Referring to ‘saltiness’ as slang for bitter cynicism, ‘Low-sodium’ Subreddits – such as the one for Cyberpunk 2022 – offer fans space to just enjoy things.

Low-sodium Subreddits

With wealth still firmly in the hands of tech elites in spite of promises of democratisation, some optimists see the future of the internet as something that can be cooperatively owned. 

‘Exit to Community’ 

From ‘catboys’ to ‘femcels’, slang and archetypes from niche online communities are diffusing into popular culture – though the origins, in closed communities with strong insider tendencies, tend to be obscure.

Theorygram 

‘The Soho House of Web3’. ‘The Future of friendship’. ‘A VIP lounge for crypto’s creative class’. The much-hyped Friends With Benefits DAO aims to transmute ‘good vibes’ and collaboration into financial clout. 

Friends With Benefits

Airtopia – Nike’s brand world within Roblox –  taps into Gen Z and Alpha’s creative prowess and their experience with digital world-building, putting creative control in the hands of its audience.

Airtopia 

In a small-scale effort to better distribute resources, people are using ‘community fridges’ to share surplus food and take care of each other. 

Community fridges

The Lakota Nation – long autonomous from the US government – aims to use cryptocurrency to decouple its finances from the US dollar and ‘build for the future’. 

MazaCoin

With Australian society having a hot-and-cold relationship with sexuality, The Hook Up podcast dares to discuss elements of modern romance and sex as it is truly experienced by Australian Gen Zers and the growing LGBTQ+ community in the country looking for a safe digital space.

Why The Hook Up unfilters sex talk for Aussie Gen Z

South Korea has produced some of the world’s most famous esports stars. But in the age of streaming, the nature of celebrity in the gaming world can vary, with content creators and fans joining the fray. What can competitive and non-competitive gamers teach about building a thriving fanbase?

How South Korea’s celebrity gamers build dedicated fandoms

Poppi began as a small, Texan family-owned beverage brand known as Mother. Since rebranding in 2020, the prebiotic, apple cider vinegar-based soda has launched a massive 360-degree marketing campaign, found a large Gen Z market, and become a burgeoning competitor for the likes of Coca-Cola and Pepsi.

Why Poppi provides fun sodas for Gen Z health buffs

With their formative years hindered by pandemic lockdowns, it’s no wonder why Gen Alphas found comfort in online communities. On the gaming platform Roblox, Southeast Asian Gen Alphas advocate for their beliefs – from politics to religion – in a way no other generation has before.

Why Roblox became Southeast Asian Gen Alphas’ social podium

‘Sari-sari’ (literally, ‘variety’) stores remain staples in Filipino neighbourhoods despite the rise of convenience stores. They balance affordability and accessibility with modernisation and adapt to changing needs by providing reasonably priced essential goods, making them a pillar in the country.

Why Filipino neighbourhood ‘sari-sari’ shops flourish amid convenience stores

As TikTok's fate in the US hangs in the balance, India's 2020 ban could be a cautionary tale. India's bold move disrupted its thriving creator scene, forcing a migration to new platforms. Now, the US weighs its options, urging a rethink of digital landscapes amid global tensions.

India banned TikTok. Can US TikTokers use this as a blueprint?

Once aspirational and teeming with tenants, Japanese complexes on the outskirts of cities are now being abandoned – except by the elderly and the recluse. To usher in new life and youth in these areas, Muji started a renovation project that upgrades yet preserves these heritage neighbourhoods.

How Muji helps battle loneliness among Japanese tenants

Boys’ Love media usually features fresh-faced male characters encountering slightly varied struggles. Heaven Official’s Blessing smartly subverts these tropes, placing a queer couple in a distinctly traditional Chinese context and putting their character development at the centre of the story.

Why Heaven Official’s Blessing rewrites Asian boys' romance

Spotting a gap in the market for competitions for the average gym-goer, HYROX has created a new discipline within the world of exercise. Creating a clear goal for amateur gym-goers and more experienced athletes, HYROX offers accessibility and community for a wide range of exercise enthusiasts.

