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Walk into a supermarket in Jakarta during Ramadan and you’ll see something interesting. Metal cans everywhere. Walk into the same store two months later? They’re gone. That was the first clue that snack packaging in Indonesia isn’t just about protecting product. It's about timing, context, and intent. The Packaging That Only Appears Once a Year During fieldwork across Jakarta, Bandung, and Surabaya, metal can packaging was surprisingly difficult to find outside the fasting mo

Unsecured lending is built on a paradox. There is no collateral. No asset backing the loan. No guarantee beyond the borrower’s future ability to repay. And yet, digital platforms across Southeast Asia are successfully financing higher education through peer-to-peer (P2P) models. The real question isn’t just how these platforms operate. It’s this: How do you build trust in a system where risk is structurally embedded? The Model: Financing Without Collateral At its core, the pl

When people say they want to be healthier, what are they actually trying to achieve? That question shaped this research. A wellness brand was seeing steady demand, but repeat purchases were inconsistent. The products were well-formulated, competitively priced, and clearly positioned around health benefits. On paper, everything made sense. In practice, consumer behaviour told a more nuanced story. Looking Past the Obvious It would have been easy to attribute the issue to produ