The "Sama" trend usually takes one of two forms:
The latter format exposes the raw nerve of social stratification. In a country where the pancasila (state philosophy) preaches unity, the viral "sama" videos scream the uncomfortable truth: the hijab is a marker of identity, but it is not an equalizer of class.
Indonesia has the largest Muslim population in the world. For decades, the hijab was predominantly a symbol of religious duty. But in the last ten years, thanks to the rise of the Muslim middle class (the kelas menengah), the hijab has been commodified. The "Sama" trend usually takes one of two forms:
The "Hijabpreneur" and the Exclusivity of Modesty The viral "sama" content highlights a phenomenon sociologists call "conspicuous modesty." High-end hijab brands (e.g., Zoya, Rabbani, or Elzatta) sell single pieces of fabric for the price of a week’s worth of groceries. The viral videos mockingly pair these luxury items with simple, daily wear.
Social Issue Highlight: Economic disparity. While inflation rises and purchasing power parity fluctuates, the algorithms push content featuring $50 hijabs. The "sama" trend acts as a folk critique of the kafilah (caravan) of consumerism that has colonized religious expression. It asks the question: Is your piety measured by the brand of your jersey, or the state of your heart? The latter format exposes the raw nerve of
Furthermore, the "sama" videos often expose gatekeeping. A viral clip showed a woman in a full cadar (face veil) stitching a video of a woman in a turbat (turban-style, exposing the neck). The comment section erupted: "Sama-sama nutup aurat?" (Are both covering their private parts?) This spiraled into a theological debate about which style is "correct," weaponizing the hijab as a tool for religious bullying rather than spiritual growth.
A public vocational school in West Sumatra forced non-Muslim and Muslim female students to wear a hijab-style uniform. A viral video showed a Christian student crying. Outcome: Nationwide outcry; the school’s policy was revoked; the Ministry of Education reaffirmed that hijab cannot be forced in public schools. Indonesia has the largest Muslim population in the world
Unlike in the Middle East, the hijab in Indonesia was historically not compulsory. Traditional Islam in Java, for example, often coexisted with more visible cultural attire (kebaya, sarong). However, since the 1990s—and accelerating in the 2000s—the hijab has become a mainstream fashion and religious symbol, driven by: