Reality dating show Love Island is gaining popularity year on year– particularly with Gen Y. The show is endearingly relatable, offering a snapshot of human life and it makes for compulsive viewing that brings people together. So how can brands tap into its cult following?

Queer Eye has released its second season on Netflix. The show addresses issues relating to the LGBTQ+ community, mental health, and personal development. Unlike the previous series, which was “for the straight guy,” this season includes a woman, a gay man and a trans man.

Netflix documentary Ugly Delicious follows restaurateur David Chang as he strives to learn how food transcends geographic boundaries and becomes significant in different cultural contexts. But when a cuisine crosses borders and is fused with others, can it ever be considered ‘authentic’?

Nine of the ten most popular TV programmes in China in 2016 were reality shows. Filled with famous faces, these shows present brands with great opportunities to reach out, as the culture of celebrity and endorsement still carries great weight in Chinese culture.