JAKARTA: From TikTok trends to free durians, religious affairs offices (KUA) across Indonesia are adopting creative tactics to spark Gen Z interest in marriage, as registration numbers continue to fall nationwide.
Social media has recently been flooded with KUA content promoting marriage, drawing attention from internet users, particularly those who were born between 1997 and 2012.
Many offices have embraced trending TikTok sound clips and visual gimmicks to engage young audiences in conversation about tying the knot.
One widely shared video from KUA Sumangumban in North Tapanuli, North Sumatra, offered free durians to couples who register their marriage at the office.
“January Promo. Get married to get durian, only at KUA Simangumban,” read the text of a video posted on Jan 14, which has since garnered millions of views and tens of thousands of comments.
The Religious Affairs Ministry’s directorate general of Islamic community guidance (Bimas Islam) confirmed that the campaigns are part of its strategic communications to promote the marriage registration awareness movement (GAS Nikah) programme, launched in July last year.
The initiative comes amid a persistent decline in registered Muslim marriages in the world’s largest Muslim country by population.
Data from Statistics Indonesia (BPS) show registrations fell from around two million in 2018 to 1.4 million in 2024. Marriages of other religions are registered separately by civil registry offices and are not included in the data.
“The programme targets young people who are ready to marry and encourages them to register their unions to secure their legal rights,” Bimas Islam director general Abu Rokhmad told The Jakarta Post on Thursday.
“Unregistered marriages can negatively impact women and children and also violate the Marriage Law.”
The campaign also coincides with a ministry initiative to promote Islamic marital values of sakinah (peacefulness and harmony). Several KUA offices have organised public events such as fun walks during car-free days to engage young people directly. The parades have featured the Tepuk Sakinah (Sakinah Clap) chant, which went viral last year for the lyrics highlighting key values of a harmonious marriage.
Dubbed by some social media users as “KUA marketing”, the campaigns have sparked widespread online discussion, especially as a growing number of young Indonesians express their hesitation about marriage.
Khansa, 22, said the campaigns had made her reflect on marriage, though she was not planning to wed anytime soon.
“To be honest, I was a little influenced,” she told the Post on Friday, referring to videos that portray happy weddings and the positive side of marriages.
However, the private-sector worker from Bekasi, West Java, said she remained cautious, citing her wariness after witnessing failed marriages around her and her desire to pursue other life goals first.
Safira, 26, who asked to be identified by a pseudonym, described the campaign as a refreshing way to encourage awareness of marriage preparation among Gen Z, but doubted it could address deeper concerns.
“The root issue is readiness, from finding the right partner, to achieving mental and financial stability, as well as having a clear life plan,” she said on Friday.
The Jakarta-based digital product designer said she was currently focusing on building a stable life, both mentally and financially, and was not in a rush to marry.
She added that the government should prioritize creating an ecosystem that supports young people, including job security, access to housing, affordable living costs and comprehensive marriage education, to better prepare them for married life. - The Jakarta Post/ANN
