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Articles

K-Drama Actor Scandals Can Affect Viewers Interest, Here’s What Gen Z Says

by Jakpat June 10, 2025
written by Jakpat

K-Drama Actor Scandals Can Affect Viewers Interest, Here’s What Gen Z Says

The spread of South Korean culture, also known as the Korean Wave, continues to grow globally, including in Indonesia. It’s not just about entertainment, it also influences local consumer behavior.

A recent survey by Jakpat involving 1,211 respondents revealed interesting insights about Korean dramas (K-dramas) in Indonesia, from viewers’ favorite drama genres to their interest in products shown in K-dramas.

“The Korean Wave in Indonesia is not just a passing trend. It’s a real form of South Korea’s soft power that has reached many aspects of Indonesian life, from entertainment and lifestyle to consumption. Indonesia is now one of the biggest markets for Korean culture in Southeast Asia, and this trend is expected to keep growing,” said Septiana Widi Sugiastuti, Research Lead at Jakpat.

Favorite Genres and Standout Actors

In the past six months, more than half of the respondents (51%) said they watch K-dramas. This shows that K-dramas have become an important part of daily entertainment for many Indonesians.

When it comes to genres, romance is the top favorite especially among women (79%), much higher than men (59%). On the other hand, men tend to prefer action dramas (59%) compared to women (47%). This shows a clear difference in taste between genders.

Acting skills are the main reason why people like certain actors or actresses. Although visual appeal still matters, for women, the chemistry between characters is also an important factor (59%) when watching K-dramas.

K-Dramas Influence Product Interest

Korean dramas also influence consumer behavior. Around 45% of respondents said they are interested in buying products endorsed by their favorite actors or actresses. Skincare and cosmetic products grab the most attention (71%), followed by packaged food and drinks (67%).

“Using K-drama elements in product placement strategies is a powerful way to connect with Indonesian consumers, especially Gen Z and Millennials. The key is to create emotions, lifestyles, and aspirations that match the K-drama world,” added Septiana.

How Scandals Affect Actor Popularity

An actor’s popularity doesn’t always mean a long-lasting good image. Gen Z audiences are more sensitive to personal scandals involving celebrities. About 37% of Gen Z said they would lose interest if their favorite star is involved in a scandal, and 22% said they might even stop watching the drama. Meanwhile, half of Millennials say they will continue watching as long as the drama is good.

Sexual scandals are seen as the most damaging to an actor’s reputation. 81% of respondents agreed that cases like harassment or sexual abuse strongly affect how they view the celebrity.

“K-drama actors’ personal scandals can seriously impact viewer loyalty and brand marketing strategies. From a business point of view, it’s important for brands to realize that a celebrity’s public image can change quickly,” concluded Septiana.

Want to know which K-dramas are the most popular, and which actors and actresses are the favorites in Indonesia? Download the full “Korean Drama Trends in Indonesia” report via the following link:

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June 10, 2025 0 comments
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Reports

Korean Drama Trends in Indonesia

by Jakpat June 3, 2025
written by Jakpat
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Korean Drama Trends in Indonesia

The rise of the Korean Wave has significantly influenced global pop culture, and Indonesia is no exception. The widespread popularity of Korean drama (K-drama) has captivated Indonesian audiences, leading to shifts in entertainment consumption and even product preferences. Through a comprehensive survey conducted by Jakpat, which involved 1.211 respondents, valuable insights have been gathered on topics such as viewing habits, preferences for K-drama genres, actors, and actresses, as well as the impact of K-drama on product interest.

These results are based on a survey conducted on 28th-29th of April 2025.

Key research points:

  • Analyze the phenomenon of the Korean Wave in Indonesia
  • Explore Indonesian habits and behaviors of K-drama consumption
  • Identify preferences of K-drama, as well as actors and actresses
  • Understand the connection between K-drama and increased interest in products featured within them
  • Investigate how personal scandals involving K-drama actors and actresses affect viewer loyalty and perception

Here are some previews of the report:

Female viewers are drawn to interesting character
Most noticed product promotions in K-drama
Table of contents
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June 3, 2025 0 comments
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beauty trends 2024 - jakpat premium report
Articles

Makeup, Skincare, and Bodycare: Indonesian Favorites 2024

by Jakpat May 26, 2025
written by Jakpat

Makeup, Skincare, and Bodycare: Indonesian Favorites 2024

The beauty industry continues to grow with increasingly diverse products. From skin and body care to makeup, there are many options tailored to different skin types. Many brands now also prioritize natural materials and eco-friendly packaging. This gives consumers more options to take care of their skin more healthily and sustainably.

