As people become increasingly more open to trying new things, brands can earn loyalty as long as they prove their worth. When the economy is unpredictable, relying on price – whether to set a premium or to be a budget option – is unsustainable. Instead, brands can earn loyalty through their story.
Each month, APAC lead editor Therese Reyes looks into the latest cultural shifts in the region and explains the audience behaviours behind them. Sign up to our monthly newsletter here.
Whenever I crave fried chicken, my mind immediately goes to Jollibee. Ask any Filipino what they think, and most would probably say the same. It's a tried-and-true staple in the Philippines but has earned a different kind of loyalty in other parts of the world since it decided to aggressively expand globally in 2018. Now its fandom is growing, enjoying niche-favourite status with viral TikTok videos from London to Ho Chi Minh City and a merch collaboration with streetwear brand Complex and girl group KATSEYE. In a time of price sensitivity and growing brand scepticism, this kind of cult following is one of the most effective ways to earn loyalty. And while legacy brands once dominated this realm, newcomers are catching up. But why? And how?
Why is this important?
39% of APAC shoppers are more enticed to try a new brand if they get more value for their money. [1]27% would do it if the alternative new brand were renowned for high quality, while 26% are enticed by positive reviews, recommendations and endorsements. [1] This could send off alarm bells for brands that have long enjoyed market dominance. On the flip side, it also means that these days, any brand has a chance to be on top. Because people are more open to trying new things, brands can earn loyalty as long as they prove their worth. And when the economy is unpredictable, relying on price – whether to set a premium or to be a budget option – is too unsustainable. Instead, brands can earn loyalty through its story. Legacy brands such as Jollibee have the benefit of tapping into their own history and lore but newcomers have the advantage of building this image from scratch, with community and identity already in mind. South Korean makeup brand fwee launched in 2021 but already has a dedicated following that’s eager to support every product drop. “fwee is more than just makeup – it's a feeling, a mood, a moment,” its website reads, something fans of the brand experience through interactive pop-ups that spotlight texture-driven products such as the Pudding Pot and Jelly Pot tints. Within two years of its launch, fwee broke into beauty retailer Olive Young’s top 100 bestsellers and contributed to parent company BENOW recording consolidated sales of KR₩266.4 billion ($192 million) in 2024. [2][3]
What’s the behavioural shift?
People’s willingness to try new things is a major shift in how Asians see loyalty, a development observed across markets, sectors and income levels. Mature markets such as Singapore and Japan are more price-sensitive, while developing markets such as Vietnam, Indonesia, and the Philippines have started trading up for better quality. [4]They’re trying alternatives even when shopping for luxury goods. Among Asia’s luxury shoppers, 60% agree that lesser-known brands that offer great style and quality are synonymous with luxury. [5]The difference between old and new luxury labels is stark. For example, Chinese leather goods brand Songmont – known for its cult favourite purses such as the Gather bag – experienced a 90% online handbag sales growth in the first three quarters of 2025, while Gucci’s online handbag sales in China fell more than 50%. [6] Interestingly, this openness to alternatives is rising in Southeast Asian markets, where many new brands with cult-like followings are emerging. Not quite luxury – but certainly a phenomenon – is Malaysian shoe and bag label Christy Ng. Its Goyard-esque totes are now ubiquitous on the streets – and air-conditioned malls – of Southeast Asia. It continues to experience sales growth, even reaching No. 3 on Shopee Indonesia’s Top Selling Brands during last year’s 9.9 sale. [7] While its affordable price points (a tote will only set you back around $50) certainly contributed to this success, eponymous founder Christy Ng also highlights the importance of storytelling. “In late 2024, I started posting TikTok content sharing ‘A Day in My Life as a Footwear & Handbag Entrepreneur.’ The videos often went viral, hitting millions of views. People ask me, ‘What do you gain from millions of views?’ My answer: ‘Better than no views.’ Like good products, good stories need little budget – authenticity gives them legs of their own. Content creation has taken our brand to new levels in revenue and profitability,” Ng says in a LinkedIn post.
What’s the key takeaway for brands?
To develop a cult following in 2026 (and earn lasting loyalty rather than become a fad), brands need to blend something familiar (for frequency) with something new (for excitement). Jollibee is a fast-food chain you can eat on the daily, and nowhere else (outside the Philippines) can you eat fried chicken with sweet spaghetti – but it’s the joy you feel watching an unhinged anthropomorphic bee dance that you remember. And while fwee’s products are makeup essentials such as blushes and lip glosses, you visit every pop-up because of the creativity you let out whenever you customise a makeup palette.