Southeast Asia is poised to become a global fashion hub, with Thailand as a source of fast fashion. This shift brought the Thai brand Gentlewoman to the worldwide scene, becoming an iconic and recognisable name for young Southeast Asian women and inspiring knockoffs internationally.

Nike has showcased Filipino basketball culture with The Courtyard initiative. The initiative highlights how brands can foster values of inclusion and participation by helping people connect to their culture and community and thereby remain relevant with wider audiences.

TikTok continues to redefine entertainment and reshape the cultural landscape in Southeast Asia, with Gen Z at the forefront of this transformation. Through the short-form video app, they’re crafting a new narrative for what it means to connect, create, and communicate in this digital age.

Cỏ Mềm is an eco-conscious cosmetics brand in Vietnam that has managed to gain over a million followers in less than six years. From transparency in their ingredients to outreach programmes that reinforce customer trust, how else is Cỏ Mềm building confidence with consumers?