The creative industries need to pay attention to how their products and services are received in different cultures in an increasingly global and diverse world. The failure of a music café in Indonesia is a stark example of the risk of ignoring cultural sensitivity.
In order to boost sales, the café had a special promotion: men with the name “Muhammad” and women with the name “Maria” would receive a 50% discount. This promotion used big data to collect customer names and offer personalised deals.
However, this “creative” idea overlooked an important cultural fact: Indonesia is home to the largest Muslim population in the world, and Muslims generally follow rules that prohibit them from drinking alcohol.
As a result, the promotion led to cultural conflict and disapproval from the public. Customers were disappointed by the café’s lack of cultural understanding. In the end, the café lost customer confidence and market support and had to close.
There’s an important lesson here for people in the creative industries: Creativity should not only be based on data and market analysis, but also on understanding and respecting culture. While big data and technology can provide insights and promotional ideas, cultural and religious backgrounds must be taken into account. Otherwise, what’s meant to attract customers can become a serious mistake for the brand.
In the creative industries, real success comes from balancing data-driven strategies with cultural insights. When des
igning products and activities, companies should use data to create personalised and creativ
e experiences, while ensuring that these ideas respect the culture of their intended market. This is the only way to achieve long-term success and sustainable growth in the global marketplace.
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