Jakpat conducted several surveys to determine the behavior and habits of the Indonesian people regarding the use of various beauty products in 2024. The report, which involved nearly 5,000 Jakpat respondents, discussed three categories: makeup, skincare, and body care. The respondents were Gen Z, Millennials, and Gen X.

Cosmetic trends (makeup)

By 2024, tinted sunscreen will be the most popular facial makeup product used, with a percentage of 37%, followed by cushion (36%), and BB/CC cream (30%). In addition, 28% of respondents bought liquid foundation and 14% bought face primer. This research involved 1058 female respondents.

There are various considerations in choosing makeup. The three most important things are products that are suitable for the skin, good results on the face, and the ingredients in the makeup products. Regarding where to buy makeup, 85% of respondents rely on e-commerce, and 55% buy directly at local cosmetics stores.

Skincare trends

Vitamin C is the most in-demand skincare ingredient, with more than half of respondents claiming that it is contained in the products they use. Other ingredients that are also present in skincare products are niacinamide (47%) and vitamin E (46%). This survey involved 1700 female and male respondents.

Three out of 4 respondents consider halal claims important for skincare products. Other claims that were also noted were being alcohol-free (62%) and passing the dermatological test (52%). The top 3 skincare products in 2024 are face washes (72%), sunscreens (64%), and moisturizers (52%). As many as 75% of women use sunscreen, while only 42% of men use the product.

Bodycare trends

One of the bodycare categories highlighted by Jakpat is bath soap. Seven out of 10 respondents admitted to using liquid soap. Some considerations in choosing liquid soap are scent (64%), ease of use (63%), and being more practical (61%). This research involved 2143 female and male respondents.

In general, 75% of respondents buy bath soap at supermarkets or minimarkets, followed by Shopee (38%) and cosmetics stores (21%). More specifically, 2 out of 5 Gen Z buy bath soap on the Shopee e-commerce platform.

Head of Research of Jakpat, Aska Primardi, assessed that beauty products are still in demand even though Indonesia’s economic conditions have begun to decline since the middle of last year, when people have begun to limit spending and reconsider the items to be purchased.

“From this data, it can be seen that the price or promotion factor is not the most important factor in choosing and purchasing beauty products. Consumers are more focused on the benefits and content of it. In addition, we also know the phenomenon of the lipstick effect, where consumers in difficult economic conditions continue to buy products, one of which is beauty products, which are considered to be able to provide luxury value, satisfaction, or instant happiness,” said Aska.

Report series list:

  1. Beauty Trend 2024 #1: Makeup Trends & Usage Behavior – Jakpat Premium Report
  2. Beauty Trend 2024 #2: Skincare Trends & Usage Behavior – Jakpat Premium Report
  3. Beauty Trend 2024 #3: Bodycare Trends & Usage Behavior – Jakpat Premium Report

May 26, 2025 0 comments
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Consumer Behavior of 2025 Ramadan & Eid
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Consumer Behavior of 2025 Ramadan & Eid

by Jakpat May 23, 2025
written by Jakpat
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*Available for free until 23 June 2024

Consumer Behavior of 2025 Ramadan & Eid

Ramadan and Eid al-Fitr hold deep cultural and spiritual significance in Indonesia. It is shaping consumer behavior as the festivities are celebrated across regions. It is necessary for businesses to use insights from past trends to anticipate and plan for accommodating future needs during Ramadan seasons.

In this 2025 insight report, we conducted a survey of 1,712 Muslim and 289 non-Muslim participants to explore key activities during Ramadan-Eid al-Fitr period, including shopping, meal preparation, iftar gatherings, travel, and media consumption, as compared to the findings from the 2024 report.

Key research points:

  • Expenses and shopping list
  • Food preparation for suhoor and iftar
  • Gifting hampers and iftar gathering
  • Mudik and vacation plan
  • Media habit

Here are some previews of the report:

Online vs Offline Ramadan-Eid al-Fitr Shopping – page 9
Research highlight – page 3
Table of Contents – page 4
Purchase Report*

*Available for free until 23 June 2024

May 23, 2025 0 comments
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May 23, 2025 0 comments
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Gen Z, Millennials, Gen X Coffee Trend 2025 vs 2023 - 2025 Jakpat Survey Report
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Gen Z, Millennials, Gen X Trend on Coffee 2025 vs 2023

by Jakpat May 21, 2025
written by Jakpat

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Gen Z, Millennials, Gen X Trend on Coffee 2025 vs 2023

Indonesia is one of the largest coffee producers and exporters, but domestic coffee consumption has historically been low due to a preference for tea. However, in recent years the culture of coffee consumption has been trending amongst the younger generation.

