The term Konten Kreator (Content Creator) in Indonesia has become a legitimate, aspirational career path. In surveys, Indonesian Gen Z ranks "YouTuber" or "TikToker" as their top career choice, above doctors or civil servants.

Interestingly, while the West is consuming K-Drama and J-Pop, Indonesia is exporting its soft power to Malaysia, Singapore, and Brunei. The linguistic similarity of Bahasa Melayu means that is actually Malaysian entertainment too.

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