Mumbai: TBWA\ Asia has released ‘Eastfluence’, a landmark cultural intelligence report revealing a decisive global shift in influence, creativity, and consumer behavior — with Asia firmly at the center. According to the study, by 2040 Asia is projected to account for 42% of global GDP and will be home to 53% of the world’s youth aged 18–24, positioning the region as both an economic engine and a cultural powerhouse.
Drawing insights from India, Japan, China, Singapore, South Korea, the Philippines, and Indonesia, ‘Eastfluence’ highlights how these markets are redefining global consumer consciousness through craftsmanship, innovation, and cultural exports.
The report affirms that young consumers worldwide are now moving away from fast trends, instant gratification, and superficial influencer culture. Instead, they are embracing depth over speed — taking up craft hobbies, adopting slow fashion, and even expressing interest in long-term employment and purpose-driven careers. Longevity, discipline, and mastery are emerging as the new markers of aspiration.
As ‘Eastfluence’ notes, creators who demonstrate true expertise — musicians, artisans, chefs, craftspeople — are increasingly outshining hype-driven personalities. Audiences are placing greater value on creators who “teach them something, rather than just sell them something.”
Notable proof points from the report include:
- Mixue, the Chinese ice cream and tea chain, has surpassed McDonald’s to become the world’s largest fast-food chain.
- BYD has overtaken Tesla in global EV sales and is making a strong push into the American market.
- COSRX, the Korean skincare favourite, now generates 90% of its revenue internationally, especially from Gen Z consumers.
- Din Tai Fung has become the highest revenue-generating restaurant chain per location in the U.S., with $27.4 million per store.
For India, the report points out that the country’s longstanding traditions are now resonating globally. Its intergenerational craft ecosystem represents the original slow fashion — a practice the West now applauds as “new.” The Asia-Pacific handicrafts market, significantly driven by India, held a 34.81% revenue share in 2024, underscoring both cultural relevance and economic impact. Designers like Anita Dongre exemplify how mastery built over decades continues to influence global fashion.
Moreover, India’s values — intentional limitation, fasting, silence, mindfulness — are emerging as antidotes to global burnout. The report emphasises: the world isn’t discovering something new; it’s catching up to what India never abandoned.
‘Eastfluence’ is powered by Backslash, TBWA’s cultural intelligence unit serving the agencies of the Omnicom Advertising Group (OAG). Supported by over 330 Culture Spotters across 70 offices in 45 countries, Backslash blends strategy, data, and journalism to decode cultural shifts and turn them into business opportunities.
Born from the belief that culture is both a massive opportunity and a potential threat for brands, Backslash continues to track culture-shaping stories in real time — offering insights businesses can act on as the global centre of gravity moves decisively eastward.
