Bahlil Goes Viral as 'Avatar Nusantara'; Observers: Creative Communication Effectively Reaches Younger Generation

Social media is once again abuzz with creative content featuring the Minister of Energy and Mineral Resources, Bahlil Lahadalia. A video lasting approximately 50 seconds transforms the Chairman of the Golkar Party into a superhero figure titled ‘Avatar Nusantara: Bahlil, the Ruler of Nusantara’s Energy’.

In the video, Bahlil is portrayed as ‘Kanda Bahlil’, a guardian of harmony capable of uniting the four elements of nature: water, earth, wind, and fire. This visualisation symbolises his role in maintaining national energy balance while harnessing natural potential for the welfare of the Indonesian people. The work is said to have emerged from public appreciation for his swift performance within the ministry.

Commenting on this viral phenomenon, the Director of Indonesia Political Literacy (LPI), Ujang Komparudin, views this as a form of public recognition of Bahlil’s efforts to stabilise the nation’s energy supply. He believes such creative approaches are highly relevant for capturing public attention.

“In political communication, this is perfectly acceptable, as there are always both positive and negative sides, especially since today’s society prefers light content over complex issues,” Ujang stated in a briefing on Thursday, 30 July 2026.

Ujang also referenced the recent viral song ‘MBG’ about Bahlil, which successfully captured the public’s heart. This demonstrates that entertainment is a powerful medium for introducing state officials and their work programmes.