Since 2023, the share of workers with side jobs has risen to , up from 11.25% in 2021. Many young people work 8 AM to 11 PM shifts, often feeling overwhelmed by burnout. These side jobs vary from freelance digital marketing and online consulting to becoming live-streaming hosts , a role for which there were over 10,000 vacancies available as of September 2025.
Becoming a digital creator is a highly aspirational career path. Platforms like YouTube and TikTok have democratized fame, allowing youth from rural regions (outside the dominant Jakarta bubble) to achieve national stardom. Since 2023, the share of workers with side
Talking about burnout, anxiety, and therapy is no longer taboo. Indonesian youth lead the region in searches for “mental health help” and follow accounts like Pesan Psikologi or Ruang Berdaya . The phrase “It’s okay to not be okay” is now common in everyday conversation—a major cultural shift in a society that previously valued silent resilience. Becoming a digital creator is a highly aspirational
Forget Zara. Generation Z in Jakarta is loyal to local brands like Bloods , Erigo , and Ariouse . These brands blend outdoor tech wear (think vests, cargo pants, windbreakers) with the humid reality of tropical weather. Buying local is no longer a charitable act; it is the cool choice. Indonesian youth lead the region in searches for
This ethos is deeply tied to conscious spending. A YouGov survey found that . Beauty and personal care (21%) and clothing (20%) are the top spending categories, with young consumers often cutting back on basic necessities like groceries (6%) and healthcare (7%) to maintain a lifestyle that reflects their identity.
Fashion in Indonesia is defined by a tension between sustainability and status. as a way to express uniqueness and support sustainability, with many young people proudly showcasing their vintage finds on TikTok under hashtags like #ThriftPalembang. As one student stated, “Thrifting isn’t just about saving money, it’s a form of self-expression”.