TikTok’s obsession with sharing classic matchboxes from restaurants and unique locations is a great example of how people are yearning for connection through shared memorabilia. More than a social signifier of their interests, these TikToks highlight the collective power of engaging in niche pastimes.

Matchbook TikToks

As people grow fatigued with the content available on streaming platforms, Tubi is rapidly gaining popularity. It distinguishes itself from competitors by offering a massive library with thousands of older shows and movies.


Tubi gold mine

Two friends have launched an exhibition that draws from an archive of early ‘00s Tumblr aesthetics and online personas. It reflects the mood of a generation of women who grew up online and had to grapple with anxieties and dysmorphia from an early age.

Noughties nostalgia

Secretly designed by a former Instagram software engineer, the app’s feed was reimagined in the style of Windows 95. Designs are increasingly referencing Web 1.0 aesthetics, revealing people’s desire for familiar interfaces.

Windows 95 Instagram 

Gen Zers are turning to PowerPoint presentations to forge deeper connections with their friends, family, and even co-workers. Through slides crafted around a theme or event, people share memes, video clips, animated designs, and text that reveal facts about themselves and their niche interests. 

PowerPoint parties 

Drake is sharing personal moments in his journey via a music archive in the style of an old Windows PC. Fans are invited to experience these never-before-seen clips and audio with the rapper and revisit the pivotal moments that forged his music career.


Drake’s music archive

According to Nielsen, the 2000s-era TV series Gilmore Girls receives an annual rise in streaming views every autumn. As people seek nostalgia, comfort, and communal celebration, brands have the opportunity to craft campaigns and activations around the show's fall-coded narratives.

Gilmore Girls spotlights enduring cozy fall vibes

Airbnb is offering three families a chance to spend a night in Paddington’s house in London ahead of the third film's release. With many people seeking immersive travel, brands can craft fan experiences that cater to both adults and children, speaking to desires for nostalgia and escapism.

Airbnb venue entices fans with immersive staycation

Nintendo has launched its first music-focused app where users can access soundtracks from its games. As the gaming community grows more inclusive, brands can play a pivotal role in expanding virtual worlds by leaning on nostalgia and kidult behaviors to appeal to both hardcore and casual fans.

Nintendo entices kidults with nostalgic music app

Alcohol consumption in Africa has often been led by lifestyle aspirations but now Nigerian artists are taking innovative, collaborative, and non-commercial approaches to producing alcohol by infusing craft beers and gins with botanical flavours and contemporary African narratives.

What’s behind the rise of Nigerian alcohol brands?

Americans will soon have a not-so-new pantry staple in the form of Chilean Sea Bass – Goldfish’s temporary rebranding of the 62-year-old cracker’s name. Nostalgia and kidulting ideals continue to be a driving force for people looking to hark back to their simpler childhood days.

Goldfish crackers temporarily renamed to attract adults

WHSmith, the iconic British high-street retailer, is making a bold move by reintroducing vinyl albums to its shelves after a three-decade hiatus. Amid the ubiquity of digital-first media consumption, fans increasingly value physical media as a way to reconnect with tangible, tactile experiences.

WHSmith vinyl restock taps desires for physical media

LEGO has partnered with COLORSxSTUDIOS and singer-songwriter Jacob Collier to launch a new campaign encouraging adults to unwind. Demonstrating the importance of letting loose and self-exploration, the move highlights how experimentation and creativity can help one find one’s happy place.

LEGO ad celebrates need for rest and creativity

As generational assumptions shift, brands have a unique opportunity to connect with Boomers by going beyond stereotypes and generalisations and truly understanding what they want. Our Spotlight explores how can brands help Boomers find more intensity in their Third Chapter.

Spotlight on: Boomers in the new age

From the associated plastic pollution to the high levels of sugar, Australia’s love affair with soft drinks needs an intervention. How can companies in the fizzy pop game focus more on reuse than recycling and planet over profit? And what notes can they take from the functional beverage market?

