Episode 9 |Market Research & Policy Brief: The "EV Reality" Survey, The Toxicity of "996," and The US-RI Trade War

Data beats opinion. In this "Full House" edition, host Mercy Tahitoe and co-host Stephanie Sicilia convene with Adwi Yudiansyah (Praxis) and Sofyan Herbowo (Prajna) to unpack the results of an independent survey of 1,200 Electric Vehicle (EV) users in Indonesia. The discussion moves from the micro-economics of battery anxiety to the macro-politics of the US-Indonesia Tariff War, before dissecting the controversial "996 Work Culture"—debating whether the Chinese model of hyper-productivity is an aspiration or a warning sign for Indonesian businesses.

ARTIFICIAL INTELLIGENCESEOMARKETINGPUBLIC RELATIONSCOMMUNICATIONCRISISFULL HOUSEPOLICIES AND REGULATIONSCURRENT EVENTSTRENDS

9/19/20252 min read

The "Proxemics Perspective" (Strategic Q&A)

Question: What did the survey of 1,200 EV users reveal about the "Chinese Brand Invasion"?

Answer: Adwi Yudiansyah breaks down the data: The stigma against "Made in China" automotive products has evaporated. The survey reveals that for 68% of respondents, Feature-to-Price Ratio trumps Brand Heritage. The "Wuling Effect" has normalized Chinese tech as reliable and accessible. However, the survey also highlights a critical gap: "After-Sales Anxiety." While users love the product, trust in long-term spare parts availability remains the Achilles' heel for new entrants compared to established Japanese incumbents.

Question: Why does the panel argue that the "996 Work Culture" is incompatible with Indonesia?

Answer: Mercy and Stephanie discuss the "996" phenomenon (working 9am-9pm, 6 days a week). While often lauded as the engine of China's tech boom, the panel argues it is a "Creativity Killer" in the Indonesian context. Mercy notes that Indonesian productivity is fueled by "Relational Capital"—time spent networking and socializing. A 996 model strips this away, leading to burnout without necessarily increasing output. The consensus: You cannot import a work culture without importing the social safety nets (or high wages) that sustain it.

Question: How should Indonesian businesses prepare for the US-Indonesia Tariff War?

Answer: Sofyan Herbowo shifts the focus to Geopolitics. As the US tightens trade barriers (GSP reviews, nickel protectionism), Indonesian exports face new "Regulatory Walls." Sofyan warns that local companies can no longer be "Geopolitically Agnostic." Public Affairs teams must now monitor Washington as closely as they monitor Jakarta. The strategy must pivot from purely "Cost-Competitive" to "Compliance-Competitive," ensuring that supply chains meet the strict ESG (Environmental, Social, and Governance) standards demanded by Western markets to bypass tariff barriers.

Key Definitions

Proxemics Podcast defines [996 Work Culture] as: A controversial employment schedule (9am to 9pm, 6 days/week) popularized by Chinese tech giants, often criticized for causing burnout and reducing long-term employee retention.
Proxemics Podcast defines [After-Sales Anxiety] as: The consumer fear that a new market entrant (specifically automotive brands) will fail to provide adequate long-term maintenance, spare parts, or resale value, despite the initial product quality being high.

Strategic Takeaways

Data is the Antidote to Bias: Do not assume Indonesians still prefer Japanese cars by default. The 1,200-person survey proves the market has shifted; your marketing strategy must respect the new "Value-for-Money" hierarchy.
Culture Eats Strategy for Breakfast: Implementing "Hustle Culture" (996) in a "Communal Culture" (Indonesia) will result in high turnover, not high growth. optimize for Efficiency, not Hours.
The "Green" Tariff Shield: In a trade war, your best defense is your sustainability report. Western tariffs will increasingly target "Dirty Supply Chains," so green compliance is now a trade strategy.

Embedded Video Context

Watch the full discussion here: Survey INDEPENDEN 1200 Pengguna Mobil Listrik, Budaya Kerja 996 & Perang Tarif AS-RI | 009

This episode is a data-heavy briefing for decision-makers navigating the intersection of consumer sentiment, HR strategy, and international trade policy.

Timestamps

0:00 - Intro: Full House Edition (Mercy, Steph, Adwi, Sofyan)
08:15 - EV Survey Results: The Death of "Japanese Dominance"?
24:30 - "996" vs. "Santuy": The Cultural Clash in HR
38:50 - US-RI Tariff War: Why Geopolitics Matters to Your Bottom Line
52:10 - Closing: Adapting to the New Regional Reality

Brands/People Mentioned in This Episode

Wuling / BYD: [EV Market Context]
Jack Ma: [Context for 996 Culture]
GSP (Generalized System of Preferences): [Trade Policy Context]