I WOKE UP LIKE THIS

From the frenzy of year-end festivities to the upcoming Lunar New Year period (never known as a stress-free holiday), the signs of emotional wear and tear on the psyche continue as people seek out balance. Fashion has always been a reflection of our own psychology, and our yearning for calm can now be channeled into low-energy dressing. On the surface, this would suggest that on the min-max scale, our appearance to the rest of the world has reverted to Minimum Viable Product as energy levels run empty.

OUR TAKE

The end look, when viewed in isolation, may suggest emotional decline or a complete void of joy and feeling. But the mindset and methodology indicate far more dynamism and self-assuredness than what the name alone might convey. Softer, quieter colors and silhouettes can indicate confidence, an acceptance of identity that is unshackled by a million different details—or a million different algorithms. From our perspective, low-energy dressing and friction-maxxing are both tools for people to take back control from chaotic socio-economic forces and chronic digitization. Completing these small tasks aid the search for equilibrium and connection, and inject a bit more meaning into our lives.

Products and brands still have a part to play in these habits and rituals, but the overarching desire for holistic wellness and belonging is clear. It’s no longer just about correcting a flaw, but creating a healthy approach to everyday life. The increasing global awareness and popularity of Thai beauty (T-beauty) is a result of Thai brands and providers flexing legacy wellness traditions and ingredients as commercial differentiator. Kim Kardashian’s Bangkok clinic playbook goes hand in hand with acclaimed brand Pañpuri. Modern wellness methods intertwine with age-old practices. Even the Chinese government is pouring money into scaling traditional Chinese medicine (TCM) with AI and technology.

The enthusiasm for rituals is especially present as a trend in food, with fashion and beauty brands taking note of the preference for sensory experiences and everyday “guided rituals” as a path to balance. Sensory comfort can also be attained in the form of mini analog tasks such as using punch cards to hit one’s goals, far more satisfying than using the Reminders app and a vehicle for self-expression on social media.

For consumers, the search for meaning remains a constant, and brands should take heed as we head into another heavily commercialized holiday. What sort of evergreen ritual can your brand cultivate?

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

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 SHOW & SELL

Southeast Asia’s e-commerce market is projected to hit $186 billion by 2025, and the current market leader Shopee just made a play to dominate the field even further.

By being the first brand to join Meta’s newest project, Facebook Affiliate Partnerships, they’re allowing creators to integrate their Shopee products on their Facebook Live, complete with a dashboard to manage everything from product curation to payment. Currently piloting in Thailand, Indonesia, Vietnam, and the Philippines, it’s a bet that SEA’s livestream commerce market is just getting started.

OUR TAKE

This partnership arrives amid discussions about the future of the creator economy: can human influencers extend their reach through AI avatars? Can creators license their likeness? Interesting yes, but the more immediate issue for brands is how people actually buy. The online purchase journey isn’t linear anymore, it’s a combination of discovery, emotion, and repeated touchpoints shaped by creators and other customers — from traditional influencers (KOLs) to everyday consumers sharing opinions (KOCs) to the new breed of sellers going live from their bedrooms (KOSs)

Per Shopee data, in 2024, affiliates generated over 100 million pieces of Shopee Live and Shopee Video content (a threefold increase from 2023). Creator content now underpins everyday e-commerce, but it’s not all perceived as equal. In SEA, trust in mega-influencers (creators with 1M+ followers) is declining faster than trust in nano and micro influencers, highlighting the importance of authenticity. In parallel, 79% of SEA social media users are more likely to engage with creator content that ‘feels like a story rather than an ad’, and product links drive 31% of purchases, more than any other format. Taken together, the signal is clear: storytelling-led posts with soft-sell shopping cues from smaller creators are winning.

The Shopee x Meta tie-up will allow more Key Opinion Sellers — who are primarily focused on livestreams and short videos — to join the creator economy, attracted by the chance to boost their income. As they do, the volume of UGC developed by creators for brands will continue to grow, further accelerating the push towards invisible selling. Of course, that’s not just happening on Shopee. It’s also happening on TikTok Shop and Lazada.

For brands, UGC from smaller creators isn’t a nice-to-have, it’s essential. WARC’s Influencer Marketing Benchmark 2025 revealed that creator-led campaigns deliver 3.5x higher engagement rates than traditional paid media across Southeast Asia, while non-professional content investment is set to overtake institutional by 2026.

Consider what’s already happening. In Indonesia, over three-quarters (76%) of consumers buy from creator recommendations, particularly in fashion and beauty. Jakarta’s migration is slowing, partly because people can now earn from anywhere. A bedroom in Bandung is now as valuable as an office in the capital. When it comes to social shopping, the region has gone beyond proof-of-concept and entered the infrastructure-building phase. For local brands, this levels the playing field: you don’t need a marquee budget or celebrity endorsement when thousands of micro-creators can bring your product into daily life. The winners won’t be those who resist this shift toward invisible selling, but those who recognize that in SEA, commerce has always been social — but it’s now more scalable than ever.

