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?

Despite its collectivist traditions, Japan is seeing a rise of individuals who are actively rejecting the company of others. And from one-person karaoke boxes to solo restaurant booths, businesses are adapting to this unconventional customer.

Japan's futuristic technology often leads outsiders to assume that what happens there will catch on elsewhere. Before we get excited about tomorrow's world, what can we understand about the particular culture that's enabled such innovations to flourish?

As ethics and quality are prioritised over surface-level appeal more than ever before, HK Honey is perfectly positioned to cater to the increasingly environmentally-aware Chinese consumer.