Bangtan Boys, better known as BTS, broke another record when their latest album debuted at No.1 position on the Billboard Top 200 Album for United States’ sales. Weeks ago, high-end fashion brand Celine invited Blackpink’s Lisa, BTS’ Kim Taehyung and Park Bo-gum to their fashion show in Paris. The three South Korean stars have attracted massive fans to come to greet them during the event. Ten years ago, this kind of situation would be unheard of.
In the last decade, the world has been stunned by the Korean Wave culture or also known as Hallyu. Korea.net revealed that there are nearly 100 million members of the Hallyu organization worldwide, most of which are contributed by ARMYs (BTS’s fan base) and BLINKs (Blackpink’s fan base). High-end brands are leveraging this opportunity to collaborate with not only South Korean native but also other Asian artists.
Other Asians have been acknowledged globally in the entertainment industry. We saw the success of Crazy Rich Asians as the highest-grossing romantic comedy film in 2018. In April 2022, artists under record company 88rising (which fosters Asian singers and rappers) performed as the headliner at Coachella. Meanwhile, in the telco industry, Samsung overcame Apple in mobile phone sales, and other Asian mobile phone brands (Oppo, Xiaomi, Vivo) are dominating the market.
Also read: How To Market To Asian Consumers
What can brands learn from all these?
Embrace Asian Talents South Korean artists are now taking the center stage, but in fact, Asia is filled with talented artists. What they need is opportunity and access. Now is the time for brands to embrace Asian talent, especially the ones that promote positive and authentic values.
We can learn from BTS. They are amazing songwriters and have highly-skilled performance acts, but they use their popularity to present humanity values. They voice inclusiveness, justice and campaigned for mental health. From the beginning of their career, BTS has shown that they are authentic and have a purpose.
- Promote Inclusivity
Giving a stage for local talent will bring the sense of relatability and familiarity that will lead to affinity. Feeling of belonging and included are values that attract audiences to brands, that they are being heard and appropriately represented. Promoting diversity not just recognizes individuality but also celebrates a person’s race, size, gender or gender preference.
As the market is starting to be dominated by Gen Z, we need to understand the culture that surrounds them. Their daily lives revolve around digital – informed, entertained and empowered by social media, influencers and digital commerce, we also know that more than any other generation, they have been the most open to differences and embrace inclusivity. This mindset is what opens up opportunities to all people from different walks of life.
3. Encourage differences and accepting uniqueness
The success of the film Crazy Rich Asian shows that authenticity can actually “sell”. Although it’s categorized as romantic comedy, this film depicts the Asian value of family-centricity. The movie portrays how the mother has strong determination to ensure the best for their children’s long-term future, regardless of potential detrimental effects. The culture is inversely proportional to the customs in the Western world, where generally, at the age of 18 one is highly encouraged to live independently. South Korean movie Parasite, which won the Oscar in 2020, also portrays local cultures in the story of social inequality between two families in South Korea. While social inequality is dramatized globally, the film’s depiction of a family as a core unit of the institution is very close to Asian consciousness as opposed to social inequality in general.
It’s time to rise
In the global stage, Asians are often overlooked and have had an impact in the cultural consciousness, in the sense that they usually have to work twice as hard and be more persistent to prove themselves. Often, Asians have to strike a very sensitive balance of humility and self-confidence to become highly successful. A value that could help brands navigate resonance amongst the rising stars.
Asia is in the limelight now. For brand owners, the purpose and value of the brand will play a huge role in the global expansion effort. Now it’s the time to shift mindset and be confident to embrace Asians and the unique freshness they bring to the global pop culture.
Attributed to:
Rachelle Raymundo, MD of Terracotta, Merlot, Tomato – REDComm Indonesia
