Crowd DNA’s Caranissa Djatmiko, Ariel Malik and Catherine Rozario explore the longstanding problems with how brands represent Asians, and how to strive towards multicultural marketing in the region.

Why it matters

The way in which brands represent Asians is usually rife with tokenism and stereotypes. Instead, they need to appreciate the complexities and nuances of Southeast Asian cultures and learn from the new wave of youth-led Asian representation in order to resonate with local markets.

Takeaways

• To reclaim the Asian narrative, start by recontextualising Asian roots in a globalised, contemporary world.
• Rising depictions of hyphenated identities spotlight how Asian...