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The beauty industry is also booming in Indonesia, with a growing demand for skincare and makeup products. Indonesian youth are particularly interested in Korean and Japanese beauty trends, with many seeking out products and techniques that promise to deliver flawless, glowing skin. Some popular beauty brands among Indonesian youth include Wardah, Make Over, and Emina.
Gaming is a significant aspect of Indonesian youth culture, with many young people spending hours playing online games like Mobile Legends, PUBG, and Free Fire. The country's esports scene is also growing rapidly, with Indonesian teams competing in regional and international tournaments. Esports has become a viable career path for some young Indonesians, with pro gamers earning sponsorships, prize money, and recognition.
Home to one of the world’s most digitally connected and youthful populations—with over 70 million Gen Z and Millennials—Indonesia is not just consuming global culture; it is actively engineering a new, hyper-localized, and deeply hybrid identity. From "Kpop-ified" local punk to the rise of the Sobat Ambyar (melancholic nostalgia), here is the state of Indonesian youth culture today.
—witnessing the sinking of North Jakarta firsthand—and are more open about mental health than any generation before them. In the end, ’s story is one of
Sambat (complaining) has become an art form. Young Indonesians bond over the rising price of Indomie (instant noodles), the traffic in Jakarta, or the difficulty of getting a job. This cynicism has fueled a boom in affordable thrift shopping ( baju bekas or "bacok") and the rejection of ostentatious luxury in favor of ironic, low-budget streetwear.
: There is a high social pressure to stay current with the "newest" trends to maintain social standing, often driven by social media.
Despite the influence of global trends, Indonesian youth remain deeply rooted in their cultural heritage and values. Family, education, and community are highly prized, with many young Indonesians aspiring to make a positive impact on their surroundings. Entrepreneurship and innovation are also on the rise, with many young Indonesians seeking to create their own businesses and solutions to social and economic challenges.
Indonesian youth culture is characterized by a "hyper-local" pride. While they are connected to the global internet, they are increasingly looking inward—championing their own brands, their own sounds, and their own traditional textiles. It is a generation that is tech-savvy, socially conscious, and deeply creative.