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: Video discovery increasingly leads directly to purchases within "super-apps" like TikTok, Tokopedia, and Shopee.

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No discussion of Indonesian popular videos is complete without addressing the nation’s obsession with horror. But unlike Western horror which is purely gothic, Indonesian pop videos have perfected the horor-komedi (horror-comedy). Shows like The East or the countless "Malam Jumat Kliwon" (Friday Night Kliwon) shorts on TikTok blend pocong (shrouded ghosts) and kuntilanak (vampire ghosts) with physical slapstick. This genre works because it mirrors the Indonesian worldview: the supernatural is not separate from daily life, but interwoven with it. A ghost is scary, but a ghost slipping on a wet floor because ibu-ibu (housewives) just mopped it is peak Indonesian humor. These videos are often shot on smartphone cameras with minimal lighting, yet they generate millions of shares because they feel authentic and familiar. : Video discovery increasingly leads directly to purchases