'Western at the weekends'
Nike trainers, a can of Pepsi and a meal at McDonald's - just your typical Asian teenager. But ignoring underlying cultures could be a grave marketing mistake.
Peter Cooper
Asia Pacific comprises a third of the world's population. If we include India across to Japan, and from the old eastern Soviet Union states down to Indonesia, then we are talking about half or more of the world's population - three billion people. Furthermore, Asians are young. Of that number, about half are aged under 25.
Estimates suggest that by the year 2000 about half a...