BUKALAPAK evidently has a way of pursuing growth that is starkly different from its two competitors, Tokopedia and Shopee. Over the last two years, Bukalapak has practiced self-restraint in its marketing and consumer acquisition.

For example, Bukalapak did not cast international superstars in their commercials. While Tokopedia and Shopee enlisted two popular South Korean K-pop groups, BTS and Blackpink, Bukalapak instead drafted Indonesian celeb