The "Hijrah" movement—a trend of returning to a more conservative or literal practice of Islam—has been a major driver of Indonesian social media content. When a famous celebrity "goes viral" for deciding to wear the hijab, it is celebrated as a spiritual victory.

The viral hijab phenomenon is largely driven by digital marketplaces (e.g., Shopee, Tokopedia) and influencer culture.

💬 Do you think the "viral hijab" trend is empowering Indonesian women, or is it just creating a new set of impossible beauty standards? Let’s discuss respectfully in the comments. 👇🏻

Indonesia is a global leader in modest fashion, with the government actively positioning Jakarta to become the "world's modest fashion hub" by 2026.