In response to the decrease in mall visitors caused by e-commerce growth, this proposal aims to redefine malls in Indonesia as activity centers that offer offline versions of popular online activities. By targeting Gen Z's strong desire for creative hobbies and personal branding, and recording and uploading events online for monetization and brand partnership opportunities, malls can attract more visitors and stay relevant in today's digital age. Discover a range of engaging activities and events that cater to the interests of Gen Z, and learn about the potential benefits and challenges of this approach.

1. Wēi jī
+
danger opportunity
A time of A time of
This is not a crisis, but rather a search for a new balance. Everything in nature has two opposing
sides that cancel each other out. Therefore, behind danger lies beneficial opportunities

2. C
C
C
C
▪ YOUTH
▪ NETIZEN
PRIMARY
▪ PERSONAL BRANDING
▪ CREATIVE HOBBY
[LIFE STYLE] DESIRE
▪ LOCAL EVENT @
CAFÉ, CO-WORKING SPACE, OTHER MALL, COMMUNITY HUB
▪ OFFLINE TO ONLINE
▪ LOW PURCHASING
POWER
▪ MALL [SHOPPING CENTRE] TO ACTIVITY CENTRE
▪ DUMB BUYER
SEGMENT
Source: MarkPlus.INC
Youth DESIGNING BUDGET
ALLOCATION FOR THEIR HOBBIES
NETIZEN CONTRA-PRODUCTIVE ACTIVITY
93% SOCIAL MEDIA
59% CHATTING
41% DOWNLOAD
18% ONLINE GAMES

3. P
D
B ▪ YOUNG NETIZENS WHO ENJOY
SOCIALIZING, SELF-ACTUALIZATION,
OR SEEKING PERSONAL PLEASURE,
AND NEW SENSATIONS BUT HAVE A
LOW BUDGET.
▪ QUANTITY > QUALITY
▪ THE OFFLINE VERSION OF ALL SOCIAL
ACTIVITIES ON SOCIAL MEDIA.
▪ SENSATION > ESSENCE
▪ be FIRST or be BEST or be DIFFERENT
▪ DUMB is the NEW COOL
Source: Google/YouGov
TOP 5 FAVORITE COMODITY
15% VIDEO GAMES
14% TECHNOLOGY
14% OUTDOOR ACTIVITY
12% CLOTHES / FASHION
TOP 10 FAVORITE BRAND
1. YouTube
2. NETFLIX
3. GOOGLE
4. X-BOX
5. OREO
10% FOOD & DRINKS
6. GOPRO
7. PlayStation
8. DORITOS
9. NIKE
10. CHROME

5. “ DID YOU KNOW THAT
SOCIAL MEDIA WAS
ORIGINALLY INTENDED AS A
PLATFORM FOR FINDING A
ROMANTIC PARTNER? “
GENERAL BUSINESS SCHEME
PARTICIPANTS
PUBLICATION
EVENT
ORGANIZER
SLOT /
QUOTA
BUDGET
CONSUMPTION
MERCHANDISE
TOTAL
OPERATIONAL
COST
MARGIN
STILL SINGLE ?
SPONSOR
EVENT
COST
POTENTIAL CONSUMER GOODS
CAKE, CHOCOLATE-BASED FOOD, ICE
CREAM, AND TRINKETS.
POTENTIAL SPONSORS
MERCHANT CONSUMER PRODUCTS,
MERCHANT GIFT SHOPS, CONDOM
ADVERTISEMENTS, CELLULAR
PROVIDERS, ETC.

6. MASS BLIND-DATE

7. DID YOU KNOW THAT BEING A CONTENT
CREATOR IS A HIGHLY SOUGHT-AFTER
PROFESSION NOWADAYS?
GENERAL BUSINESS SCHEME
PARTICIPANTS
PUBLICATION
EVENT
ORGANIZER
REGRISTRA
TION
BUDGET
PRESENTATION
JUDGING
TOTAL
OPERATIONAL
COST
MARGIN
SPONSOR
COMPETITION
PAY OR
MONETIZE
BUYING
PRODUCT
VIDEO CATEGORIES
▪ CREATING HOAX VIDEOS
▪ CREATING PRANK/FUNNY VIDEOS
SHORT DURATION 60S
▪ DAILY MALL VLOG WITH THEME
▪ UNBOXING & PRODUCT REVIEW VIDEOS
▪ PRODUCT REACTION VIDEOS
LONG DURATION 60S+
ONLINE
UPLOAD
TOTAL
EXPOSURE

8. MALL FUN VIDEO CHALLENGE

9. DID YOU KNOW
THAT POLITICAL
THEMES ALWAYS
BECOME A
TRENDING TOPIC?
GENERAL BUSINESS SCHEME
EVENT CONTENT
▪ CRITICAL COMMENTS ON TRENDING TOPICS
▪ STUDENT ROASTING POLITICIANS
▪ FUNNY DEBATE BETWEEN POLITICIANS & SUPPORTERS
AUDIENCE
PUBLICATION
EVENT
ORGANIZER
BUDGET
TOTAL
OPERATIONAL
COST
MARGIN
SPONSOR
WEEKLY
EVENT
LIVE
STREAMING
TOTAL
EXPOSURE
MONETIZE

10. POLITICS STAND-UP COMEDY