Low wages. Poor prospects. Constant pressure. Chinese youth are coping with their tough circumstances by adopting a bleak outlook on life known assang. Manifested in memes, pop culture and self-deprecating consumerism, how can brands use this worldview to connect with struggling citizens?

Mascots have long been used to front brands in Japan, but Gudetama – a lazy anthropomorphic egg – is a far cry from the cutesy characters typically seen. It now appears on around 1,700 items, boasting its own Twitter feed and pop-up cafés, but how has it won the hearts of people nationwide?

In China, calling someone adiaosi– which directly translates as ’penis hair’ – isn’t an insult. On the contrary, millions of Chinese in dead-end jobs, with no car, house or girlfriend identify with the term, wearing it as a badge of honour. But could self-deprecation be a danger to society?

A culture of presenteeism in Singapore is resulting in people feeling the pressure to stay on late at work, even if they’re not actually being that productive. Research is showing that most employees in the country are appearing to work late, purely to ‘show face’ – in keeping with tradition.