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

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CREATORS CHANGE THE GAME 

At Brandcast last week, Neal Mohan, the CEO of YouTube, discussed the power of creators, commenting that ‘they are the new Hollywood’. He cited stats that revealed more YouTube users engage with content on the platform via connected TV, which has grown by 130% over the last three years. From YouTube views in living rooms to social media trends like #deinfluencing and the digital guillotine, the creator space is changing. But too often these headlines leave out what’s happening in Asia specifically. Let’s rectify that!

OUR TAKE

As a space that’s free from established customs and traditions, social media has long offered Southeast Asians – particularly the younger demographics – the opportunity to be their truest self and to connect with like-minded peers, away from the watchful eyes of their parents and society at large. Unlike in the US, where young people are actively looking for ways to disconnect, consumers in SEA countries spend more time online versus the global average, play more video games, and consume more video content. 

So, how do creators fit in here? In a world of sponsored ads and heavy product placements, SEA consumers are gravitating towards ‘nano influencers’, whose smaller follower count provides a sense of community and authenticity. These creators often with niche interests serve as a validating presence against a collective culture and are often looked up to when it comes to adopting global trends locally.    

In our recent work involving creators, brands, and The Eras Tour, we saw that while online posts containing Taylor Swift and brand keywords collectively reached over 6.7M audiences worldwide, it was regional creators content who garnered higher views (+399%) and overall engagement (+598%). This is likely due to them using localized language and the nature of their content that incorporates other passion points as opposed to straight-up product placements.

Others look to creators to help them navigate social challenges: in China, a married couple has gained attention on Douyin after becoming ‘digital parents’ for the country’s left-behind kids. Keri Kita, the Filipino podcast series that helps non-gamer parents better understand their kids, plugs a similar gap of collectively helping others make sense of the world we’re living in today. Recognizing the demand for this more purposed content, TikTok recently unveiled a Change Makers program, spotlighting social impact-focused creators like Halimah (), Adeline Tay (), and Celine Murillo ().

SEA is a diverse and complex region, and so is Gen Z! Understanding the nuances within the creator economy and this demographic is essential. So, here are some thoughts: 

Target communities, not consumers: When engaging creators, imagine their role as a gateway for their audience to have a communal experience with the product and brand. Beyond engaging creators for reviews or giveaways, think of ways to create activations that will allow their followers to be a part of a much larger and memorable experience. Take Culture Group’s work with Prime’s Crack the Codes for example. To mark the launch of the show Citadel, a state-wide spy-themed treasure hunt was organized in Manila where creators were used to get the word out and build hype – and the actual fun was reserved for their followers and fans of the genre to take part in. 

Alignment, alignment, alignment: A creator strategy shouldn’t only help you reach your existing consumer base, it should also allow you to move beyond that to target an audience that was previously out of reach. Choose influencers who don’t just align with your brand values but also those who are seen as experts or passionate enthusiasts within a fandom. Through years of dedicated content creation that is deeply rooted in culture and personal branding, they would have earned the trust of their followers making brand sponsorships more genuine and less out of place. 

Cultivate trust: Fashion brand Marc Jacobs is currently enjoying viral success on TikTok, working with creators on humorous and informal branded content. The bulk of the videos tap into TikTok trends, with the brand sharing influencer-created videos on its own account. From our own previous works, we found that creators who utilized the formats and styles of their usual content saw the best results in terms of reach and engagement. Trust creators to know the #trends and their audience best and allow them to create content that connects both with your brand.

If you’re looking to harness the power of creators for your next big opportunity, we’re here to help!

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

KLOOK GOES KOL KRAZY

Our friends at Klook are celebrating their 9th anniversary by working with 1,000 creators across 10 global markets. As part of the celebrations, deals and discounts to 14 destinations will be available, alongside a travel trivia game that unlocks prizes. It’s all part of the online travel platform’s plan to build out the recently-launched Klook Kreators: an affiliate program that invites social media users to create travel and experience content, and be rewarded for it.

Our take

According to the Klook Travel Pulse survey, which ran in 12 markets including Singapore, Malaysia, the Philippines, Thailand and Vietnam, social media is the top inspiration tool for Gen Z travelers, with more that half using these platforms to discover destinations and experiences. Much of that inspiration comes via creators and KOLs, particularly nano-influencers (10K followers and below), who make up 45% of the Klook Kreator program and micro-influencers (10-50K followers), who make up 32% of the program.

