Tag Archives: Asia

The gift that keeps on giving

The gift that keeps on giving

Did you know that for many countries in Asia, Lunar New Year is the biggest celebration of the year? By learning a bit about your target market’s culture, you can ensure your brand’s campaign is the gift that keeps on giving. If advertising to these markets, keep in mind that 2019 is the Year of the Pig – do your research and get to know what this means for the target culture and their year ahead and use this insight to perfect your campaigns.

While gift giving has traditionally been in the form of red envelopes filled with money, social media platforms like Alibaba and Tencent have made it possible to send your loved ones a digital version instead, playing into the popularity of the apps and usage trends. Throughout the region, video consumption also increases by up to 15%, making it an appealing channel for brands to take advantage of.

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When big brands collaborate with partners at the local level

Author: Adidas/BVG


Talking about Localisation… Collaborations can be a great way for brands to increase customer engagement on the local level, and 2018 has seen a host of innovative campaigns. Creative Culture have put together a list of some of our favourites.

KENZO + Tiger Beer + WWF

In July 2018, French fashion house KENZO joined forces with WWF and Asia’s top international premium beer brand, Tiger Beer, to create Rare Stripes – a limited-edition clothing collection to raise awareness about the endangerment of wild tigers. The collection is part of Tiger Beer and WWF’s larger initiative TX2, which aims to double to population of wild tigers by 2022.

Adidas + BVG

In an effort to improve its image among young Berliners, BVG – Berlin’s transport authority – partnered with Adidas to create a limited-edition shoe. What’s a shoe got to do with public transportation? Not only does the shoe feature the same patterns as the tram seats, the tongue of the “EQT Berlin” sneaker is actually an annual train pass! For €180, Berliners can snag a cool pair of sneakers and save €548 on their annual transport. With only 500 pairs produced, it’s no shock that the collection quickly sold out.

AirAsia + Sony

AirAsia X and Sony Malaysia have joined forces in the search for a joint ambassador. The #throughthelens competition, which runs through 7 October 2018, invites people to share their favourite travel moments in any of AirAsia’s global travel destinations. Winners will receive a one-year ambassadorship, which includes travel experiences and Sony’s latest gadgets. The campaign builds off the rising popularity of photography seen as a result of smartphone penetration in the market, and encourages people to share moments through their own lens, whatever that lens may be.

How to express feelings in Japanese: Honne and Tatemae

Express feelings

In Japan, there are two important words you should know to express feelings: honne (one's true feelings) and tatemae (how one shows their feelings in public).

For the Japanese, it is very important not to show their true feelings in public, so they don't risk offending others. It's all about respect and not being rude, so even though you may not want to meet up with someone, you come up with a polite excuse so they think that you wish you could go, but simply can't.

Can you think of a time when you've used tatemae?

by Kathryn Rose