Southeast Asian fandoms are independently organising events and activities to support their favourites. Still, brands could consider their significant desire for human connection by aligning with supporters' values and creating well-crafted narratives and collaborations with celebrities.

Instead of Hollywood stars, Southeast Asian brands see Korean celebrities as more effective ambassadors to enhance recognition, stimulate customer interest, and boost sales. This shift could signal a motion in the marketing of brands towards hyperlocalisation, personalisation, and value alignment.

Lack of financial stability aside, South Korea’s Gen Y and Z – collectively referred to as the MZ Generation in Korean media – are willing to spend lavishly on luxury goods due to status checks and flex culture, both of which are driven by and displayed via social media.