The Rojali Phenomenon, Coordinating Minister Airlangga Reveals The Shifting Consumption Trend

JAKARTA - Coordinating Minister for Economic Affairs Airlangga Hartarto opened his voice regarding new social phenomena that appear in shopping centers or malls, namely groups that rarely buy (Rojali).

Meanwhile, this phenomenon depicts people who come to malls but rarely make purchases.

Airlangga explained that currently the trend of people visiting malls is more driven by entertainment and culinary needs, so it can be seen from the many shopping centers that are now expanding the culinary area.

"Now the trend is mostly to go to the mall and the trend has been there for the last few years. That's why many malls have increased their culinary delights," Airlangga told the media crew, Friday, July 25.

Airlangga said that the Government saw that the momentum of the Eid and Christmas-New Year (Nataru) holidays yesterday fell in a relatively close span of time.

Therefore, he added that for this year's period, the government has inserted additional holiday programs as an equalizer, namely through various incentives, such as discounted plane ticket prices and toll road tariff discounts, in order to encourage community mobility and support the tourism sector.

Furthermore, he said that the pattern of public consumption had shifted a lot so that the Government would continue to encourage business actors to hold various events and provide discounts such as discounts welcoming Christmas and New Year (Nataru) 2025-2026.

"This is an effort by the government to encourage new events to be discounted. In the future, we will prepare again for Nataru at the end of the year," said Airlangga.