| Do | Don’t | |----|-------| | Use Indonesian influencers (local > global) | Copy-paste Western campaigns without adaptation | | Leverage humor & relatability (e.g., #SquadGoals fails) | Be overly formal or corporate | | Integrate with e-wallet promos (cashback) | Ignore religious sensitivities (e.g., Ramadan content timing) | | Support social causes (education, environment) | Performative activism without follow-through | | Engage on TikTok & IG Reels first | Over-rely on Facebook (aging platform for youth) |
: Skena culture prioritizes "authentic" or "indie" interests in music, art, and fashion, often used as a marker of social standing and creative awareness among urban youth. 2. Digital-First Lifestyle & Social Commerce | Do | Don’t | |----|-------| | Use
: It's more than fashion; it's about belonging to a community that values creative expression over mainstream corporate culture. 2. Digital Native Consumerism: The TikTok & Shopee Effect | Do | Don’t | |----|-------| | Use
Forget the sleek minimalism of Scandi fashion. Indonesian youth street style is loud, chaotic, and maximalist. | Do | Don’t | |----|-------| | Use