CULTURAL CONNECTIONS:
SOUTHEAST
ASIA
THE VIEW FROM SOUTHEAST ASIA. Intertwined by multiple threads of history and culture, the Association of Southeast Asian Nations (ASEAN) is comprised of ten countries that are enormously diverse and encompass thousands of ethnicities, dialects, and languages. Seen by financial experts and economists alike as a rapidly growing economic powerhouse in Asia, ASEAN drives global growth. It trends towards globalization, draws a demographic majority of 30 year-olds and under, and its increasing mobility is bringing rapid change to the region. Yet, the more globalized nations become, the more concerned they are that aspects of their culture and traditions are getting lost as the world becomes more interconnected. Even for younger people, who constitute the demographic majority, maintaining local heritage and identity has become paramount. The Edelman Global Consumer group has collaborated on a new series of trend reports called, Edelman’s Cultural Connections. In this report we focus on Singapore, Vietnam, and Malaysia. While there has been a great deal of information across trade publications, highlighting the region’s economic prosperity, there has been little reporting of the variety and nuances of these cultures and it’s people, which is vital to address. In each country, over the course of a month, we brought together local Edelman experts who led us on a trek through their cities, so we could be on the ground, witness the local trends and get out from behind our screens. We went to work on compiling local market nuances, the tensions arising in each area, what people are buying and why, what’s being remixed, reused, and repurposed, and most importantly, what marketers need to know before stepping foot into these areas. In this report, you’ll see original photography captured by our local teams, you’ll read intel from Edelman’s next generation of experts, and you’ll hear from local natives about the scene on the streets. We proudly present our inaugural Cultural Connections Report: Southeast Asia. Maxine Gurevich Global Insights and Consumer Practice Development
WHAT YOU’LL SEE IN THIS REPORT: VIETNAM 1 Country in Context 2 Street Culture 3 Health & Wellness 4 Food & Beverage 5 Arts & Entertainment 6 Digital & Social Media Trends 7 Community Trends 8 Local Directory Map SINGAPORE 1 Country in Context 2 Heritage Preservation 3 Environmental Trends 4 Innovation Trends 5 Community Trends 6 Local Directory Map MALAYSIA 1 Country in Context 2 Ethnic Diversity 3 Food Trends 4 Sports Trends 5 Fashion Trends 6 Global Brands in Malaysia 7 Malaysian nuances for Marketers 8 Local Directory Map
Edelman Local Contributors
CULTURAL CONNECTIONS VIETNAM
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Cultural Connections
VIETNAM
COUNTRY IN CONTEXT Vietnam is going through a renaissance and Ho Chi Minh City is driving the country forward with its pulsating energy, chaotic whirl, and strong ties to the past. Today, the city is the international economic hub of the country.
urban collage, where a generation prior witnessed turmoil, this region’s real beauty is due in part to the “old” and “new” ways of life seamlessly intertwining.
Steady droves of youth from rural areas and urban sprawls set their sights on Ho Chi Minh City, eager for professional success, and an economic boom has fueled enormous population growth: 70 percent of Vietnam’s people are under 30 years old*.
The ‘new’ aren’t trying to do away with the ‘old’, nor the ‘young’ with the ‘elderly’, instead this evolution is like a cultural bond of worlds colliding. It’s the glue that holds chaotic parts together and binds opposing forces, making the Vietnamese who they are today. The country’s culture is about the collective, it’s about maintaining the authenticity of its people and carrying that forward that concept with the next generation.
With increased access to media in an ever-globalizing world, the youth of Vietnam are spearheading change and cultural evolution. An
$1.9 BILLION advertising spend
91 MILLION people
69%
urban adult mobile penetration
$1,923
GDP per person
37 MILLION motorbikes
Urban areas:
29 MILLION PEOPLE,
45% <30 years
Source: Cimigo, Vietnam Consumer Landscape Report, 2015
HANOI
145,000 new cars in 2014
Rural areas:
62 MILLION PEOPLE,
47% <30 years
HO CHI MINH CITY
VIETNAMSTATS: VIETNAM SOCIAL 3.2M 20M 3.3M 3.5M 4.6M 2.9M 4.8M 4.8M 7.6M 11.5M
MALAYSIA
12.8M 1.3M 11.9M
2010 2015
7 18.9M
BELOW: One of Saigonâ&#x20AC;&#x2122;s oldest apartment buildings, restored and converted into small shops for designers and entrepreneurs.
42 NGUYEN HUE, D.1, HCMC
RESTORING HISTORY Vietnam boasts a median age of 30, which means that nearly 5 million Vietnamese are 30 or under. Youth is clearly the majority but this doesnâ&#x20AC;&#x2122;t mean tradition gets lost in the shuffle. Locals consistently seek to find a balance between the old and new. They seek innovative changes that keep up with the global trends yet still respect and protect deeply rooted traditions.