Why Aussies want a functional future for soft drinks

A new wave of Britpop is subverting the genre's aesthetics, challenging its laddish roots by blending pride with critique. Diverse, inclusive, and often disruptive, these musicians are remixing symbols like the Union Jack, reshaping what it means to be British in a fragmented cultural landscape.

How are the new Britpop stars redefining ‘Britishness’?

Netflix's foray into gaming capitalizes on the demand for affordable escapism and social connection. By leveraging familiar IPs and nostalgia, the streaming giant is transforming passive viewers into active players – but can it create a truly social gaming experience for its massive subscriber base?

How Netflix elevates fandom through immersive gaming

McDonald’s Spain has unveiled an adult-focused Happy Meal to celebrate the 30th anniversary of Friends. As the lines between food and identity continue to blur, brands can appeal to kidulting ideals by tapping into nostalgia and creating unforgettable moments around meal time.

McDonald’s Spain taps nostalgia for kidult Happy Meal

Younger Australians overstimulated and burnt out by social media are turning to print magazines, fuelling a renaissance of the Aussie print industry that’s reviving major international titles.

Gen Z’s analogue desires are fuelling Australia’s print magazine renaissance

The resurgence of techno music and rave culture is striking a chord among younger generations, and the fashion world is taking note. As Prada and Courrèges collaborate with DJs and party collectives, how can brands successfully embrace rave’s sense of hedonism and in-the-know exclusivity?

Why techno culture is defining what's in style in 2024

Cadbury has done more than satisfy India’s sweet tooth – it’s changed how Indians celebrate Diwali. Combining age-old tradition with modern tastes, the choco-giant has shifted the Diwali gifting culture away from conventional sweets to premium chocolates. How did Cadbury do it?

How Cadbury sweetens Indian gift-giving during Diwali

Photographer Guillaume Blot’s exploration of authentic French bistros highlights a growing yearning for comfort, stability, and slower-paced lifestyles. The resurgence of Caffs and McDonald’s nostalgic ads shows how brands can tap into people’s desire to escape modernity by connecting them to past eras.

Photographic series "Rades" taps into French nostalgia

The 2024/25 Generational Snapshot of Gen Z looks at this cohort’s yearning for nostalgia and tangible experiences, the shifting nature of wellness towards being a 24/7 pursuit, young people’s evolving demands from the working world, and attitudes towards politics in a polarised landscape.

2024/25 Generational Snapshot of Gen Z

Infinity Song have found a niche within soft rock while exploring sounds from different musical genres as they blend the old with the new, carving out an identity beyond genre and time. What does their success say about winning over modern music fans with blended tastes?

How Infinity Song captivate modern music fans

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

British-Nigerian designer Tolu Coker took to the LFW runway with a collection that celebrates her Nigerian roots. As the link between fashion and identity deepens, brands can reframe national heritage for new audiences by using style as a tool for cultural expression and community connection.

Tolu Coker’s LFW runway pays homage to Nigerian roots

Renault has released the R17, a concept electric vehicle based on the 1971 Renault 17. With EV adoption facing challenges around the world, a number of auto manufacturers are blending nostalgia and sustainability by bringing retro-inspired designs to the electric vehicle market.

Renault concept EV blends nostalgia and sustainability

Starbucks and Hello Kitty have united to launch exclusive merchandise and drinks across thirteen APAC regions to celebrate Hello Kitty's 50th anniversary. By tapping into nostalgia and people’s love for collaboration, they aim to captivate and unite new fan groups.

Starbucks and Hello Kitty launch anniversary merchandise

Drake’s 100 gigs is a digital archive of unreleased music and behind-the-scenes moments from his career. The rapper faces backlash for failing to connect with audiences at a time when the artist-fan relationship is increasingly fragmented, and people expect less curated content.

Drake’s content dump exemplifies artist-fan expectations

After being discontinued in 2017, J.Crew is bringing back its catalog – a once-beloved staple of 90s American style. In a bid to escape the digital deluge, people are seeking out slower and more intentional modes of consumption, finding a sense of grounding in the analog.

