Maarten Paes, a goalkeeper for Major League Soccer team FC Dallas, may pass by unnoticed on the streets of Texas, but in Indonesia, it’s a different story. Since claiming Indonesian citizenship in April, Paes’ social media following has surged to 1.7 million on Instagram and 1.2 million on TikTok. Mobbed by fans during his visits to Indonesia, Paes recognizes the overwhelming adoration of soccer in the country. His decision to play for Indonesia was heavily influenced by his ailing grandmother, who is originally from there. His new-found fame required him to rethink his relationship with social media due to its overwhelming and often distracting nature.
Following his switch to Indonesia, Paes got a taste of the nation’s football fanaticism during a goalless draw against Australia. Attended by more than 70,000 fans, the match was a realization of the sport’s magnitude in the country, so much that the team required security to leave the hotel. Similarly, Oxford United FC and Brisbane Roar FC – football clubs in England and Australia – experienced drastic spikes in social media engagement following their recruitment of Indonesian rising stars, Marselino Ferdinan and Rafael Struick.
Ferdinan’s signing led Oxford’s Instagram following to soar from 83,000 to 226,000, while Struick’s announcement on Brisbane’s platform attracted 9,000 responses. This phenomenon, referred to as the “Indonesia effect,” is attributed to the country’s passion for football, aided by a population of over 280 million. The staggering online support for Indonesian players is further highlighted when compared to the United States men’s national team’s starting XI, which only has a combined following of 1.4 million on Instagram.
Of the starting XI for Indonesia’s football team, only two players, Rizky Ridho and Justin Hubner, have fewer followers than the clubs they play for. Hubner, a 21-year-old footballer who rarely plays beyond the academy level for Wolverhampton Wanderers, enjoys a fanfare in Indonesia comparable to world-renowned players. From hotel lobbies to shopping malls, Hubner, much like Paes, is constantly besieged by fans seeking autographs and pictures. His followers on Instagram shot from 5,000 to 2.7 million after football fans learned of his Indonesian heritage.
Hubner’s fame doesn’t translate back in England, where his life is quiet and devoid of any superstar treatment. Although he finds the attention from Indonesian fans overwhelming, he values the experience, recognizing it as a reflection of their immense passion for football. He does, however, look forward to the solitude he returns to in England. The footballer’s popularity has also rubbed off on his mother, whose newly established Instagram account has nearly 50,000 followers.
Clubs are leveraging the popularity of players like Hubner and Paes to increase their visibility. FC Dallas, for instance, has enjoyed a boost in engagement. Similarly, Oxford, co-owned by Indonesian businessman Erick Thohir, is leveraging Marselino’s fame to raise awareness about the club. Thohir, who also heads the Football Association of Indonesia, emphasizes the importance of investing in young talent for the development of football both in Indonesia and abroad.
