Inside Rifan Susanto’s Unique Business

Dozens of hermit crabs scuttle around inside glass aquariums at the home of Rifan Susanto, an eighth-semester Architecture student at Universitas Muhammadiyah Surakarta. The life of these clawed creatures has become a new pursuit that brought fame/recognition to Rifan, his nickname, on the internet.

Their sizes vary, from as small as a hazelnut to nearly the size of a clenched fist. said the Boyolali-born student as he shared his story in the lobby of UMS Siti Walidah Main Building in the second half of July. He never imagined that his childhood hobby, which was once forbidden, would turn into a source of livelihood. 

“I used to get scolded by my mom because animals like betta fish would die quickly. I didn’t really know how to take care of them properly as a kid. So she banned me from keeping pets,” he recalled.

One strawberry hermit crab owned by Rifan. Imam Safii/PR 

But his mother’s prohibition didn’t kill Rifan’s curiosity about animals. As he grew older and more capable of caring for pets, he rekindled his childhood interest.

This time, it wasn’t just about keeping animals, it became a business. Rifan founded a now-popular venture called “Kelovemang,” selling land hermit crabs through his content on Instagram.

Before becoming known as a hermit crab entrepreneur, the youngest of two siblings had already made a name for himself among digital art enthusiasts. Rifan began his journey as a content creator back in high school.

When the pandemic hit and schools closed, Rifan used his free time to draw. He enjoyed experimenting with unusual media, masking tape, paper stamps, even leftover apple peels, to create portrait illustrations.

This creative and unconventional approach eventually led him to meet public figures like Anies Baswedan, Jerome Polin, Sandiaga Uno, and others. “It was actually those drawing contents that helped me grow. Gradually, my TikTok followers grew to nearly 300,000,” he explained.

Rifan handed over his artwork to Anies Baswedan at the Desak Anies event at MAC Ballroom Semarang, Semarang City, on February 5, 2024. 

Rifan’s extensive experience as an art creator also caught the attention of several well-known brands. Among them were Aquaproof, Joyko, and Copic, even beauty and skincare brands like Scarlett Whitening had collaborated with him.

Over time, Rifan’s content focus began to shift. He discovered a new passion in the world of hermit crabs. It all started with a spontaneous trip to the beach, where he brought home a few wild hermit crabs.

“I did some research and found out there’s a huge hermit crab community, mostly on Facebook. I thought, maybe I could bring this to other social media platforms too!” he recalled.

Seeing the opportunity, Rifan decided to feature hermit crabs as content on TikTok through his personal account, @rivantelminthes. Already having a solid follower base from his previous art content, the account became a strong platform to introduce hermit crabs to a wider audience.

In 2022, he launched an Instagram account named @kelovemang to market his crabs. In a relatively short time, Kelovemang grew into the go-to store for hermit crab enthusiasts across Indonesia.

Starting with just Rp100,000 and four hermit crabs, Rifan launched the business from home. He sold each crab for Rp50,000. “The profit was small, but I didn’t see money as the main capital. For me, the true capital was content and audience,” he said.

What makes Kelovemang stand out isn’t just its sales of land hermit crabs native to specific regions, it’s also Rifan’s commitment to spreading awareness about conservation and proper care. “It started with my personal TikTok account, but now we’ve expanded to Instagram and even YouTube,” he added.

His educational content covers everything from how to care for hermit crabs, how to build habitats that mimic their natural environment, to the dangers of using painted shells that often harm the creatures. “I make content like: ‘Do hermit crabs need saltwater? Here’s the answer!’ So it’s educational too,” he explained.

Rifan’s light yet educational content quickly attracted tens of thousands, even millions of viewers. His TikTok account has now surpassed 340,000 followers, while his YouTube channel has earned the Silver Play Button with over 100,000 subscribers.

On Instagram, @kelovemang continues to grow steadily, now boasting tens of thousands of followers, outperforming his personal art account that once built his name as a visual artist.

Now in its third year, Kelovemang brings in up to Rp40 million in monthly revenue. Rifan has hired one online admin and one operational staff. Every aspect of the business is handled professionally, including a money-back or crab replacement guarantee if the animal dies during shipping.

“We once shipped to Papua, it took two weeks, and the crab arrived safely. But then another shipment to Bogor took only three days, and the crab didn’t survive. So I make sure the packing is up to standard and educate buyers as well. We can’t always blame the courier,” Rifan explained.

What sets Kelovemang apart from other hermit crab sellers is its emphasis on animal welfare. Rifan refuses to sell to young children who may not yet have the capability to care for the animals properly.

Prices vary widely, starting from Rp50,000 for mini hermit crabs, while collector-grade crabs can cost up to Rp2.5 million, depending on the uniqueness of their shells and leg length.

Hermit crabs cannot be bred easily in captivity, so all of Rifan’s stock still comes from the wild. He works with foragers from across the archipelago from Sulawesi, East Nusa Tenggara, to Kalimantan where rare types like the golden pitcher crab can be found.

Although hermit crabs are not currently classified as protected species, Rifan is aware of the ecological risks of overharvesting. Fortunately, his partner collectors practice responsible harvesting, taking only what’s needed. For now, wild populations remain stable.

“So, the authority to set catch limits for certain species typically lies with conservation or research agencies, usually once a species has been classified as protected or in need of conservation. Hermit crabs haven’t reached that stage yet,” Rifan explained fluently, having researched various wildlife conservation issues in Indonesia.

Still, problems arise when hermit crabs are purchased without proper knowledge especially by children. “If you just buy them at a night market and don’t take care of them properly, it’s still harmful. That’s why Kelovemang content always includes educational elements, so owners understand their responsibilities,” he said.

From a sales perspective, Rifan also carefully considers ecological impact and distribution networks. For example, when it comes to exporting, he chooses to hold back, unsure about wildlife protection regulations.

“If I mess up with exports, I could be accused of exploitation. I’m not ready to take that risk though we get a lot of DMs from overseas buyers on Instagram,” Rifan admitted.

Rifan Susanto. Imam Safii/UMS PR

Amid his busy life as a young entrepreneur and influencer, Rifan continues pursuing his architecture degree. Though not heavily involved in student organizations, he recently completed his thesis on time and even interned at Andyrahman Architect and Akssa Publisher, both based in Sidoarjo, East Java.

“During my internship, I paused Kelovemang. I sold off all my stock in a day through a promo. Thousands of crabs sold,” he recalled proudly. When he returned from Surabaya and casually reopened his hermit crab business account, his monthly revenue actually surged beyond previous levels.

The internship sparked a genuine interest in the professional world of architecture. As he prepares to graduate from UMS in September, Rifan remains open to the idea of working as an architect someday even if his heart currently lies with his growing business.

“I’m not closing any doors. If someday the right opportunity comes along, I’ll consider it and take it. But for now, my focus is still on Kelovemang,” he affirmed confidently.

Writer: Genis Dwi Gustati

Translator: Farizal Luqman Majid

Editor: Al Habiib Josy Asheva