People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

As part of its offering for China’s 618 shopping festival, the Chinese e-commerce giant is encouraging CEOs to appear on its livestreams. As people demand greater transparency and authenticity from brands, they’ll increasingly expect business leaders to establish a direct line with their customers.

In an unprecedented move, one of China’s most popular livestream sellers is pivoting away from Douyin. As cross-border content and product discovery become more porous than ever, there’s an opportunity to cater to anti-gatekeeping desires and facilitate intercultural experiences online.

TikTok continues to redefine entertainment and reshape the cultural landscape in Southeast Asia, with Gen Z at the forefront of this transformation. Through the short-form video app, they’re crafting a new narrative for what it means to connect, create, and communicate in this digital age.

Singles’ Day started as a tradition among friends in China and has now evolved into a monumental shopping event taking the world by storm. But COVID-19 and declining consumer confidence have changed this celebration, leaving brands to wonder how to recapture the spirit of this holiday.