WNBA players are at the center of a cultural shift, merging sports and fashion like never before. From tunnel walks to boundary-breaking brand partnerships, these athletes are rewriting the rules of style and reshaping the perceptions of women in sports.

How WNBA players broke the boundary between fashion and sports

AO Animated is courting digital natives into tennis fandom with animated coverage of the Australian Open. Meeting growing demands for both elevated digital and fandom experiences, the move courts a younger generation of potential sports fans who want more than the traditional viewing experience.

Australian Open avatars bring tennis coverage to online fans 

Tasteful Hospitality is launching a pub concept that recreates the German nightlife culture of the 1980s. German Gen Zers are drawn to retro aesthetics as a reprieve from permacrisis, and brands can connect with them through building nostalgia-based communities instead of lazy throwbacks.

Pop-up pub immerses young Germans in ’80s nightlife

A new report reveals that UK holidaymakers – particularly Gen Y and Gen Z – are increasingly choosing trips centred on sports and physical activities. With younger Britons moving away from drinking and partying, this shift is driving demand for holidays that prioritise fitness and exercise.

Young Brits increasingly choose sports-centred holidays

LVMH-owned hospitality chain Belmond has unveiled hour-long videos of its global destinations, providing cinematic alternatives to travel vlogs. Amid rising interest in experiential tourism, brands are wooing eager travellers with out-of-the-box content that shows exciting locales and new perspectives.

Belmond's ambient videos boost slow luxury travel

Slow travel is making a comeback for speed-saturated Gen Zers and Gen Yers. With their nostalgic luxury and nods to sustainability, luxury sleeper trains are a perfect way for them to engage with this holiday trend. How could a slower, more considered approach work for other brands and industries?

Why it’s full steam ahead for luxury sleeper train holidays

Kockiri, deemed Seoul's only electronic gay bar that welcomed all sexualities, announced its closure this month. With the bar’s customers mourning the loss of a beloved meeting ground for LGBTQ+ and music communities, brands could seize the critical opportunity to protect safe spaces.

Seoul gay bar closure highlights urgent need for LGBTQ+ spaces

As sleep tourism is on the rise, short-term rental platforms are coming under fire for being unreliable and pricey. Aussies want hotels with generous loyalty schemes and those that prioritise sleep quality and sustainability, from energy efficiency to soothing designs.

Why Aussies prefer to stay at hotels when travelling

Located in luxury destination EmSphere, the premium stationery purveyor wants to uphold the immersive retail experience for artists and connoisseurs of art goods. As people look for exciting sights and sensations when shopping, brands can offer exclusive activations that can’t be found anywhere else.

Mediums elevates tactile art supply shopping in Thailand

To court the rising segment of sober revellers, the Ritz Paris has created a signature mocktail menu inspired by astrology. While the debate around Dry January remains heated in France, brands can borrow the language of luxury and sensory immersion to shine a new light on the NoLo (no- or low-alcohol) drinking experience.

Ritz Paris welcomes NoLo shift with signature mocktails

Airbnb is contributing to disaster relief for the LA wildfires, but any feel-good sentiment has been tempered by a viral story about poor customer service on the ground. As corporate distrust continues to rise, people will hold companies to a higher standard when it comes to executing brand purpose.

Airbnb’s mixed response to LA wildfires invites scrutiny

The sportswear giant has announced that it will design team kits and merchandise for the Mercedes-AMG Petronas Formula One Team. Its stature as a global clothing brand with an established pop culture presence could help advance F1’s aspiration to effectively resonate with Gen Z.

adidas courts F1 fans with Mercedes partnership

The 2024 WNBA shattered viewership records, fuelled by rising stars like Caitlin Clark and Angel Reese. However, their supposed rivalry, amplified and often distorted by the media, ignited a firestorm of controversy, exposing underlying currents of racism and misogyny within the basketball fanbase.

What’s behind rising rivalry culture in the WNBA?