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Original photo: Maxine Gurevich
LIFESTYLE T RE N D S 9
LIFESTYLE TRENDS
STREET CULTURE by Xe Ôm Drivers of the Mind: The Journey of Sàn Art
At times the paving is wide, its girth and colorful patterning remnants of the colonial era that still echoes in the heart of the city. Elsewhere it is a handsculpted wash of cement that divides business properties from street vendors selling bánh mì and cà phê sũra đá (Pork rolls, meat- filled sandwiches, and sweet iced milk coffee) to customers squatting on iconic red plastic stools scattered along the road. Street culture in Vietnam is a major aspect of what sets this country apart from the rest. Everything happens in the street, especially in Ho Chi Minh City, and it is a long-standing tradition that has existed for decades. Because of its history, street culture brings the color of time, authenticity, and a sense of local identity to the country, which has become an integral and memorable part of Vietnamese lives. The Vietnamese strongly value collectivism, and one of the ways this still permeates is through urban street life.
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THE PAVEMEN THE VIETNAM Original photo: Maxine Gurevich
Cultural Connections
VIETNAM
NT IS WHERE MESE THRIVE. 11
LIFESTYLE TRENDS
STREET VENDORS Street vendors are loved by their local Vietnamese people primarily because Vietnamese grew up with them, for generations. Every bite, every sip reminds people of their childhood memories. While the government attempts to clear them away to keep the streets clean, the locals try to protect the vendors. Regardless of the rapid development of Vietnam, the local people still desire to preserve this beauty as a crucial mark of the nation. YOUTH REINVENTS STREET LIFE While street life has always been part of the Vietnamese culture, the next generation has reinvented its appeal by using it as their new stage. This new form of collectivism is all about entertaining.
Original photo: Maxine Gurevich
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Cultural Connections
VIETNAM
“What is striking about this ubiquitous two-wheeled vehicle, a Vietnamese fifth limb, is its ability to facilitate movement. Nothing is too large or too cumbersome for it to carry.” —Xo Meihn, 31
RETHINKING TRANSPORTATION Vietnam is known for its motorbikes, which is the way most of the population chooses to get around. Phuot, a travel community, takes this a step further for the next generation of explorers, by shifting the motorbike from a vehicle that is merely used as a means of transportation to a backpacking/
road trip experience where local natives explore their rich history as they speed across the country. Brands have started collaborating with Phuot bikers by providing them with product gear that helps them overcome new routes and supports the discoveries of the roads less travelled.
Uber understands this typical behavior in Vietnam, and has launched a local version of a bike taxi that brings affordability and safety, while serving the needs of the mass market.
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LIFESTYLE TRENDS
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HEALTH & WELLNESS T RE N D S 15
HEALTH & WELLNESS TRENDS
HEALTHY LIFESTYLE IS EMERGING Vietnam is quietly emerging as a center for health-conscious consumption, specifically with the surging marketing and manufacturing of functional foods -- products intended to provide both nutritional and health benefits. There is a plethora of healthy fast-food chains and there has been a hefty increase in yoga studios within the last few years.
FUNCTIONAL FOODS Local media reported 1,800 functional food makers and distributors â&#x20AC;&#x201D; including American companies Amway, NuSkin, Unicity and Herbalife â&#x20AC;&#x201D; are selling 10,000 products in Vietnam, and business is booming.
The Vietnam Supplement Food Association reports 56% of Hanoi residents and 48% in Ho Chi Minh City use functional food.
Amway Hanoi
16
Ho Chi Minh City
*SOURCE: file:///C:/Users/e030696/Downloads/ report_350_06c5f77080.pdf
Cultural Connections
VIETNAM
TOP HEALTH CONCERNS* Top 3% of N=1000 36%
STRESS CANCER
21% 21% 20%
CONTAMINATED FOOD
20% 20% 21%
SKIN PROBLEMS DIGESTION PROBLEMS
18% 18% 15%
POOR EYESIGHT
16% 16% 16%
IMPACT OF WEATHER CHANGES
Unicity
25%
16% 17% 15%
HEART DISEASE
44%
16%
12%
IMPACT FROM POLLUTION
BUILD UP OF TOXINS (BODY)
NuSkin
27%
13% 13% 13% 13% 15% 11% 12% 10% 15%
TOTAL MALE FEMALE
Herbalife
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HEALTH & WELLNESS TRENDS
SHIFTING FROM WET MARKETS TO SUPERMARKETS From authentic to convenient While ‘Wet Markets’ (street vendors selling fresh meat and produce) have always been the go-to for food shopping, a shift is unfolding; the emerging middle class is gravitating towards supermarkets for their daily shopping.
We asked a handful of working mothers why they’ve shifted away from their traditional form of shopping. They told us: ABOVE: AEON MALL
u It brings more convenience and is a safer choice (in terms of sanitation)
x Better experience and beyond - shopping can be entertaining sometimes!
v To keep up with the fast-pace of life w Displays items in a structural and systemic way, rather than the wet market, which is extremely chaotic.
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y It offers services, not just products (VIP programs, text programs, delivery services, etc.) U It reflects the modern lifestyle.
