How Asia is becoming an exporter of global culture

Acacia Leroy

Asia no longer imports culture but exports it, says Culture Group’s Acacia Leroy, who examines how brands can grow and resonate, within and across cultures, amid the changing dynamics of de-globalisation and glocalisation.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

Everywhere across the global pop culture scene, Asian content, creators and IPs are enjoying mainstream popularity, more so now than ever before.

Japanese culture has always held global appeal but in recent years, Japanese anime, in particular, is enjoying new levels of popularity and commercial success. The most in-demand movie in 2020 and TV series in 2021 globally were both anime titles – Demon Slayer The Movie: Mugen Train and Attack on Titan–...

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