SURABAYA, bhayaksa.net – There was an unusual buzz at the Grand City Convex Surabaya on Thursday morning (9/3/2026). Thousands of parents lined up and packed the venue for the opening of the city’s largest mother and child expo, Willow Baby Expo (Wilbex) 2026 Vol 2. This highly anticipated annual collaboration between Willow Baby Shop and Dyandra Promosindo was intentionally designed differently this year, centering around a captivating “Pathfinder” theme that has left families intrigued.
Far from just a typical retail market, this spectacular event, which runs through September 6, 2026, successfully hosts 282 renowned local and international brands. To pamper the massive crowd, the organizers made a bold move by significantly expanding the exhibition space to cover Exhibition Hall 1, Exhibition Hall 2, and the dedicated Amusement Area. Thanks to this expansion, management is highly optimistic about driving an impressive 10 to 15 percent surge in total attendance.
Tofani Lazuardi, General Manager of Dyandra Promosindo Surabaya, revealed the driving force behind this massive layout transformation.
“The expanded area at Wilbex Vol. 2 isn’t just about adding more exhibition space or making booth sizes bigger. We wanted this larger area to provide maximum comfort for our visitors, especially since the vast majority are families bringing along children and strollers,” Tofani explained during the opening session.
Andreas Sugondo, Director of Willow Baby & Kids, further added that the exhibition’s fantastic year-over-year growth is expected to serve as a comprehensive one-stop solution for family needs, while simultaneously fueling economic growth for businesses in the child-friendly product sector.
Premium Amenities Await the Crowd
Beyond a shopping paradise, the committee has integrated top-tier facilities throughout the venue to ensure a seamless experience. These include cozy, hidden Nursery Rooms for breastfeeding moms, the Wilbex Food Lounge, and a highly interactive Playground & Little Explore Area. Interestingly, recognizing the skyrocketing trend of personal shoppers or “Jastipers” (proxy buyers), organizers are catering to them with a tailored, comprehensive ecosystem featuring a dedicated Jastiper Lounge, secure Jastiper Storage, and an on-site direct shipping expedition desk.
However, behind all the excitement, the massive public enthusiasm in Surabaya brings its own set of challenges. Visitors should prepare to navigate heavy foot traffic and lengthy lines at the entrance gates and cashiers, particularly during peak hours or during unexpected flash sales known as the “Morning Attack.” To mitigate any discomfort, the committee confirmed they have implemented a structured, periodic crowd-control entry system and deployed additional security personnel across the floor.
Curious to score exclusive deals or treat your little ones to a fun day of exploration? Wilbex 2026 Vol 2 is open to the public daily from 10:00 AM to 10:00 PM WIB, with a highly affordable regular admission ticket priced at just IDR 15,000.
Reporter: Yoyok Sudibyo
Editor: bhayaksa.net Team
