Japan is notorious for its conservative attitudes towards sexuality. But the largest ever survey of sexual minorities in the county has revealed that more people who identify as LGBTQ are coming out, despite the fact they’re still having to deal with discrimination.

Neon nails, coloured contact lenses and plaited locks. This might describe a girl from Harajuku, but while Genderless Kei is a Tokyo style tribe, it's not just for girls. In fact, it's rocked predominantly by straight, teen boys that are rebelling against Japan’s notoriously conformist gender norms.

In China’s conservative society, LGBT individuals have long been living under the radar, even after same-sex relationships were decriminalised in the late ‘90s. Yet a wind of change is blowing and social media is helping this community emerge as a consumer group of great interest for brands.