Maudy Ayunda

2.1. Childhood and family

Ayunda Faza Maudya was born on December 19, 1994, in Jakarta, Indonesia. She is the elder daughter of Didit Jasmedi R. Irawan and Muren Murdjoko. Her younger sister, Amanda Khairunnisa, is also recognized as an influencer and has appeared in films. From a very young age, Ayunda displayed a profound interest in reading and learning, beginning to read at the age of three. She often recalled her first word being "Kompas," the name of a prominent Indonesian newspaper. As an introverted child, she frequently sought solace in books, often found quietly reading in a corner during family gatherings. Ayunda has openly described education as her "safe space" and a personal refuge, stating, "I always feel like this [education] is a space that's totally mine and under my control. Whether I succeed or fail, I can take full credit and accountability for it." This early mindset laid the foundation for her later academic achievements.

2.2. Educational journey

Ayunda's formal education began at SD Al-Azhar, where she studied until the second grade. She then transferred to Mentari Intercultural School. This transition presented a significant challenge, as she was initially the only student in her class unfamiliar with an English-speaking environment, having been accustomed primarily to bahasa Indonesia_Indonesian^Indonesian and bahasa Jawa_Javanese^Javanese. She recalled a candid conversation between her headmaster and her mother, where she was warned that she might have to repeat a grade due to her limited English proficiency. However, Ayunda demonstrated remarkable resilience, quickly improving her English skills and successfully completing her junior high school studies at Mentari. For her high school education, she attended the British School Jakarta, where her leadership qualities were recognized through her appointment as head of the student council.

After graduating from high school in 2011, Ayunda chose to take a gap year, despite having received an acceptance letter from Columbia University. The following year, she recommenced her academic journey by enrolling in a bachelor's degree program in Philosophy, Politics, and Economics (PPE) at the University of Oxford in the United Kingdom. She successfully completed her studies in 2016, graduating with honors equivalent to Magna Cum Laude. In 2019, Ayunda was accepted into master's programs at two of the world's most prestigious universities: Harvard and Stanford. She ultimately chose Stanford, where she pursued and earned a dual degree, completing a Master of Arts (MA) in Education and a Master of Business Administration (MBA) in 2021.

3.1. Early career and debut (2005-2010)

Ayunda began her career in the entertainment industry as a child actress, making her debut in the 2005 film Untuk Rena (For Rena). In this Miles Films production, she starred alongside veteran Indonesian actor Surya Saputra, portraying the lead role of Rena. Ayunda was scouted at school and directly cast in this pivotal role. Her performance in Untuk Rena earned her a nomination for Most Favorite Rising Star at the 2006 MTV Indonesia Movie Awards and she was honored with the Best Actress in a Leading Role award at the Jakarta Film Festival in the same year, at just 11 years old.

In 2005, alongside her acting debut, Ayunda also embarked on her journey as an author, publishing her first book, A Forest of Fables. This collection featured 17 short stories centered on forest animals. Notably, all proceeds from the book's sales were donated to support the victims of the devastating 2004 Aceh tsunami, marking her earliest known philanthropic initiative.

In 2009, Ayunda collaborated once more with Miles Films, appearing in Sang Pemimpi (The Dreamer), the sequel to the Indonesian box office hit Laskar Pelangi, directed by Riri Riza. In this film, she took on the role of Zakiah Nurmala. Beyond her acting contribution, she also lent her voice to the movie's soundtrack, singing the song "Mengejar Mimpi." This period further solidified her reputation as a talented young artist in Indonesia. In the same year, Ayunda also showcased her modeling abilities, becoming a finalist in the prestigious GADIS magazine competition, GADIS.

3.2. Music debut and rising popularity (2011-2014)

Following her successful entry into film, Ayunda expanded her artistic endeavors into the music industry. In 2011, she released her debut music album, Panggil Aku... (Call Me...). This album featured 10 songs, including "Tetap Bersama" (Stay Together), her first self-written track. The album also included the pop hit "Tiba-tiba Cinta Datang" (Suddenly Love Comes), which gained significant popularity, accumulating over 16 million views on YouTube and later serving as the opening theme for a romantic comedy soap opera of the same name in 2014.

