In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Beyond The Vines went from a homegrown Singaporean label to a coveted Southeast Asian brand with the help of social media and the TikTok boom. However, BTV learned that nurturing a strong brand following has its challenges. What can other brands learn as they communicate to the value-seeking Gen Z?

TikTok continues to redefine entertainment and reshape the cultural landscape in Southeast Asia, with Gen Z at the forefront of this transformation. Through the short-form video app, they’re crafting a new narrative for what it means to connect, create, and communicate in this digital age.

In a market dominated by international beauty brands, Filipino names such as Happy Skin, Issy, and Sunnies Face have gained traction beyond their homegrown roots thanks to their understanding of how to cater to diverse skin shades. What can be learnt from the growing reach of these brands?

Southeast Asian fandoms are independently organising events and activities to support their favourites. Still, brands could consider their significant desire for human connection by aligning with supporters' values and creating well-crafted narratives and collaborations with celebrities.