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For several decades, consuming junk food has arguably become the ultimate symbol of modern lifestyle until a societal shift towards JSR is being viral. JSR, nowadays, seen as luxury and healthy lifestyle in Indonesia. Many people are impressed and adopted this newly trending lifestyle. It can be seen from the huge number of posting and followers discussing this phenomenon in social media Instagram. This research investigated people-s motives to be JSR users. Qualitative approach with phenomenological study as one of constructivist paradigms was employed in this research. The data was gathered by having in-depth interviews, observation, and literature reviews. The result of the research suggested that people turn be JSR users is due to health, beauty, challenge, and religion motives.