South-East Asia is home to a large Muslim population, including the young, digitally savvy 'Mipsterz' (Muslim hipsters) movement. Indonesia is the world’s most populous Muslim country and home to 12.7% of the world’s Muslim population alone. Islamic values are often intertwined with consumer culture, especially in countries such as Indonesia. Although modern in their approach, younger Muslims still prioritise faith and they want brands to improve their understanding of Muslim consumers. It is vital that brands focus on cultural nuances that vary between Muslim populations in South-East Asia’s various markets. For example, the perceptions of beauty differ between Indonesia and Malaysia.


Targeting Muslim consumers refers to the best practice considerations brands can take when advertising and marketing to Muslim consumers.

This report specifically refers to targeting Muslim consumers in South-East Asian markets, including Indonesia and Malaysia.

Key Insights

1. There is an opportunity to better serve young Muslim travellers from South-East Asia