A compelling example of this is . A former soap opera star, Tirta reinvented himself as a successful "social chef" on Instagram (1.4 million followers) and TikTok (500,000 followers), building his brand on authentic, emotion-driven food content. This shift highlights a broader market trend: 76% of Indonesian consumers have made a purchase via influencer-linked content, but they now expect to gain something valuable—be it a skill, insight, or inspiration—from the content they watch.
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