FOOD & BEVERAGE T RE N D S 19
FOOD & BEVERAGE TRENDS
LEFT TO RIGHT: 1. Street beer shops 2. HOPS beer garden 3. New entertainment at beer club 4. Pocpoc beer garden
BEER CULTURE On average, the Vietnamese spend almost $3 billion a year on beer and the number is steadily growing. Blending old and new, beer rituals are taking its own Vietnamese life by merging street life with beer shops. Beer gardens and even beer clubs are emerging as cultural hotspots.
Most popular beer brands: LOCAL BRANDS
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INTERNATIONAL BRANDS
Cultural Connections
COFFEE CULTURE EVOLUTION The Vietnamese are passionate about coffee and the culture they have built around it is renowned. From Ho Chi Minh City in the deep south, to Hoi An on the central coast and Hanoi in the far north, cafes clutter the streetscape. Old men ensconced in wicker chairs sip the syrupy, sweet coffee which has become an icon of the nation. Like almost everything else in Vietnam, coffee culture is changing
rapidly. In the last 30 years Vietnam has become the second largest producer of coffee in the world, accounting for one quarter of the UK’s coffee consumption.
VIETNAM
Original photo: Thi Bao Ngoc Nguyen
LEFT: Urban Station Coffee shop RIGHT: 1. Passio Take-away coffee 2. Effoc Take-away coffee 3. The Coffee House Chain
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FOOD & BEVERAGE TRENDS
COFFEE CULTURE IS CHANGING RAPIDLY. In the last 30 years, Vietnam has become
the second largest producer of coffee in the world. 22
Cultural Connections
VIETNAM
REMIX TREND
04
tradition MEETS fresh
TEA CULTURE
Tra Dao (Peach tea) is loved by the Saigonese Youth while Tra Chanh (Lemon Tea) is highly loved by the Hanoian Youth.
Following this trend, new ready-to-drink tea brands are launched to serve the youth’s convenient refreshment need.
Many tea and coffee shops have been introduced in the market recently.
“Tea
is seen as the choice for the elder generation, but recently we’ve noticed that our peers are revitalizing tea consumption, adding a variety of natural ingredients and fresh fruit.”
TRA DAO (PEACH TEA) is loved by the Saigonese Youth.
TRA CHANH (LEMON TEA) is highly loved by the Hanoian youth.
- NGOC NGUYEN, 27 23
FOOD & BEVERAGE TRENDS
CONVENIENCE & LIFESTYLE READY-TO-EAT FOOD IS RISING As the global pace of the world is constantly speeding up, Vietnam is no exception. With the timeconstrain issue rising among the young as they emerge into the workforce, ready-to-eat foods are preferred during weekdays for quick solutions and convenience. “FAST-FOOD” CULTURE IS EMERGING Many “fast-food” brands have invested their businesses in Vietnam, symbolizing the energy and speed of the youth’s new modern lifestyle. It also symbolizes an enthusiastic embrace of Western culture, brands, and consumption.
“It’s not just for fast consuming or convenience purposes, but also for relaxation and another place for us to socialize. Also, the Vietnamese love American brands, especially among the youth!! Now, we even have a ‘fast-food street’ on Nguyen Du Street, HCMC.” —Binh Trong, 25 Western fast-food chains aren’t the only brand with presence in Vietnam. New local fast-chains are emerging. 24
Original photos: Edelman Vietnam local team
Cultural Connections
VIETNAM
ARTS & ENTERTAINMENT T RE N D S 25
ARTS & ENTERTAINMENT TRENDS
ART IS LOVED MORE THAN EVER BEFORE
ART FLOWS INTO THE CULTURE NOW In the past, art was not recognized as a strong culture in Vietnam. The appearance of A.O. performance show marks an interesting and artistic way of showcasing Vietnamese tradition for high-end taste. It creates the inspiration. After A.O. show was launched, many professional artists all over the world came to Vietnam to develop businesses in the art industry.
1 2 3 4 5 6 7 8
1-3, 7. Saigon Outcast, The entertainment hub of the youth.
188/1 NGUYEN VĂN HUONG, HCMC 4-6, 8. 3A Station, The art hub of the youth.
3A TÔN ĐUC THANG, BEN NGHÉ, D.1, HCMC
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Saigon Outcast and 3A Station are potential spaces for brands to tap into youth’s interest and earn brand love and engagement.
TALENT EXPRESSION AMONG THE YOUTH The youth generation shows strong interest in art and loves to incorporate it into their daily activities. There’s a strong thirst for training resources and because those resources are limited, everyone is teaching himself or herself on YouTube. Regardless of the limited resources, art lovers pursue their passions and create their own artistic hubs at Saigon Outcast or 3A Station. It is a potential space for brands to tap into the youth’s interest and earn brand love and engagement.