How HYROX brings out gym-goers' competitive edge

McDonald’s Australia is looking to affirm its place in culture and cross-generational relevancy with a new Big Mac ad reviving the famous Big Mac chant. The ad tracks Australians trying to remember the chant throughout the decades, leveraging humour and nostalgia to land with 2024 audiences.

McDonald’s uses nostalgia to bridge generational divide

Acting as a home away from home, equipped with gaming consoles, board games, vinyl players, and film screens, a new breed of socialising spaces is encouraging visitors to connect and engage in person. These venues foster community and belonging in an increasingly isolated digital landscape.

Why Southeast Asian hobbyists are flocking to co-playing spaces

While it’s hard to change consumer behaviour, studies have shown that simply giving an action a name can help spur adoption by creating a sense of familiarity and in-group signalling. Canvas8 spoke to Professor Valentyna Melnyk to find out how brands can use behavioural labelling to inspire action.

You’re doing what?! The science of behavioural labelling

Come for explicit photos of celebrity crushes, stay for the community. From an Instagram page to organising physical exhibits, Y2K Kabaklaan’s intentions are simple – to usher in a safe space for pent-up gay desires and to document an unforgettable epoch in Filipino pop culture.

Why Y2K Kabaklaan archives Filipino queer desires

WhatsApp’s latest ad campaign shines a spotlight on the role it plays in keeping families connected in times of conflict. In a world increasingly divided by conflict and distance, social platforms have become a lifeline for millions who are facing separation and hardship.

 Short film shows how tech connects people amid crisis

Amsterdam-based football club Ajax has collaborated with adidas on a limited-edition line of cycling clothing that nods to Amsterdam’s cycle culture. The move signals both the power of global brands using local cultural codes and the shifting nature of how sports fans are expressing their fandom.

Ajax x adidas combine local love of football and cycling

Faced with rising living costs and changing views on monogamy, people are ripping up the wedding rulebook and redefining what it means to get married. What other factors are impacting people’s attitudes toward weddings? And what can brands learn from this shift in celebrating milestones as a whole?

How are attitudes to marriage and weddings changing?

Tapping into a seemingly niche market in Singapore, Sambal & Mages is a brand creating customised dice that can be used for various games. People are finding community through shared interests, and businesses like this are helping to cultivate these subcultures that make them feel connected.

Dice makers in Singapore tap into gameplay subcultures

‘Cool’ may be hard to commodify, but cult independent newsletter Perfectly Imperfect has done just that. By creating a digital oasis where cultural insights and recommendations are shared free from algorithms and advertising, it maintains integrity by prioritizing genuine user taste exchange.

How Perfectly Imperfect broadcasts cultural cool

The viral ‘Black Women Homesteading’ Facebook group and media platform acts as a virtual commune for Black women interested in self-sufficient agricultural lifestyles. Brands can champion underrepresented communities like these by amplifying their achievements, services, and initiatives.

‘Black Women Homesteading’ ignites community building 

The US Major League Baseball (MLB) is looking to achieve success beyond its home field. MLB’s decision to venture into South Korea is a strategic decision to engage the nation’s notable talents and its world-renowned fandom culture, which catapulted homegrown entertainment to the world stage.

How MLB scores global popularity from Korean sports fans

Inspired by the 'romantasy' communities of TikTok, elaborate fantasy events like book balls are gaining traction among Gens Y and Z. Driven by people’s desire for connection, escapism, and worldbuilding, brands have the opportunity to create immersive activations and experiences.




BookTok fuels a resurgence of immersive fantasy events 

Government censorship, sexual harassment, and anti-feminist sentiments have driven Chinese women away from their favourite social networking apps, which has translated to an ever-growing ‘she-economy’ in which they are making purchases – and even creating new brands – that empower them further.

How Chinese women are reclaiming social media from anti-feminists

Women’s football is finally receiving the recognition it deserves, yet its growth has sparked a rise in sexism and misogyny on and off the pitch. Football-focused organisation Kick It Out demonstrates how education can champion inclusion and diversity and challenge notions of old-school banter.

