Indonesia’s economy is up, so why are its people down?
While foot traffic is up in shopping centres, there are more browsers than shoppers, association chairman says
Rohatta, owner of a fried rice restaurant on the outskirts of the capital, Jakarta, says his business is having its worst spell since the pandemic, with 50 to 70 customers a day – down from 150.
“When they do come, they order fewer items. No drinks, no desserts,” he said. He has cut prices by about 20 per cent and added a less expensive rice bowl option to attract customers.
Indonesians are using new buzzwords to describe the pared-back lifestyle: “Rojali,” a name for shoppers who rarely buy, and “Rohana,” for people who inquire at shops but never really hit the checkout. That is peeving the government.
“The issues of Rohana and Rojali are being blown out of proportion,” Coordinating Minister for Economic Affairs Airlangga Hartarto said at a briefing late on Tuesday, after the government said growth jumped to a stronger-than-expected 5.12 per cent in the second quarter, partly on a 4.97 per cent gain in consumption. “The facts are not as such.”
But consumer goods giant Unilever Indonesia and fashion retailer Matahari Department Store both saw sales shrink in the first half of 2025, while instant noodle maker Indofood CBP Sukses Makmur eked out sales growth of just 1.7 per cent.