Nusantara's Eid PR moment overshadowed by rodents

Indonesia's new capital city, Nusantara, made headlines during Eid — but not just for the influx of visitors. Sightings of rats scurrying through the still-developing city raised eyebrows and sparked concerns about its image.

As Nusantara positions itself as a future-facing capital, even small optics such as this can loom large. The city's authority responded swiftly, deploying pest mitigation measures and reaffirming its commitment to clean, sustainable urban living. It's a reminder that when building a brand — especially one tied to national identity — even rodents can become a PR risk.

Concerns began surfacing online during the recent Eid al-Fitr holiday, when Nusantara quietly welcomed a record 64,000 domestic and international visitors — its highest footfall since former President Joko Widodo left office in October.

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What was meant to be a celebratory showcase of the city's progress was quickly marred by amateur footage circulating on social media, showing rats roaming around the Kawasan Inti Pusat Pemerintahan (KIPP) — the core administrative hub of Nusantara.

A video published by local outlet BeritaSatu showed tourists filming the rats as they walked past, jokingly referring to them as tikus berdasi — "rats in ties."

Complaints from visitors followed, with many noting how the rats disrupted their experience and detracted from the city's aesthetics as a modern, comfortable destination. The issue has sparked broader questions about urban readiness and image management.

In response, the Nusantara Capital Authority moved quickly to contain the situation. Hundreds of rat traps were swiftly deployed across various corners of KIPP, in an effort to stem the growing rodent population.

Thomas Umbu Pati Tena, deputy for development control at the authority, acknowledged the scale of the issue. "Today, I can say the rat situation is quite serious. But we've already deployed traps and treatments, and our health teams are preparing additional preventive measures," he said.

Tena explained that the problem stems in part from the city's geography and recent history. "This used to be forested hill country. So naturally, there are many existing rat nests in the area," he told BeritaSatu on site. The authority's health and community empowerment division has since been actively engaged in mitigation efforts.

Officials maintain that the presence of rats does not reflect neglect, but rather the realities of rapid development on previously wild terrain. Still, the incident illustrates how public perception — particularly when amplified on social media — can influence the evolving brand of a capital city-in-progress.

For Nusantara, the stakes are high. Beyond infrastructure, it is investing in a narrative of modernity, sustainability, and national pride. In that context, even a minor pest problem can ripple into something larger. Brand trust is not built only on ambition — it's earned through every visitor's experience, right down to the details.

According to data provided by CARMA, online conversations around the rat infestation in Nusantara were predominantly negative, with 61.7% of sentiments classified as negative and only 6.7% positive.

Social media users responded with a mix of amusement and criticism. While some made light of the situation, others expressed concerns about hygiene, cleanliness, and the broader implications for tourism and the city's public image. Several netizens questioned the government's preparedness, drawing comparisons with other infrastructure projects and raising doubts about the effectiveness of ongoing spending on Nusantara.

Meanwhile, Tocanan reported that since January, over 1,300 posts have discussed sightings of rats in Indonesia's new capital, with a pronounced spike in early April following the circulation of viral videos and public outcry.

Conversations remained minimal throughout January and February—often fewer than five mentions per day—before gradually increasing in March. During the Eid al-Fitr holiday in early April, mention volume surged to roughly six times the January average as the infestation went viral.

The bulk of the discussion was neutral in tone, with many posts simply reporting on the facts. However, negative sentiment—driven by public anger and disgust—also rose sharply at the peak of the incident, climbing from near zero in January to around ten negative mentions per day by early April. At that point, negative posts made up approximately 15% of total conversations.

Positive sentiment remained limited, with only a handful of favourable comments, such as praise for the swift response by local authorities. While the overall conversation was dominated by neutral reporting, the notable rise in negative tone signalled growing public concern as the story developed.

"The rodent scare — and the viral buzz it generated — poses a reputational test for Nusantara as it transitions from construction site to livable city," said Eden Lau, CEO and co-founder of Tocanan. "On the bright side, the episode has prompted a proactive response that may reassure the public (and potential investors) that Nusantara's authorities can tackle unforeseen challenges. However, it also highlights the scrutiny Nusantara faces: every misstep can quickly become internet fodder."

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