Kick It Out takes action against sports discrimination

Data has revealed that most young Americans are turning to UGC content and online creators for entertainment, reducing time spent on streaming platforms. As the creator economy continues to evolve, there’s an opportunity for brands to champion diverse voices and gain the favor of young people.

Young Americans watch UGC over conventional entertainment

In a global campaign, Eastpak shines the spotlight on the creativity and resilience of live action role-play (LARP) communities. No longer viewed as a siloed form of entertainment, there's an opportunity for brands to tap into the power of niche subcultures and garner authenticity.

Eastpak campaign taps into creativity of LARP culture

With two studio albums and a social media following of over seven million, Gen Z jazz star Laufey has taken the music world by storm. Leveraging TikTok and Instagram, the artist has weaved her nostalgic sound with modern-day sentiments to create a captivating world known as ‘Laufey Land’.

How Laufey is bewitching Gen Z jazz lovers

In a saturated streaming landscape, Wes Anderson's Galerie film club offers users an alternative that prioritises community and human-led experiences. As media giants battle it out, Galerie keeps people engaged by fostering belonging through its unique approach to content curation.

How Galerie film club empowers human-led content

Grab is making a concerted effort to address safety concerns on the roads by increasing the likelihood that female passengers will be paired with female driver-partners. The move reflects a demand for better representation beyond virtue-signalling and a critical need to empower female workers.

Grab empowers female passengers in Asia 

Regional music styles have evolved in Southeast Asia. In the Philippines, the popularity of ‘budots’ (‘slacker’ in the Visayan language) from a grassroots scene to a mainstream genre shows that it could redefine Filipino dance music, which in the past has been heavily inspired by the West.

How Filipino EDM genre budots took street music worldwide

More and more Gen Alpha gamers in Southeast Asia are finding support and community via online games, creating multiple opportunities for brands looking to join the fun. Savvy marketers have begun partnering with popular Twitcher streamers and YouTubers, tapping into the gaming community's idols.

Why games are the new social media for Southeast Asian Gen Alpha

Olivia Rodrigo has announced that a portion of all ticket sales from her Guts World Tour will be donated to support reproductive rights. With limited access to abortions across the US, brands and public figures are increasingly taking steps to raise awareness and funds.

Olivia Rodrigo launches fund to support abortion access

The Everywhere is Queer app supports the LGBTQ+ community by connecting users to queer-friendly spaces. Amid data concerns for marginalized communities, shadow-banning, and increased hostility towards LGBTQ+ people in America, the app offers safe spaces as a beacon for hope during difficult times.

Everywhere is Queer spotlights LGBTQ+friendly businesses

Drag Den features the Philippine drag scene by being a drag reality show for Filipinos by Filipinos, demystifying the country’s queer culture and its roots. Promising authentic queer content made accessible to the mainstream, it treads both TikTok virality and global streaming.

How Drag Den models the unfiltered joy of Filipino queer politics

Gen Zers are leading a charge back to the tangible, heralding a renaissance of cassette tapes and analog culture and reshaping how young adults interact with music, media, and each other. How can brands leverage this shift to forge deeper connections with this demographic?

What’s driving the cassette comeback?

Disney has unveiled its first animated series with the release of the miniseries Iwájú on Disney+. Set in the Black Panther universe and telling the story of a young girl in Nigeria, the show leans into desires for greater representation and a shift towards short-form, immersive content.

Disney releases first ever animated series, Iwájú

Spotify has launched an in-house music consultancy called AUX that will guide brands on how to use music in advertising and pair them with musicians. As the UMG x TikTok clamp down puts music discovery in flux for emerging artists, Spotify aims to connect brands with their community of creators.

Spotify consultancy connects brands with emerging talent

Home Buddies, the Facebook group-turned-company reshaping Filipino homes, has mastered the art of organising communities online. The mammoth user-led group has become a safe space for Filipino home enthusiasts to share their living spaces, home design tips, and shopping recommendations.

How Homes Buddies gathers a village of home designers

In the Philippines, rising prices, traffic, and inefficient modes of public transportation take out a big chunk of commuters’ precious time every day. To cope, Filipinos exhibit resilience through organised online communities, humour, and alternative ways to get around the city.

