Indonesian lawmaker sees 'dupe' trend as boost for local brands
Jakarta (ANTARA) - An Indonesian lawmaker said the growing “dupe culture” among younger consumers could be harnessed to drive the expansion of local brands and strengthen national industries.
Chusnunia Chalim, deputy chair of Commission VII of the House of Representatives, said the popularity of dupe products—items offering similar functions to premium goods at lower prices—is rising among Gen Z and millennials.
She attributed the trend to the influence of social media and shifting consumption patterns toward value-driven purchasing.
“The purchase of dupe products is now seen as a smarter choice than forcing consumption of expensive branded goods, reflecting a more selective focus on functional value,” Chalim said on Monday.
She said the trend presents an opportunity for local businesses to create competitive and innovative products without infringing on established brands.
“It is important to distinguish dupe products from counterfeit goods. Dupes do not use original logos or trademarks, but instead follow a designer-inspired approach,” she added.
Chalim stressed that the “observe, imitate and modify” method is widely used in industrial development, provided it leads to genuine innovation rather than plagiarism.
She pointed to China and South Korea as examples of countries that initially adapted foreign products before developing their own innovations and globally competitive brands.
According to her, Indonesia can follow a similar path by encouraging creativity and improving product quality in domestic industries.
She urged stakeholders to use the momentum to strengthen the local creative ecosystem, particularly in the fashion and beauty sectors.
Enhancing product standards and competitiveness, she said, will be key to ensuring local brands can compete both domestically and internationally.
Chalim added that the growth of local brands could generate broader economic benefits, including stronger supply chains and improved production efficiency.
She noted that increased demand for locally produced goods could also support the development of more affordable raw materials.
“If dupe culture encourages the rise of local brands, it will also contribute to strengthening national industry, particularly in producing cost-efficient inputs,” she said.
Indonesia has in recent years promoted domestic industries as part of efforts to boost economic resilience and reduce reliance on imports.
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Indonesian lawmaker sees ‘dupe’ trend as boost for local brands
March 30, 2026 18:19 GMT+700
Deputy Chair of Commission VII of the Indonesian House of Representatives (DPR RI), Chusnunia Chalim, during a working visit to PT Japfa Comfeed Indonesia’s Lampung Unit in South Lampung, Lampung, Friday (January 30, 2026). (ANTARA/HO-DPR/rst)
Translator: Devi Nindy Sari, Resinta Sulistiyandari