This survey and study captures the recent habit and consumption of coffee across 3 generations of consumers in both 2023 and 2025, allowing us to observe key changes in the market.

Key research points:

  • Frequency & timing on coffee consumption based on Generation
  • Coffee type preferences
  • Budget and Coffee Brand Usage
  • Usage & Attitude on Coffee Consumption
  • Marketing Channel Recommendation for Coffee
  • Key Trends 2023 vs 2025

Here are some previews of the report:

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May 21, 2025 0 comments
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Indonesia Consumer Health Trend 2025 vs 2023 - 2025 Jakpat Survey Report
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Gen Z, Millennials, Gen X on Health Trend 2025 vs 2023

by Jakpat May 15, 2025
written by Jakpat

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Gen Z, Millennials, Gen X on Health Trend 2025 vs 2023

The daily food and exercise choices we make shape our health profiles, and this research examines how these habits vary across Indonesian generations.

By comparing 2023 and 2025 data, we track the evolution of health behaviors as global health information increasingly influences local awareness.

Our analysis reveals distinct patterns among Gen Z, Millennials, and Gen X populations, highlighting both improvements and persistent challenges in Indonesia’s journey toward better health habits.

Jakpat conducted a survey in May 2025 towards 601 respondents.

Key research points:

Gen Z, Millennials, Gen X differential habits in Health which are including:

  • Water Consumption
  • Sugar Consumption
  • Food and Carbs Consumption
  • Exercise Habit
  • Health Risk Awareness

Here are some previews of the report:

28.5% Have the Regular Habit to Drink Enough Water Daily
Both Males and Females choose Diabetes as their top health risk – page 17
Digestive issues – page 16

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May 15, 2025 0 comments
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Articles

AI Is Revolutionizing Work, But Is It Making Us Lazy?

by Jakpat May 8, 2025
written by Jakpat

AI Is Revolutionizing Work, But Is It Making Us Lazy?

Artificial intelligence (AI) has rapidly evolved from a niche technology to a powerful tool used in a variety of industries, enabling the automation of tasks and the creation of new ideas. While it brings great benefits, AI also raises concerns, such as job loss. As new technologies develop, the impact of AI will continue to grow, transforming industries and society.

Jakpat conducted a survey to find out AI trends in 2025. The report, which involved 1423 respondents, also presented respondents’ opinions on the use of AI, both professionally and on a daily basis, as well as responses to AI content on social media.

Almost all respondents admitted to knowing AI, where 42% use it professionally and personally. One in 5 people only use AI for work/study, and 10% for daily life.

“Although the majority of respondents already know about AI, the adoption rate still varies between generations. Gen Z uses AI more for various daily needs and work/study, while among Millennials and Gen X, the use is not so intense,” said Lead Researcher of Jakpat, Farida Hasna.

In terms of benefits, half of the respondents stated that the use of AI saves time and effort. In addition, other benefits related to the function of the technology are being able to provide recommendations (41%) and translate languages (40%). One in 3 Gen Z users uses AI for data analysis, while 25% of Millennials create content with the help of AI.

Although it is beneficial, many are worried about the existence of AI. A total of 64% said they were worried that AI would make humans overly dependent on the technology. Other concerns include misusing technology for crimes such as deep fakes or fraud (63%), and making people lazy or uncreative (61%). Three out of 5 Gen Z are worried AI could lead to more unemployment.

AI Trends in Indonesia

Regarding the length of use, almost 50% of respondents started using AI in the last 6 months. As many as 27% of Gen Z have used AI for 1-2 years, and 1 in 4 Gen Xers for 4-6 months.

ChatGPT is the most used AI application by respondents, with a percentage of 74%, followed by Gemini (51%). Local applications of AI languages are also used by a small percentage of respondents. Three out of 4 people use AI apps for free.

