Shopee puts 'shopping personality' centre stage in Naykilla and Tenxi 9.9 campaign

Shopee has brought Indonesian musicians Naykilla and Tenxi together for its latest 9.9 Super Shopping Day campaign, using music, fashion and contrasting personal styles to position shopping as an expression of personality.

The collaboration centres on “Kasih Aba-Aba 2.0”, a new jingle adapted from the pair’s “Kasih Aba-Aba” song and given a shopping-focused rewrite for Shopee’s 9.9 campaign.

The accompanying TVC leans into the artists’ established HipDut sound while building a distinctly playful visual world. Y2K-inspired styling, neon colours and a retro arcade setting feature alongside contrasting looks designed around the artists’ individual personas.

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Naykilla is presented as playful, expressive and trend-led, while Tenxi takes a more understated, edgy approach through darker colours, layering and relaxed silhouettes. The campaign uses that contrast to develop Shopee’s broader “shopping personality” proposition - the idea that consumers’ shopping habits and product choices can reflect their individual interests and identities.

“Collaborating with Shopee feels really relatable. Tenxi and I both enjoy exploring new things, whether through music or fashion, while still staying true to our individual styles. Beyond being a way for me to get closer to Shopee users and have fun with them, I hope this collaboration can be a source of inspiration for many people,” Naykilla said.

The campaign also builds the two artists’ shopping habits into the creative. Naykilla describes herself as someone who is drawn to viral fashion, accessories and smaller styling items, while Tenxi says he tends to shop for practical products and items that support his interest in music.

“I usually don’t like things to be complicated. I look for simple things that I actually need for everyday use, but I also like exploring things that can support my hobbies, such as music. From speakers and earphones to unique accessories that can add something new,” said Tenxi.

For Shopee, the collaboration is intended to connect its 9.9 shopping event with younger consumers’ evolving shopping behaviours.

“We’re seeing consumers, particularly younger ones, becoming increasingly exploratory in the way they shop. Product choices are no longer driven solely by needs, but also by trends, lifestyles and how they express their individual personalities,” said Adi Rahardja, senior director of business development at Shopee Indonesia.

“Through the 9.9 Super Shopping Day campaign, Shopee aims to offer a relevant and personalised shopping experience by providing a wide range of products, special promotions and interactive features that are closely aligned with the things they enjoy.”

The campaign’s music is also designed to make the shopping proposition memorable, with conversational and playful lines incorporated into the jingle.

Shopee said the TVC has generated reactions across social media, with users commenting on the chemistry between Naykilla and Tenxi, the visual execution and the jingle’s catchiness.

The 9.9 Super Shopping Day campaign runs from 25 August to 9 September 2026, culminating on 9 September. Its promotional offering includes Voucher Mania, Super Deals and discounts of up to 90% across a selection of nine million products.

The campaign also features themed daily promotions including Super Fashion Day, Shopee Live Day, Super Beauty Day and Super Brand Day.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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