South Korea invented the Mukbang. Indonesia industrialized it. Search for "ASMR eating" or "extreme spicy noodle challenge" in Indonesian, and you will find a bottomless rabbit hole.

If a creator has 50,000 followers, they can sell a kue basah (wet cake) or a skincare product. The line between content and advertisement has vanished. In a popular video, a creator might cry about their family troubles for three minutes, then pivot to a "special thanks" to a loan app or an e-commerce platform.

Her first idea was a cover of a viral koplo song. But everyone did that. Then she thought of a sinetron -style parody: a rich grandmother disinheriting her spoiled grandchild for a street cat. Too silly? Maybe. But she decided to roll with it.