During this period, Ayunda also continued to develop her acting career. In 2011, she starred as Andini in Rumah Tanpa Jendela (A House without a Window), a musical film directed by Aditya Gumay, and appeared as Indah in Tendangan dari Langit (Kick from the Sky), a sports-themed movie. The following year, Ayunda reunited with Surya Saputra in Malaikat Tanpa Sayap (Angel without Wings), where she portrayed Mura, the love interest of Vino, played by Adipati Dolken. This role earned her a nomination for Best Actress in a Leading Role at the Bandung Film Festival.

Shortly thereafter, Ayunda and Adipati Dolken collaborated again for the film adaptation of Perahu Kertas (Paper Boat), a best-selling novel by Dee (Dewi Lestari). Ayunda took on her iconic role as Kugy and contributed to the original soundtrack by singing the title track, "Perahu Kertas," also written by Dewi Lestari. The song propelled her further into recognition within the music industry. She received nominations at the 2013 Indonesian Music Awards for Best Newcomer and Best Original Soundtrack Production. Furthermore, Ayunda was nominated at the 2013 Planet Muzik Awards in Singapore for Best Female Artist and Best Indonesian Song for "Perahu Kertas."

In 2013, Ayunda released a mini-album titled My Hidden Collection on her YouTube channel, featuring four English songs, all self-written. In January 2014, she collaborated with Korean-American singer David Choi on a duet titled "By My Side." This song was later included in her 2014 album and went on to receive a nomination for Best Pop Collaboration at the 2015 Indonesian Music Awards.

3.3. Moments album and expanded presence (2015-2017)

On April 1, 2015, Maudy Ayunda released her second studio album, Moments. This album proved to be a significant commercial success, selling over 200,000 copies and achieving Multi-Platinum certification. Moments also garnered nominations for Best Pop Album and Best Album at the 2015 Anugerah Musik Indonesia. Accompanying the album's release, she issued three singles: "Cinta Datang Terlambat" (Love Comes Late), "Bayangkan Rasakan" (Imagine Feel), and "Untuk Apa" (What For).

In the same year, Ayunda appeared in 2014: Siapa di Atas Presiden (2014: Who is Above the President), an action film directed by Hanung Bramantyo. She also lent her voice to the animated movie Battle of Surabaya, portraying the character Yumna. Additionally, she released another self-written single, "Jakarta Ramai" (Crowded Jakarta), and was nominated for Social Media Icon at the 2015 Anugerah Planet Muzik. Her growing popularity was further recognized when she won Female Singer of the Year at the 2015 Indonesian Choice Awards.

While managing her final year studies at Oxford in 2016, Ayunda successfully released the single "Sekali Lagi" (Once More). She was also selected to perform the official Indonesian version of "How Far I'll Go" from Disney's animated film Moana.

In 2017, Ayunda starred as Trinity, a travel blogger, in the film Trinity, The Nekad Traveler (Trinity, The Daredevil Traveler), directed by Rizal Mantovani. She contributed to the movie's soundtrack by singing "Satu Bintang di Langit Kelam" (One Star in the Dark Sky), a song originally performed by Rida Sita Dewi. That year, Ayunda also released the singles "Kejar Mimpi" (Chase Dreams) and "Kutunggu Kabarmu" (I'm Waiting for Your News).

3.4. Oxygen album and literary works (2018-2020)

In 2018, Ayunda released her third studio album, Oxygen. This album was later nominated as the Best Pop Album at the 2018 Anugerah Musik Indonesia (AMI) awards. Ayunda herself received nominations for Best Pop Female Artist for her single "Aku Sedang Mencintaimu" (I Am Loving You) and Best Collaborative Production Work for her single "We Don't (Still Water)" featuring Teddy Adhitya. Ayunda was also involved in the 2018 Asian Para Games, performing the event's theme song, "Song of Victory," alongside other musicians.

