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View all search resultsKUA mixes TikTok, treats to spark Gen Z interest in marriage
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Holy matrimony: A wedding ring is placed on a woman's hand in this undated photograph. (Clinovic/Nahla Faizah) (Clinovic/Nahla Faizah)
F
rom TikTok trends to free durians, religious affairs offices (KUA) across Indonesia are adopting creative tactics to spark Gen Z interest in marriage, as registration numbers continue to fall nationwide.
Social media has recently been flooded with KUA content promoting marriage, drawing attention from internet users, particularly those who were born between 1997 and 2012.
Many offices have embraced trending TikTok sound clips and visual gimmicks to engage young audiences in conversation about tying the knot.
One widely shared video from KUA Sumangumban in North Tapanuli, North Sumatra, offered free durians to couples who register their marriage at the office.
“January Promo. Get married to get durian, only at KUA Simangumban,” read the text of a video posted on Jan. 14, which has since garnered millions of views and tens of thousands of comments.
The Religious Affairs Ministry’s directorate general of Islamic community guidance (Bimas Islam) confirmed that the campaigns are part of its strategic communications to promote the marriage registration awareness movement (GAS Nikah) program, launched in July last year.
The initiative comes amid a persistent decline in registered Muslim marriages in the world’s largest Muslim country by population. Data from Statistics Indonesia (BPS) show registrations fell from around 2 million in 2018 to 1.4 million in 2024. Marriages of other religions are registered separately by civil registry offices and are not included in the data.