Aussies are redefining luxury in the Outback, merging First Nations education and immersive biodiversity lessons with uber-comfortable accommodation. Inspired by Aussies’ renewed interest in Indigenous cultures and conservation, the luxe bush trend is an opportunity for travel brands to shine.

Why more Aussies taking luxury holidays in the Outback

Amid a volatile culture war in the US, McDonald’s has become the latest major company to scale back its DEI program, aiming instead to integrate inclusion initiatives into the core business. Companies are struggling to navigate and communicate DEI commitments, alienating people across the political spectrum. 

Supreme Court decision triggers McDonald's DE&I rollback

Nike CEO Elliot Hill is refocusing the sportswear giant to obsess over sports and get back to winning ways after a tough year for the brand. Its new strategy aligns with growing audience preference for brands that live up to their expectations and values.

Nike feeds purpose-focused buyers in sports-themed return

From Bollywood-inspired destination weddings to Instagram-worthy stays, India’s hotel industry is busy and buzzing with excitement. Responding to a demand for wellness weekends from a growing aspirational middle class, hotels today are offering unique, immersive experiences.

How aspirational Indians are driving a wellness hotel scene

While the home brand struggled with furniture profits in Australia, it saw a boom in dining profits as people flocked to its affordable meals. This finding highlights how people are willing to spend on immersive yet functional experiences as living costs continue to rise.

Rise in immersive home eating sparks IKEA dining growth

Fans of global anime sensation Demon Slayer: Kimetsu no Yaiba can immerse themselves in an exhibition highlighting hashira, the high-ranking swordsmen of the Demon Slayer Corps. Experiences such as these offer fans a new way of interacting with their fandom as they await new shows to binge. 

Demon Slayer exhibition connects fans to characters

Amid the strain of the cost-of-living crisis, Aussies are taking wellness-driven holidays that focus on health and longevity. A combination of idyllic landscapes, cutting-edge facilities, and a growing focus on health is making Australia one of the world’s leading wellness tourism destinations.

Aussies are merging wellness and nature to pursue longevity

Birth rates are declining, meaning fewer children to buy toys. Recognizing this shift, Toys 'R' Us Asia is now focusing on Gen Z kidults. As it becomes harder for younger generations to meet traditional milestones, many are turning to nostalgia-inspired fun as a way to escape.

Toys 'R' Us targets Gen Z kidults

Reebok is re-entering the world of basketball through a multi-year partnership with the WNBA. The move reflects its broader commitment to women’s sports and equitable solutions at a time when people are increasingly viewing sports fandom through the lens of inclusivity and shared values.

Reebok invests in women's sports with WNBA deal

Luka Dončić's foundation aims to reignite joy in youth basketball, responding to a growing trend of young people leaving sports due to mounting performance pressures. As people experience performance fatigue, they crave experiences that celebrate the journey and happiness over perfection.

NBA star’s foundation tackles toxic performance culture

Virgin Australia has inched ahead of Qantas in the ranking of most trusted airlines and is rebranding as a budget carrier with premium experiences. It’s a timely move – in a period of high inflation, Aussies are gravitating towards value for money in their air travel experiences.

How Virgin Australia restored Aussies’ trust in aviation

Working with women-focused Betches Media, the NFL is trying to grow its audience base with game-day events and other activities. The popularity of women's sports is on the rise, and women continue to be very vocal fans. This move highlights how brands are trying to get involved before it's too late.

NFL partnership aims to boost female viewership

Natural basketball skills, self-belief, avid Gen Z fans, and a ton of brand deals have propelled Angel Reese into cult celebrity status. At a time when the WNBA is thriving, the Chicago Sky rookie surpasses the top of her game while using her fame and personal life to inspire and empower fans.

