Indonesian Football's Game-Changer

The current foreign football coach, Shin Tae-Yong (STY), has captured the attention and hearts of Indonesians, with many expressing their deep appreciation for his contributions. He is being glorified for the significant improvements he has brought to Indonesian football, notably guiding the national team to the semi-finals in the 2024 U-23 Asian Cup. 

This achievement has sparked widespread pride and conversation among Indonesian football supporters, both online and offline. Beyond discussions, fans have even created a large banner displaying his picture to enliven Indonesian football matches, underscoring his profound impact on the team and the country's football culture.

What’s the insight?

• Regardless of origin, Indonesians cherish those that impact positively.

• Driven by local-pride, they feel like Indonesia’s achievements are their achievements too, and to celebrate it together.

How can brands tap in?

Embrace and show gratitude towards the love that Indonesian fans give to your brand.

Connect with Indonesian consumers by aligning with local causes and showcasing the positive impact of their products.

Queen of Tears, latest Queen of Drama

The Korean wave, particularly through K-dramas like "Queen Of Tears," has sparked immense hype in Indonesia. The series' relatable storyline has made it a trending topic on social media, leading to the organization of joint screening parties where fans can experience the emotional rollercoaster together. 

These events serve as opportunities for fans to connect, discuss plot twists, and bond over their shared love for the series. They've become social gatherings where attendees exchange theories and even dress up as favorite characters, showcasing the profound impact of K-dramas in Indonesia and their ability to unite people through shared entertainment experiences.

What’s the insight?

• The Korean wave continues to captivate a large following of enthusiasts in Indonesia. 

• They love relatable conflicts from the series. And when it comes to things they like, they love discussing them with their fellow fans.

How can brands tap in?

Brands should cherish their consumers' opinions by positioning themselves as platforms where consumers can relate and feel comfortable expressing their opinions. This can be achieved by facilitating consumer's organic love & creating platforms for them to get together.

The Jerome Polin Curse

There has been an “urban legend” that sports teams and companies publicly supported by Jerome Polin are doomed to fail. The latest incident that netizens noticed created a huge buzz when he supported the national Indonesian football team, only for them to lose. 

This sparked conversations about the so-called "Jerome Polin curse." In response, Jerome created a clarification video apologizing and stating he would no longer support any team, as netizens had asked him to do. He addressed the hate humorously, which made netizens feel pity for him and even salute him. On another occasion, he humorously posted about supporting the opponent team in another Indonesian football match.

What’s the insight?

• Indonesians are easy to be swept into conspiracy theories, and easily uses humor to amplify these theories and share to their friends and families.

How can brands tap in?

Fanning harmless online theories can be good fun and help fuel hype. But brand should priced with caution to respond authentically and embrace criticism.