There is no denying that much has been said about Gen Z — often characterized by their digital fluency, trend sensitivity, and FOMO (Fear of Missing Out). But for Indonesia’s younger generation, the reality is more layered and far more complex.
According to Indonesian Gen Z: Redefining the Rules of Relevance, a 2025 report by Cheil Indonesia based on surveys and focus groups with 100 participants, young Indonesians are navigating a landscape where authenticity, personal relevance, and mental wellness are key cultural drivers.
Some emerging trends include reset rituals like rewatching favorite shows or films (68%, mindful living with consistent sleep cycles, balanced nutrition, and mental health routines.
Gen Z is no longer chasing every viral moment — instead, they apply a filter-first mindset, engaging only with content that reflects their values and aspirations. Today, they are actively reshaping coolness, connection, and relevance.
The New Cool Code: What Cuts Through The Noise
“What does ‘cool’ mean for Indonesian Gen Z?” the report asks. Answering that 67% of respondents admire individuals who live boldly, stay true to their passions, and back their principles with action. “Being authentic means wearing confidence loudly,” said one respondent.
Coolness isn’t about chasing trends; it’s about curating experiences that resonate.
For Indonesian Gen Z, the days of following every trend are a thing of the past.
This generation has redefined “FOMO”— Fear of Missing Out to what we called “FOMO — Filter On My Own, prioritizing what truly matters over the pressure to be everywhere.
For Indonesian Gen Z, the days of following every trend are a thing of the past. They’ve become selective, embracing only content, topics, and trends that truly resonate with their identity, interests, and aspirations.
Their interests include:
Micro-Trends as Personal Statements: From minimalism and Y2K aesthetics to vintage pieces, every trend is a canvas for self-expression.
Health Habits as Building Blocks: 75 out of 100 Gen Z respondents prioritize health as part of their future goals, embracing fitness, mindful eating, and mental well-being.
Empowering Knowledge: Topics like financial literacy and career hacks dominate their feeds, offering tools for navigating an unpredictable world. Gen Z is truly stepping up—unlike previous generations, they’re equipping themselves with strategies to thrive in uncertain times.
Gen Z gravitates toward content that feels real, raw, and relatable. TikTok is their playground, with trends like ADIML (A Day in My Life) and GRWM (Get Ready With Me). Subtle social commentary—like posts reflecting on social disparities—resonates deeply because it mirrors their lived experiences.
Moreover, this digitally fluent generation explores AI tools to boost creativity, engages with virtual idols, and even indulges in memes.
Think of your brand as that effortlessly cool friend who knows who they are and owns it.
How brands can stay in the game: Be more authentic and bold. Think of your brand as that effortlessly cool friend who knows who they are and owns it. Skip the shallow trends and craft moments that matter.
Fluent & Fluid: Their Natural Digital Instinct
Envision navigating a perfectly synchronized digital landscape where each platform plays a unique role. Gen Z seamlessly integrates tools and platforms into their lives:
- TikTok: A hub for discovery.
- Instagram: A showcase of aspirations.
- X (formerly Twitter): A platform for unfiltered, raw expression.
Gen Z navigates information intuitively, turning to TikTok and ChatGPT for everything from recipes to recommendations. This shift reflects a generation that values tools for their practical relevance.
How brands can stay in the game: Gen Z doesn’t want one-size-fits-all content—they crave vibes that match the platform. TikTok? Bring curiosity. Instagram? Serve them aesthetic goals. X? Show your brainy, witty side.
Gen Z Reset Rituals: Their Way to Recharge
“It’s like stepping into a sanctuary where familiarity offers comfort, and chaos fades away,” said the report, adding that for Indonesian Gen Z, reset rituals are vital for balance, with 68 out of 100 Indonesian GenZs finding comfort in revisiting favorite shows and movies.
68 out of 100 Indonesian Gen Zers find comfort in revisiting their favorite shows and movies.
Beyond entertainment, health-focused habits like mindful eating and consistent sleep cycles have become essential lifestyle choices. Gen Z is equally invested in their physical health.
- Balanced Sleep is the New Cool: Maintaining a healthy sleep cycle.
- Ingredient Inspectors: They’re not just eating—they’re mindful of what goes into their bodies.
- Fitness That Fits Their Flow: Small, consistent workouts are their go-to, alongside a growing embrace of sober-conscious habits.
73% of respondents prioritize these healthy habits, seeing them as both a pathway to personal growth and a form of self-expression.
How brands can stay in the game: Don’t reinvent wellness, just show up as a sidekick in their self-care saga. Whether through your tools, tone, or content, it can help them relax, recharge, or find their balance.
Rooted & Real: Harmony as Their Inner Compass
Picture a generation that celebrates autonomy while cherishing its roots. Indonesian Gen Z embodies this duality, says the report.
“They tackle modern complexities while grounding themselves in cultural values like “guyub” (togetherness). When life feels overwhelming, they seek comfort in shared coffee chats, the serenity of nature, and the creativity of art-driven gatherings.”
How brands can stay in the game: Celebrate the magic of their roots. Tell real, meaningful stories that feel like home. Show them you get it: their love of tradition, their modern spirit, and that sweet spot where both collide.
According to Cheil Indonesia the message for brands is clear:
“Don’t be just loud; connect. Speak to their world with purpose, passion, and a whole lot of heart. Relevance for Indonesian Gen Z isn’t about fleeting trends; it’s about authenticity, purpose, and cultural pride. Brands ready to embrace this ethos and show that they really care will unlock not just visibility but enduring loyalty.”
Featured image by Adhen Wijaya Kusuma.
