Indonesian youth are digital natives, born and raised in a world with widespread internet access and social media penetration. As a result, they are highly tech-savvy and connected. Social media platforms such as Instagram, TikTok, and Facebook are an integral part of their daily lives, with 71% of Indonesian internet users aged 16-24 using social media to stay connected with friends and family (Hootsuite, 2022). This digital literacy has enabled them to access information, express themselves, and engage with the world like never before.
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Indonesian youth are also fashion-conscious, with a growing interest in streetwear, sustainable fashion, and local brands. Online shopping platforms such as Shopee and Lazada have made it easier for young people to access a wide range of fashion and beauty products. The rise of social media influencers and beauty bloggers has also contributed to the popularity of Korean and Western beauty standards, with many young Indonesians embracing skincare routines and makeup trends. Indonesian youth are digital natives, born and raised
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Relying on a single 9-to-5 job is increasingly viewed as unstable. Freelancing, digital entrepreneurship, and e-commerce live-selling are common supplementary income streams. This digital literacy has enabled them to access
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Words like "Santai" (Chill) have been replaced by "Santuy." The word "Sangat" (Very) is now "Sangat amat." If they think something is wild, they say it’s "Babad" (War). To stay relevant, brands have had to hire "Slang Translators" just to communicate with their audience on TikTok. If you share with third parties, their policies apply
The dream job for an Indonesian youth is no longer doctor or engineer. It is Content Creator . Specifically, a Mukbang (eating show) creator or a Vlogger Sampingan (side hustle vlogger). They monetize via TikTok Shop and Shopee Live, earning triple the minimum wage of Jakarta without wearing office attire.