A new way of preaching Islam that started in Bandung is currently getting popularity in the country. That way is called “pemuda hijrah”, initiated by Hanan Attaki, a young Indonesian preacher that currently has 3.5 million followers in IG, the highest among Indonesian Islamic preachers.
How it works is unconventional. One founder, Fani Krismandar (known as Inong), said that Pemuda Hijrah’s approach to branding is “a combination of Medina and Hollywood”.
It approaches people who subscribe to pop culture (bikers, skaters, etc.) and convinces them that there’s more to life than just sex, drugs and alcohol. Their mottos are “Lots of play, lots of benefit, lots of merit … little sin” and “social but pious”. But their previous lifestyle is still encouraged. Hanan himself often went into indie concerts and motorbike convoys with gangs such as XTC and Brigez. He also replaces the traditional kopeah with a beanie.
Apart from that, unlike conventional preachers like NU which puts emphasis on authority (the teachers are more pious, and thus you should submit to them), Pemuda Hijrah’s preachers frames themselves as fellow bros, an equal friend you can casually chat with.
The problem that they’re facing is how do they strike the balance between the “world” and the “afterlife”. Even now, debates within the movement exists (ex: Is music actually harm or not) and results in many splinter groups within the movement. If they go too traditionalist, they will lose their appeal. If they go too western, they will lose their spiritual credibility.
Pemuda Hijrah, until recently, distances themselves from making political opinions because they perceive it as uncool, but that appears to be changing. Hanan Attaki has made a political statement endorsing Sudrajat-Syaikhu, a conservative West Java governor candidate.