Top streamers are celebrities in their own right. They spend 6 hours a night screaming about discount codes for kerupuk (crackers) or cosmetics, mixed with singing dangdut songs and telling jokes. This is "Shoppertainment," and Indonesia is its ground zero. Watching a live seller aggressively open product packaging (unboxing ASMR) is considered prime entertainment for millions of housewives and students.
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Artists like Tulus , Ghea Indrawari , and Nadhif Basalamah dominate Spotify and TikTok with "galau" (melancholy) anthems. Top streamers are celebrities in their own right