Leverate Culture Pulse - February 2024

Written by Auliya Adriana

Leverate Group

Rise of The Nuruls

“The Nuruls" is a new subculture among young women raised with traditional values navigating their way in an increasingly progressive and consumerist world. Started by Indonesian Netizens, The Nuruls become a stereotype or classist that made by them. Formerly perceived as a negative sentiment, like a female version of ‘ngabers’. However, The Nuruls choose to embrace themselves anyway. They are characteristically bold, opinionated, and confident. They seem proud of themselves, proud of their preferences despite the sentiments created by netizens.


What’s the insight?

  • Late teens and early twenties are the peak ages for exploring self-identity and self-expression, which older generations may not understand, accept, or even marginalize.
  • FOMO culture, constant exposure to global trends, and easier access to e-commerce all fueled the rise of “The Nuruls”.

How can brands tap in?

The Nuruls are at risk of being marginalized by more established subcultures and demographics. Brands that embrace and are inclusive of The Nuruls can potentially win this new subculture.

Humor to Cope With Political Tension and Uncertainty


This year's election has generated a significant buzz on social media, with Indonesian citizens becoming more involved, actively watching any content related to politics, and even joining the conversation about it on social media platforms. With the recent general elections and political climate, conditions were prone to conflict. But rather than confront the issues, Indonesians chose to use humor to make light of potentially heavy situations. Instead of heated debate, they enjoy the conversation in fun and entertaining ways. Rather than confronting each other, they take it slow with laughter.


What’s the insight?

  • Indonesians tend to take a lighthearted approach when reacting to serious events and de-escalating confrontative situations. 
  • Creating memes and using humor help alleviate the seriousness of the situation and help them reconnect and find common ground.

How can brands tap in?

Play into the desire of Indonesians for humorous yet still relatable content, without sacrificing credibility or brand image. 

Rachel Venya and the Foreigner-Owned Villa


An altercation between celebrity Rachel Vennya and a foreigner-owned villa went viral after she shared it on her Instagram account. Rachel Vennya is one of the big influencers in social media, she has plenty big of followers. She usually shares her daily experiences, such as reviewing things. In the case of the foreigner-owned villa, her followers align with her sentiments and express their anger, turning out in droves to criticize the owner. The villa, owned by a foreigner, ultimately decides to change its stance and issues an apology to Rachel Vennya.


What’s the insight?

  • Indonesians may take disputes to the court of public opinion for more swift results, but results can be unpredictable
  • Indonesians are loyal to their country. Netizens were angered when they learned that the villa's foreign owner allegedly looked down on locals.

How can brands tap in?

Beware of mob mentality that has become easier to spread due to the easily accessible internet and social media. Build positive sentiment through genuine positive experiences that the people can trust.