Get a demo Do I subscribe? News sign-up

East Asia

East Asia covers the advertising markets of Japan and South Korea, both sophisticated countries marked by a high level of tech innovation and strong cultural ‘soft power’. Japan is one the world’s largest markets by adspend, with television retaining a relatively high share of spend versus digital compared with other developed markets.

Key Reading

Important papers from across the Warc database

This article argues that brands can adapt to the digital world by learning from the Asian model, based on shared values and collaboration with consumers, rather than relying on the increasingly outmoded western concepts of individual ownership and a top-down brand narrative. Brand examples discussed in the article include Muji and Nike.
Why Korean brands such as Hyundai, Samsung and LG became global household names.
Five 'truths' about Japanese consumer behaviour, and how this will develop in the next few years.
Predicted advertising expenditure across 12 key markets, including Japan, for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

Want to find out more? Contact us