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 as TikTok, the region is quickly stepping onto the international mainstage, influencing and dictating the next big cultural phenomena of tomorrow.
Modern Asia is equally comfortable in international settings as it is in local environments. It demands aspiration along with authenticity. Against this dynamic cultural climate that fluidly traverses across “global” and...