Making meaning work: How not to localise in SEA markets

Ri An Quek

Quantum’s Ri An Quek looks at the principles for localisation that brands should adhere to when engaging in multicultural marketing in Southeast Asia.

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

Winning in Southeast Asia means paying attention to complex cultural diversity within the region as consumers’ everyday life choices and behaviour are caught...

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