Seizing Opportunities from Gen Z's Functional Wedding Gift Trend, Bosch Indonesia Campaigns 'Beres Bosch!'

Marriage is no longer merely about selecting a date or an event concept. Amidst the continuous rise in the cost of living, many engaged couples are being faced with a more realistic choice: allocating their budget to a large-scale party or prioritising readiness for life after the wedding day.

This change in perspective emerges amidst high wedding costs in Indonesia. Data from Bridestory notes that the majority of engaged couples prepare budgets ranging from Rp 250 million to Rp 500 million for their wedding day. On the other hand, the trend of simple weddings, including ceremonies held at the Office of Religious Affairs (KUA), is also becoming more popular as it is considered more affordable.

This phenomenon reflects a shift in the priorities of the younger generation. A 202-5 JAKPAT survey shows that Gen Z and Millennials now tend to choose simpler and more intimate wedding concepts compared to large-scale celebrations. The hundreds of millions of rupiah previously spent on a single day of celebration are now being redirected towards long-term needs, ranging from housing and business capital to savings and post-marital household requirements.

This shift is evident in wedding concepts widely discussed on social media, such as that of content creator and founder of Ruang A23, Arrofi Ramadhan. While Arrofi’s wedding embraced a concept closely tied to his identity as a creator and interior designer, public attention was instead drawn to his unconventional choice of ‘seserahan’ (wedding gifts).

“Because it is a wedding moment, I do not want to give something ordinary. For the wedding gifts, I want them to maintain personal value, be useful for our future household, and hopefully make my parents-in-law proud,” said Arrofi, as quoted from his wedding preparation content on Monday, 18 May 2026.

Consequently, many couples are beginning to choose items that are truly functional to support daily activities. Arrofi, for instance, chose a washing machine as part of his wedding gifts, as it was deemed more functional for assisting with daily household routines. Arrofi’s approach to selecting wedding gifts serves as a new blueprint for young couples preparing for married life, particularly for those prioritising mature and realistic household needs.