How Filipinos navigate poor public transport through community

The 2024 Generational Snapshot of Gen Zers in the APAC region explores how young people today express their national identities while keeping a global mindset, assert their individuality in the workplace alongside AI, and look to markers from simpler times for stability and inspiration.

2024 APAC Gen Z Snapshot

Remote work has spread over the last 10 years, allowing many professionals seeking flexibility and comfort to try working from anywhere. Known as digital nomads, remote workers who live in Southeast Asia (SEA) aim to earn the most they can while affording luxury where it’s much cheaper.

How Southeast Asia became a melting pot for digital nomads

CunBA, a form of ‘grassroots basketball,’ has taken over Chinese social media with its widescale livestreaming of games featuring smaller towns, eliciting competitive hype around the sport. It brings China’s disparate minorities closer while raising a new, promising crop of homegrown ball players.

How CunBA carries grassroots sports to online virality

China’s top developers face scorn from the nation as they file for corporate default, leaving homeowners-to-be far from the promised land. As the Chinese youth are caught between a housing crisis and long-standing expectations of home ownership, they have resorted to living in ‘refined poverty.’

Young Chinese people resort to ‘refined poverty’ amid housing crisis

The Instagram page Real Housewives of Clapton serves as both a satirical commentary and a cultural barometer of the UK’s creative class. In a time where social cohesion is strained, and markers of adulthood are shifting, how can hyper-localised meme pages help build a sense of community?

How RHOC captures East London’s creative class

BeReal once dominated the charts of app stores in 2022, but its glory days are ending in the western parts of the world. Meanwhile, the platform has rebirthed itself in Japan, captivating young Gen Z users thanks to the respite it offers against the norms of its society.

How BeReal relieves Japanese Gen Zers from social curation

Blending the warmth and cosiness of a home with an upscale dining experience, supper clubs give home chefs a chance to test the waters and kickstart their careers. By providing Indians a platform to forge meaningful connections, they nurture camaraderie and belonging in a heavily digitised India.

How supper clubs are birthing a new genre of cosy restaurants in India

The Soul app has proved successful in combating loneliness among China’s Gen Z population by promoting healthy social relationships. Now, brands are using it to better understand the generation’s nationalistic tendencies and need for connection, leading to various marketing success stories.

How Soul helps lonely Chinese Gen Zers make more friends

Universal Music Group (UMG) has revealed the record label will no longer license its content to TikTok – meaning users won’t be able to use its songs. As social media continues to break down barriers to access global talent, this move signals a shift in the artist-fan dichotomy.

UMG TikTok departure curtails Gen Z music discovery

In an oversaturated K-pop industry and global media market, fourth-generation girl group NewJeans enjoys a rare dominating success. Through Phoning, a NewJeans-specific, Y2K-branded app, the girl group grants superfans the illusion of hyper-personalised inside scoops into the lives of group members.

Why Phoning recalls the flip-phone experience for Gen Zers

Filipino fans are spending without hesitation to fly to overseas destinations just to see their favourite global icons perform live on stage. Fusing two passion points – music and travel, what are the motivations behind this rising trend, and what can brands learn from it?

Concert holidays: A rising trend with Filipino tourists

From being the biggest horror fans, Southeast Asians are becoming a powerful force in reshaping the genre. Indie visual novel Kabaret transforms the gaming scene by making horror an avenue for telling the world about the region’s dark histories – from its mythical beings to its dark social reality.

How Kabaret evokes historical emotion in fantasy gamers

Chinese game developer Papergames has launched Love and Deepspace, an immersive 3D-style dating sim that’s garnering massive hype in China. Its success speaks to how virtual romance games are providing Chinese women with an alternative outlet to assert agency over their intimate lives.

Sci-fi dating sim captivates Chinese women gamers

Libraries are growing as spaces for healthy socialization among Gen Zers, who have begun flocking to the spaces to meet like-minded compatriots. Young people are looking for wholesome, productive ways to socialize, eschewing digital spaces for analog, community-driven experiences.

