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.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

With only one Southeast Asian stop in The Eras Tour, Filipino Swifties saw daylight in the form of Taylor Sheesh. The drag queen recreates Taylor Swift’s performances in local mall shows and private events, making the concert hype accessible for fans while pushing queer visibility to the mainstream.

Drag Denfeatures the Philippine drag scene by being a drag reality show for Filipinos by Filipinos, demystifying the country’s queer culture and its roots. Promising authentic queer content made accessible to the mainstream, it treads both TikTok virality and global streaming.

Thailand's T-Wave, driven by BL series and T-pop, has pushed far beyond the walls of the country and Southeast Asia into hearts across the globe. Transnational fandoms amplify Thailand's global impact, offering luxury brands a lucrative market among its superfans by exploring localised branding.

LGBTQ+ representation is still a work in progress in the Philippines, with queer people still fighting for more media visibility beyond being comic caricatures.Sparks Campchampions this idea by featuring real-life gay men in a reality dating show, drawing discourse among digital natives..