Stephen Fitzpatrick, Jakarta – When freelance advertising copywriter Glenn Marsalim went for his regular jog in Jakarta's Senayan stadium soon after the July 17 terrorist bombings he fell to chatting with a T-shirt and souvenir vendor.
Within hours of the attacks, a new kind of online resistance had sprung up to the Islamist fanaticism that produced the bombings, and Marsalim, 36, was part of it. And the humble T-shirt salesman, Yayan, was on board too.
Known as #indonesiaunite, a movement based on the social networking websites Twitter and Facebook, the loose gathering of outraged opponents to the bombing was quickly snowballing into a definite force.
Its clear rules of engagement included the fact its name was expressed in English, not Indonesian, in an attempt to show solidarity beyond the archipelago nation's endless shores.
But tweets from individual users, who within days had grown to more than 200,000 and sent the group soaring to being the highest "trending topic" on the Twitter network, often had a particularly Indonesian flavour.
Typically, they would mention regional culinary specialities as a means of exploring Indonesian-ness, such as this: "Craving for nasi warteg and pecel lele" (simple rice and spicy catfish salad).
It was a defiant attempt to say, as vice-president-elect Boediono did in his own #indonesiaunite tweet two days after the attacks: "We are angry, but we will not surrender." But for Marsalim, just talking about being Indonesian online was not enough of a fightback.
And so a related idea was hatched, as he chatted with his T-shirt vendor friend on the Senayan jogging track.
The salesman was one of many micro-entrepreneurs who had invested in producing souvenir wear for a coming Manchester United demonstration soccer match against an all-Indonesia side.
But the game had been cancelled after the attacks. The visitors were due to stay at the Ritz-Carlton and the local heroes were already in camp at the JW Marriott.
Indeed, in a claim of responsibility for the bombings posted on a website under the name of regional terror mastermind Noordin Mohammad Top, the MU visit was identified as one of the reasons for the bombings, due to the team's inclusion of Christian players.
Marsalim realised there was an opportunity to help the vendor recoup his losses and to play into the gathering Indonesian tide, so he bought up the initial stock of 100 red T-shirts, turned them inside out so the MU logo was no longer visible, had the new movement's logo stencilled and arranged to sell them at cost.
The media picked up on the theme, and a song by rapper Pandji Pragiwaksono coincidentally became a sort of anthem for #indonesiaunite.
Called Kami Tidak Takut ("We're Not Afraid"), the catchy rap was written in protest at the high profile of Bali bombers Amrozi, Mukhlas and Imam Samudra in local and international media.
Its release shortly before the July 17 bombings catapulted the 30-year-old artist into the national spotlight, and Kami Tidak Takut became both the song and the slogan for #indonesiaunite:
"Can it be that we don't want to be united?/For sure there are efforts to destroy us/The Bali bombs – one and two – and the Australian embassy/What do you think they were about?/"Admit it, they're trying to smear our nation/Can you believe even Kanye West avoided us?/He went direct from Singapore to Australia/Even though he's a fan of mine!" – Kami Tidak Takut, by Pandji Pragiwaksono.
The question now is whether #indonesiaunite continues to build beyond Twitter and Facebook and, if so, into what.