Indonesia is home to a massive, upwardly mobile middle class. With that mobility comes a desire for visibility. The "Bella Square" went viral on TikTok not because of its quality, but because it signified entry into a specific aesthetic: the Saudihood or Sakhura style—loose, layered, pastel-toned modest wear inspired by Gulf fashion trends.

The "viral cull" of violent incidents highlights several chronic social issues within Indonesian society:

In April 2022, a heart-wrenching story of a 14-year-old girl from Cianjur, West Java, known as Ica, went viral across TikTok, Twitter, and Facebook. The case was both tragic and horrifying: Ica, a vocational high school student, was allegedly forced by her boyfriend to consume alcohol and drugs at a birthday party, after which she was reportedly sexually assaulted multiple times. She died from an overdose and internal injuries.

Indonesia’s offline culture is famously hierarchical ( feodal ). From the way you speak to an elder ( orang tua ) to the deference shown to a boss, hierarchy rules. The revealed that the digital realm is no different.

Indonesia has been grappling with various social issues, including corruption, inequality, and environmental degradation. One of the most significant concerns is the country's handling of the COVID-19 pandemic. In 2020, Indonesia reported a surge in cases, which overwhelmed the healthcare system and led to widespread criticism of the government's response.

But the internet never forgets. The removal triggered a backlash. The became a rallying cry for those who felt that Indonesia’s digital public square was being sanitized by intolerant mobs, while simultaneously being a victory chant for those who believed they were protecting Budaya Timur (Eastern civility) from Western degeneracy.

Meanwhile, when a controversy at a K-pop concert led to online harassment of Indonesian fans by South Korean netizens, Indonesian digital communities organized a "Digital Solidarity" movement to boycott Korean cultural products. This cross-border viral conflict highlighted how easily local grievances can escalate into international spats, and how digital platforms can be used to organize collective action on a massive scale.

The viral ICA cull has highlighted pressing social issues and cultural nuances in Indonesia, sparking a necessary conversation about animal welfare and the treatment of vulnerable populations. As the country continues to grapple with these challenges, it is essential to consider the complex interplay of factors influencing animal care and welfare.

The cull became a Rorschach test. Depending on who you follow, the "ICA Cull" was either a victory for decency or a witch hunt against female autonomy (since many targeted creators were women).

First, let’s clarify the trigger. "ICA" in this context refers to a digital ecosystem—often a live-streaming application or a micro-content platform popular among Gen Z and Millennials in Jakarta, Surabaya, and Bandung. The "Cull" refers to a mass banning, shadowbanning, or account termination event where dozens of high-profile creators lost their audiences overnight.

: Millions of interactions within hours, driven by the unique communal nature of Indonesian internet users.