JAKARTA, INDONESIA – The world loves talking about Gen Z, and for good reason. We’ve all heard it before: Gen Z is all about FOMO (Fear of Missing Out). But is that the whole story? Behind the viral trends and constant scrolling lies a generation redefining what truly matters. Curious about how they’re reshaping coolness, connection, and culture? Cheil Indonesia’s report, Indonesian Gen Z: Redefining the Rules of Relevance, takes you inside their world. Conducted through comprehensive surveys and in-depth focus group discussions (FGD) with 100 Indonesian Gen Z participants in April 2025, this report unravels the intricate layers of their world. Spoiler alert: It’s nothing short of groundbreaking!
The New Cool Code: What Cuts Through The Noise
What does “cool” mean for Indonesian Gen Z? It’s about purpose-driven confidence and unshakable authenticity. A striking 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. Forget the pressure to be everywhere—Gen Z is making intentional choices about where and how they engage.
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. They’re not rejecting trends—they’re refining them. For Gen Z, the question isn’t “What’s everyone else doing?” It’s “What feels right for me?” And the answer? A curated, unapologetically personal approach to the world around them.
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Hyper-Selective, Always Authentic: Gen Z’s Unique Approach to Trends
For Indonesian Gen Z, the days of following every trend are a thing of the past. Instead, they’ve become hyper-selective filters, embracing only content, topics, and trends that truly resonate with their identity, interests, and aspirations.
Obsessions That Matter
Gen Z isn’t chasing every viral moment; they’re curating their world with intention. If an event speaks to their passions, a gadget sparks genuine curiosity, or a destination matches their aesthetic, it gets their attention. They experience FOMO only when it aligns with their vibe.
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: A striking 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. This shift signals a generation that values empowerment over dependency, reshaping their approach to adulthood with purpose and foresight.
The Content They Can’t Stop Scrolling
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) striking a chord through everyday authenticity. Subtle social commentary—like posts reflecting on social disparities—resonates deeply because it mirrors their lived experiences.
But their curiosity doesn’t stop there. This digitally fluent generation explores AI tools to boost creativity, engages with virtual idols, and even indulges in absurdly hilarious brain rot memes—the chaotic, nonsensical content that’s so dumb, it’s genius!
How brands can stay in the game: Forget the flashy gimmicks and cookie-cutter campaigns. Gen Z can smell inauthenticity a mile away. If you want to win their hearts, be real, be bold, and be authentically you. 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. For Indonesian Gen Z, this is second nature. They seamlessly integrate 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.
The Shift: How Gen Z Is Searching Smarter
The days of defaulting to search engines are fading. Today’s Gen Z navigates information intuitively, turning to TikTok and ChatGPT for everything from recipes to recommendations. Their digital fluency isn’t about passive consumption but active interaction and creativity. This shift reflects a generation that values tools for their practical relevance, mirroring their reality—imperfect, relatable, and real.
“Sometimes I use ChatGPT just to sort my thoughts, whether it’s about real issues or small decisions like picking fruits,” Tasya, 24, confessed with a laugh.
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. If you’re just broadcasting without listening, you’re shouting into a void. So, read the room (or the feed), get personal, and show up where they are.
Gen Z Reset Rituals: Their Way to Recharge
It’s like stepping into a sanctuary where familiarity offers comfort, and chaos fades away. For Indonesian Gen Z, reset rituals are vital for balance. A notable 68 out of 100 Indonesian GenZs find comfort in revisiting favorite shows and movies.
Flexing That Healthy Life
Beyond entertainment, health-focused habits like mindful eating and consistent sleep cycles have become essential lifestyle choices. But their focus on well-being doesn’t stop at emotional resets. Gen Z is equally invested in their physical health, embracing it as a statement of pride and self-discipline.
For Indonesian Gen Z, health isn’t just a personal goal, it’s a lifestyle statement. It’s a soft flex that embodies self-respect, self-discipline, and aspirational living. From mindful eating to regular workouts, this generation embraces health as an essential part of their identity.
- Balanced Sleep is the New Cool: Forget pulling all-nighters; maintaining a healthy sleep cycle is now a badge of honor.
- Ingredient Inspectors: They’re not just eating—they’re checking labels, 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.
A whopping 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: You don’t have to 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, be the brand that feels like a deep exhale. Bonus points if you can make their reset moments even better—think cozy, comforting, and downright uplifting.
Rooted & Real: Harmony as Their Inner Compass
Picture a generation that celebrates autonomy while cherishing its roots. Indonesian Gen Z embodies this duality. 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.
Take TikTok’s “Kesenjangan Sosial” trend as an example. What started as a humorous expression from mid-to-lower-class users turned into a playful melting pot, with upper-class users joining in the fun. It’s more than just a viral moment, it’s a reflection of a uniquely Gen Z mindset that doesn’t shy away from differences but embraces them, showing that coexistence can be not just possible, but celebratedHow brands can stay in the game: Want a direct line to their hearts? Celebrate the magic of their roots. It’s not about slapping on a token cultural reference; it’s about telling 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. If you honor their identity, they’ll invite you to be a part of it.
Dear brands, the message 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.