Cultural Connections
VIETNAM
ART EXPRESSION THROUGH SATIRE BELOW Object Characterlization Created by Nguyen Quang Huy on Facebook Draw 4 Fun in 2014 30,292 Fan page likes Average Engagement: 680-1,545
CHIBI DRAWING A Japanese origin which caught the attention of Vietnamese everywhere in 2013. It has been in high demand ever since and Chibi artists can earn up to 8-10 million VND per month.
Chibi Drawing is considered as one of the most popular trends in 2014.
OBJECT CHARACTERIZATION Use of ordinary objects to make the subject seem alive, funny or take on an unexpected meaning.
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NAM
2M 20M 3M 5M 6M 9M 8M 8M 6M .5M 18.9M
ARTS & ENTERTAINMENT TRENDS
NEW SOCIAL MEDIUMS 2010 2015
UNDERGROUND YOUTUBE ARTISTS VENT WITH HUMOR In Vietnam, the pressure on teenagers’ lives is big and the liberty to talk about serious subjects like politics, education, and national issues are 2010 limited due to strict government 2015 control over Internet free speech. Because of this, the youth raise their points of view by finding alternative ways to communicate and masking it with humor. The topics can be anything from related political and social issues to our own personal experience.
MALAYSIA “We’ve noticed that YouTube
singers are composing songs ENGAGEMENT based on social issues and
LEVELStrending OF BRANDtopics in the news, but it BASEDalways CONTENT has a funny and satirical twist... it allows us to speak freely about issues that are difficult to discuss in our culture.”
0.4% IN 2015
—Cara, Vietnamese native, 24
VIETNAM
25.3% ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
IN 2015
COSPLAY IS TRULY LOVED TOP 3 MANGA / ANIME FORUM:
700,000 registered members
VIETNAMESE TEENAGER SPEND:
50,000 vnd weekly.
DEDICATED OTAKU MAY SPEND:
upto 1 million per month
Some AVERAGE AGE OFpopular SOCIALare MEDIAfollowed: USERS
community
15-19 18-24
Comedian groups
Fictional characters
bakers: http://bit.ly/1IulKcX GenK.vn: http://bit.ly/1F7uwJc
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AVERAGE AGE OF SOCIAL MEDIA USERS
15-24 18-24
AT LEAST 1 MANGA / ANIME FESTIVAL
every 2 months AVERAGE TIME SPENT DAILY:
4 hours
LEFT TO RIGHT An Coong The Community of opposite story-making is huge with 456,000 members Cosplay lorem ipsum. Lorem ipsum Collective sporting
Cultural Connections
COLLECTIVE SPORTING ON THE RISE
VIETNAM
The Vietnamese youth long for new sport concepts that brings them social currency and unique experience. To Vietnamese youth, sport is not about competition, but about having fun together. So, the sport concept needs to serve the group, not the individual.
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ARTS & ENTERTAINMENT TRENDS
EDU-TAINMENT TREND Young adults feel that the current education system implemented in their high schools and universities are stale, boring and impractical in the real world. Young adults feel that the current education system implemented in their high schools and universities are stale, boring, and impractical in the real world. These days, examples of â&#x20AC;&#x153;edutainmentâ&#x20AC;? are everywhere, and Vietnam is picking up on this trend with no exception. As the word suggests, edu-tainment combines aspects of education and entertainment into products and
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experiences that seek to improve learning by making it not just painless but also pleasurable. Ex: Type of coffee shop that provides an environment and opportunities that enable students to practice their English speaking skills with the staff and with other students. (ex: how to order a drink, how to start a welcoming conversation, etc.)
TOP Sozo English practice coffee shop
Cultural Connections
VIETNAM
COMMUNITY T RE N D S 31
COMMUNITY TRENDS
THE THIRST TO DO GOOD Vietnam is joining the global conversation regarding environmental concerns and sustainability causes. The youths are calling on environmental and nature-related protection. For example, students in Saigon self-created a mass campaign called â&#x20AC;&#x153;Green Ribbon,â&#x20AC;? that asked people to stop littering on the street. The supportive community on social media stands
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against the negative exploitation of nature cave (Son Doong cave) for the tourism industry. There are groups of young adults that hold the strong mind & heart of helping other disadvantaged people across the nation. They selfestablish their own charity groups, self-generate the investments and plan the yearly programs to deliver their charity mission.
