Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


Border Reorder

People want their identities to be reflected in mainstream culture

Collective Equity

South Korea

Republic of Korea

TV, film, and social media video

Netflix has announced a multi-billion-dollar investment in South Korean scripted and unscripted content. As media consumption habits become more globalised, this move brings into question whether international involvement will stay true to Korean tastes or accommodate Western preferences.