I. AboutStrategy and cultural intelligence for luxury and premium brands entering or expanding across Asia. Understanding the region requires a close reading of its social logics and aesthetic codes, which vary from one market to the next. Engagements range from pre-entry audits to creative strategy and activation, combining in-depth analysis with hands-on execution.
(areas of work)consumer and cultural analysis, market entry and retention recommendations, influence and VIP strategy, brand experience and activation concepts, campaign creative direction, local partner and distributor sourcing
II. Perspectives
- 01 The strategic blind spot of Western luxury in Asia FARANG (ฝรั่ง)
- 02 Luxury as a social act WA (和)
- 03 The many faces of Gen Z in Asia MÁODÙN (矛盾)
- 04 Experience as product JEONG (정)
- 05 Asia's many relationships to the West SIWILAI
- 06 Aesthetic shift: China's new cultural confidence GUOCHAO (国潮)
- 07 Behind Japan's luxury boom: understanding the domestic consumer MONOZUKURI (物づくり)
- 08 Bangkok, Asia's fourth luxury pillar KRUNG THEP (กรุงเทพฯ)
- 09 Granularity over scale in China YIFANG SHUI TU (一方水土)
- 10 Southeast Asia's underestimated creative markets BAWAH TANAH (باوه تانه)
III. Selected Work
- 1
Understanding China's Gen Z: A Market Entry Strategy 2025 consumer and cultural analysismarket entry and retention recommendations - 2
Weaving Creative Networks to Shape Presence in Asia 2022 influence and VIP strategytalent scouting and creative network - 3
Reassessing China's Midlife Women: A Re-entry Strategy 2025 consumer and cultural analysiscultural audit and competitive benchmarking - 4
Advising on Annual Brand Strategy and Activations 2026 brand experience and activation conceptsstrategic insights and reporting - 5
Four Visions for the Relaunch
of an Icon 2026 campaign creative direction - 6
Global Influencer Sourcing for a Gifting Strategy 2023 influence and VIP strategytalent scouting and creative network - 7
Release Strategy
for an Iconic Anniversary Campaign 2026 campaign creative direction - 8
Curating a Global Photographer Network for Creative Direction 2025 campaign creative directiontalent scouting and creative network