How Angel Reese advances the real nuances of sports fandom

For Gen Zers, the Super Bowl is as much an online event as an IRL or televised one. This cohort craves next-level digital experiences that complement the game, from virtual hosting parties to Roblox fan trivia games. So, how can brands prepare their strategies for 2025’s event so they stand out?

What do Gen Z Americans want from the Super Bowl?

There are hopes of a new lease of life for a 19th century naval defence site off the Isle of Wight, with plans for it to reopen as a floating luxury hotel. This aligns with a growing trend of immersive, experiential travel designed to create unforgettable memories.

A British fort woos experience hunters with luxe hotel

The global COVID-19 lockdowns made people reconsider their bathrooms as places of wellness rather than just functional spaces. Interior design in washrooms has since aligned to a retreat-centric aesthetic, offering brands a chance to combine functionality with self-care experiences.

Wellness shift drives washroom design evolution

The Federal Trade Commission has ruled that ticketing agencies must disclose all fees upfront, including junk fees. With people increasingly feeling priced out of their experiential desires, brands have the opportunity to introduce transparent and fair practices that make fans feel supported.

FTC signals need for new industry-wide ticketing standards

As fast food prices soar in the US, people are rediscovering casual dining in their search for better value. Chili's success shows how sit-down restaurants are winning over budget-conscious diners through simpler menus, competitive prices, and an effective social media strategy.

Why cash-strapped diners value the compact menu at Chili's

The latest TikTok travel trend, ‘flying naked,’ goes beyond ‘traveling light’ – with just carry-on luggage – to the point of turning up with none at all. Aside from questions over practicality, the trend has sparked debate on whether viral cultural moments spark purposeful behaviors or performative ones.

The ‘flying naked’ travel trend is taking off

Grubhub's 2024 report revealed that Americans maximized their orders during the year, from ordering extra protein to getting delivery at hotels. These findings reflect the normalization of instant gratification and people's desire for services to meet their exact needs.

Americans went all in for dining delivery in 2024

Heritage travel, where people explore destinations tied to ancestry, is growing in popularity. Partly driven by the expansion of DNA testing, travellers are looking for deeper connections with their past and, as a result, more personalised, culturally relevant travel experiences.

'Heritage travel’ connects people to their pasts

Aussies are redefining travel, balancing tight budgets with a desire for meaningful escapes. From passion-driven trips to workcations, they’re prioritising experiences that reflect personal interests. How can the needs of value-seeking travellers be met without compromising on memorable experiences?

Why Aussies find ways to travel even on a tight budget

Café di Preto is a micro-roaster that actively promotes Black protagonism in the Brazilian coffee market by prioritising diversity at every stage of the production process, from the plant to the cup. It's a great example of a brand shining the spotlight on underrepresented communities.

How Café di Preto revives coffee's Afro-Brazilian heroes

When it comes to travel, mindsets are shifting. As awareness of overtourism grows, Brits are becoming more intentional and conscious tourists. Brands and businesses that educate and empower travellers on how sustainable travel can be a force for good will come out on top.

How overtourism is changing Brits' travel habits

While progress has in no way been swift, sports video games are slowly but surely evolving to platform female athletes. As interest grows in women’s sports and fans increasingly seek interaction beyond viewership, there is a need for greater visibility across identities.

Sports video games get an inclusive revamp

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

NEOM, an ambitious development that embodies Saudi Arabia's bold vision for the future, is forcing FIFA into a leap of faith for the 2034 World Cup. As the experience economy shifts, brands worldwide are redefining their offerings to cater to the growing demand for multidimensional experiences.

FIFA goes futuristic in 2034 World Cup host announcement

Touch2See, a tablet with a vibrating magnetic disk mimicking live game action, has debuted in Italy. Assisting sports fans with visual impairments, the device demonstrates how technological innovations can help marginalised groups feel more involved in mainstream culture.

Touch2See allows blind football fans to feel the game

Manchester City FC has launched a design competition for fans to create its future kit using AI. This initiative shows how brands can leverage AI technology and tap into desires for co-creation to give fans a greater stake in product innovation, thereby deepening their connection.

