How Indonesia Turns Unknown Soccer Players Into Superstars

Maarten Paes is the starting goalkeeper for Major League Soccer team FC Dallas. Yet he can walk down a busy street in Dallas, Texas, and nobody will notice him.

That is not the case online. Or in Indonesia.

Like his team-mates in the Indonesia national team, Paes is mobbed when he visits the country and has a huge social media following, far bigger than would be expected of a player yet to trouble football’s uppermost echelons.

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Paes, 26, was born in the Netherlands but became an Indonesian citizen in April and was shocked by the rapid growth of his socials — he has 1.7million followers on Instagram and 1.2m on TikTok.

“You already

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