Let’s peel back the layers of the trend that is redefining Indonesian digital pop culture. The saga began on a Tuesday evening when lifestyle content creator Valerie Urfav posted a seemingly innocent "Day in My Life" vlog. In the clip, Valerie—known for her minimalist beige aesthetic and clean-girl persona—spent five minutes meticulously preparing a bowl of premium Matcha.
If you have opened TikTok, Instagram Reels, or X (formerly Twitter) in the past 48 hours, you have undoubtedly been swept into the storm. The hashtag has crossed over 50 million views, and it all revolves around two unlikely names: Valerie Urfav and Om Gmerlin . Let’s peel back the layers of the trend
Valerie’s video was calm, almost zen. She discussed the importance of ceremonial grade Matcha, bamboo whisks (chasen), and the "mindfulness of slow mornings." However, the video took a sharp turn when she made an offhand comment: "Unlike some people who prefer instant gratification... I prefer my energy to be organic. Not synthetic... like Om Gmerlin." The internet lost its collective mind. For the uninitiated, Om Gmerlin (real name: Agus Merlin) is a controversial figure in the INDO18 lifestyle sphere . He rose to fame for his "Savage Lifestyle" series, where he reviews street-coded coffee, high-caffeine energy shots, and "Bali bro" detox teas. If you have opened TikTok, Instagram Reels, or
But what exactly sparked this viral chaos? Why is a calm beverage (Matcha) being pitted against a mysterious internet figure? And why is calling this the "War of the Aesthetics"? She discussed the importance of ceremonial grade Matcha,
Sources close to the creators tell INDO18 that the beef started over a brand endorsement deal for a major hydration brand. Valerie was offered a "Wellness Ambassador" role, but the brand ultimately pivoted to Om Gmerlin because his engagement rates (though chaotic) were 40% higher in the 18-24 male demographic.
However, is winning the longevity battle. Major skincare and wellness brands are quietly sliding into her DMs. Industry insiders report that she just signed a six-figure deal with a probiotic company that explicitly excludes "high-caffeine influencers." INDO18 Verdict: Enjoy the Chaos In the world of INDO18 lifestyle and entertainment , we love a good rivalry. The "Lagi Viral Valerie Urfav Matcha Vs Om Gmerlin" saga is the perfect storm of aesthetic contrast, clashing personalities, and pure, unadulterated internet drama.