In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

In collaboration with local brands, luxury ‘baijiu’ (clear Chinese liquor) brand Moutai delivers novelty and surprise with baijiu latte and baijiu chocolate – a hit in online resale. This effort reintroduces the ‘old man liquor’ to younger generations and the burgeoning market of Chinese coffee.