J.Crew catalog re-launch taps analog newstalgia

Y2K high-street darling Abercrombie and Fitch is in the midst of a subtle post-cancellation renaissance by dint of practical, high-quality clothing, inclusive sizing, and influencer word-of-mouth. Its return to form has resonated with Brits looking for comfort and nostalgia in their fashion choices.

How Abercrombie & Fitch won back Gen Y with classic fits

HMV’s vinyl and CD sales have boomed following the Oasis reunion announcement, possibly driven partly by the band’s Gen Z fanbase. With the tour shaping up to be a massive cultural phenomenon, we can expect to see fandom creativity come to the fore across diverse formats and artefacts.

Oasis reunion sparks surge in physical music sales

Through limited-edition flavors, a focus on nostalgia, and attention to TikTok, Goldfish is successfully bridging generational gaps and bringing its snack to more people. What do brands need to know about the company’s resurgence in modern times, and what can they learn?

How Goldfish uses nostalgia to reach US snackers

Chanel has jumped on the wearables bandwagon with the debut of its Première Sound Watch. Unlike other brands that are experimenting with more tech-forward approaches to wearables, the luxury house is putting a modern spin on old-school devices that could resonate with AI sceptics.

Chanel makes loud luxury play with nostalgic tech

Nintendo's success is rooted in its ability to evoke nostalgia, leverage IP, and build hype. By strategically tapping into its iconic franchises, collaborating with brands, and focusing on quality, Nintendo has cultivated a loyal fanbase and positioned itself as a leading player in gaming.

How Nintendo used nostalgia to become the UK gamer go-to

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

Psychotherapist Esther Perel has encouraged millions of readers to think about intimacy and romantic desire in new ways. As cultural values continue to shift and change, and as Gen Zers rethink their goals around long-term partnership, Esther Perel’s voice now provides guidance, direction, and hope.

How Esther Perel is helping to redefine relationships

Battling loneliness and tech fatigue, many Gen Zers are developing bonds with inanimate objects like water bottles, plushies, and journals. What do these emotional support objects reveal about young people’s sense of self and security amid personal, financial, and political uncertainty?

Why Gen Zers love emotional support objects 

Since the 70s, Japan has celebrated Christmas as part of its love for American culture. Despite religious differences, the Japanese adopted a unique holiday tradition that places KFC’s fried chicken at the centre of the holiday table, especially in a culture that loves festivals and convenience.

Why a KFC bucket became a Christmas tradition in Japan

Kitsch collections of dolls, charms and trinkets are becoming the latest must-have fashion symbols. With people seeking relief from anger and hostility, toys offer a retreat into playful fun and naivety - this mechanism is being embraced by fashion houses and independent creators alike.




Toys and charms are injecting kidadult fun into fashion 

Good Squish, a small but influential London-based accessories brand, has become a fast favourite among trendy young professionals. Its unique DIY marketing and emphasis on sustainability, friendship, and nostalgia have earned it a loyal following that’s expanded from online to IRL.

How Good Squish wraps lonely Britons in public playfulness

A budding online community is forming around cozy gaming – a genre of low-stakes, non-violent video games designed for relaxation. As myriad global crises drive stress levels to new heights, people are retreating into calming hobbies and re-centering their pastimes around community and wellbeing.

Cozy-gaming community spotlights escapist hobbies

In an era when Japanese shoppers are losing interest in the written word, Tsutaya is reimagining ways to bring them back to bookstores. The famous chain offers a range of literature, music, film, and other artefacts, often not found anywhere else, in a space built for community and self-expression.

How Tsutaya Bookstore reinvents the literary retail space

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

Noplace is a social media app that has captivated the hearts and minds of socially curious Gen Zers. By providing a platform for creative expression and a valuable way to connect with friends, it evokes nostalgia for early internet communities and fulfills a desire for authentic interaction.

How social platform Noplace is bringing joy to Gen Z

’Tis the season to gift, browse, and shop. Aussies haven’t lost any appetite for the Christmas season as a majority of the country continues to celebrate despite rising costs of living, spending most of their time and money with family. How can brands tap into the country’s holiday spirit?

