Asian brands and culture: Tapping global and local strategies to scale and grow

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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands