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Netflix drama ‘Cigarette Girl’ highlights Indonesian IP adaptation

Book Chronicles / Screen

Netflix's latest hit, "Gadis Kretek" (Cigarette Girl), is smoking up screens globally, offering a nostalgic trip to 1960s Indonesia. The series, adapted from Ratih Kumala's novel, follows Dasiyah's quest to perfect her family's clove cigarette business. Surpassing 5.6 million views since November, it not only dominated Indonesia for two consecutive weeks but also cracked the top 10 in Malaysia, Chile, Mexico, Venezuela, and Romania.

Netflix's success underscores the growing demand for local content, with Indonesia poised to become the Asia-Pacific region's fastest-growing video market. However, as IP rights gain prominence, challenges like piracy and the need for author education emerge, reflecting the nation's untapped storytelling potential. Despite hurdles, the adaptation boom seems set to continue, drawing inspiration from Indonesia's rich cultural tapestry and flourishing creative landscape.

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