Bali, Indonesia – Like several in his village, Inggit Pambudi and his wife Mudya Ayu earn a dwelling generating and selling headscarves.
The couple are section of the 1000’s of dwelling industries in West Java’s district of Cicalengka, identified as “Kampung Hijab”, or “Hijab Village”.
Cicalengka specialises in modest don, a remarkably sought-right after commodity in Muslim-bulk Indonesia.
Most of Cicalengka’s production caters to brick-and-mortar wholesale markets across the Southeast Asian region but Pambudi and his wife rely on a extra modern day internet marketing approach. As TikTok user Hijab mudy mudy, the few provide their merchandise in livestreams on the preferred movie app 24 hours a day.
“We really do not even have any physical store,” Pambudi, 25, explained to Al Jazeera. “When I acquired that I can livestream and promote my items on TikTok, I considered that it’s a very good option for us.”
TikTok is wildly well-liked in Indonesia, the world’s fourth-most populous state with a lot more than 275 million persons. As of July, the Chinese social media platform noted 106.9 million adult people in Indonesia, producing the state the app’s second-biggest market place immediately after the United States.
TikTok – at first launched as a tunes online video system-cum-social network – entered Indonesia in 2017. Soon after authorities briefly banned the app about articles deemed pornographic and blasphemous, it began storming the country’s lucrative e-commerce scene in 2021, subsequent the launch of its livestreaming e-commerce function all through Ramadan.
Throughout the holy thirty day period, the app’s viewership peaks bigger than regular as a lot of Muslims continue to be awake into the early hours to try to eat their previous food of the day just before fasting.