Cultural Connections
VIETNAM
LOCATE THE CULTURAL & TRENDY HOTSPOTS IN VIETNAM REMIXING THE TRADITION MayHem Fashion shop 42 Nguyen Hue, D.1, HCMC
BEER CULTURE Street beer shops: The whole street Hoang Sa Truong Sa, HCMC HOPS beer club 43 Nguyen Dinh Chieu, Đa Kao, HCMC PocPoc Beer club 39 Pham Ngoc Thach, Ward 6, HCMC
TEA CULTURE SHOP Phuc Long Tea shop 325 Ly Tu Trong, D.1, HCMC
COFFEE CULTURE
LIFESTYLE TRENDS
Conceptual Coffee shop Saigon oi Floor 5 in Condominium, 42 Nguyen Hue, D.1, HCMC
Art Hotspot 3A Station 3A Ton Duc Thang, Ward Ben Nghe, D.1, HCMC
Multi-service coffee shop CinB Saigon coffee 1 Le Cong Kieu, Ward Nguyen Thai Binh, D.1, HCMC
Saigon Outcast 188/1 Nguyen Van Huong, HCMC
Saigon oi Floor 5 in Condominium 42 Nguyen Hue, D.1, HCM Coffee Places for The Youth Café Bet Opposite to Notre Dam Cathedral Take-away Urban Station 90 Cach Mang Thang Tam Ward 6, HCMC
Fashion Hotspot The Blue T-shirt Fashion: 1st Floor, 158B Đong Khoi St. Dist. 1, HCMC Handmade Flea market: 107 Ton Dat Tien, Crescent Lake, Phu My Hung, Dist 7,HCMC
NEW SHOPPING MALL Aeon Mall: 30 Tan Thang, Ward. Son Ky, Dist. Tan Phu, HCMC
Passio Take-away 15F Nguyen Thi Minh Khai, W.Ben Nghe, Dist. 1, HCMC
EDU-TAINMENT
Take-way Effoc Coffee 3 Ham Nghi, Dist.1, HCMC
Sozo English practice coffee shop: 176 Bui Vien Ward Pham Ngu Lao, HCMC
24h Coffee D.O.T Cafe Saigon 85 Nguyen Cu Trinh, D.1, HCMC Thuc Coffee shop 180A Pasteur, D.1, HCMC
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CULTURAL CONNECTIONS SINGAPORE
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In the last 50 years, Singapore has become Southeast Asiaâ&#x20AC;&#x2122;s biggest success story.
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4.8M 4.8M 7.6M 11.5M
MALAYSIA
12.8M 1.3M 11.9M 7.2M 2.7M 0.95M 15.8M 15.5M 5.5M
SOCIAL STATS: SINGAPORE SINGAPORE 2.5M 3.8M 0.44M 1.4M 2M 2.7M 0.6M 0.14M 2.4M 1.3M
2010 2015
Cultural Connections
18.9M
SINGAPORE
2010 2015
2010 2015
NORTH WEST NORTH EAST SOUTH WEST
SINGAPORE
0.55% ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.26% COUNTRY IN CONTEXT %
45 55
CENTRAL
MALAYSIA
VIETNAM
SOUTH EAST
25.3%
ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.4% IN 2015
ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
IN 2015 NO. 1 CITY WITH BEST
Singapore is the economic giant of “This country belongs to INVESTMENT POTENTIAL AVERAGE AGE OF OF VIDEO South East Asia and isAVERAGE AGE OF the worlds all of us. We made this-BASED BERI Report 2014-I (April 2014) SOCIAL MEDIA USERS SOCIAL MEDIA USERS most expensive city1 country from nothing,CONTENT BEST BUSINESS ENVIRONMENT Singapore has no natural resources: from mud-flats... IN APAC AND THE WORLD AVERAGE AGE OF its people are the asset. Singapore SOCIAL MEDIA USERS Economist Intelligence Unit (2014) Over 100 years ago, this has transformed itself from a third16-24 18-24 was a mud-flat, swamp. TOP 2 MOST COMPETITIVE CITY world island to a first-class, modern IN THE WORLD Today, this is a modern city in just fifty years. It’s a regional Global Competitiveness Report 2014-2015 Statista: http://bit.ly/1B1m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 socialbakers: http://bit.ly/1IulKcX GenK.vn: http://bit.ly/1F7uwJc hub for corporations, with its own city. Ten years from now, high tech centers and biomedical ASIA’S MOST NETWORKthis will be a metropolis. facilities.2 READY COUNTRY Never fear!” Global Information Technology Report 2014 – Lee Kuan Yew, 1965
15-19 18-24
Because of its efficient and determined government, Singapore has become a flourishing country that excels in trade and tourism and is a model to developing nations.
