Navigating a social media landscape of highly curated Instagram feeds and performative, scripted short videos can be a challenge, but for content creator Ayu Puspa, being grounded in her genuine authenticity is key in building her online presence.
E: How do you feel before and after going viral with the Kim Seon Ho Smile Challenge trend? Did you notice any big changes to your life?
A: The rhythms of my life completely turned around. It goes without saying that there are peaks and valleys, especially in terms of my emotions. This opened a lot of doors for my career; I received a lot more opportunities within and beyond the social media landscape. At the end of the day, I cannot be unhappy about this change.
E: What does your daily life look like now?
A: It’s what you would expect; shooting, editing, the likes. But, since I was wearing a kebaya for my viral moment, it became a signature of mine. I expanded upon that idea until I started my own brand, Klambi Bali, which opened its first brick-and-mortar in Denpasar on 12 November 2025 after establishing an online presence in April 2024. This brand is a huge part of my daily activities now, and guests can often find me at the boutique, either managing operations or just greeting anyone who comes in.
E: As a creator whose content includes lifestyle, fashion, and food reviews, how do you curate and find the direction for your page?
A: Everything has to flow out naturally. If I have to follow a script or rigid guidelines, the result is never good. That’s why spontaneity is important for me. It breeds genuineness, and people can see that.
E: Speaking of fashion, how do you describe your personal style?
A: I have to admit, before being known for my kebaya-centred looks, my style is quite indefinable. It still is, I think. Whatever clothes I wear, at the end of the day, I’m still me, and my outfit only adds to who I am. Again, I just love the flow and spontaneity, including in my looks. But I do love a good blazer. It’s an essential piece in my wardrobe.
E: How do you balance creativity in content creation with the increasing demands in business?
A: There isn’t a strict or rigid formula. As the saying goes, it’s not rocket science, but it doesn’t mean creativity always comes easy. My husband, Putu, and I work in tandem to brainstorm ideas, but between us two, it isn’t enough to power three businesses and multiple social media plans. One of the keys to balancing all that is my wonderful team, who helps out even with the most minute of details that, if unattended, could be the cog to my well-oiled machine (that honestly, isn’t that well-oiled).
E: As someone who went viral, what’s the biggest challenge to maintain content quality and a professional image?
A: Regulating my mood. Even through a screen, people can really feel your aura. Weathering through fluctuating moods calls for me to retreat to my own inner happy place. That’s how I find my own humour, allowing me to genuinely smile, whether I’m in person or in a video. I want to show them that all these smiles aren’t simply playing it for the camera.
E: Is there a philosophy or principle that helps you stay grounded amid all your busyness and being in the public eye?
A: Authenticity, fluidity, and gratefulness. Above all this, I always try to stay true to myself, so what others see isn’t just smoke and mirrors. It shows that I’m a real person with flaws and challenges, with ups and downs, and most importantly, with a heart.
Wardrobe: Miss Milne (@missmilnefashion)
shoes: Jasmine Elizabeth (@jethebrand)
Jewellery: Tulola (@tuloladesigns)
Ayu Puspa
IG: @hallopuspa_
