Elly Lau is a Behavioural Analyst at Canvas8. With a degree in sociology and Japanese studies from the National University of Singapore, she operates at the intersections of cultural insight, strategy and storytelling. Armed with a uniquely APAC perspective, Elly has conducted research on DIY media in Singapore and East Asian art history. She also writes a music criticism newsletter in her spare time and is a lifelong defender of fangirl culture.

Life Hackers

Experience Hunters

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Japan

Apparel and department stores

Clothing, footwear, and accessories

TBS Radio has collaborated with Japanese apparel brand Fruit of the Loom to create a pop-up that allows people to steal. As young Japanese look for opportunities to indulge in bad behaviour and assert authenticity, brands can tap into playful transgression to appeal to novelty-seeking crowds.

Cultivate

Experiences and Sensations

Values and Identity

Japanese streetwear pop-up beckons customers to shoplift

Distance encourages Parisians to steal from its store

Why is shoplifting content thriving on TikTok?