Manchester City invites fans to co-create kit with AI

Solo travel is reshaping how Australians explore the world, driven by a desire for freedom, self-discovery, and deeper connections. From soul-searching escapes to reconnecting with passions, adventurers across generations prioritise unique, meaningful experiences over material possessions.

What do Aussie solo travellers want from their trips?

Former tech giant Nokia will have its cultural legacy celebrated through a design archive acquired by Aalto University in Finland. From sketches to marketing strategies, the collection will tell the story of the rise – and fall – of the mobile phone manufacturer that shaped a generation.


Nokia's archive taps into '90s nostalgia

Australians are driving demand for espresso machines and instant coffee, all the while shunning cafe chains due to the cost of living crisis. As people cut back on non-essential spending, brands face a challenge in delivering daily treats that give value for money without sacrificing quality.

Australians opt for home brews amid rising costs

InterContinental Hotels Group is enhancing its multigenerational travel offering to boost growth for its luxury portfolio. As high-net-worth travelers prioritize vacations as a collective experience with their loved ones, they’ll expect brands to craft holidays that have something for everyone.

IHG embraces multigenerational holidays in luxury travel

As people are becoming more mindful about their expenses and drinking habits, bars are scrambling to keep their customers coming. In Japan, 'izakayas' (informal bars) are going through an especially tough time, with over two hundred of them closing their doors for good in 2024.

Shifting drinking habits are threatening Japan's bars

Uber is spreading festive joy with the launch of an on-demand delivery service for Christmas trees and carol singers. The move addresses the desire for cost-effective, stress-free solutions that enhance seasonal joy, fostering connection and empathy amid the holiday rush.

Uber targets cost-conscious shoppers with Xmas special

The Lake House in Daylesford, a family-founded hospitality business, offers a cutting-edge culinary experience, spa culture, and country stays fit for a tastemaker. Featuring townsfolk produce and a farm-to-table menu, it has become a movement for tourists who honour tradition and heritage.

How The Lake House brings the soft life to Aussie tourists

With a multi-billion-dollar pink opportunity on the horizon, governments and businesses around the world are investing in products and services to appeal to queer travellers. When it comes to travel, safety and acceptance are top of mind for the community. How can companies offer this while authentically tapping into LGBTQ+ groups?

How can Asia cater to LGBTQ tourists seeking safety and inclusion? 

Nike has partnered with renowned make-up artist Isamaya Ffrench to create two fresh colourways of the Air Max Dn. The collab draws inspiration from women athletes whose influence extends from the field of play to the fashion world, further blurring the boundaries between fashion, sport, and beauty.

Nike x Isamaya Ffrench collab bridges beauty and sport

A Powerade initiative seeks to redefine brand-athlete partnerships by placing importance on holistic wellbeing and the power of breaks. Featuring top athletes, the bold campaign aligns with a cultural shift toward people demanding that brands ‘show up’ with purpose-driven actions.

Powerade cracks 'The Athletes Code' to mental health

Cryptic restaurant reviews on Google Maps in Mandarin are being used to share honest restaurant reviews with native Mandarin speakers when travelling. Using homophones and cultural references, the comments reflect the rise of 'crafty solutionism' as people develop hacks to subvert the system.

Chinese diners are outsmarting online review censorship

Skims is venturing into the winter market via a high-profile collaboration with The North Face, creating a capsule collection of elevated staples. The partnership joins a growing trend of fashion-sport tie-ups aimed at merging aesthetic appeal with technical performance.

Skims x The North Face collab blends style and function

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

TNT Sports will broadcast the knockout stages of the Emirates NBA Cup in the style of a video game. The move reflects the shifting appetites among sports viewers. While the lack of interactivity may make the broadcast feel gimmicky, the format speaks to the media interests of younger fans.