Gen Zers turn to libraries for free socializing

AirAsia has launched MOVETIX, an all-in-one platform that allows customers to book tickets for live events, activities, and flights. Responding to the skyrocketing demand for entertainment-driven tourism in the region, it’s making the booking journey more seamless for superfan travellers.

AirAsia integrates bookings for live events and travel

Despite facing various controversies, Southeast Asian Gen Zers remain active on Twitter, now known as X, utilising its features for news and video discovery. The online platform offers brands the opportunity to engage in sociopolitical conversations and tap into fandom subcultures.

How Twitter and X changed ads and news for Gen Z in Southeast Asia

BTS fans organised one of the largest fan-led gatherings in history with a three-day exhibition dedicated to BTS member Jin. Attracting huge crowds, the event highlights the growing desire for in-person fan-led experiences and the shift of fandoms from passive consumers to active collaborators.

BTS exhibition in Seoul marks largest fan-led gathering

The popular athleisure brand Alo Yoga has enlisted the K-pop artist to be the face of its spring collection. The collab has increased Alo’s brand awareness among Asian audiences, which speaks to the enduring power of celebrity endorsements particularly in regions that boast strong K-pop fanbases.

Alo Yoga taps BLACKPINK’s Jisoo to broaden APAC appeal

Battlegrounds Mobile India (BGMI) has dropped an ad campaign that highlights local gaming trends. No longer viewed as a siloed form of entertainment, gaming has become an integral part of Indian culture, and brands can unlock its ability to bring people together in larger-than-life ways.

BGMI spotlights gaming fandoms as a way of life in India

P&O Cruises is enticing travellers with a promise of both new connections and quality time with loved ones. Following an uptick in both loneliness and a post-pandemic revenge travel mindset, people are increasingly looking for maximalist experiences that can also facilitate relationship building.

P&O Cruises prioritises connection and quality time

Ahead of the launch of Nicki Minaj's Pink Friday 2, Gag City leveraged the power of fandom and her larger-than-life persona to fuel hype around the album. The co-created virtual utopia – built from memes and AI-generated images – exemplifies how digital channels can elevate artist-fan relationships.

How Nicki Minaj fans co-create to foster creative community

Running clubs have exploded in popularity in the US as people look for cheap and healthy ways to socialize and meet friends. Disparate factors like inflation and health concerns are affecting the way people fraternize, and brands are learning to help support and sponsor these new rituals.

Running clubs may signal need for positive socialisation

As private members' clubs and restaurants continue to open in major cities like New York, Los Angeles, London, Hong Kong, and Shanghai, how do these kinds of bespoke nightlife offerings draw in a new generation of people looking to socialise and network at the same time?

Why are members’ clubs the new heart of city nightlife?

With the M5 World Championship's hallmark tournament becoming the fourth-highest viewed esports event of all time, brands are moving rapidly to tap into one of the fastest-growing game markets in the world: Southeast Asia. What is the next big opportunity to win gamer loyalty in the region?

How Mobile Legends revamps gaming with rewarded content

In the wake of several lawsuits, Meta has changed its content moderation processes, no longer offering teens the same content recommendations it would adults. Having reckoned with the negative impacts of social media, many are looking for smaller, safer, and more closed-off digital spaces.

Meta's teen content moderation reflects changing norms

A study has revealed the depth of consumer discontent with social media, with around half of participants looking to significantly limit their use by 2025. With many looking to cut their online ties, IRL connections formed offline are growing in importance for consumers.

Perceived quality decline turns people off social media

Video game art is beginning to mimic real life, as in-game experience shifts to include positive life milestones that are growing increasingly difficult to achieve for many young Gen Yers and Zers in the real world. How is The Sims shifting real-life concerns to the virtual world?

How The Sims moves Gen Z concerns to the virtual world

Fandoms have long been considered the pinnacle of Gen Z culture, but how does this generation in the UK engage with their shared obsessions? Canvas8 spoke to K-Pop stans, Harry Potter die-hards, and F1 supporters to find out how they connect with their fandoms and what community means to them.

