As a global migration occurs from rural areas to rapidly expanding urban hubs, Asia stands at the forefront of this shift; of the 31 megacities worldwide, more than half are on this continent. So, what’s prompting people to trade life in the countryside for the bright lights of the city?

Big brands eyeing global expansion are beginning to grasp the importance of broadening their product offerings to cater to the diverse tastes of their new markets. In India, furniture giant IKEA is staying culturally relevant by customising many of its offerings in order to satisfy local tastes.

Despite Indian society and families placing great pressure on women to have kids, a growing number are choosing to be childfree. And as many of them have successful careers, discerning tastes and high spending power, brands can no longer afford to ignore this powerful group.

British magazine Monocle is launching a branded apartment block in Bangkok, with plans to build more properties in countries around the world. Monocle is the latest premium brand to launch a real estate venture, cashing in on its reputation as a tastemaker in design, travel and business.