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If streetwear is the uniform, social media is the stage. With a staggering , and Gen Z making up a massive 60% of these users , young people have an unparalleled influence over public conversation and consumer trends. The YouGov Indonesia Media Consumption Report 2025 paints a clear picture: while YouTube (78% usage) and Instagram (75% usage) remain foundational for video and visual content, TikTok is the undisputed king of engagement, especially among Gen Z and Millennials. Unlike older generations who still lean on Facebook, Gen Z favors the dynamic, short-form content of TikTok and the text-based conversations on X (formerly Twitter), which 44% use regularly.
Indonesia, the world's fourth most populous country, has a large and vibrant youth population. With over 143 million people under the age of 30, Indonesia's youth are driving cultural, social, and economic change in the country. This report provides an overview of Indonesian youth culture and trends, highlighting their values, behaviors, and preferences.
This fusion is giving rise to exciting new sub-genres. The phenomenal rise of is a perfect case study. Tracks like "Garam & Madu (Sakit Dadaku)" by Tenxi, Naykilla, and Jemsii became runaway hits on TikTok, blending modern trap beats with the soulful, recognizable rhythms of dangdut. This isn't just a viral moment; it’s the birth of a new musical language that feels both hyper-modern and deeply local. If streetwear is the uniform, social media is the stage
Indonesia ranks among the world’s top consumers of social media. For Indonesian youth, platforms like TikTok, Instagram, and X are not just entertainment hubs; they are the primary venues for self-expression, entrepreneurship, and social discourse.
Finally, gender roles are softening. The ideal laki-laki (man) is no longer just the stoic provider. Following K-pop and J-drama waves, the "soft boy" aesthetic—one who cries, cooks, and respects perempuan (women) in public—is gaining traction. Male grooming is a booming industry, from pelembab (moisturizer) to facial wash routines. Unlike older generations who still lean on Facebook,
Faced with a competitive job market and inspired by digital success stories, young Indonesians are highly entrepreneurial. The "side hustle" is a badge of honor. It is common for a university student or young corporate worker to run an online clothing thrift shop, bake artisanal pastries for weekend delivery, or work as a freelance graphic designer.
The manifestation of this culture is the explosion of third-wave coffee shops and aesthetic communal spaces. For Indonesian youth, a café is a multi-functional ecosystem. It serves as a remote workspace, a photography studio for Instagram feeds, a place to debate politics, and a venue to play mobile games like Mobile Legends or PUBG with friends. These spaces are intentionally designed with minimalist, industrial, or retro-Indonesian aesthetics to cater to the visual demands of a digital-native generation. Conscientious and Vocal: Mental Health and Sustainability This report provides an overview of Indonesian youth
Indonesian youth are redefining what it means to be digitally native, spending an average of 8 to 10 hours online daily. They do not just consume global internet culture; they localized it.