Revitalizing kebaya in the digital era: Qualitative analysis of Rania Yamin’s TikTok

Kebaya, a symbol of national identity and cultural heritage in Indonesia, has evolved through the nation’s historical and social journey. In the digital era, kebaya is being revitalized on social media platforms like TikTok. The research aims to discover how Rania Yamin popularizes Kebaya through TikTok media by combining modern elements to make it fashionable and attractive to the younger generation. This study employs qualitative content analysis to understand and interpret visual data. Researchers analyzed Rania Yamin’s ten most popular TikTok posts from January to December 2023. The findings reveal that kebaya is central to Rania’s content, often paired with contemporary fashion styles that reflect the dynamic lifestyles of women. TikTok is an effective platform for cultural promotion, particularly in visualizing kebaya, thus increasing public interest in Indonesia. The study highlights that Rania Yamin’s content strategies, such as personal narratives and engaging visuals, significantly contribute to kebaya’s popularity among young audiences. These findings suggest that TikTok and influencers like Rania Yamin play a crucial role in preserving culture through a flexible approach accepted by young people. This research provides insights into using social media platforms like TikTok to popularize and preserve cultural heritage in a modern context. It also shows how relevant and engaging content can boost Audience engagement and participation, especially among younger generations who frequently use TikTok.