KaMIST
Welcome back to KaMIST—your weekly scoop on the latest and greatest in marketing trends!
This Thursday, we’re tuning in to one of the most viral cultural moments from Indonesia’s digital scene: the Tung Tung Sahur trend.
What started as a chaotic, AI-generated audio mimicking traditional Sahur wake-up calls quickly spiraled into a user-driven content wave, dominating TikTok and Instagram feeds throughout Ramadan. Its humor, nostalgia, and low-effort format made it the perfect storm for rapid digital spread—a case study in how meme culture intersects with consumer engagement
For brands, the trend offered more than entertainment—it opened a door for real-time marketing and cultural resonance. Indomaret and Kopi Kenangan were among the first to react, seamlessly embedding the Tung Tung Sahur audio into their Ramadan campaigns. By doing so, they weren’t just selling products—they were participating in a shared digital ritual, making their messaging feel authentic rather than forced.
What’s notable is how the trend naturally fueled User-Generated Content (UGC). Its low production barrier invited mass participation—exactly the kind of organic content boost brands aim for when crafting UGC-driven campaigns. GoFood, for example, capitalized on this momentum by launching a TikTok challenge encouraging users to showcase their Sahur meals using the viral sound. This strategy turned casual users into content creators, amplifying brand visibility through peer-to-peer sharing.
The trend also underscored the rising need for cultural agility in marketing strategy. While traditional campaigns often follow fixed rollouts, moments like this demand flexibility and speed. Grab Indonesia’s quick-response post—pairing their food delivery service with the meme’s familiar chant—demonstrated how brands that move fast can stay top-of-mind in fast-changing digital conversations.
At its core, the Tung Tung Sahur phenomenon highlighted the power of memetic communication, community-driven storytelling, and contextual relevance. In an era where consumers expect brands to be present in their online world—not just through paid ads, but through culturally relevant touchpoints—this trend became a reminder that the loudest conversations often happen outside traditional media plans.
Stay tuned for more trend breakdowns, only on KaMIST every Thursday!