Secularism and faith: Understanding the new Muslim consumer in SEA

Southeast Asia appears to be leading the Muslim world when it comes to innovation in halal products and services, and Wunderman Thompson’s Chen May Yee looks at how brands approach multicultural marketing for the new Muslim consumer.

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

As much of the world becomes more secular, Muslims in Southeast Asia are becoming more observant.

According to our report “The New Muslim Consumer”, published...

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