Inside TikTok’s cultural footprint on Gen Z in Southeast Asia

©United Nations Development Programme (2022)

REPORT

15 Nov 2023

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.

Sectors
ShoppingApps and software
Location
Asia
Generation
Gen Z (born 1997-2010)

Marie Adriano

Marie Adriano has been a brand planning director at a full-service marketing agency for over 30 years. Throughout her career, she has worked with a wide array of clients, including luxury brands and government accounts.

Andrea Penaranda

Andrea Penaranda is a social media director for a multinational advertising agency. She’s been in the marketing industry for over a decade, lending her expertise to award-winning campaigns and marketing initiatives.

Gel Barrientos

Gel Barrientos is a writer with a strong background in digital advertising and content strategy. She consumes K-content on a daily basis and loves to travel, eat, and play tennis.

Insider Status

macro behaviour·
LAST UPDATED 4 Jun 2024

In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

macro behaviour·
LAST UPDATED 1 May 2024

Compulsive Convenience

macro behaviour·
LAST UPDATED 1 May 2024

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...