Korean entertainment and culture are seeing a strong revival in China. And it’s not only strengthening Korea’s economic influence and solidifying its position as Asia’s arbiter of culture, but transforming Chinese identity and consumer behaviour across the spectrum.

Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands, and how do they choose between them? We spoke to marketing professor Lily Dong to find out.

Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?

From the cherry blossom print to the ‘most successful art union ever’ with eccentric Japanese artist Yayoi Kusama, Louis Vuitton regularly collaborates to create culturally-relevant designs. But as the brand loses ground in Asia, could K-Pop be the answer?