Why British Gen Zers are die-hard superfans

Gen Zers in the US are becoming increasingly engaged superfans due to a sense of community, peer-led creative expression, and stress relief. Canvas8 spoke to Swifties, Star Wars fans, and die-hard sports supporters across the US to find out how they engage with their fandoms on a day-to-day basis.

Why American Gen Zers are die-hard superfans

In China, some online platforms have a system where users can become ‘cyber jurors’ to deliberate and cast votes in resolving disputes between buyers and sellers. While not quite an unbiased tool for justice, it plays a role in generating greater engagement and community through participation.

Chinese platforms turn to crowdsourcing online disputes

Perifacon is a gaming convention which is bringing accessibility and visibility to Favela communities, while highlighting their clout in Brazilian culture. Instead of waiting for established players to come to their country, Brazilian fans are building their passion sites in their own backyard.

Perifacon democratises fandom for Favela communities

How does the Tube Girl phenomenon reflect people’s desire for unapologetic realness? What’s driving the rise of analogue and print media in a digital-first culture? How are fandoms taking over everything? What do people want from AI tools to help them navigate online spaces?

Media and Entertainment Sector Snapshot: January 2024

The North Face is promoting diversity in outdoor sports through its free online 'Allyship in the Outdoors' program. Addressing challenges faced by people of colour in accessing nature, the program responds to rising demands for equitable and inclusive approaches to physical activity outside.

The North Face takes the lead on outdoor inclusivity

To mark eleven years since the Sandy Hook school shooting, Mothers For Democracy has released a PSA, rejecting ‘thoughts and prayers’ and instead demanding reform. By creating shock and distress, the ad taps into a consumer desire to see radical openness in the pursuit of change.

Mothers For Democracy campaign demands gun reform

Thailand's T-Wave, driven by BL series and T-pop, has pushed far beyond the walls of the country and Southeast Asia into hearts across the globe. Transnational fandoms amplify Thailand's global impact, offering luxury brands a lucrative market among its superfans by exploring localised branding.

Everything you need to know about Thailand's T-Wave

Diet Sabya is an Instagram account that has gained prominence in the Indian fashion industry. Its rise to relevance reflects a broader cultural shift among younger Indians, tapping into the zeitgeist that seeks transparency, calls out imitations, and appreciates genuine creativity.

How Diet Sabya builds a Gen Z fashion democracy in India

The French city of Roubaix has seen significant results in its year-long initiative to reduce household waste by inspiring behaviour change. The campaign highlights the power of public education and awareness-building around sustainability to steer communities towards progress.

French city makes waste reduction approachable in public campaign

India’s culinary landscape is evolving from traditional dining to immersive experiences that engage all the senses, fueled by urbanisation and the spending power of experience-hungry youth. Diners there crave regional delicacies, micro-cuisine journeys, and interactive environments.

Why are Indians looking for immersive dining experiences?

Very little can compare to a freshly brewed, slowly made cup of coffee. But with Southeast Asia’s entrepreneurship environment prioritising speed and innovation, tech-enabled chains are poised to reshape cafe culture. Will these companies continue to pick up steam, or are they not meant to stay?

Southeast Asians welcome convenient and accessible tech-enabled coffee

The first of its kind, Saudi Arabia has announced that it will develop a gaming-centric retail and tourist destination. As people increasingly engage with gaming across multiple facets of their lives, they expect companies to envision brand experiences through gaming ecosystems.

Saudi Arabia builds esports-themed entertainment hub

In celebration of Nicki Minaj's Pink Friday 2, her fans are creating depictions of themselves in a fictional kingdom described as 'Gag City'. With the help of generative AI, fans are leaning into co-creation to create experimental content and, in this case, foster a sense of close community.

Nicki Minaj fans leverage AI to generate their own world

Australia is experiencing a board game renaissance. With community ties frayed and social media threatening feelings of belonging among young people, board games provide a blueprint for intentional gathering and prosocial engagement. They’re also making space for those typically marginalised.

How are tabletop games creating accessible fandom moments?

