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| Do | Don’t | |----|-------| | Use local memes and casual slang | Assume all are religiously conservative | | Reference TikTok/IG trends (e.g., “prank pacar”) | Speak formal Indonesian (use lo/gue or regional slang) | | Offer digital-first experiences | Underestimate their purchasing power (they spend on coffee, data, merch) | | Engage with social causes (climate, bullying) | Bring up 1965 or Suharto era lightly (sensitive for some) |

Do not sell to Indonesian youth; meme with them. They hate hard selling. If you try to look cool, they will call you "Cringe" (the worst insult). You must be transparent, humorous, and willing to be a participant in their conversation, not a lecturer. | Do | Don’t | |----|-------| | Use

The traditional nongkrong (hanging out) used to happen at warung kopi (roadside coffee stalls). Today, it happens on TikTok Live and Shopee Live. Indonesian youth have mastered the art of gabut (an acronym for gaji buta, but used colloquially for having nothing to do). However, they monetize this boredom. Do not sell to Indonesian youth; meme with them

There is a distinct visual archetype for young women: the Cewek Kopi Susu (milk coffee girl). Think boxy graphic tees, sneakers (New Balance or Onitsuka Tiger), messy buns, and a paper coffee cup in hand. It is clean, minimalist, and middle-class. For young men, the Anak Motor (motorcycle kid) look has evolved from leather jackets to oversized denim and senter (flashlight) jackets. The traditional nongkrong (hanging out) used to happen

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    • The buzzword for Indonesian youth in 2024-2025 is "Healing" (using the English word literally). It represents a reaction to the burnout of pandemic online schooling and the pressures of entering a tough job market.

    The Coffee Shop Complex Indonesia is the fourth largest coffee producer in the world, and its youth are connoisseurs. A kedai kopi (coffee shop) is not a place to work; it is a third place. The trend is moving away from Starbucks toward "Grab & Go" kiosks (like Kopi Kenangan and Janji Jiwa) that offer high-quality local robusta for under $2. The status symbol is holding a cup with a unique, colorful lid design.

    "POV: You're a Skincare Addict" Following Korea, Indonesia has become obsessed with skincare. Young men and women follow elaborate 10-step routines. However, the local twist is the battle against humidity and pollution. Local brands like Avoskin and Somethinc have dethroned international giants by understanding the tropical melanin-rich skin of the archipelago.