Premiumisation: An Asian norm

Looks at how, across Asia, there is a rising, still fast-growing middle, and more importantly upper-middle class who want a slightly better, rarer, more unique experience.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • In urban Asian markets the growing middle class consider a huge choice of brands in store as an indicator of success. To keep up with c

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