How are Aussies shopping for Christmas?

As Gen Zers engage with slower, mindful lifestyles, phillumeny – the art of collecting matchboxes – is increasingly gaining popularity. Driven by a desire for connection and shared memorabilia, people are looking for brands that can bring discovery and adventure to niche interests.

Matchbox mania speaks to Gen Z love of memorabilia 

Overwhelmed by tech dread and isolation, Gen Z is seeking quality connections with an offline element. Enter online communities that help people bond over shared interests and facilitate IRL meet-ups. How are these groups bringing back lost third spaces, and how can brands get involved?

How young people find communities in online third spaces

By evoking nostalgia, maintaining a distinct taste, and strategically integrating itself into American culture, Hershey’s has become a household name. The brand has leveraged its heritage status to become a part of people’s treat rituals and remain inseparable from the country’s cultural calendar.

How Hershey’s melts American hearts with its treats

Von Dutch, the iconic Y2K brand known for its trucker hats and tees, is making a comeback aided by Charli xcx and her viral song 'Von Dutch'. As young people turn to the past in a longing for nostalgia, Y2K fashion and recession pop have come together to tap into aesthetic desires.

Von Dutch taps Y2K interest and rides the BRAT wave

The British Show Pony Society has pledged its commitment to support hobby horsing, a rising sport popularised in Finland and gaining traction among the youth. The initiative highlights the power of subcultures in connecting people through shared interests and emphasises the joyful aspects of sports.

Hobby horsing entices Gen Alpha sports buffs

Chinese collectible toy retailer Pop Mart has opened its fourth store in Paris at the Louvre. As the blind box frenzy hits European shores, character goods lovers are seeking out immersive retail experiences that bring the joys of kidulting to life and enrich their engagement with IP worlds.

Pop Mart’s Louvre store sets sights on European kidults

Offering a compelling combination of space, technology, and fuel efficiency, the Ford Puma is thriving among cost-conscious Britons. With many people purchasing based on practicality and affordability, the SUV’s dominance highlights the importance of understanding the needs of the everyday driver.

How utility drives the success of the Ford Puma in Britain

Mitchell and Brown’s DVD player offers owners an affordable, curated entertainment system in an increasingly streaming-saturated world. As ‘slow living’ becomes an aspirational mindset, prompting people to prioritise simplicity, can retro media make a bold comeback to tackle digital fatigue?

How Mitchell and Brown's DVD player taps into nostalgia

Loved Before's stuffed animals will be featured in shops across Essex, with the selection of toys reflecting animals and insects in the area. The partnership shows the brand’s commitment to conservation through circular toy practices while also supporting Gen Alpha's discovery of local nature.

Loved Before enters eco-partnership with Wildlife Trust 

The ‘romantasy’ literary subgenre – which sets passionate romance amid supernatural dreamscapes – is seeing a boom both online and off. How can brands and publishers engage Gen Yers’ and Zers’ appreciation for the ‘reader’ as an identity and coming-of-age narratives for adults?

50 Shades of Fae: What’s behind the Romantasy book boom?

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

Young Britons are leading a revival of the Union Jack by incorporating the flag into their style choices. At a time when populations are becoming increasingly polarised, this trend speaks to people’s desire to interact with their heritage and national identity on a local, more personal level.

Young Britons drive resurgence of Union Jack fashion

Pixar’s Inside Out 2 has become the highest-grossing animated film worldwide. The film, which tackles adolescence and complex emotions, has resonated with viewers of all ages, highlighting an opportunity for brands to bridge generational divides and appeal to kidulting attitudes.

Inside Out 2 soars with relatable narrative of teen angst

Korean animations Heartsping: Teenieping of Love and Bread Barbershop: The Birth of Bread Star will soon be released in cinemas across the country. Animated films are seeing huge success in South Korea among both kids and kidults, regularly outperforming other genres. 

