There was Atta Halilintar, the first YouTuber in Southeast Asia to hit the Diamond Play Button, standing next to a traditional Sundanese dancer. There were the viral child stars, singing covers of old Ismail Marzuki songs, bridging the gap between the nation's history and its future.

One unique aspect of is its direct conversion to sales. Platforms like Shopee Live and TikTok Shop have merged infomercials with reality TV.