Venturing further into the publishing world, Ayunda published "Dear Tomorrow: Notes to My Future Self" in 2018. This book delves into her thoughts and experiences concerning authenticity, dreams, career, love, and various mindsets. The book achieved significant success, selling over 27,000 copies. Following this, in 2019, Ayunda published two bilingual children's books under the title Kina's Story, specifically Kina and Her Fluffy Bunny and Kina Makes a New Friend. The foundational stories for these books were first written by Ayunda when she was 10 years old and were later reimagined into new narratives.

In that same year, Ayunda was entrusted with the role of young Hasri Ainun Habibie in the film Habibie & Ainun 3, directed by Hanung Bramantyo. In addition to her on-screen performance, Ayunda also contributed to the film's soundtrack, singing "Kamu & Kenangan" (You & Memories), composed by Melly Goeslaw. This song received nominations for the Anugerah Musik Indonesia Award's Best Original Soundtrack Production Work and Piala Maya's Chosen Soundtrack. Furthermore, Ayunda was nominated for her portrayal of Ainun at the 2020 Bandung Film Festival.

Amidst the growing success of her creative works, Ayunda decided to pursue a master's degree in the United States in 2020. To mark this new chapter, she released a single titled "Goodbye." In the same year, Ayunda was included in Forbes Indonesia's 30 Under 30 list, recognizing her as an inspiring figure.

3.5. Academic return and continued projects (2021-2022)

Upon her return to Indonesia after completing her master's studies, Ayunda was cast in Losmen Bu Broto, where she played the role of Jeng Sri. She also contributed to the film's soundtrack by writing and performing the song "Semakin Jauh" (Getting Further Away), collaborating with Danilla Riyadi. The movie, directed by Ifa Isfansyah and Eddie Cahyono, was released in 2021 and led to several nominations for Ayunda, including her first Piala Citra nominations at the 2022 Indonesian Film Festival (FFI) for Best Supporting Female Character for her role as Jeng Sri, and Best Theme Song Creator for "Semakin Jauh."

In addition to her film work, Ayunda released her mini-album The Hidden Tapes: Vol. 1 in 2021. This mini-album, conceptualized during her time at Stanford University, aimed to be an honest and authentic work. It features three songs, each telling different stories under the overarching theme of women who accept, confront, and empower. This concept stemmed from her reflections on her singer-songwriter career post-graduation. The first song, "Don't Know Why," released in July 2021, explores feelings of numbness in relationships and encourages women to redefine their own paths and love stories. The second song, "Not for Us," released in August 2021, reflects on the realization that some relationships are not meant to last forever, emphasizing the inevitability of such endings. The final song, "Heartless," released in October 2021, champions women's strength and their ability to author their own narratives. Apart from her mini-album, Ayunda also collaborated with Dee Lestari on "Awal Mula" (Beginning), which served as the soundtrack for Dee Lestari's novel Rapijali.

In 2021, Ayunda received further international recognition when she was included in Forbes Asia's Forbes 30 Under 30 list under the Entertainment and Sports category. Beyond her creative pursuits, Ayunda demonstrated continued commitment to her advocacy work. In 2022, she was appointed as the Spokesperson for the G20 Indonesia Presidency. This appointment aimed to increase youth representation on global platforms. Throughout the presidency, Ayunda actively participated in various discussions focused on education, women's and youth empowerment, and sustainable development, emphasizing the crucial role of young voices in decision-making processes. During 2022, Ayunda also expanded her digital presence through her personal YouTube channel, "Mod Media Collective." This channel blends entertainment and educational content, fostering a community for open dialogue through programs like "Booklist" (book reviews), "Ayunda's thoughts" (candid discussions), "Buka Kartu" (Q&A podcast), and vlogs.

3.6. Entrepreneurial ventures and recent works (2023-present)

In 2023, Ayunda reinvigorated her Mentorship & Scholarship Program. Established in 2018 as part of her foundation, this program seeks to empower Indonesian youth and cultivate a community of passionate change-makers capable of creating impactful ripples across Indonesia. The 2023 cohort comprised 32 individuals, participating in a series of workshops covering essential topics such as Mindset for Success, Strategic Storytelling, Building Mental Resilience, and Productivity Tools and Frameworks. In addition to mentorship, Ayunda provided tuition and project scholarships to selected mentees, aiming to amplify their positive impact in their respective fields.

