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Short-form video is now the "undisputed king," with Gen Z driving trends like viral dance challenges (e.g., Bungajiwaku Moves ) and "get ready with me" (GRWM) routines. The Surge of Local Content and "Postglobal" Identity A striking trend in 2025 is the localization of content. Roughly 62% of Indonesian consumers now prefer domestic productions over foreign ones.