AI usage in social media

Social media is one of the mediums to view AI content, especially on Instagram (62%) and TikTok (60%). Based on the type, 7 out of 10 people usually watch AI animated videos on social media. Some also see visual style transformations, such as photos to anime-style, oil paintings, etc.

When it comes to authenticity, almost half of the respondents said they can tell the difference between AI content and human-generated content. However, quite a few are still hesitant (47%). In this regard, Hasna responded, “The high exposure to AI content on social media has made respondents more familiar with this technology. Although some are still hesitant to distinguish AI-generated content, the majority still find it interesting.”

As many as 29% of respondents said they follow AI influencers[1]. Specifically, for local influencers, Arbie Seo got attention from older respondents, while Thalasya Pov and Chaya Gram were better known to Gen Z.


[1] Virtual characters created using AI. They look and behave like  real social media influencers, but not real humans.

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May 8, 2025 0 comments
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Reports

Understanding AI Usage Today

by Jakpat May 2, 2025
written by Jakpat
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Understanding AI Usage Today

AI has rapidly evolved from a specialized technology to a powerful tool utilized in numerous industries, enabling the automation of tasks and the generation of new ideas. While it brings great benefits, it also raises concerns like job loss and crime issues. As new technology, AI’s impact will keep growing, changing industries and society.

Jakpat conducted a survey to find out the AI trends in Indonesia. The report involved 1423 respondents, and the data were collected from 24th to 25th of July 2025.

Key research points:

  • AI usage nowadays, both professionally and daily
  • The respondents’ ability to distinguish between AI products or not
  • The response to AI content on social media

Here are some previews of the report:

30% of respondents use AI as a virtual assistant
3 out of 5 respondents see AI content on Instagram or TikTok
Table of contents
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May 2, 2025 0 comments
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Articles

Online Food Delivery Trend Drops, Buyers Look for Discounts

by Jakpat April 15, 2025
written by Jakpat

Online Food Delivery Trend Drops, Buyers Look for Discounts

The online food delivery industry has made a real difference in consumer shopping habits during and after the COVID-19 pandemic. In the 2022 Jakpat report, enthusiasm for this trend is quite high. However, along with adapting back to normalcy, there have been several changes this year regarding the use of online food ordering apps.

Jakpat conducted a survey to find out the consumer behavior on online food delivery apps in early 2025. The report, which involved 1343 respondents, also describes respondents’ habit of ordering heavy meals, snacks, and beverages via online apps.

As many as 49% of respondents reported ordering snacks on food delivery apps in early 2025, followed by beverages (33%) and breakfast (31%). Meanwhile, 1 out of 5 people have ordered heavy meals, either for lunch or dinner. In general, the rate of online food ordering has almost doubled compared to 2022.

“The decline in the level of online food ordering since 2022 shows a major shift in consumer habits. However, we still see a consistent pattern from year to year, namely weekends remain the favorite time to order food online, both during lunch and dinner,” said Jakpat Lead Researcher, Farida Hasna.

There are several reasons why people use food delivery apps, mainly because there are promos/discounts (55%). As many as 56% of Millennials said that they are too lazy to leave the house so they choose this option. Then, more than 50% of Generation X do not like to wait in line, so they use the platform.

Habits when using food delivery apps

Jakpat found a number of interesting findings related to routine when choosing food in the application. As many as 67% of people check discounts or promotions before ordering food through a delivery app. In addition, men tend to see the food available around their residence while women prefer to type the name of the food on the app.

Similarly, promos or discounts are a big consideration when choosing an online delivery application brand for 65% of respondents. Other factors are cheaper prices than other brands (50%) and loyalty to the brand of service provider application (50%). 

“Since 2022 until now, discounts are still the dominant factor in the selection of apps and restaurants in online delivery services, indicating that consumers are still very dependent on promos to make decisions. Even so, each generation has a different pattern: Gen Z prioritizes promos, while Millennials and Gen X tend to balance price with taste quality,” Hasna responded.

When choosing a restaurant on a food delivery app, 7 out of 10 respondents pay attention to promos/discounts, followed by shipping costs (68%) and distance to destinations (57%). Gen X and Millennials pay more attention to the taste of food than Gen Z when deciding on a restaurant.

Regarding the brand, GoFood will be the most frequently used online food delivery application in early 2025. Although still ranked second, the number of ShopeeFood users has decreased by 11% compared to 2022. Millennials and Gen X prefer to use GoFood, while Gen Z’s favorite food delivery platform is ShopeeFood.

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