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.

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...

In celebrating their Originals line, Adidas's new campaign features local artists and culture creators in Hong Kong and Asia. People are diving deep into local cultures and want to express their evolution, so campaigns by global brands like this could lean into authenticity to gain favour.