Fun Fact: Story Behind the Word “Bule”

Little kids and even the elders are heard whispering the word “bule” to one another whenever a foreign traveller pops up. “Bule” is a common term used to describe foreigners. 

But have you ever wondered why Indonesians call them “bule”? And how did this quirky term come to be so popular across generations without most people really knowing its origins?

The meaning of “bule”

Before we get into all that, it’s important to understand what “bule” actually means. According to Urban Dictionary, it’s an Indonesian word sometimes used as a light insult.

On the other hand, the official Indonesian dictionary, Kamus Besar Bahasa Indonesia, traces “bule” back to the word “bulai”, which means “white-skinned” or “white person”, especially those from Europe, America, or Western countries. “Bulai” was used to describe foreigners with fair skin, blonde hair, and sharp noses. But, to make it easier to say, bulai eventually got shortened to bule.

The word comes from the Javanese language. Long ago, the local people noticed that most Europeans arriving in Indonesia had much lighter skin compared to the typical Indonesian’s warm, brown tone. Because their skin was noticeably lighter, these visitors earned the nickname “bule".

Skin colour often became a way to distinguish different groups in Javanese culture—not just foreigners, but within everyday life too. Over time, the term “bule” spread beyond Java and stuck around, eventually becoming the common way Indonesians refer to foreigners, no matter where they come from.

Tracing the roots of “bule”

Indonesia was under Dutch colonial rule for over 300 years. During that era, Dutch people living here were seen as socially and economically “above” the locals. They had lighter skin, tended to be taller than the average Indonesian, wore different clothes, and had different customs. Because of these stark differences, the word “bule” came about to describe them.

The term was already in use as far back as 1952, according to scholar Tom Popensky. It’s even mentioned in a 1952 article by W. le Febre titled “Taman Siswa: Ialah Kepertjajaan Kepada Kekuatan Sendiri Untuk Tumbuh”. Nevertheless, the real boost in popularity came thanks to an English scholar and Indonesianist named Benedict Anderson.
 

In his 2016 autobiography, “Living Outside the Shell”, Anderson admits he was the one who gave the word “bule” a fresh new meaning—as a casual way to refer to white-skinned foreigners. He said, “I was the one who popularised the new meaning of the term ‘bule’ around 1962 and 1963.”

So why did Anderson feel the need to shake it up? Back in the early ’60s, Indonesians still used colonial-era manners and called foreigners “Tuan” (Sir) out of respect—or maybe a bit of colonial hangover. Many foreigners were seen as superior and worthy of honour, which made Indonesians feel small and more likely to bow their heads in deference.

Anderson found this awkward. He recalled, “Some people bowed and nodded their heads to this unimportant foreign student just because of my skin colour.”

To fix this, Anderson asked Indonesians not to call him “Tuan” or simply “the white guy,” but rather to use “bule”—a term that Indonesians were already familiar with, as it was used to describe albino animals, like the famous “kerbau bule” (white buffalo) in the Yogyakarta Sultanate.
 

“I told my young friends they should call me bule, not white,” Anderson said.

His friends liked the idea and started spreading it through popular media. Slowly but surely, Indonesians adopted the term “bule” to describe white foreigners.

Is it offensive, though?

Calling a foreigner “bule” feels normal and casual to Indonesians. Here’s the twist: some foreigners actually find the term offensive or even racist. It’s sometimes compared to racial slurs like the “N-word” for Black people in America, or “yellow” used for Asians there.

In fact, in the 1970s, Anderson received protests from friends who didn’t like the label he’d popularised. But he shrugged off the criticism, reasoning that since these foreigners were indeed white-skinned, “bule” was a fitting and simple term.

Still, others see it as harmless teasing or a light-hearted nickname.
 

Modern-day pop culture and media influence

Media plays a big role in keeping the word “bule” alive. In movies, soap operas, and commercials, foreigners are often portrayed with distinct looks and lifestyles—more modern, flashier, or living exciting lives. So, “bule” doesn’t just refer to skin colour but also to a certain style or vibe.

Social media also keeps the term popular. It’s common to see people using “bule” when talking about foreign tourists or expats living in Indonesia. With more foreign influencers creating content about their Indonesian adventures, “bule” is more common than ever.
 

The simple way to say “foreigner”

Finally, one big reason “bule” sticks around is because it’s just easier. Instead of saying “Caucasian foreigner from Europe or America,” Indonesians prefer a short, catchy word that everyone remembers. This happens in many cultures where people use quick nicknames to describe groups based on physical traits.

Even though many think “bule” only means white-skinned people, in reality, it’s used broadly. Some Indonesians with lighter skin tones are even jokingly called “bule” by their friends! This shows that the term is more about being “different” from the majority than just skin colour. “Bule” is, after all, more than just a word; it’s part of how Indonesians see and interact with visitors from abroad.

And so, “bule” stuck around. And today, it’s part of the everyday Indonesian language, used casually and widely. So, next time you hear someone called a “bule” while exploring Indonesia, you’ll know it’s just a quirky part of the local lingo—rooted in history but now used with a modern twist!