We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of siloed campaign elements, brands should look at a bigger picture in which virtual and real co-exist in one symbiotic ecosystem.

Asia's selfie obsession – especially amongst women – is more prominent than ever. In response, there's been an explosion of beautifying apps that automatically detect facial features, and enhance them according to Eastern beauty ideals.

The drive for mental and physical self-improvement has been accelerated by data tracking. Whether it is through ‘levelling up’ or the distant promise of biotech, people are determined to be the best version of themselves possible.

With social media opening up million of little windows into the lives of others, reality TV expanding into new frontiers like space travel, and people growing savvier about what's real and what's not – what does the future of reality culture hold?