15-24 18-24
TOP 10 IN ASIA FOR MOST MOTIVATED WORKFORCE IMD World Competitiveness Yearbook 2013
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EXECUTIVE SUMMARY
THE CITIZENS Singapore faces the prospect of a Singapore was founded on four dominant cultures: Malay, Indian, Chinese & Eurasians. As of 2014, population is
5.47 million(*1,6) At current birth rates and without immigration, the median age of citizens will rise from 39 in 2011 to
47 in 2030(*2)
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shrinking citizen population and work force. Birth rates have fallen. Over the last 50 years there have been many changes in population policy. The anti-natal policies of the 1960s and 70s to reduce high birth and fertility rates have translated into an ageing population, low fertility rates and insufficient workers heavily impacted the foreign workerâ&#x20AC;&#x2122;s policies. Within years, the government quickly reversed its policy but has yet to successfully encourage a significant number of more births.1
Other factors include rising singlehood, later marriages, and married couples having fewer children, as well as broader social and economic factors also affect marriage and parenthood decisions. http://www.singstat.gov.sg/ https://www.google.com.sg/?gws_ rd=ssl#q=size+of+sg+in+km https://notesfromabigworld.wordpress. com/2013/03/30/singapore-cool-facts/ https://notesfromabigworld.wordpress. com/2013/03/30/singapore-cool-facts/ https://www.singstat.gov.sg/docs/default-source/ default-document-library/statistics/visualising_ data/population-trends2014.pdf
HERITAGE PRESERVATION T RE N D S 39
HERITAGE PRESERVATION TRENDS
PRESERVATION ORDERS With rapid modernization, Singaporeans are constantly striving for more and more perfection. Sometimes it can feel like the change of pace is too fast, and for every two steps forward, Singapore is forced to take one step back to realign. As a result of these rapid changes, consumerism, digitalization, and fast paced lifestyles, traditional values have been neglected - until recently. Today, Singaporeans are reclaiming their heritage. With new policies and incentives, Singaporeans are revisiting their family values and implementing preservation orders. In its quest for modernization, Singapore has demolished many of the original housing blocks around the island to make way for large condominiums and apartments. Now preserved as heritage sites, these buildings, known as “shop houses,” command some of the highest selling prices in the city. Preservation areas have been set up by the Urban Redevelopment Authority, which conserves over 7,000 buildings across the country. They are considered to be a key component in protecting Singapore’s identity, which has been almost too quickly wiped out in the name of development.
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Original Photo: Karis Everhart
Cultural Connections
SINGAPORE
PROTECTING THE KAMPONG COMMUNITY The Housing Development Board properties remain the glue of society for most Singaporeans. Older accommodation is being celebrated, such as Peranakan jewel - Baba House. The Singapore Government fears that the onset of a fast, digitally driven society will harm the carefully managed family unit. Recent policy ideas include a subsidy for couples willing to relocate closer to their parents.2 (*1) http://www.yoursingapore.com/see-dosingapore/culture-heritage/heritage-discovery/ nus-baba-house.html (*2) http://www.todayonline.com/singapore/morehelp-families-buy-hdb-flats-close-one-another
Original Photo: Rebecca Swarbrick
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HERITAGE PRESERVATION TRENDS
PROTECTING HAWKER CENTERS Food is a central part of Singaporean culture and is preserved no better than in the ‘Hawker’ culture. To help that preservation, the government and private sector are working together to offer training sessions for younger hawkers to learn from old masters.1 For young people, working in Hawker centers holds less appeal than ever with the rise of the financial sector, particularly in Singapore. However, a new wave of young entrepreneurs is embracing western influences that could be dubbed ‘Hawker 2.0’1 In the future we might see more self-pay kiosks appearing at hawker centers. (*1) http://www.todayonline.com/singapore/ preserving-spores-hawker-heritageapprenticeships
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A new wave of younger entrepreneurs is embracing western influences that could be dubbed ‘Hawker 2.0’
Hawker Center—or cooked food center— is an open-air complex housing many stalls that sell a variety of inexpensive food. Hawker centers sprang up in urban areas following rapid urbanization int he 1950s and 1960s. . In many cases, they were built partly to address the problem of unhygienic food preparation by unlicensed street hawkers.
PROTECTING THE ENVIRONMENT T RE N D S 43
PROTECTING THE ENVIRONMENT TRENDS
PROTECTING NATURE AND BUILDING A GREENER CITY The reclamation of heritage remains a key goal for modern Singapore. As a counter weight to the seemingly endless commercial development in and around the CBD, the country is re-examining its relationship with nature, history and the family. This is embodied by the Botanic Gardens becoming Singaporeâ&#x20AC;&#x2122;s first UNESCO World Heritage site(*1) Original Photos: Rebecca Swarbrick & friend (*1) https://www.pap.org.sg/Botanic_Gardens_is_ Singapores_first_UNESCO_World_Heritage_Site/ Article (*2) http://www.thegreencorridor.org/
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THERE ARE ALSO PLENTY OF OTHER PACES EMERGING IN SINGAPORE: The green corridor(*2) (*3) Gardens by the bay Gardens, parks, nature reserves(*4) Henderson Wave(*5)
(*3) http://www.expatliving.sg/blogs/A-walk-alongBukit-Timahs-old-railway-track-A-little-historyand-a-lot-of-greenery-7600.ece (*4) https://www.nparks.gov.sg/gardens-parks-andnature/skyrise-greenery (*5) http://www.singaporevr.com/vrs/ HendersonWave/HendersonWave02.html
INNOVATION T RE N D S 45
INNOVATION TRENDS
RISING ENTREPRENEURS Entrepreneurship in Singapore is supported by the National University of Singapore (NUS) program. Students are assigned to yearlong internships at small start-ups across Silicon Valley, Stockholm, Tel Aviv and Beijing. Some 200 participants per year in the NUS Overseas Colleges (NOC) program are groomed to become entrepreneurs and internships happen during a studentâ&#x20AC;&#x2122;s third year. Upon completing the program, theyâ&#x20AC;&#x2122;re required to come home to finish their final year in school by implementing their learnings gained overseas.
