Amidst dynamic social developments, Southeast Asian families are seen as units that steadfastly uphold traditions while embracing modernity. This stereotype should be understood in a broader context of social change. In Indonesia, for example, families continually strive to adapt to the latest global values without forgetting their cultural roots. This adaptation spans various aspects of life, from interaction methods to child-rearing practices.
ASEAN families face new challenges and opportunities in balancing tradition and modernity in this rapidly changing era. A comprehensive study presented by the Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) at the HILL ASEAN FORUM 2024 in Jakarta (June 26) reveals how families in six ASEAN countries—Indonesia, Singapore, Malaysia, Thailand, the Philippines, and Vietnam—are adapting to these dynamics.
Devi Attamimi, Institute Director of HILL ASEAN and Director of Hakuhodo International Indonesia, stated, “The findings we present this time are extraordinary. Indonesia is the first country to unveil the study results while also celebrating the 10th anniversary of HILL ASEAN. By raising the same theme as in 2014, namely ‘ASEAN Family,’ HILL ASEAN has highlighted that over the past decade families in ASEAN continue to prioritize family as the fundamental foundation.”
New values have emerged within ASEAN families. One notable shift is from an always-on connection to sharing information on demand. A decade ago, technologies like social media enabled families to stay connected 24/7, but now they prefer sharing information at relevant times and on pertinent topics. This change has indirectly strengthened family bonds.
Furthermore, the concept of the unique family (we-nique family) has emerged, where children become symbols of family’s creativity, showcased through various activities and customized traditions. Families also emphasize privacy and individual autonomy in the concept of ‘Me in We,’ where parents grant greater trust and freedom to their children.
Another significant change is seen in parenting styles, now focusing on happiness and wise guidance, termed as Parenting 2.0—different from the strict parenting of the past. However, traditional values remain strong amidst these changes. Families are still regarded as the most reliable financial and emotional support.
“In ASEAN, family is true wealth, especially when facing unexpected challenges,” said Irfan Ramli, Chairman of Hakuhodo International Indonesia. In Indonesia, families emphasize religious education as the key to becoming virtuous and morally upright individuals. The “experimental syncretic parenting” style stands out, where parents create their parenting approach while upholding traditions and religious beliefs.
Irfan added, “Indonesian families are known as ‘The Devoted Weaver’, emphasizing a balance between modern aspects and traditional beliefs. They are dedicated to religion or faith, and to generations and family.” Research shows that families in ASEAN continue to uphold traditional values while adopting new ones, creating resilient and adaptive family structures.
The HILL ASEAN Forum serves as a platform to present research findings. It demonstrates how ID COMM supports is crucial in ensuring that messages and study results are effectively communicated to the audience. Through strategic approaches, ID COMM helps reinforce key messages and ensures every detail runs smoothly, significantly impacting its clients.
Author: Agil Asmoaji
Editor: Yulia Maroe, D. R. Damayanti