Grab reignites Gen Z passion with campus roadshow across Indonesian cities

As Gen Z becomes increasingly central to shaping Indonesia’s future, Grab is making a renewed push to engage the generation where it matters most: on campus.

The super app has officially launched its Generasi Campus Roadshow 2025, a multi-city initiative aimed at helping university students navigate the often murky path between idealism and economic reality. The roadshow, running from 26 August to 9 December, will visit leading universities in Surabaya, Surakarta, Bogor, Makassar, Medan, and Bandung, with a target reach of over 20,000 students.

Themed “Passion in Action”, this year’s edition introduces two new interactive formats designed to turn self-discovery into tangible steps: Creativity on Stage, featuring stories from Gen Z creators, and Un-Class Session, a mentorless group discussion model with inspirational figures including journalist Najwa Shihab, actor Nicholas Saputra, and comedian-director Raditya Dika.

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While the roadshow is designed to foster long-term growth, Grab is simultaneously integrating itself into Gen Z lifestyles through product and service design. From GrabBike Hemat and Group Order to digital payment and discovery tools such as Grab Dine Out, the platform is positioning itself not just as a service provider, but as a lifestyle enabler.

“Through affordable solutions like GrabBike Hemat, Group Order, and GrabFood Mandiri, Grab wants to ensure that Gen Z lifestyles remain accessible,” said Melinda Savitri, country marketing and communications head, Grab Indonesia. “With features like Grab Dine Out and Grab Discovery, Grab also aims to support Gen Z’s exploratory and authentic spirit of self-expression.”

The first stop of the tour is Universitas Airlangga in Surabaya, kicking off on 26 August 2025.

The campaign is rooted in research pointing to an overwhelming need for mentorship among young Indonesians. An estimated 96% of Gen Z respondents say they seek guidance from more experienced figures to help identify and pursue their passions.

Speaking at the launch event in South Jakarta on 5 August, Raditya Dika reflected on his own journey into creative work: “Discovering your passion is a process that’s best enjoyed. Having a space filled with like-minded peers makes that journey easier. The Generasi Campus Roadshow is one of the right platforms to go through that process of exploring your passion.”

Meanwhile, Nicholas Saputra highlighted the importance of lifelong learning and embracing even unrelated knowledge: “I believe that passion is a lifelong learning process. Whatever knowledge we gain - whether it aligns with our passion or not - will always be valuable and enrich our insight and understanding… all the knowledge we acquire becomes part of the foundation that helps us grow and continue refining our passion.”

Savitri noted that the overwhelming enthusiasm from last year’s event reflected the continued relevance of the initiative among Gen Z audiences. “This year’s line-up of innovative programmes underscores Grab’s commitment as an enabler - providing an inclusive ecosystem to help Gen Z unlock their fullest potential.”

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