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Latest Columns Influencer Marketing
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.
Indonesia is one of the most influential creator economies in APAC—not because of hype, but because of how people actually behave.
Indonesia is one of the largest and most digitally advanced countries in Asia. The key to succeeding in this market is simple: understanding rapidly evolving marketing trends. To market a brand effectively and remain relevant, businesses must align with local pop culture and engage in online conversations quickly and thoughtfully.
One common mistake brands make when marketing and advertising in Indonesia is treating it like any other Southeast Asian market. While Indonesia shares similarities with neighboring countries—such as a rich culture and a tech-savvy population—it has one major differentiator: its massive population, the fourth largest in the world.
In 2026, people want to connect with people—not brands. Therefore, if you want to succeed in Indonesia’s massive consumer market, partnering with the right influencers is key.
