On trade, tea and TVs: The key to Myanmar's consumer market

Jason Copland

What do you do with a country that is a veritable jewellery shop of precious minerals, which will enjoy a glittering future after recently opening up its markets to international trade, but where most of the population lives in relative poverty?

Myanmar

Dozens of consumer brands have approached us since Myanmar threw open its market gates last year, eager to promote their products to this exciting new demographic, but unsure about a culture that has remained isolated from the world for so long.

Our response was to create TNS Myanmar MyLife, a study of 10,000 lives and their beliefs, habits and tastes. It was a consumer journey that took us through the complex tapestry of beliefs that underpins their culture, eventually leading us to the centre of its society – the teashop.