While South Korea may be the world’s leader for plastic surgery procedures per capita, Chinese demand for this kind of operation is skyrocketing. And with their obsession with Korean culture, young women are increasingly keen to go under the knife to alter their appearance.

Neon nails, coloured contact lenses and plaited locks. This might describe a girl from Harajuku, but while Genderless Kei is a Tokyo style tribe, it's not just for girls. In fact, it's rocked predominantly by straight, teen boys that are rebelling against Japan’s notoriously conformist gender norms.

For selfie-obsessed individuals, a camera that makes your eyes look bigger and face look slimmer might sound too good to be true, but the Casio EX-TR150 does precisely that. It’s the best selling camera in China, where it’s been dubbed the ‘magical weapon for ultimate selfies’.

Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?