Japan is seeing a rise in choi-nomi culture – light drinking at family restaurants and other casual dining establishments. With young people drinking more casually, many food outlets are introducing alcohol to their menus, hoping to appeal to this new brand of boozing.

By 2020, Japan's prime minister Shinzō Abe wants women to fill 30% of the nation's senior management roles. Yet despite efforts to get women into work, a growing number are targeting domestic bliss. Are dreams of a family funded by a high-earning husband anything more than a fairytale?

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?

Heavy drinking has long been one of Japan’s unspoken problems, with alcohol consumption quadrupling since the '60s. Yet despite many bars still relying on all-you-can-drink offers, there are signs that younger generations are favouring more moderate consumption.