Popular kids' shows come to the big screen in Korea 

On the seventh month of the lunar calendar, Chinese communities all over the world pay their respects to the departed as they roam the earth to be with their families and friends once again. But times – and people’s values – are changing. How do Chinese people observe Ghost Month in 2024?

How can Chinese people keep the spirit of Ghost Month alive?

Faced with persistently high costs at supermarkets, a lack of space to entertain, and ever-changing dietary needs, many Gen Yers are looking for alternatives to the traditional Christmas dinner. How can retailers and food brands better cater to their festive meal requirements?

What do Gen Yers want from their Christmas dinners?

Sales of physical music have increased for the first time in 20 years, driven by big releases from popular worldwide artists such as Taylor Swift and Billie Eilish. As digital-first consumption becomes the norm, collecting physical copies of media is growing in its importance for fans.

Physical music sales increase for first time in 20 years

Tinder's new video campaign reimagines classic romantic comedy scenarios through the lens of modern dating. The spots highlight how 'meet-cutes' occur daily on Tinder, addressing the post-pandemic desire for authentic connections and younger generations' nostalgia for in-person encounters.

Tinder ad embraces the serendipity in online dating

Eton has joined a growing number of UK schools in banning smartphones for incoming students. The move aims to mitigate the negative impacts of smartphones, such as sleep deprivation, cyberbullying, low self-esteem, and anxiety, while also safeguarding adolescents and supporting focus in class.

Eton bans smartphones in a bid to protect students

San Miguel Brewery is the Philippines’ top beer producer, with a wide range of beer brands that have made a name for themselves locally and internationally. In a country where beer and drinking customs are indispensable, San Miguel is influential in the social and cultural lives of everyday Filipinos.

How San Miguel became a Filipino rite of passage

South Korean self-photo studio Life4Cuts is snapping its way to Australian shores. Despite the global cost-of-living crisis, customers are branding the four-cut photo strip craze as a necessity – ‘a small but guaranteed happiness’ tapping various age groups and subcultures.

How Life4Cuts imprints visual memory amid a global crisis

Thanks in part to TikTok virality, Fujifilm is struggling to keep up with demand for their X100VI camera. The speed of digital innovation has influenced a renewed appreciation for tactile tech, and people are looking to add friction back into otherwise seamless processes.

Fujifilm sees surge in demand for physical cameras

Frustrated with dating apps, Gen Zers are looking for love in real life. But rather than heading to conventional meeting places, like bars or coffee shops, they’re seeking to ignite passions over shared interests. Think running clubs, meet-cutes, late-night chess dates, and board game nights.

Clubs and events facilitate IRL meet-cutes for Gen Z

A revolution in female-focused wellbeing is underway as women become more informed and connected to their menstrual cycle, with femtech helping to spearhead this change and transform women’s lives so they feel empowered. How can brands best deliver in this profitable space?

How menstrual health impacts women’s wellbeing routines

Kellanova's Pop-Tarts took the crown at Cannes for its Edible Mascot campaign, which saw players eating the toasted character after the game. This taps into the growing interest in multisensorial brand activations that deepen consumers' relationship with a brand through all five senses. 

Superbowl Edible Mascot campaign wins Cannes Grand Prix

The demand for high-quality, special feature-packed DVDs is increasing among film buffs and cinephiles. In response to a growing sense of content overload and concerns about the nature of digital ownership, physical media is being imbued with a new higher level of cultural cache.

 Indie film-buffs are rediscovering DVDs

Abercrombie has bounced back from the depths of the 2000s. Rather than holding onto its exclusive image, the brand is positioning itself as a nostalgic classic, appealing to fashionistas exhausted by fast fashion and trend cycles and those with eco-mindsets and anti-consumption values.

Abercrombie revives amid rapid trend cycle fatigue

For nearly a century, Yakult probiotic milk has captured ‘childhood in a bottle’. Health-conscious shoppers are rediscovering it, driving the market boom for functional foods in Asia. As global wellness goals shift, the Japanese brand finds its way into more refrigerators and formative years.