As established players further legitimize the creator economy and new tech tools democratize content creation, more people will be inspired to join in – and many will be rewarded for their endeavors. Most won’t make it to mega celebrity status but, as we’ve previously discussed, nano-influencers have always wielded considerable *ahem* influence in SEA, thanks to their ability to create hyper-localized, relevant content for an engaged group of followers. This isn’t going anywhere! In the coming year(s) we expect that creators with a smaller but more tight-knit community will continue to drive purchase considerations and decisions… there will just simply be more of them catering to more niches. 

More broadly, our friends at Klook are harnessing an underlying shift – when it comes to experiences, younger consumers want in: one in three Millennial and Gen Z travelers are willing to spend more than double of the average monthly income in Asia (USD 1,069) on their next vacation. This isn’t new news, but it’s been given a fresh impetus in the form of post-COVID revenge for experiences (see last week’s newsletter for more on that).

Klook has cemented a position as the leading platform to practically facilitate this demand, but the Klook Kreators program ensures they can help consumers discover and connect with these experiences in authentic ways. What role will your brand play in young people’s quest for experiences? And how can a robust creator strategy help with that? Drop us an email if you want to discuss your 2024 strategy!

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

CONTRIBUTE SOMETHING REAL 

Following disastrous floods in Indonesia last year – some of which were caused by rubbish-clogged rivers – five young men started cleaning up the country’s waterways. Now, the @pandawaragroup has 9.4M followers across TikTok and Instagram and they’re inspiring others to join in: 3K people turned up to help clean up waste from a beach in Lampung on Sumatra Island after Pandawara put out a call for volunteers. They have been invited to meet government officials and done collaborations – including with TikTok CEO Shou Zi Chew and local beauty brand Avoskin.

Our take

This week’s story is a reminder that in addition to the more frequently discussed pop culture spaces like music and gaming, climate and sustainability rank pretty highly on young people’s list of passion points. In fact, 92% of Indonesians (versus ‘only’ 79% globally) believe that we’re on the brink of an environmental disaster if we do not change our habits quickly. And of course, Gen Zs are organizing for good using the tools they’re most familiar with: social media.

The success of the Pandawara group is rooted in its authenticity and clarity of mission, but there is a space for brands here. Consider where the environmental issues that Gen Z is passionate overlap with your brand’s purpose, and run social media activations that inspire them to take action. Of course, this isn’t about putting the onus on young people. Instead give them a way to connect with other eco-activists and work with them to make their local area better.

One bigger, underlying shift to keep in mind here is the changing nature of the creator economy, including the rise of deinfluencing. Shameless #haul videos are a thing of the past, and content that focus on materialistic aspirations are increasingly seen as out of touch. Instead, more people are looking to social media creators to use their influence for good. The rising wave of cause-driven creators are encouraging their followers to consume and do better. How might you work with them and their passionate followers?

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

It was a bumper week for global pop culture: Rihanna’s concert was interrupted by a football game, but brands did their best to keep us entertained (check this round-up of standout Super Bowl spots). Then it was on to Puppy Bowl 2023 – the cutest sporting event – and Valentine’s Day, when campaigns from Sticky, Cadbury 5 Star and Perfect Diary caught our attention. And we haven’t even mentioned Hogwarts Legacy, which has been breaking records and attracting controversy in equal measure.

In this week’s edition:

• Innovation of the Week: What is up with de-influencing?
• Fax, No Printer: It’s time to speak Gen Z’s love language
• Regional Round-up: The K-pop march continues, Malaysian anime in the spotlight… and everyone’s favorite dinosaur returns

OVER THE INFLUENCE(RS) 

A new phrase is doing the rounds: #deinfluencing. Over on TikTok and Instagram, influencers are telling people not to buy things, highlighting overpriced products and sharing money-saving tips for weddings, vacations, and more. It’s not a new concept, but it’s blown up recently – #deinfluencing now has 169M views on TikTok. While most reports have focused on the link between overconsumption, the economy, and influencer marketing, we’ve been watching this development and have some thoughts…

Our take

Industry discourse is touting de-influencing as a tipping point signaling the impending demise of influencer marketing, which sees conventional ‘influencers’ – those predominantly defined by a sizable following and a curated feed of sponsored content – lose relevance with consumers.

In Southeast Asia, however, these conventional influencers have never been the most effective marketing partners anyway. The diversity of the region means SEA has always had a mix of celebrities – wielding more influence in certain markets (i.e. Indonesia) compared to others – and smaller creators, who are lesser known, but hyper-localized, relatable, and highly effective.