Younger foreign-educated Singaporeans are bringing home a renewed dynamism and fresh ideas that they have seen abroad
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Cultural Connections
SINGAPORE
EXPLOSION OF E-COMMERCE The new caffeine wave (*1), a series of new boutique shops(*2) and ‘hipster havens’ (*3) have emerged in the last 3-5 years. The government has been supportive(*4) of the influx of ‘imported yet local’ culture, so long as it creates a lasting legacy in Singapore. Former red light district, Joo Chiat, has undergone gentrification (*5), alongside other neighborhoods’ in Singapore such as Jalan Besar, Tiong Bahru and Kampung Glam – dubbed “death by Cappuccino”(*6) due to the speed of new cafes, boutiques and designer retail stores popping up. http://blogs.wsj.com/scene/2011/12/14/singaporerides-a-new-caffeine-wave/ https://www.citynomads.com/reviews/interiordesign/820/singapores-10-coolest-shops-quirkyconcepts-unique-wares-and-hipster-havens (*3) http://www.skyscanner.com.sg/news/top-5hipster-neighbourhoods-singapore (*4) http://www.nbs.ntu.edu.sg/News_Events/ In_the_Media/Pages/A_coffee_experience_with_a_ difference.aspx (*5) http://www.asiaone.com/print/ News/Latest+News/Singapore/Story/ A1Story20130325-411241.html (*6) http://www.straitstimes.com/opinion/do-singapore -neighbourhoods-risk-death-by-cappuccino (*1)
(*2)
In recent times there has been an explosion of e-commerce, pop-up shops, boutique shops, individualized coffee shops, and specialty restaurants to name but a few. In tandem, less sought-after areas are being re-generated.
47
INNOVATION TRENDS
VIETNAM 3.2M 20M 3.3M 3.5M 4.6M 2.9M 4.8M 4.8M 7.6M 11.5M
MALAYSIA
12.8M 1.3M 11.9M 7.2M 2.7M 0.95M 15.8M 15.5M 5.5M
SINGAPORE
2.5M 3.8M 0.44M 1.4M 2M 2.7M 0.6M 0.14M 2.4M 1.3M
2015
18.9M
2010 2015
2010 2015
TECHNOLOGY AND E-COMMERCE START-UPS Block 71, commonly known as “Blk71,” is a factory building located in Singapore’s Ayer Rajah Industrial Estate. The Economist (Jan 2014 - *1) called Blk71 the heart of Singapore’s technology start-up ecosystem and the world’s most tightly packed entrepreneurial ecosystem.
than 100 start-ups, venture capital firms and tech incubators. It is also located near other technology hubs within Singapore, including Fusionopolis, Biopolis and National University of Singapore (NUS).
Blk71 has built up a strong innovation and entrepreneurship community, where entrepreneurs, investors, developers and mentors within the interactive digital media space are within close proximity to each other. Blk71 is home to more
Blk71 is home to more than 100 startups, venture capital firms and tech incubators.
48
2010
(*1) http://www.economist.com/news/specialreport/21593582-what-entrepreneurialecosystems-need-flourish-all-together-now
SINGAPORE
0.55% ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.26% % OF VIDEO -BASED CONTENT
45 55
AVERAGE AGE OF SOCIAL MEDIA USERS
16-24 18-24
MALAYSIA ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.4% IN 2015 AVERAGE AGE OF SOCIAL MEDIA USERS
15-19 18-24
Statista: http://bit.ly/1B1m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 socialbakers: http://bit.ly/1IulKcX GenK.vn: ht
Cultural Connections
SINGAPORE
THE RISE OF CRAFT BEERS Handcrafted beers are gaining popularity throughout the city. http://sg.asia-city.com/restaurants/news/ new-microbrewery-will-open-singapore
49
INNOVATION TRENDS
SOCIAL VIGILANTES UGC-based platforms like STOMP and SGAG allow netizens to publish their news, opinions, photographs and videos online. Because everyone is highly connected in Singapore (80% of the Singapore population use the internet1), itâ&#x20AC;&#x2122;s not at all difficult to capture photos and videos of events you have witnessed and simply upload them online. The worryisome thing about such citizen reporting is not only the lack of research involved, but the fact that their comments & articles often turn into nothing more than emotionally defensive pieces. The extensive use by netizens of such sites point to how contributors may be motivated by a sense of righteousness, thinking that they are bringing to light wrongdoing and deterring others from doing the same. But is it vigilantism or voyeurism? (1) http://www.internetlivestats.com/internetusers-by-country/
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Meanwhile, everyone is being watched, with young consumers participating in P2P social vigilantes.
