How to create advantage as a cultural exporter in Asia

As Southeast Asia emerges onto the global scene to become the latest Asian cultural exporter, brands must learn to grow and resonate, within and across cultures, amid the changing dynamics of deglobalisation and glocalisation.

Why creating cultural advantage matters

To translate cultural relevance to commercial success and build an ownable brand platform that resonates with consumers, brands have to navigate the shifting currents of culture by partnering with creators, harnessing fan communities and respecting local context. 

Takeaways

• Creators drive Asia’s culture exports, allowing brands to borrow their expertise and equity to build authentic cultural relevance.
• Brands must collaborate with creators and harness their fan communities to create localised and authentic offerings.
• Respecting local sensibilities will go beyond managing reputational risk and present brands with opportunities for innovation.