'I Want My MTV, but in Mandarin Please'

Discusses cultural attitudes amongst Asian teenagers. They are usually less Westernised than may appear on the surface, and there are important local differences.

' I Want My MTV, But in Mandarin Please'

Sulin Lau Leo Burnett Kuala Lumpur

Globalisation of mass media and the explosion in internet activity are two of the most visible engines of change in the lives of youngsters growing up in today's wired Asia. The natural question, then, for marketers is whether we should sell to them as Asians or as westerners. The answer is, as always in the shadowy world of psychographics, it depends.

Many magazines would have you believe that Asian teens in appearance, attitude and posture increasingly resemble American and European teens. However,...

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