Stecu-Stecu Phenomenon: Simple Joy That Travels Everywhere | Culture Pulse April 2025

The song Stecu or Setelan Cuek has taken TikTok by storm, turning into one of the most viral sounds with its easy, catchy choreography. From celebrities and influencers to everyday users, everyone is joining in on the trend. What makes it even more interesting is that this viral moment originates from a region far from Indonesia’s big cities, North Maluku, proving that creativity can come from anywhere and capture national attention.

The Pull of Simple Excitement
What makes Stecu Stecu so irresistible is its simplicity. Audiences today crave new forms of excitement, but they don’t always need something polished or complicated. Sometimes, all it takes is an easy beat and a few dance moves to create joy that feels accessible to everyone.

This shows how social media has become a stage where joy is amplified. By sharing a moment as lighthearted as a viral song and dance, people connect not only with the content but also with the collective vibe that it generates.

How Brands Can Join the Dance
For brands, the lesson is clear: it is not always about promoting a USP or pushing products. What audiences look for is how a brand can contribute to happiness. Taking part in a trend like Stecu-Stecu means showing up as a platform for joy, excitement, and togetherness.

Brands can join the dance by creating playful spins on the choreography, encouraging communities to remix it, or even highlighting local origin artists across Indonesian as part of a bigger narrative. By doing so, brands are not only trend-aware but also able to spread the positive vibes that audiences want to feel and share.