Why Yakult became a symbol of Asian care and childhood

Le Creuset and Pokémon have collaborated on a limited-edition crockery set that appeals to growing nostalgia and kidulting behaviours. The raft of nostalgia-tinted collaborations seeks to intensify niche fandoms and build deeper relationships with brands beyond the products.

Le Creuset x Pokémon crockery appeals to kidulting ideals

South Korea's Gen MZ (Gen Y and Z) is driving a significant surge in functional foods and transforming gift-giving into acts of self-care. Leading wellness brand Jung Kwan Jang captures this dynamic market by turning traditional products into innovative, trend-savvy offerings.

How Jung Kwan Jang reroots functional foods for Gen MZ

Pharrell Williams’ upcoming biopic is a LEGO animation that highlights his career trajectory – from a young child to a legendary music star. By blending the playfulness of animation with powerful storytelling, the film appeals to people’s desire for authentic, innovative media experiences.

Pharrell Williams’ LEGO biopic taps nostalgic fans

Sailing, bodybuilding, and gardening are among the hobbies keeping Americans happy and fulfilled in turbulent economic and political times, even when balancing budgets and schedules remains challenging. Canvas8 spoke to seven people across the country about why their passions are so meaningful to them.

How are Americans finding solace in hobbies?

Fulfilling, calming, and creative hobbies are helping Britons to navigate the ongoing polycrisis. But how much time and money are they willing to spend on their newfound passions for crocheting, photography, or hiking? Canvas8 spoke to eight people from across the UK to find out.

How are Britons finding solace in hobbies?

Daytime TV found new life during the pandemic as remote working boosted viewership and online subcultures spawned countless related memes. Will this resurgence last as Britons seek comfort in entertainment? Or will increasingly right-leaning politics turn daytime TV into a new beast altogether?

What's driving Britons' daytime comfort TV habits?

Marvel has announced a new creative strategy for its media universe, which will see a move away from interwoven storylines. After years of nostalgia-driven sequels and remakes dominating our screens, people are growing weary of the constant rehashes and are seeking out more unexpected narratives.

Marvel rebrand reflects demand for fresh stories

In a nod to its brand legacy, Levi’s has reproduced the oldest pair of jeans in its archive for a limited run. The move taps into a growing desire to opt out of fleeting micro-trends and a shift in focus toward circular fashion, emphasising longevity and value over novelty.

Levi’s honour brand heritage with classic jeans remake

Citizens of India’s affluent class are hungry for real estate, and this demand is driving up the need for homeware brands to satisfy new local tastes. While international brands like Pottery Barn have been quick to snap up the opportunity to move East, it’s local designers who rule this market.

Why HNW Indians choose local homeware for their affluent homes

Tea’Stone has captured the hearts and tastebuds of China’s Gen Z, injecting fresh energy into a heritage category. With an authentic, craft-led approach that reinterprets tradition with innovative flair, the brand shows what third spaces and slow living can look like for China’s youth.

How Tea’Stone brews a third space for Chinese tea lovers

Capri-Sun is updating its iconic drink pouches with adult-size 96-oz., multi-serve packages of its top-selling, iconic Fruit Punch flavor – its first innovation in nearly a decade. The brand is looking to appeal to the identities and beliefs of nostalgia-obsessed 'kidults.'

Capri-Sun updates packaging for nostalgic kidults

Parle-G is a quintessential icon of nostalgia in India’s FMCG industry. Evolving from its colonial roots to become the world’s best-selling biscuit, it confidently rides the wave of change and virality by appealing to traditional and lasting Indian values and the unwavering love for snacking.

Why Parle-G’s biscuits grow alongside decades of Indian values

In an era when young adults are keen on reclaiming their childhood, Ocean Teabags captivates its patrons with playful animal-themed products, riding the booming ‘kidult’ phenomenon and redefining the traditional tea experience. What can brands do to help people reconnect with their inner child?

