For brands and communities, the message is clear: The Indonesian Ibu has purchasing power, social influence, and a desire for fun. Entertain her, respect her time, and she will be your most loyal customer.
The Arisan is dead. Long live the Staycation . memek ibu ibu new
By: Modern Family Desk
"Me Time" is no longer selfish; it is essential. We see this in the explosion of co-working spaces with daycare facilities and women-only gyms like Celebrity Fitness or Gold’s Gym offering morning classes specifically for mothers who just dropped their kids at school. For brands and communities, the message is clear:
She can cook rendang for Eid and order sushi via GoFood the next day. She can attend a parent-teacher meeting at 1 PM and a Pilates class at 3 PM. She can be a wife, a mother, and a socialite . Long live the Staycation
Gone are the days when the term "Ibu-Ibu" (Indonesian for mothers) was synonymous only with dapur, sumur, kasur (kitchen, well, mattress). Today, a quiet but powerful revolution is taking place across Jakarta, Surabaya, Bandung, and even in the digital kecamatan of TikTok and Instagram.