A PSA before we jump in – we have written a longer newsletter than usual this week, as we hope to do the main topic justice. There is so much to unpack and takeaway, and we know it will be worth your extra five minutes!

Let’s get straight to it.

In this week’s edition:

• Innovation of the Week: Michelle Yeoh boleh!
• Fax, No Printer: How many gamers are there in Southeast Asia?
• Regional Round-up: BLACKPINK are breaking records, snacks are going retro, and skincare’s getting a Gen Z makeover…

You’d have to be living in a parallel universe to be unaware: earlier this week, Michelle Yeoh made history, becoming the first Southeast Asian performer to win the best actress Oscar for her role in Everything Everywhere All At Once (EEAAO). The film won seven Oscars in total, including one for Ke Huy Quan, the first Vietnam-born actor to take home a gong. And while it was very much Yeoh’s night, her win resonated with many. As the actress observed: ‘for all the little boys and girls who look like me… this is a beacon of hope and possibility’.

💡 Our take

There’s so much to unpack when it comes to Yeoh’s win, including the lack of representation in Hollywood, self-identification and yes, ageism. We want to explore what it means within the context of pop culture.

For too long, local SEA markets haven’t been able to support homegrown talent. A lack of government investment in culture across the region made it hard for local studios – and by extension local content – to flourish. Michelle Yeoh moved from Malaysia to Hong Kong – where she enjoyed considerable success in the kung fu sub-genre – before going to the US. It’s a similar story for Ronny Chieng and James Wan. So while Malaysia is rightly proud of Yeoh, many netizens were quick to point out that it couldn’t really ‘claim’ the win (and no, there wasn’t a public holiday).

But something is happening. Southeast Asians just keep popping up in pop culture. NewJeans’ Hanni hails from Vietnam. All the members of the new K-pop band HORI7ON come from the Philippines. And who remembers Jakarta and revered Indonesian actress Christine Hakim’s appearance in episode two of The Last of Us? As home-grown talent (and backdrops) enjoy global exposure and success, it will drive greater visibility for the region. It’s a virtuous cycle!

If we were being cynical, we might say this has something to do with appealing to SEA’s youthful population whose purchasing power will drive economic growth across Asia over the next few years. And yes, diversity in media is important for Gen Z. But one thing to remember – this group will not accept token representation. Michelle Yeoh’s win is historic, but what truly resonated was her portrayal of an authentic and complex diaspora character (breaking the age-old Asian character stereotypes!), plus all the genuinely-Gen Z elements in EEAAO – think the emotional depth, Kishōtenketsu parallels and anime inspiration, not to mention that Ratatouille reference.

One actionable takeaway to bring this back to Southeast Asia. To meet expectations around diversity and relevance, and gain wallet share, brands need to partner with homegrown talent and amplify local stories today. We’re not suggesting you make another EEAAO. But how about telling unique, culturally nuanced stories that truly resonate with young people? This could allow you to craft narratives that appeal beyond the region, too!

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’