How Ocean Teabag steeps childhood warmth into Japan’s kidults

Long before the ‘hot girl’ movement propelled reading into the mainstream consciousness, China was already a country filled with bibliophiles. Today, its bookstores are fulfilling a new role, serving as community hubs and brand opportunities to strengthen customer loyalty.

How China’s bookstores are evolving experiential retail

New Balance has released its first-ever short film, Grey Days, which pays homage to the brand's history. Given the intrinsic link between fashion and identity, brands can earn consumers' trust by tapping into their rich histories to create a sense of quality and foster a close connection.

New Balance celebrates heritage with nostalgic short film

In 2024, Hungry Jack’s announced a series of food offerings and brand collaborations that delighted its customers. This initiative, combined with its Aussie-centric branding and irreverent humour, helps the company stand out among other Quick Service Restaurants (QSRs).

Why Hungry Jack’s revives iconic foods for nostalgic Aussies

Remakes of old games and gaming consoles have become popular in Australia, leading local designers to embrace nostalgia in their advertising. But this proliferation of the past has uncovered further truths about Australians and gaming – their need for collective, meaningful experiences.

Why mini retro consoles are the future of Australian gaming

Retailers are turning to scent marketing to create immersive, multi-sensory experiences that draw customers in and boost sales. Scent marketing firms are helping brands craft unique fragrances, aiming to leverage the powerful role smell plays in customer behavior and creating lasting impressions.

Stores are using scents to enhance shopping experiences

Evolving tea traditions, modern experiences, and a cultural shift have ushered in a new era on the American tea scene. As people explore rituals that blend Eastern heritage with Western vibes and influencers elevate tea to a lifestyle choice, a community of tea connoisseurs is being nurtured.

Who are the new American teaheads?

A renewed interest in theatres post-pandemic, Japanese box office dominance, cultural sentimentalities, and innovative storytelling marked Godzilla’s 70th anniversary. How did Godzilla Minus One comfort audiences globally during a time of permacrisis, and what does this say about moviegoers today?

Why Godzilla Minus One helps people cope with permacrisis

How is Japan’s shrinking, ageing population impacting locals’ decisions? Are government efforts to regulate work hours actually leading to shifts in Japan’s notoriously overworked society? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in Japan in 2024.

A Cultural Snapshot of Japan: 2024

A potent combination of nostalgia, kitsch, and social media virality has led to one of the Philippines’ most arbitrary trends that is taking over TikTok and younger generations – the duck hair clip. How does this tie into Filipino Gen Zers' obsession with Y2K and the past?

How the duck hair clip fuels Filipino Gen Zers’ maximalist obsession

Y2K audio aesthetics are receiving a second wind as classic CD players are being revived, with a more modern focus on sustainability through circular products. Nostalgia remains a powerful force for brands to leverage, but people have contemporary expectations around quality.

Designer CD player revival gets Y2K audiophiles hyped

In celebration of its 30th anniversary, CASIO has released the BABY-G + PLUS series, a collection of Y2K-inspired, customizable watches. As Gen Z’s nostalgic obsession with the 2000s spills over from fashion into technology, the digital experience is increasingly getting more retro.

CASIO BABY-G + PLUS series gives timekeeping a Y2K spin

South Korean adults are turning to pet rocks as a cure for loneliness. With increasing social isolation taking a toll on many South Koreans and a lack of resources to enable social connection, the rise in pet rocks as a replacement for human interaction is raising further concerns.

South Koreans curing loneliness with pet rocks

TikTok has been awash with recipes and hacks to elevate the simple instant ramen and make it more of a culinary classic. But what’s behind this pantry staple’s sudden rise to viral fame? And what does it say about social media’s relationship with food and making budget staples taste better?

How instant noodles become a creative cooking must-have

Japan has long been a haven for music lovers and a bastion of nostalgia, particularly for fans of vinyl records. Recently, the country got a breath of fresh air from the unexpected but welcome crowd of Gen Z listeners. What’s fuelling the younger generation’s desire to connect with analogue music?

Why are Japanese Gen Zers obsessed with vinyl records again?

Life cycle 

People are getting creative with inspiration from past eras 