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Prepared for: Stakeholders in Marketing, Policy, and Brand Strategy Date: April 12, 2026 Focus Demographic: Gen Z and Gen Alpha (Ages 15–29)

Runway fashion has little influence here. Instead, the streets dictate the trends. The most seismic shift in recent years has been the mainstreaming of Fashion Thrift (or Berkah, a play on words meaning "blessing").

Where youth in the 2000s wanted shiny new Nike sneakers, Gen Z in 2024 wants a faded, oversized band t-shirt from a Pasar Loak (fleamarket) in Yogyakarta. This move is driven by two things: economic pragmatism (why buy new when you can get vintage for $2?) and a rebellion against fast fashion homogeneity. Prepared for: Stakeholders in Marketing, Policy, and Brand

Sub-trends splintering off from thrifting include:

Dating among Indonesian youth has become increasingly regulated by the very apps they use to find love. Where youth in the 2000s wanted shiny new

The "PAC" (Partner) Economy: Teens no longer "date"; they have "PACs" (a slang term for partner). The ritual of pacaran (courtship) now involves a complex dance of "seen zones" on WhatsApp and the strategic posting of Close Friends stories on Instagram. A relationship status is only official after a "Soft Launch" (a blurry photo of hands holding) followed by a "Hard Launch" (a posed photo at a cafe).

The Rise of Soft Masculinity: The hyper-macho jago (tough guy) archetype is falling out of favor. Influenced by K-Dramas (which remain hugely popular) and Western pop stars like Harry Styles, young Indonesian men are embracing skincare (the skincare routine is now unisex), emotional vulnerability, and even wearing "feminine" accessories like bucket hats and pearl necklaces. This is a seismic shift in a country with traditionally strong patriarchal norms. The "PAC" (Partner) Economy: Teens no longer "date";

If you want to understand an Indonesian teen, don't look at their Instagram feed (that is "for old people"). Look at their TikTok "FYP" and their WhatsApp status. The local term "ngonten" (creating content) has become a verb for daily life.

Indonesia is consistently ranked as one of the most active TikTok markets in the world. But what makes Indonesian content unique is its narrative style. Unlike the highly polished, LA-influenced vlogs of the 2010s, Indonesian youth prefer raw, fast-paced, and hyper-relatable skits. They obsess over kehidupan sehari-hari (daily life)—mocking strict teachers (guru killer), complaining about rising cigarette prices, or re-enacting family arguments.