asupan

Asupan is an Indonesian internet slang term used to describe short video clips or previews that showcase appealing visuals, typically featuring a female online personality, with the intent of attracting attention and driving views or engagement. The word draws on the Indonesian noun asupan, meaning intake or consumption, and is used metaphorically to imply feeding viewers’ appetite for attractive content.

In practice, asupan clips circulate widely on short-form platforms such as TikTok, Instagram, YouTube Shorts, and X (formerly Twitter). They may appear as thumbnails, reels, or brief clips and are often designed to be eye-catching through facial expressions, fashion, or suggestive framing. The content is usually concise and crafted to maximize curiosity and clicks, and it can be produced by the creator, fans, or media pages.

The phenomenon is part of broader influencer and meme culture in Southeast Asia, reflecting strategies to boost reach and engagement. It also draws scrutiny and debate, particularly around issues of objectification, consent, and privacy when clips are shared or repurposed without clear consent. Platforms’ policies on nudity, sexual content, and consent can influence how and where asupan content is posted. Context and reception of asupan content vary by community and platform, making it a slang term with fluid meaning rather than a fixed category.