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SINGAPORE – The global pandemic is causing culture to shift in every direction – whether driven by new consumer needs, government responses, community and brand initiatives, or even deep-rooted issues brought to light by the crisis.

TBWA\Asia has compiled a new report using its proprietary cultural capability, Backslash, to identify 23 New Edges of Asia – trends that are not yet established, but are emerging, growing, and likely to play a large role in future culture.

Introduction to 23 New Edges of Asia


The launch of the report coincides with the unveiling of CQ, TBWA’s new knowledge and insights platform tracking the latest cultural triggers in the region, and exploring consumer trends that present future opportunities for brands. TBWA\Asia will continue to follow and detail the evolution of each Edge on this new platform.

The Edges of Asia report spans 12 markets – China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam.

Ranging from iParticipants and Clean Currency, to Blended Living and National Pride, each Edge helps businesses understand the implications of the trend, better navigate the circumstances as they evolve, and identify unique and innovative brand opportunities.

“There’s no lack of global insight into what a post-covid world might be – but what we were really interested in was getting the Asian market perspective. The aim was to try and paint a picture of who and what might be greeting us as we navigate our way to the future,” said Belynda Sim, strategy director & head of cultural intelligence at TBWA\Singapore. “While there are 23 new Edges of culture triggered by new behaviours, the duration of their impacts will vary across markets. The longer the pandemic goes on, the more likely these new attitudes and behaviours will become established and self-sustaining.”

“Backslash, our cultural monitoring tool, continues to keep us immersed in culture, elevating our ability to provide our clients’ with accurate insights where consumers are spending their time and attention, and involving them in areas people truly care about,” said Sean Donovan, president TBWA\Asia. “With such fundamental shifts in society, cultural intelligence will be vital for businesses planning to recover and revive from this crisis – not only the immediate consumer sentiment and behavioral adjustments we’re seeing today, but distilling and strategising for the larger societal trends of tomorrow.”

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