Ayunda concluded 2023 with the launch of her entrepreneurial venture, From This Island. This personal care company focuses on harnessing the power of superfoods and hero ingredients sourced from the diverse islands of Indonesia, the world's largest archipelago. Equipped with patented LUMERA technology, Ayunda and her partner, Patricia Davina, aim to create an effective, safe, and powerful skincare experience that elevates Indonesia's name on a global scale.

Amidst her ongoing commitments to education and social impact, Ayunda continues to engage in creative works and partnerships with well-known brands. 2024 marked a significant milestone in her musical career with the release of her fourth studio album, Pada Suatu Hari (On One Day). This album signifies Ayunda's major return to the music scene and reflects a shift in her musical perspective, where she views music not merely as entertainment but as a potent medium for storytelling and social commentary.

In May 2024, Ayunda released the single "Cahaya" (Light) as a surprise wedding anniversary gift for her husband, Jesse Choi. The song explores the intricate nature of love, depicting its beauty and vulnerability through rich imagery and symbolic storytelling. "Cahaya" received positive feedback from fans and the general public, generating anticipation for Ayunda's full return to music. Three months later, in August 2024, Ayunda released her second single, "Hari Itu" (That Day). This lighthearted and catchy song serves as a tribute to the innocence and wonder of childhood, drawing inspiration from Ayunda's formative years spent in school. The song touches upon memorable school moments, including first days, first heartbreaks, and friendships, encapsulating a bittersweet sense of nostalgia. It quickly became a significant hit, particularly among college students embarking on new chapters in their academic lives. In November 2024, Ayunda released her third and final single from the album, "Puisi Kota" (City Poem), a duet with legendary Indonesian singer Iwan Fals. Composed by Ayunda herself, "Puisi Kota" delves into the complexities and inner turmoil of navigating emotional landscapes of self-discovery, societal pressures, and the search for meaning in an increasingly chaotic world.

In addition to her music, Ayunda is also making a comeback to the film industry. She will star as Laksmi in Para Perasuk (The Possessors), a supernatural drama directed by Wregas Bhanuteja, set to release in 2025. Exploring a new role behind the scenes, Ayunda will make her debut as a producer for the biopic Ki Hajar Dewantara. Directed by Gina S. Noer, the movie will deeply explore the life of Indonesia's Father of Education and is slated for a 2026 release. In February 2025, Ayunda released the official soundtrack for the upcoming Korean film You're the Apple of My Eye. The soundtrack, titled "Now Do You," marks a historic moment as the first Korean movie OST performed by an Indonesian singer.

4.1. Advocacy and youth empowerment

Ayunda's commitment to social issues began early in her career. In 2012, at a young age, she was the youngest speaker at a global economic and democracy forum held in Nusa Dua, Bali. At this international event, attended by former Indonesian President Susilo Bambang Yudhoyono, Ayunda delivered a speech on economic development as a crucial means to combat poverty in Indonesia.

In 2015, she accompanied the Prime Minister of the United Kingdom, David Cameron, during his official visit to Jakarta. As a young Indonesian representative, Ayunda, who was studying Philosophy, Politics, and Economics at Oxford at the time, was recognized for her activism and given the opportunity to guide the Prime Minister through a mix of activities. These ranged from serious discussions about Indonesia's extremist movements to a more casual moment involving a selfie and enjoyment of Indonesian banana fritters.

In 2016, Ayunda was honored by the Ministry of Women Empowerment and Child Protection as an Inspirational Woman of Indonesia. She was also recognized as the "Most Influential Millennial" by the I Fashion Festival in 2017 due to her positive engagement on social media and her collaboration with CIMB Niaga for the "Kejar Mimpi" (Chase Dreams) movement. This movement, initiated by Ayunda in 2017 as part of CIMB Niaga's Corporate Social Responsibility (CSR) program, inspired a popular song of the same name. In March 2017, Ayunda was appointed as a spokesperson against modern slavery at the Vice President's Palace. Through her work, she educated her followers about the realities of modern slavery and utilized her social media platforms to promote awareness. Her consistent advocacy for education and social change also led to her inclusion in Forbes Indonesia's Forbes 30 Under 30 list in 2020 and Forbes Asia's Forbes 30 Under 30 list in 2021 in the Entertainment and Sports category, acknowledging her significant influence beyond her artistic endeavors.

