Asian brands and culture: Tapping global and local strategies to scale and grow

Virtue’s Elly Lau, Zoe Chen and Huiwen Tow look at how the multicultural marketing of a new generation of Asian brands strikes a balance between hyperlocal relevance and global stature.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

Asia is a fast-changing region, giving the West a run for their money as the next epicentre of global culture. With the rise of K-pop and tech giants such...

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