How Brands Win on Xiaohongshu (RED): A Complete Guide
RED is more than a marketing channel—it’s a cultural platform that shapes consumer desire and influences what becomes popular across China.
Browse the journal
Category: Social Media
Read article
How Duolingo Became a Meme Marketing Powerhouse
Its strategy reminds marketers everywhere that being “delightfully unhinged” — when done with intention — can be the most powerful form of storytelling in the social media age.
Why Copying Western Marketing Doesn’t Always Work in Asia
Success in Asia demands cultural sensitivity, digital adaptation, and localized storytelling that connects with consumers on their terms.
Why BookTok Is Transforming Publishing Marketing
What began as a niche community of readers sharing emotional reactions, reviews, and recommendations has grown into a marketing powerhouse.
How the Zeigarnik Effect Increases Conversions: The Psychology Behind Unfinished Tasks
In a world where attention is fleeting, sometimes the most powerful thing you can do is leave something just unfinished enough to make people want to come back.
The Rise of Virtual Influencers in Social Media
While they will never fully replace human influencers, their rise signals a new era of marketing where reality and imagination merge seamlessly.
Food & Beverage: How Bubble Tea Chains Market Across Asia
From limited-edition collabs to digital-first campaigns, bubble tea chains demonstrate how local culture, technology, and consumer behavior shape modern F&B marketing in Asia.
How WhatsApp Marketing Is Growing in Asia
With Meta investing heavily in making WhatsApp a commercial platform, its role in Asian marketing will only grow.
Glossier’s DTC Strategy: What Made It Different
While the brand has faced challenges in recent years, its early strategy remains a case study in how to build a cult following in the digital age.
How Gymshark Built a $1B Brand with Influencers
Gymshark’s journey from a small UK startup to a billion-dollar global brand proves the power of influencer marketing when it’s done authentically.