In the heart of Jakarta, sprawling malls like Grand Indonesia stand as gleaming symbols of progress, yet a peculiar trend unfolds within their polished corridors, revealing a deeper story. On any given weekend, crowds of young Indonesians weave through stores, eyeing the latest gadgets and fashion, but their shopping bags remain conspicuously empty. Known as “Rohana” and “Rojali”—slang for those who inquire about products or rarely buy—this wave of window shoppers has sparked a viral conversation on social media. What drives this behavior in a nation celebrated for its economic growth? This phenomenon raises pressing questions about the true state of Indonesia’s economy, inviting a deeper look into the lives behind the trend.
Unpacking the Rohana-Rojali Trend: More Than Just Browsing
At first glance, the sight of bustling malls might suggest a thriving retail sector, but a closer inspection reveals a different reality. The terms “Rohana” and “Rojali” have emerged as shorthand for a growing group of Indonesians who visit malls not to purchase, but to pass time or dream about items out of reach. Social media platforms buzz with memes and videos capturing this behavior, turning it into a cultural talking point. Far from a mere pastime, this trend hints at underlying financial constraints that challenge the narrative of Indonesia as an economic powerhouse.
This shift in consumer behavior reflects more than idle curiosity or changing leisure habits. It points to a broader struggle among many Indonesians to reconcile their aspirations with their wallets. As malls transform into social hubs rather than commercial centers, the implications for businesses and the economy at large become increasingly significant. What was once a space for transactions now serves as a backdrop for unfulfilled desires, setting the stage for a critical examination of economic conditions.
The Economic Paradox: Growth on Paper, Struggles in Reality
Indonesia’s economy paints an impressive picture with a robust GDP growth rate of 5.12%, positioning it as a leader in Southeast Asia. Government officials frequently highlight rising household consumption as evidence of widespread prosperity, projecting an image of stability and progress. Yet, beneath these glowing statistics, a stark contrast emerges in the form of declining retail sales and eerily quiet shopping centers that contradict the official optimism.
The middle class, traditionally the backbone of economic activity, appears to be grappling with mounting pressures. Reports of sales drops among major retailers signal a troubling trend, while empty storefronts in once-thriving malls underscore the disconnect between macroeconomic data and everyday experiences. This paradox fuels public discourse, as many question how a nation can report growth while so many struggle to afford even basic luxuries.
Such disparities lay the groundwork for understanding why window shopping has become a national phenomenon. The gap between reported success and tangible hardship suggests that economic indicators alone fail to capture the full spectrum of challenges faced by ordinary citizens. This tension demands a deeper dive into the factors reshaping consumer behavior across the archipelago.
Dissecting the Window Shopping Wave: Causes and Impacts
Several intertwined factors contribute to the rise of the Rohana-Rojali trend, starting with a noticeable erosion of purchasing power. Middle-class spending has declined, with major corporations like Unilever and Matahari reporting sales decreases of 4.5% and 9% respectively in early 2025. These figures reflect a broader financial strain that forces many to prioritize necessities over discretionary purchases, turning mall visits into mere window-gazing exercises.
Another driving force is the rapid growth of digital shopping platforms, which have reshaped consumer habits. A Snapcart survey indicates that 50% of Indonesians prefer online marketplaces like Shopee and Tokopedia for their lower prices and convenience, relegating physical stores to secondary roles as social or recreational spaces. This shift diminishes the traditional retail model, leaving brick-and-mortar businesses struggling to adapt to a digitally dominated landscape.
Youth discontent and high unemployment rates further amplify this phenomenon, particularly among the 15-24 age group facing a 16% jobless rate. With only 58% of young Indonesians expressing optimism about government economic plans, according to a regional survey, many lack the financial stability to spend freely. These combined pressures—economic, digital, and social—redefine the purpose of malls, turning them into symbols of aspiration rather than consumption.
Voices from the Ground: Personal Stories and Expert Insights
Behind the statistics lie human stories that bring the Rohana-Rojali trend into sharp focus. Delima, a sales representative in Medan, describes her workday as a monotonous wait in a near-empty mall, where customers browse endlessly but seldom buy. Her frustration mirrors a broader sentiment among retail workers who feel the weight of dwindling transactions, painting a vivid picture of economic stagnation at the ground level.
Shoppers themselves offer equally telling perspectives on this shift. Dewi Fauna, an administrative assistant in Jakarta, admits to using malls as free entertainment spaces, saving her limited funds for discounted online purchases. Her approach reflects a pragmatic adaptation to financial constraints, highlighting how malls have become venues for leisure rather than commerce for a significant portion of the population.
Experts add critical depth to these personal accounts, with Tulus Abadi of the Indonesian Consumers Foundation warning of a steep decline in shopping center transactions. Economist Teguh Yudo Wicaksono notes a redirection of spending toward experiences like sports and entertainment, suggesting a cultural pivot that official data often overlooks. These insights, coupled with public protests over budget cuts and extravagant lawmaker perks, reveal a simmering frustration that challenges the narrative of economic success.
Navigating the New Economic Reality: Practical Steps Forward
Addressing the root causes of the Rohana-Rojali phenomenon requires a multifaceted approach tailored to Indonesia’s evolving landscape. For individuals, embracing budget-conscious habits such as leveraging online deals and using malls for cost-free socializing can help stretch limited resources. This strategy allows for maintaining a semblance of normalcy without overextending finances in a challenging economic climate.
Retailers, on the other hand, must innovate to survive this shift by blending physical and digital experiences. Offering exclusive in-store promotions or unique events that can’t be replicated online could draw customers back, while integrating e-commerce platforms might bridge the gap between browsing and buying. Such adaptations are essential for businesses to remain relevant amid changing consumer priorities.
Policymakers bear a significant responsibility to align economic strategies with ground realities, focusing on job creation and support for the middle class. Targeted initiatives to reduce youth unemployment and bolster disposable income could restore confidence in spending. By prioritizing tangible improvements over headline figures, authorities can address the disconnect that fuels public discontent, paving the way for a more inclusive economic future.
Looking back, the exploration of Indonesia’s window shopping trend uncovered a nation wrestling with the duality of reported growth and lived struggles. The Rohana-Rojali phenomenon has crystallized as a poignant symbol of financial strain, resonating through empty malls and viral memes alike. Personal stories and expert analyses have illuminated the depth of this issue, revealing a populace adapting to constraints with resilience and pragmatism. Moving forward, actionable steps remain critical—individuals need to refine budgeting tactics, businesses must reinvent their appeal, and leaders are urged to bridge the gap between policy and reality. Only through such collaborative efforts can Indonesia hope to transform its economic narrative into one felt by all its citizens over the coming years from 2025 onward.
