A new girl group is growing in popularity on music and social media platforms, but this time the band is not from South Korea, but from Indonesia, writes CNN.
No Na, the band consisting of Esther, Baila, Christy and Shaz, hit Spotify and YouTube with their track 'Work', which went viral with over 9 million views in just two months on each of the platforms.
The song also generated a challenge on social networks, immediately after its appearance, in which users imitated the Indonesian dance moves from the video.
“I didn't know pop music in Indonesia could be like this!”, “Wait, who are these divas?”, are the reactions of two viral posts on X, popularizing the song.
In an interview with CNN, the four girls say they want to promote their country around the world, explaining that in their appearances and videos they insert various national symbols, including Indonesian batik – a traditional art of dyeing materials using hot wax.
Their music, with lyrics in English (occasionally with profanity), appeals to audiences in the West also because of the instruments they use, some of which they have never heard before, the singers say.
“We went for something that sounds familiar to people, but also added Indonesian elements. I think it's an effective way to attract mainstream audiences, but also to keep our national identity through our music,” said Esther.
Born and raised in Indonesia, the band members moved to Los Angeles, USA a few years ago to form No Na, making their music debut under this name in May 2025.
From the beginning, they highlighted their Indonesian origins, including the chosen name for the band – No Na, which in their native language means “young lady”.
“Every time we ask the team to include elements of Indonesian culture, whether it's clothes, music or choreography,” says Shaz, the youngest member of the troupe. All girls are under 30 years old.
A central element is the identity of the “island girl”, Indonesia being a country made up of more than 17,000 islands.
“The concept of 'island girl' describes someone who is more playful, carefree, who doesn't take things too seriously and lives in the moment. I want people who listen to our music to feel that way,” added Esther.