First Nations businesses are leading the Australian beauty industry, blending local ingredients and eco-values for conscious consumers. Driven by a rising consumer preference for ethically sourced and culturally rich beauty products, are Australian beauty enthusiasts ready to embrace this evolution?

Australians are turning to Indigenous beauty brands – here’s why

The emergence of slang overload on social media can be overwhelming for some older onlookers – only this time, some of those older netizens might be Gen Zers. As Gen Alpha begins exerting more influence, there's an opportunity for brands to better understand the next stewards of pop culture.

'Slang overload' signals passing of pop culture baton

Kona Big Wave has launched an initiative to fight toxic surfing culture, including IRL activations at some of California’s biggest surfing hotspots. Consumers are looking for brands to take an active role in social issues, and some are responding by getting involved in local communities.

Kona Big Wave beer fights surfing toxicity

Plush toy brand Squishmallows has teamed up with H&M Kids for an apparel and accessories collection inspired by the toys. Brands are increasingly expanding across sectors to create a more immersive and integrated experience for fans looking to express their fandom and identity.

Squishmallows x H&M brings squish culture to kids clothes

In Southeast Asia, Genshin Impact, a mobile game known for its open-world RPG mechanics, has only continued to rise and invite fans globally since its launch in 2020. By incorporating 'gacha' and multicultural elements, it adds depth that makes for engaging gameplay, dominating the region.

How Genshin Impact opens a multicultural world for gamers

In the Philippines, the esports industry is seeing a massive increase in players due to the popularity of mobile gaming. The local gaming landscape is not only for entertainment but for social inclusion, talent development, and national representation on a global stage.

Mobile games inspire a crop of new Philippine esports athletes

With Australia experiencing an epidemic of loneliness, an Adidas Originals campaign has paid homage to the original stalwarts of local communities. With social isolation proving sticky after the pandemic, brands have the opportunity to promote a sense of support for local communities.

Adidas Originals spotlights Aussie community staples

In recent years, esports has emerged as a multibillion-dollar industry, painting a promising future for a gaming league wanting to go pro. In South Korea, the ‘mecca of esports,’ a pro gamer, Faker, is showing the world why investing in esports fans and casual gamers can lead to marketing victory.

How T1’s Faker leads a global league of esports fans

Despite a decrease in nighttime venues and the financial pressure on people due to the cost of living crisis, partying continues to thrive. This resurgence of rave culture reflects the current disillusionment among British clubbers and serves as an act of post-pandemic expression and escapism.

UK rave culture speaks to renewed desires for escapism

In films and TV shows, existential threats to the Earth are often tackled by a small band of heroes. As the real world faces a climate disaster, how are eco-thrillers empowering people to become everyday protagonists? And how can brands use these narratives to spotlight their sustainability efforts?

How climate anxiety gave way to the rise of eco-thrillers

Alex Cooper's Call Her Daddy is more than just a podcast. Through candid chats on pressing topics, Cooper isn't just setting trends and growing a media empire – she's decoding Gen Z's digital heartbeat. Why are members of this cohort tuning in, and what about this icon is so compelling?

How Alex Cooper elevates Gen Z voices through podcasts

Between TikTok, Instagram Stories, and YouTube Shorts, it’s arguable that conciseness is a defining aspect of Gen Z’s digital media habits. Yet members of this cohort are not solely interested in short-form content. What does the rising popularity of video essays reveal about Zers?

What’s driving Gen Z’s interest in video essays?

Unlike any other social media platform, Pinterest’s search and visual management tools offer limitless inspiration and access to trends, and this unique model is capturing the hearts of Gen Zers. How can brands ensure their Pinterest strategies are on track to engage the world’s largest generation?

Why are Gen Zers turning to Pinterest?

Gen MZ drives consumer culture in Korea, and their love of all things ‘newstalgia’ (or ‘newtro,’ as the Korean media call it) has inspired trends since 2018. With global and local brands cashing in on their love for newstalgia, what strategies can help stand out in a rapidly saturated trendscape?

What is ‘newstalgia’ and why are young Koreans obsessed with it?

Lifecycle 

People are constructing meaningful collectives 