Western ideals, which are rooted in Ancient Greek philosophy, are often diametrically opposed to Asian ideals, which are based on the teachings of Confucius, said Lopez-Vito. These differences include:
- Happiness: In Ancient Greece, it was the freedom to do what you want. For the Chinese, happiness is defined by harmony. To coexist and not disrupt the system.
- Nationalism: The borders of Europe often led to greater independent thought and traditions (and also lots of Hellenic wars). China, however, has no strict geographic border, and to be Chinese is often referred to more as a cultural identity rather than a national identity.
- Starch: Rice can't be grown by an individual, it requires a whole community. So the way you're regarded by other people in the village becomes a matter of survival. If you cooperate, you eat.
- Goodness: In the West, people don't do wrong out of feelings of guilt. In Asia, it's about shame.
All this, said Lopez-Vito, has resulted in Asians being more culturally disposed to caring about how their social networks regard them. "It nags them more than it does Westerners," he said.
But because Asians are more likely to trade up due to culture than pure economics, aspirational branding is also more likely to be effective, pointed out Tsang. But what do Asians regard as aspirational?
1. Filial dependability
Fillial piety, said Tsang, is central to tenets of Confucius. "Aspiration can be created by playing up responsibility as a badge of honour." The son who saves up to buy his mother a washing machine for example.
"In the Philippines and Indonesia, people who send money home to their families are regarded as national heroes," said Lopez-Vito. "And in China, this is true for 380 million migrant workers who send money back home."
If you value harmony you need plenty. Society has to be prosperous, said Tsang. Confucionism, he said, has been named the 'religion of practicality'. So, symbols of abundance are popular throughout Asia. “Asia knows how to do bling, like no one else.”
The love of bling among Asia's new rich has however resulted in a backlash among younger Asians, pointed out Tsang. Chinese netizens now use the term 'Tuhao' to describe people who are very rich but have no taste.
"Asians are more accepting of 'power distance'—the gap that sets the powerful apart," said Hans-Lopez. A Visa campaign that plays off this concept, sought to differentiate new sophisticated Chinese tourists from the hated stereotype.
While traditionally frowned upon for individualism and disruption of harmony, social media has created the ability to rebel 'harmoniously'. Tsang cited BBDO Guerrero's campaign for Reporters Without Borders as an example.
When marketing aspirationally to Asians, don't base strategy on weird ideals:
Campaign's observations: The speakers have a point in that too many Western-educated marketers openly despise the Asian love for selfies, bling and belonging. To market aspirationally requires respect and understanding of the culture they come from.