Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.
True
pop culture
No one talks about ads anymore: Have they lost their pop-culture charm?
attention economy
creativity
culture
performance
pop culture
‘The White Lotus effect’ on Thai tourism
four seasons
koh samui
pop culture
thailand
the white lotus
tourism
For its third season, HBO’s The White Lotus has shifted location to Koh Samui in Thailand, provoking increased interest in the destination, based on data by Carma.
New Balance boasts deep roots and universal appeal in Grey Days film
new balance
pop culture
Shot in 16mm, the seven-minute film shows various subcultures’ attachment to the brand.
Being relatable shouldn’t be the end goal
creativity
pop culture
Creativity lies in exploring the gap between the relatable and the unexpected
Asian Boys' Love takeovers to live music: The pop culture moments shaping Asia
pop culture
Marketers looking to navigate and capitalise on the evolving cultural landscapes in Asia-Pacific can significantly benefit from tapping into passionate communities, says Culture Group's Acacia Leroy.
Obsessed: Tapping into the power of superfandom in APAC
genz
pop culture
taylor swift
Three in five Gen Z identify as a superfan in some way. From tears to cheers, screaming Switfies to fan misbehaviour, emotions and entertainment are goldmines for brands. Canvas8’s Elly Lau reveals Asian trends and behavioural insights.
Stop predicting the future – start looking back and beyond adland
diversity
pop culture
Let’s step outside the adland bubble and look beyond the top 10 lists and the best ads of the year accolades to what really resonated with people in popular culture in 2021 – and then to see what we can learn from it.
How luxury took over memes
pop culture
social media
Louis Vuitton’s inflatables spurred countless DIY recreations on Chinese social media.
The fandoms marketers need to know about
entertainment
pop culture
Mixing empathy with entertainment is key to driving purpose and social engagement in the post-Covid era as these groups show us, says the head of an Asian-based cultural marketing firm.
MTV 81 brings Japanese pop culture to a global audience
Dentsu
pop culture
GLOBAL - Viacom International Media Networks (VIMN) has launched MTV 81, an English-language advertiser-supported digital platform designed to showcase the best of Japanese music culture to international audiences.