Asian youth in 2019: K-Pop, wellness, sustainability and Bollywood goes to China

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

About 58% of the world’s millennial population lives in Asia, including a whopping 440 million in India, where they account for 34% of the total population. In China, despite an ageing society, millennials account for 27% of the country’s. It is known that this group has a greater propensity to spend on discretionary items as their disposable income rises.

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