa is expanding to several hotspots including – of course – Gading Serpong, I have the privilege to buy the perfect cheesetart without having to bear with the queue and Jakarta’s damp air.
The Gading Serpong branch is tiny, tucked beside K3Mart. Eating on the spot is only possible outside the shop, with motorbike parking spot as the view. I was not aware with their cake ATM gimmick and although it’s not as exciting as Sprinkles Cupcakes ATM, I found myself pretty amused with it.
Looking at the straightforward single-slice packaging, ubiquitous branding and care instructions flyer, it’s very obvious that Artirasa is encouraging their customers to think of the Perfect Cheesetart as a staple souvenir. They want it to be on people’s top of mind when it comes to a no-brainer, no-fuss gift – be it something to bring for the future in-laws, relatives outside Jakarta or a friend on bed rest.
So here it is, the Perfect Cheesetart. It was much creamier than I expected – or perhaps I should have expected it, since their cheesetart lineup is called Melted Goodness. The packaging box was quite sturdy though, so the cream didn’t create any mess. As I ate the first slice, it did melt in my mouth. The balance of sweet and salty was nice. I thought the brown spots would bring some burnt flavour, but I didn’t taste any of it.
Was the single slice worth IDR 55,000? In my opinion…. yes. Just like what they have campaigned for, I already think of this cheesetart as a gift rather than as a treat for myself. After all, the size was decent and the taste was delicious. Honestly, nothing mindblowing as the word “perfect” suggested but I was okay with it.
Artirasa
Ruko South Goldfinch Blok SGD No.30 | Gading Serpong, Tangerang | Opening hours: 10 AM – 9 PM
