The Viral “Rojali” Phenomenon in Indonesia’s Malls: What It Means & How Businesses Should Respond

Our recent study conducted in June 2025 found that only 40% of Indonesians still frequently visit shopping centers. Interestingly, by the end of July, media reports showed a noticeable uptick in mall foot traffic. However, this surge has not translated into positive outcomes for mall businesses.

Why?

In recent weeks, the term “Rojali” has gone viral on Indonesian social media and news platforms. A blend of “Rombongan Jarang Beli”—which roughly means “groups who rarely make purchases”—Rojali describes a growing trend of people visiting malls in large groups without actually spending money. These visitors typically wander through stores, enjoy the air-conditioning, take photos, access free Wi-Fi, and hang out in food courts or common areas—yet rarely make any meaningful transactions. Despite the crowds, malls are struggling to convert this footfall into real sales.

While the behavior itself is not new, the visibility and frequency of Rojali groups have grown significantly due to economic pressures and shifts in consumer behavior. Malls in major urban centers like Jakarta, Bandung, and Surabaya report a steady increase in footfall, but with stagnant or declining sales, particularly in fashion and electronics sectors. This growing disconnect between visitor numbers and actual purchases has prompted concern among mall tenants, business operators, and economic observers alike.

Why Is It Happening?

The rise of the Rojali phenomenon is rooted in a combination of economic, behavioral, and technological changes:

• Economic pressure: Inflation and rising costs of living have placed significant strain on household budgets. Consumers are now more selective, focusing on essentials like food, housing, and education while cutting back on non-essential purchases.
• Changing consumer behavior: Malls are no longer solely retail destinations. Particularly for Gen Z and younger millennials, malls have become social and recreational hubs. The appeal lies in free air-conditioning, entertainment, and safe, comfortable public space—making it a popular hangout even without the intent to buy.
• Social media influence: The aesthetics of malls have become a draw for photo opportunities. TikTok and Instagram users visit just to create content, further contributing to crowds that don’t necessarily spend.
• Shift to online shopping: Many shoppers now prefer to make purchases online after physically inspecting items in-store—a practice known as showrooming. This behavior allows consumers to compare prices and wait for online discounts, reducing immediate in-store conversions.

Economic & Industry Perspectives

Economic experts and retail industry stakeholders interpret Rojali as a reflection of declining purchasing power and shifting priorities:

• APPBI reports that while mall foot traffic remains high, the conversion rate—the percentage of visitors who make purchases—has declined across many categories, particularly fashion and electronics.
• F&B tenants are benefiting moderately from the Rojali crowd. Many visitors end up buying small items like drinks or snacks during their long stays. Reports suggest F&B outlets have experienced revenue growth of up to 10% in some malls.
• Emergence of Rohana: In tandem with Rojali, the term “Rohana” (Rombongan Hanya Nanya) is gaining attention. These visitors enter stores to ask questions about prices and products but rarely follow through with purchases, often using that information to shop online later.

These trends highlight not just a spending problem, but a deeper behavioral shift. Malls may still be relevant socially, but their role in commerce is under pressure.