4.2. Spokesperson for the G20 Indonesia Presidency

In March 2022, Maudy Ayunda was appointed as the official spokesperson for the Indonesian government during its presidency of the G20 Summit, which was held in Bali in November 2022. Johnny G. Plate, who served as the Chairman of Media and Communication for the G20 Presidency and the Indonesian Minister of Communication and Information at the time, stated that Ayunda's role was intended to enhance communication between the government and the public regarding the G20 events and to better represent Indonesian youth on global platforms.

However, this appointment generated both positive reception and critical perspectives. Some critics viewed Ayunda's designation as a "political gimmick" rather than a strategic function. Irfan Wahyudi, the Deputy Dean of the Faculty of Social and Political Sciences at Universitas Airlangga, expressed concerns that the appointment reflected an arrogance from the government by selecting young individuals from elite and privileged backgrounds for political positions. Wasisto Raharjo Jati, a researcher at the BRIN, suggested that Ayunda's appointment might have been part of the government's efforts to mitigate criticism on various critical issues.

Despite these criticisms, Minister Johnny G. Plate defended the decision, asserting that Ayunda, with her educational background in Philosophy, Politics, and Economics from Oxford and in business from Stanford, was an appropriate choice to help disseminate information about the G20 Presidency to a wider audience, particularly targeting the millennial and Gen Z generations. Her involvement in discussions on education, women's and youth empowerment, and sustainable development during the presidency further showcased her commitment to leveraging her platform for impactful dialogue.

6.1. Filmography

6.2. Discography

Studio albums

Soundtrack album contributions

6.3. Publications

8.1. Positive reception and influence

Ayunda is widely celebrated in Indonesia as a multifaceted talent and a positive role model, particularly for young people. Her unique blend of artistic prowess and intellectual rigor is often highlighted as a significant source of inspiration. Her academic achievements at prestigious international universities like Oxford and Stanford are frequently cited as demonstrating the value of continuous learning and personal growth, encouraging her followers to pursue their own educational aspirations.

Her advocacy efforts in education and youth empowerment have cemented her image as a socially conscious public figure. Initiatives like the "Kejar Mimpi" movement, which she spearheaded, have resonated with many, inspiring them to pursue their dreams and contribute positively to society. Her inclusion in prestigious lists such as Forbes Indonesia's Forbes 30 Under 30 and Forbes Asia's Forbes 30 Under 30 further underscore her influence as an inspiring and impactful millennial. She is seen as embodying a modern Indonesian youth icon who successfully balances a prominent career with intellectual curiosity and a strong commitment to social betterment.

8.2. Criticisms and controversies

While largely celebrated, Ayunda's public roles have also faced some critical scrutiny. The most notable instance of controversy arose from her appointment as the spokesperson for the G20 Indonesia Presidency in March 2022. Critics questioned the strategic value of this appointment, with some labeling it as a "political gimmick" on the part of the Indonesian government.

Concerns were raised regarding the perceived lack of substantial experience in international diplomacy or governmental affairs for such a high-profile role. Some commentators argued that selecting a celebrity, particularly one from an elite background, for a position intended to represent the nation on a global stage, might reflect an insensitivity to the broader population or a superficial approach to public communication. Accusations emerged that the appointment was part of a pattern of the government attempting to appeal to younger generations through celebrity endorsements, potentially at the expense of more substantive policy engagement. Additionally, some suggested that such appointments might be used by the government to deflect criticism or to project a certain image without addressing underlying issues.

However, government officials defended her appointment, emphasizing her strong academic background and her ability to effectively communicate with and reach younger demographics, which was deemed crucial for disseminating information about the G20's agenda to a broader audience. Despite the discussions, Ayunda continued in her role, participating in various G20-related events and discussions on topics such as education and youth empowerment.