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A good decision can still produce a disappointing result. That is not optimism or pessimism; it is how uncertainty works. The issue is that many people only adjust their rules after a bad outcome, which teaches the brain to chase patterns that were never real. Over time, learning turns into superstition: you “fix” a process that was fine, and you reinforce habits that only looked smart because the world happened to cooperate.
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Celebrity marketing still works in Indonesia—but only when done the right way.
In 2026, the brands that win are not the ones simply hiring famous faces. They are the ones choosing the right celebrities, activating them across channels, and building long-term cultural presence instead of short-term hype.
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Indonesia is one of the most influential creator economies in APAC—not because of hype, but because of how people actually behave.
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Indonesia has been asserting its role in global digital governance. As G20 President in 2022, Indonesia led international discussion on trusted cross-border data transfers (“CBDT”) and personal data protection (“PDP”) while continuing to engage with major digital economies, including the European Union ("EU") and the United States, through bilateral and multilateral forums.
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The views expressed in these business columns are the views of the authors or the interviewed persons only and therefore do not necessarily reflect the views of Indonesia Investments. The authors are free to ventilate their opinions about the Indonesian business climate. Facts presented in these columns are the result of the author's own research or indicated sources, read disclaimer.