A report from 2022 found that 46% of SEA consumers said that ‘nano influencers’, defined as digital creators with 1000 – 5000 followers, impact their purchase decisions the most. That’s considerably higher than celebrities (20.6%), as well as their macro (17.7%) and micro (15.7%) counterparts.

In the 2023 Culture Cast, we also outlined what’s next for the creator economy – the shift towards the community economy, where creators are focusing on genuine interactions with smaller groups of followers. In this new economy, value trumps volume, and it’s rewarded with consumer loyalty and trust.

To sum up: de-influencing in SEA isn’t really a thing, but the center of influence isshifting. Creators are cultivating a smaller pool of engaged fans, and new tools that allow almost anyone to be a creator are gaining traction. As the landscape evolves, your strategy will need to be updated too. Are you ready?

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

THE WEBTOON WATCHFEST

Last week, our friends at Amazon Prime Video ushered in their latest push in Southeast Asia through K-titles with the release of Island, their blockbuster K-drama program. Island is adapted from a manhwa first released in the 1990s, which was subsequently published on leading webcomic platform WEBTOON. The show stars Kim Nam-gil, Lee Da-hee, and Cha Eun-woo as a demon hunter, an entitled heiress, and a K-pop-loving elite priest. This unlikely crew will band together to take the stand against evil on Korea’s Jeju Island.

Our take

As of 2022, there have been 50+ K-dramas adapted from webtoons (a portmanteau of ‘web’ and ‘cartoon’) with notable ones including Kingdom, Business Proposal and Yumi’s Cells – and Island is the latest addition. It’s part of a broader trend of OTT platforms publishing content adapted from creator-led source materials. Beyond K-titles, we see this with screen adaptations of popular titles from webnovel platform Wattpad, such as The Kissing Booth on Netflix or Cristina Lata’s creations in the Philippines.

The secret sauce to the success of these titles? The power of creators and their fan communities. Creators – such as those on WEBTOON and Wattpad – often create stories that are closer to themselves and their audience. 83% of global Gen Z turn to webnovels and webcomics for more diverse stories, to find representation that they don’t see in legacy media. And when young readers find these stories, they rally to support the creators behind them, and these passionate fan communities represent both a cultural and economic powerhouse.

In 2023, the pressure to create offerings – that are both novel, but also localized, authentic, and relevant – will only continue to mount, not just for OTT media platforms, but for all brands. Those who celebrate, champion and collaborate with creators and their fan communities will get ahead. How might your brand do so?

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

  SCORSESE’S LOST FILM…

“There are no happy endings for people like us,” says Goncharov, played by Robert De Niro in Scorsese’s 1973 sleeper hit, Goncharov. “We just get to keep going.”

At least, that’s what he would say, if he were an actual character in a real film. That quote was made up by Tumblr users as part of their endeavor to create a fandom around a film that doesn’t exist. The story of this fake film starts with a photo of a pair of boots emblazoned with a strange tag: ‘The greatest mafia movie ever made. Martin Scorsese presents GONCHAROV’. That post became the creative launch-pad for Tumblr users’ fanart, movie discourse, and a whole fan community. A 25-year-old music student from Indiana composed a theme song, a 20-year-old Czech print maker developed a poster, and fans from around the world made videos, articles, and literary analysis, all centered around a nonexistent movie.

Our take

We’ve seen this fervor within fan-built communities before. There was Ratatousical, a musical developed on TikTok by theater kids during lockdowns. And now, Goncharov. Crowdsourced content clearly isn’t just the result of pandemic boredom! Closer to home in Asia, fan-led movements have powered huge BTS donation drives and fan cafés. But what links all these pop culture moments together? They’re all the product of a community coming together around a shared passion – with no input or official approval. In Goncharov’s case, the IP doesn’t even have to exist!

This is also happening on Wattpad, where fans regularly create entire communities around works written by teens just like them. These communities are loud and supportive enough to propel their creators to stardom. Singaporean Wattpad author Claudia Tan’s series Perfect Addiction is slated to become a film series; see also Filipina Tina Lata’s show The Four Bad Boys And Me, and Indonesian OTT platform Vidio’s slate of shows based on Wattpad stories. And while this passionate fandom might partly be the product of franchise fatigue (we’re looking at you, Marvel ​​), the pace, depth and creativity of fan creativity shows that these stories are resonating on a deeper level with Gen Z than Spider-Man ever could.

These communities seem – and usually are – totally unexpected, springing up from IP that fans have invented themselves. Brands can play a role, by cultivating and encouraging young fans’ passion and helping young people feel seen and understood. Just remember to remain authentic to the original vision and leave the fans in charge! By putting brand power behind these fan moments, you will legitimize IPs and become the go-to place for creators (and their fans!) to feel empowered, championed, and understood in Southeast Asia’s thriving creative landscape.

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