TNT Sports introduces video game-style live broadcasts

Wine has long been part of Australian culture, but younger generations are indulging in different ways. How might Gen Y’s budding sense of connoisseurship and Gen Z’s desire for ‘vibes’ and community impact their buying habits? What do they want from products and brand interactions in this space?

How are Gen Y and Gen Z making wine culture their own?

Sicily is offering a low-cost sleeper train to ensure a wider variety of Sicilians can afford to go home and visit family during the winter season. But as slow travel grows in popularity, there’s a gap in affordable travel and a need for brands to ensure greater accessibility.

Sicily tackles traveller costs with affordable trains

Paris is cracking down on unlicensed Airbnbs with hefty fines and reduced rental limits, aiming to curb overtourism and housing issues. This shift could benefit local hotels and residents while potentially raising accommodation costs, reshaping the balance between tourism and local community needs.

Paris tackles tourism in Airbnb crackdown

With women in China being more self-sufficient than ever before, this financial freedom has influenced how they travel, and many are choosing to do so alone. But amid tensions between the rising “she economy” and persistent social expectations to start a family, some are keen to make travel rewarding.

Why Chinese women feel empowered to travel solo

Qatar Airways is celebrating the upcoming Qatar Grand Prix with limited-edition F1-themed in-flight experiences for passengers across all classes. The partnership demonstrates how cross-sector collaborations are revealing the influence of fandom in people’s everyday lives.

Qatar Airways collab targets F1 fandoms 

Oojo has launched its innovative travel platform in Germany, offering seamless booking and exceptional service to the country’s digital-savvy travellers. As people seek out more efficient, personalised experiences, brands can thrive by adopting AI and tech solutions to meet evolving needs.

Oojo's German launch targets personalised travel lovers 

There's a growing trend in the US among coffee drinkers seeking out more immersive experiences. People are looking for offerings that celebrate the bean and its origins and allow them to deepen their understanding of the drink – with coffee culture shifting to communal and educational events.

Americans seek out immersive coffee experiences

Against a backdrop of nightclub closures and rising drinks prices, Britons are looking for low-key, affordable ways to party. In response, dating app Bumble and hard seltzer brand White Claw have hosted their own house parties, speaking to a desire for community and intimacy.

White Claw and Bumble tap into British house party scene

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.

Adidas signing reaffirms support for women's sports

Airbnb’s Xmas ad puts a spin on the classic poem ‘A Visit from St. Nicholas’ to drive home the benefits of staying at an Airbnb over a hotel. As crackdowns on short-term rentals and a desire for ease push people to hotels, the company taps into one of its key advantages as a home away from home.

Airbnb Xmas ad targets hotel-averse vacationers

The allure of food tourism is growing in Australia, with hyper-local produce and tasting menus taking centre stage. Young Australians are shaping the culinary landscape, making it more about memorable and personalised experiences.

Why food tourism is winning luxury fans in Australia

Stonegate and Heineken UK's 'Pub Alone' campaign aims to create meaningful conversations about holiday loneliness. Inspired by the classic movie Home Alone, it promotes pubs as connection hubs for young people, addressing the growing need for IRL social spaces during the festive season.

Home Alone-inspired ad highlights loneliness epidemic

Berlin's club scene is evolving as wellness trends reshape nightlife. Once linked with excess, partygoers are now adopting supplements, IV drips, and sober-curious alternatives. Gyms mirror clubs, blending fitness with music, while hearing protection is turning rave fashion safety-conscious.

How Berlin’s club culture is merging with wellness

Starbucks Korea has announced a new concept store in Seoul that targets university students. Brands are honing in on unique, memorable shopping experiences to win over Gen Z, and they could benefit from a more niche approach to counter oversaturation in the experiential retail landscape.

Starbucks South Korea courts Gen Z with concept store

The Australian Open is no longer just a tennis event – it’s evolving into a full-blown entertainment and cultural festival. From live music to gaming, fashion to food, there’s a clear focus on creating an immersive fan experience that appeals to tennis enthusiasts and casual attendees alike.

