In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Gen Yers may have grown up trying to 'catch ‘em all', but Gen Zers are also excited by a collaboration from two icons of the 90s: Baby-G and Pokémon. With a penchant for nostalgia, they’re drawn to lighthearted and bold designs that harken back to tech's early days.

Fans of Japanese anime often rave about the storylines, action scenes, and musical scores. But for a growing number of Gen Zers, one of the main draws of these films and series is the food. Why are they craving inedible cuisine? And what can brands learn from this niche interest gone mainstream?

British fashion brand Burberry has created two outfits for a character in one of China’s best-selling games,Honor of Kings. The skins can be purchased exclusively by Chinese gamers, tapping into younger players’ desire to invest in their digital identities and display their style online.

Gamers are used to spending on virtual goods to customise characters and unlock additional content, but how would they feel about IRL brands existing in these environments? As fashion labels seek to capture the next generation of luxe shoppers, how can they engage gamers in an authentic way?