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The line between entertainment and shopping is blurring. and Shopee Live have turned popular video creators into direct salespeople. A live stream of a creator eating noodles or reviewing makeup is often combined with product links, leading to instant purchases. This "shoppertainment" model is the newest frontier.

In recent years, Indonesian pop culture has experienced a significant surge in popularity, both domestically and internationally. The success of Indonesian music groups such as Seventeen, Raisa, and Isyana Sarasvati has paved the way for other artists to gain recognition globally. The rise of social media platforms such as YouTube, TikTok, and Instagram has also enabled Indonesian creators to showcase their talents and connect with a wider audience. The line between entertainment and shopping is blurring

: This remains the most consumed content type. Creators like Jess No Limit This "shoppertainment" model is the newest frontier