🕊 A year of optimism and creativity  

While global headlines might suggest otherwise, Southeast Asia is radiating optimism. In fact, Indonesia just topped Ipsos’ list of most optimistic countries for 2025 (Malaysia and Philippines are also on the list at #4 and #8 respectively) . Maybe it’s the rising number of dual-income households, or how multi-generational living helps channel savings into entertainment rather than utilities. Whatever the reason is, the region’s cultural confidence is soaring. Let’s break down what to watch out for market by market.

🇮🇩 2025 will be the year of…self agency
From hustle to craft

Innovation in Indonesia has always been about upward mobility but with more basic needs being met (hello, financial inclusion), the focus is shifting from merely getting by into exploring more creative spaces. Local influencers have inspired others to discover a sense of agency; meanwhile, BNPL and social commerce have made it easier to turn aspiration into reality.

So, what’s changing in 2025? Global brands can no longer bypass this shift (recent hurdles faced by giants like Apple and Google highlight this pressure to adapt on a macro level). Tech has demonstrated what is possible and global brands must now address long overlooked pain points. Local language? ✅ Local payment methods? ✅ Appropriate pricing? ✅  Purpose? ✅

But it doesn’t end there. Local brands have been able to connect with the modern Indonesian consumer in ways global brands have yet to achieve. Influencers will be your best friend (and bridge).

🇵🇭 2025 will be the year of…owning the narrative
From cultural cringe to cultural confidence 

The Philippines is probably the most talked about Southeast Asian country in Hollywood (Vietnam comes in close). But the spotlight has always come at a cost – Filipinos were often reduced to either punchlines or stereotypes (we’re looking at you, Jo Koy).

But all of that is about to change. As covered previously, 2024 saw Filipino entertainment break through globally and it was far from cringe. Beyond BINI and SB19, films and shows like A Very Good Girl and St. Denis Medical challenged the Pinoy stereotype and instead highlighted the depth of Filipino values,  igniting a wave of unprecedented cultural pride.

With the Philippines being the 3rd largest English speaking country in the world, watch Filipino creators step up as trendsetters and become part of more global platform partnerships.

🇲🇾 2025 will be the year of…homegrown confidence
From wallflower to local gem 

Malaysia may not be the go-to destination for global artists or brands. However, from Grumpy Bagel’s accidental virality to the rise of (halal) American-inspired fried chicken joints, Malaysia’s innovative spirit is beginning to draw interest from within the region.

The ongoing boycott of international brands (a reaction to the war in Gaza) signals a larger cultural and economic movement. Homegrown brands have gained significant cultural cachet over international counterparts (Zus Coffee’s rise over Starbucks is a prime example). This growing recognition means local products and experiences are no longer “alternatives” but preferred choices.

In a globalised world, leaning into locality and heritage will be the ultimate form of luxury. For global brands, this isn’t just about reacting to culture (and introducing kaya flavoured pastries to the menu) but creating new spaces to facilitate conversations.

🇻🇳 2025 will be the year of…coming of age
From promising newcomer to rising star

Vietnam has long been overshadowed by its neighbours in Southeast Asia, often seen as the “younger sibling” in the region—full of potential but yet to have its breakout moment. But that is all changing fast. Frugality and modesty have traditionally been key tenets of Vietnamese culture but in recent years, the market is experiencing a spending revolution.

And it’s not just small ticket items like smartphones and high-end cosmetics. Cars or properties are also becoming increasingly common purchases, fueled by a burgeoning middle class that now makes up more than half of all households.

While challenges remain—Vietnam still has one of the highest unbanked populations in the region—the mood is undeniably optimistic. Vietnam’s recent victory over Thailand in the AFC cup sparked national pride, setting the tone for a year of growing cultural and economic confidence. Global brands like Garmin who are already enjoying success in the market have started localizing their comms to resonate better with their audience.

From a booming craft beer scene to a national obsession with specialty gin, Vietnam is just getting started.

🇹🇭 2025 will be the year of…tourism takeover
From getaway to the place to be

Thailand has long been a cultural powerhouse, but 2024’s same-sex marriage legalization set a progressive tone that further elevated the country’s global standing.

Already off to a good start, Thailand’s New Year countdown exceeded tourism expectations, and with the release of White Lotus Season 3 – set in Koh Samui – get ready to to see more of Thailand everywhere – from dominating your social feeds (if Moo Deng wasn’t enough) to travel itineraries.

Beyond its world-famous beaches and iconic temples, Thailand is also actively diversifying their tourism appeal with modern, man-made attractions (think entertainment complexes and water parks). In 2025, Thailand is the vibe everyone’s chasing

🇸🇬 2025 will be the year of…balancing dual identities
From a global showcase to a personal reckoning

Singapore’s status as a mega-event destination is undisputed – just look at 2024’s sold-out Eras Tour and packed F1 season. The momentum will continue to build in 2025 as the city-state marks its diamond jubilee with a packed calendar of celebrations. Hotels, retail and dining will continue to benefit from this cultural tourism surge.

But there’s more to the story. Beneath the glitz and glamour, Singaporeans are reflecting on the pressures of their city-state’s global status. As Singapore bears the weight of being the region’s cultural hub, locals will continue to re-evaluate their aspirations. There has already been a reboot of the infamous 5C’s. A growing number of Singaporeans are rewriting the script, choosing slower, more intentional lifestyles over relentless ambition. Early retirement, financial freedom, and unconventional careers are now symbols of a quiet rebellion against the status quo.

For brands, the message is clear: tapping into Singapore’s cultural scene can help with immediate visibility. But aligning with the evolving values of Singaporeans – toward intentionality, balance and reflection– will foster deeper brand love.

👀 Looking ahead 

From Manila to Ho Chi Minh City, each market is writing its own cultural playbook, and it couldn’t be any different from the West. As we dive into 2025, brands that understand and embrace this shift will make themselves part of something bigger than just another campaign.

🚀 OVER AND OUT!

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