Asian brands and culture: Tapping global and local strategies to scale and grow
Elly Lau, Zoe Chen, and Huiwen Tow
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...
