
10 JANUARY 2025
Welcome to this week’s edition of Culture Wire, a newsletter brought to you by Singapore-based pop culture and lifestyle marketing agency Culture Group.
Welcome to 2025, culture vultures!
To kick off the first newsletter of the year, we’re taking a moment to reflect on the pop culture trends that shaped 2024 and will continue to influence consumer behavior in the next 365 days (355 days by the time you get this, but who’s counting?). Need help figuring out how this will impact your marketing strategy? You know where to find us.
🚀2024 was the year of… regional reign
From the explosion of Filipino EDM genre budots across FYPs to P-pop group BINI making history on Spotify’s global charts, 2024 saw SEA entertainment solidify its place in the global spotlight and prove – once and for all – that local music acts can have just as much influence as Western artists. The impact went beyond beats: Indonesia cemented its position as a horror movie powerhouse 🧟and Thailand’s How to Make Millions Before Grandma Dies dominated regional box offices before landing in the Oscar shortlist.

💡 Our Take
Local creators and audiences are actively decentering Western media, turning instead to neighboring markets for inspiration and entertainment. The adaptation of Thai ghost stories for Indonesian cinema is just one example of that. These narratives win hearts within the region – and increasingly beyond, too, – because they tackle universally relevant themes like death, family dynamics and social pressures in ways that transcend the cultural packaging.
🔑 Brand Takeaway
This cultural shift demands a strategic pivot from global brands in Asia. Rather than defaulting to global benchmarks, first look within the region and understand what resonates with consumers. Stop treating SEA content as ‘local’ – these are global stories that are just waiting for their moment!
🦄 2024 was the year of…the cute craze
Moo Deng’s viral takeover. Labubu collectibles. If it was cute, consumers wanted it. Some surprising brands and industries made the cute craze work for them: the Tourism Authority of Thailand enlisted Butterbear (one of the country’s most popular mascots) to attract Chinese visitors 🐻. But cute can go beyond superficial. The runaway success of Inside Out 2 showed how even kawaii-style characters could help audiences process complex emotions and mental health conversations.

💡 Our Take
This goes beyond the status signal of owning the ‘right’ collectible. Cute products provide joy and escapism in an increasingly complex world, whilst also allowing owners a new route to self-expression and emotional expression in a region where discussing feelings directly isn’t always culturally comfortable. From tourism campaigns to entertainment, ‘cute’ can be a powerful tool for connecting with audiences on an implicit level.
🔑 Brand Takeaway
Expect a continued interest in cute collectibles and other forms of implicit self expression. Think: keychains, merch and accessories with swappable elements. But remember, virality isn’t always about pressure to perform – so brands, don’t be perfect, be playful. Consider how cute can be a conduit to self-fulfillment, a way to help younger audiences articulate and navigate their (big) feelings.
🏋️♂️2024 was the year of…fitness frenzy
Regular readers already know that fitness moved up the agenda over the last year, with casual running crews taking over city streets in Indonesia, Malaysia and beyond, Hyrox becoming the new luxury flex and pickleball courts popping up everywhere (yes, everywhere). City dwellers are seeking outdoor escapes, leading to a rise in interest in hiking and workout schedules are getting a remix – Kuala Lumpur earned the title of ClassPass’s ‘Night Owls’, with users most likely to book evening classes 🌙.

💡 Our Take
Forget aesthetic goals. SEA’s fitness craze offers a perfect balance: collective activities that create space for individual growth in traditionally group-oriented societies. And given that the practice aligns with Asian pragmatism – concrete benefits and measurable progress – this is more evolution than trend. In fact, we anticipate this wellness momentum will spark greater awareness around food and diet, with ‘stealth wellness’ gaining ground (think everyday plant-based options or more vegan restaurants) and DIY fermentation and home growing attracting those seeking healthy options without the premium price tag. Productivity tools and AI will also see an increased adoption rate as people seek solutions that help them make more time for the things that matter.
🔑 Brand Takeaway
The ongoing obsession with fitness reflects a larger cultural shift towards personal empowerment where people are actively seeking tangible ways to enhance their lives. Can you tap into this universal desire for growth and reimagine existing products / services through this lens? Look for ways to facilitate both individual progress and group connection – the sweet spot where SEA’s fitness movement thrives.
🚀 OVER AND OUT!
That’s all for this week! Next week we will dive into each SEA market and the opportunities for brands..Stay tuned for Pt.2!
Pop culture insights are better when shared. Subscribe, forward this email on, or share the love on social media. Thanks for reading!
Your Culture Mavens,
Angela, Catherine, Teri, Twila & Vicki