How the Australian Open aces entertainment for sports fans

Minecraft is set to join the real world with rides, hotel rooms, and retail outlets coming to the UK and the US initially. As people hunt for maximalist experiences and passionate fandoms heighten their expectations for immersion, gaming's popularity is set to expand IRL.

Minecraft's IRL attractions meet maximalist desires 

According to Booking.com, travel scams have surged 900% over the past 18 months, partly fuelled by AI. With urgency-driven tactics luring victims into fraud, Australians’ tech scepticism may erode trust in online booking platforms and prompt a shift toward slower, more secure payment systems.

Travel scams fuel distrust of purchase pressures online

Caravanning is seeing a resurgence in popularity among Aussies of all ages. From grey nomads spending their retirement on the road to digital nomads escaping the grind of city life, they are united in their love for the open road and desire for freedom and flexibility in their lives.

Why are more Aussies embracing caravan living?

While there’s growing awareness of the impact of tourism on the environment and local communities, there’s also a widespread lack of truly meaningful action to address it. Canvas8 spoke to Jeremy Sampson to understand the role businesses can play in building a solution.

Jeremy Sampson on the future of sustainable tourism

Soho House, the international private members' club, is continuing its global expansion with the Ibiza Farmhouse, a first for Spain. Members-only clubs are becoming increasingly popular thanks to their promise of curated exclusivity, privacy, and refuge from homogenised experiences.

Soho House to open in Ibiza amid members-only club boom

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

Off-season cruises are growing in popularity as people look for ways to beat the crowds and mitigate the effects of overtourism. Not only are they more wallet-friendly but they may also cater to a growing desire to escape summer temperatures that have become increasingly unbearable.

Off-season cruises offer cooler, crowd-free holidays

Fortnite is deepening its music industry ties through live-streamed in-game concerts and musician-inspired locations. As gaming and music converge, brands must balance virtual and real-world offerings to create meaningful experiences that go beyond superficial representation.

Fortnite debuts music artist avatars amid uncertainties

More than ever, South Koreans are seeking holiday accommodation that’s a destination in itself. With hotels in South Korea rebounding from the pandemic, Koreans are also evolving their definitions of ‘rest,’ ‘luxury,’ and ‘hospitality,’ prompting local tourism to adapt too.

How South Korean hotels are adapting to attract visitors

Alaska Airlines is piloting a predictive AI tool to oversee one of the industry’s most complex challenges: flight scheduling. As interest mounts in seamless and connected modes of travel, the move speaks to a growing confidence in outsourcing high-stakes, complex transport needs to AI.

Alaska Airlines launches AI predictive scheduling tool

Globally, birth rates are on a decline while pet ownership is on the rise. As more Gen Yers opt to parent ‘fur babies’ over human ones, pets and owners are becoming more codependent, providing businesses with plenty of opportunities to cater towards their shifting expectations.

Gen Y seeks brands that cater to pet-centric lifestyles

Death cafes provide spaces to discuss mortality openly. Led by end-of-life doulas, they follow simple rules and offer comfort to those grieving. Part of the 'death positivity' movement, these gatherings, along with grief raves and grief-tech, aim to demystify death and provide outlets for grief.

Death cafes offer collective grieving experiences 

Luxury travellers have a new and exclusive way to experience Italy with the launch of the Orient Express’ La Dolce Vita sleeper trains. The revival of the once-defunct brand highlights the continued demand for luxury travel experiences, even as sales of high-end goods slump.

The Orient Express launches first new route in decades

Japanese 'healing fiction' featuring cats is gaining popularity among English readers. This iyashikei trend offers comfort amid modern anxieties and everyday challenges, with communities on social media driving interest in soothing yet fantastical narratives that facilitate escapism.

