Survey: More than one in three TikTok users in Indonesia are interested in museums

Jakarta (ANTARA) - TikTok has launched the Museum Insights Report 2026, a report looking back at trends and moments that have inspired the #MuseumTok community over the past year, while also presenting a range of insights that have driven growth of the community on the platform. Culture and Education Partnerships Lead, TikTok Karen Kang, noted that the key finding of the report is that in Indonesia, more than 1 in 3 TikTok users are interested in museums. “Furthermore, more than half of TikTok users in Indonesia (51 percent) are interested in history,” she said in a statement in Jakarta on Friday. Many museums have succeeded in reaching new audiences by leveraging pop culture, humour, and authentic formats on TikTok. Creators are a new curators, she added; museums can connect more effectively with audiences when experts, creators, and culture enthusiasts are present as narrators. Karen also said that to celebrate this International Museum Day, TikTok is organising a Museum Tour with several creators and media to visit the Museum Tekstil in Jakarta, Indonesia. Museum Tekstil Jakarta is one exemplar of a cultural space that continues to introduce the history of textiles, wastra, and Indonesia’s cultural heritage to the public, including through content shared on the @museum_tekstiljkt TikTok account. “Cultural institutions always have the power to spark curiosity, and now they have the opportunity to reach people who share that curiosity,” she said. She noted that the growth of #MuseumTok also proves that when museums appear in the digital space where people are already interacting, new audiences connect. On TikTok, she added, every museum can find its audience: TikTok gives every museum the opportunity to build a loyal fan community, even for museums with very unique themes.