Japanese healing fiction offers cat-based comfort

For today’s travellers, it’s all about living in the moment, often trading future savings for once-in-a-lifetime experiences. Drawn to Australia’s unique landscapes for adventure and personal enrichment, visitors are reshaping the tourism landscape. How can brands meet their evolving needs?

As travel desires change, what are the new tourism opportunities in Australia?

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

In partnership with Trainline, Brentford FC is offering fans discounted train tickets to attend its away matches. The initiative highlights the gradual shift towards slow travel and the pivotal role brands can play in bridging the gap between eco-conscious desires and actions.

Brentford FC encourages sustainable game day travel

Viral animal tourism is on the rise as people travel worldwide for a glimpse of 'celebrities' like the pygmy hippo Moo Deng. The trend reflects how social media is letting individuals connect more deeply with their interests, fuelling a desire for more immersive IRL experiences.

Viral animals fuel trips to far-flung destinations

While Japanese LGBTQ+ people still face challenges in their quest for equal rights, Tokyo’s predominantly queer Ni-chōme district has thrived thanks to its tight-knit social circles and atmosphere of activism. While the district mostly comprises smaller ‘box’ bars, there are still plenty of lessons that bigger brands can learn from their success.

How Ni-chōme’s safe spaces attract LGBTQ+ revellers and their allies

China's 'home bars' are thriving, with these intimate gatherings in private homes offering a cozy alternative to traditional nightlife. As people seek casual socialising and meaningful connections, such personalised experiences can foster community and counter high loneliness rates.

Home bars provide a sense of community in China

Indian beauty brand Sugar Cosmetics has launched a campaign that showcases beauty rituals as a form of empowerment. It’s going one step further than the ‘girlboss’ narrative in Indian advertising, highlighting how women’s identities are fluid and can exist outside of the family-work dichotomy.

Sugar Cosmetics embraces femininity as power in India

Brompton Recycled is a discounted program offering lightly used, refurbished products. As more and more people seek sustainable commutes and travel options, brands can play a pivotal role in reframing ownership mindsets and encouraging circular behaviors to hack mobility.

Brompton Bicycles pilots sustainable travel program

After Tom Holland stepped into the world of sobriety, he enjoyed the array of non-alcoholic beers but was frustrated with their obvious labelling, which singled out sober and damp drinkers. So, he founded Bero to offer discreet alternatives, giving sober drinkers another option while socialising.

Tom Holland launches Bero, a discreet non-alcholic beer

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

How has Fintech changed the way Germans approach money management? How is the rise of spirituality and diverse belief systems changing the religious landscape? And why is marriage on the decline? This Cultural Snapshot of Germany in 2024 explores the key behavioural shifts.

A Cultural Snapshot of Germany: 2024 - 2025

A new Audi showroom in Singapore will include the second outlet of Burnt Ends Bakery, a spin-off concept from the Michelin-starred restaurant Burnt Ends. People are flocking to showrooms as lifestyle destinations, and brands are getting creative with their offerings to nail the ‘wow’ factor.

Audi’s Singapore showroom debuts bakery cafe concept

Young Australians are travelling worldwide to see their favourite sports teams, creating a new phenomenon of ‘sportscursions’ that blend travel with the excitement of live sports. As sports tourism evolves, opportunities arise for Aussie brands to target new markets and embrace inclusivity initiatives.

How ‘sportscursions’ could get Aussies travelling more

The NFL has released a collection of blazers with NY-based brand Veronica Beard for its first official fashion collaboration. People are searching for relatable touchpoints to engage with the world of sports, and cross-sector collaborations can prove pivotal in resonating with casual viewers.

NFL collab speaks to evolving sports fandom expectations

The coolest Gen Z adults in Los Angeles aren’t meeting up at bars. Instead, they can be found at LA Chess Club, a meet-spot up where people get together to play a game with an uncool reputation. What can this tell us about young people’s desire for authentic real-world connections?

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