Cultural Connections
SINGAPORE
LOCATE THE CULTURAL & TRENDY HOTSPOTS IN SINGAPORE YOUTH HOTSPOT
START-UP HOTSPOT
HERITAGE HOTSPOTS
*SCAPE 2 Orchard Link #04-01 Singapore 237978
71 Ayer Rajah Crescent Singapore 139951
Keong Saik Road Singapore 089140
INNOVATIVE/TRENDY F&B HOTSPOTS
NATURE HOTSPOTS
The Good Beer Company #02-58, Chinatown Complex, 335 Smith Street, Singapore 050335 CafĂŠs and food hotspots at Tiong Bahru, Along Kim Tian Road, Yong Siak Street, Seng Poh Road, Seng Poh Lane, Tiong Poh Road, Eng Hoon Street, Tiong Bahru Road and Outram Road
Kampong Glam Bussorah Street, Singapore 199438
MacRitchie Nature Trail & Reservoir Park MacRitchie Reservoir Park, Singapore 298717 Coney Island Park (Beside Punggol Promenade Nature Walk), Pulau Serangoon Singapore Botanic Gardens 1 Cluny Rd Singapore 259569
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52
CULTURAL CONNECTIONS MALAYSIA
53
Over the last few decades, big waves of innovation, influence and change created by globalization have swept through the country.
54
Cultural Connections
MALAYSIA
VIETNAM 3.2M 20M 3.3M 3.5M 4.6M 2.9M 4.8M 4.8M 7.6M 11.5M
COUNTRY IN CONTEXT In Malaysia, great things come in threes. Three major ethnic groups gave birth to a trio of languages, religions, and festivals that fortunately tripled culinary choices and public holidays. The pluralistic, multicultural society shows how different races co-exist are starting to define a shared cultural identity that is rooted in diversity. Over the last few decades, big waves of innovation, influence, and change created by globalization have swept through the country.
Globalization has had a tremendous influence on Malaysians and their culture, reflective in their delight of foreign movies and local films alike. SINGAPORE 2.5M
2015
SOCIAL STATS: MALAYSIA MALAYSIA 12.8M 1.3M 11.9M 7.2M 2.7M 0.95M 15.8M 15.5M 5.5M
3.8M
0.44M 1.4Mmany Western It is seen in the 2M 2.7M alongside restaurants that grew 0.6M mamaks and tarik shops, and in 0.14M Malaysians abroad who are 2010proud 2.4M to celebrate Malaysian festivals 2015 1.3M wherever they are.
While globalization has brought immense benefits to the countryâ&#x20AC;&#x2122;s economic and cultural development, it is not a welcome change for all. It is, after all, a force that has the power to shift perceptions, change behaviors, and challenge traditions. Not all systems can weather the storm. And when this happens, Malaysians are at risk of losing their national identity.
SINGAPORE
KUALA LUMPUR
2010
0.55%
ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.26% % OF VIDEO -BASED CONTENT
45 55
AVERAGE AGE OF SOCIAL MEDIA USERS
16-24 18-24
18.9M
2010 2015
MALAYSIA ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.4% IN 2015 AVERAGE AGE OF SOCIAL MEDIA USERS
15-19 18-24 55
Statista: http://bit.ly/1B1m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 socialbakers: http://bit.ly/1IulKcX GenK.vn: http://bi
AN OVERVIEW Malaysia boasts one of South East Asiaâ&#x20AC;&#x2122;s most vibrant economies. Consisting of two regions separated by some 640 miles of the South China Sea, Malaysia is a multi-ethnic, multi-religious federation of 13 states and three federal territories.
The Melting Pot of the Asian Population:
30,018,242 (2014 est)
NON-CITIZENS OTHER
0.70%
8.19%
INDIAN
6.69% INDIGENOUS
11.79%
CHINESE
22.58%
56
MALAY
50.05%
Cultural Connections
MALAYSIA
DEMOGRAPHIC & ECONOMIC INDICATORS GDP Measured at Purchasing Power Parity
2011
2012
2013
2014
2015
624,787.5
672,749.4
716,149.3
771,579.1
806,258.1
152,227.1
165,557.9
176,161.1
185,419.6
196,584.5
154,332.3
168,514.1
180,327.9
191,145.3
203,551.7
29,446.4
32,230.7
34,019.0
35,340.8
36,986.9
(international dollar million)
Consumer Expenditure (USD million)
Annual Disposable Income (USD million)
Consumer Expenditure on Food (USD million)
57
EXECUTIVE SUMMARY
MALAYSIA’S GOAL: VISION 2020
VISION 2020 Effective diversity of government services
New Economic Model— A high-income, inclusive and sustainable nation
Smooth implementation of government’s development programme
1 MALAYSIA People First, Perfomance Now
GOVERNMENT TRANSFORMATION PROGRAMME 6 National Key Result Areas (KNRAs)
ECONOMIC TRANSFORMATION PROGRAMME 8 Strategic Reform Initiatives (SRIs)
10TH MALAYSIA PLAN Macroeconomic growth targets & expenditure allocation
APRIL 2009
JANUARY 2010
MARCH 2010
JUNE 2010
Preservation and enhancement of unity in diversity
MALAYSIA’S GOAL: VISION 2020 2013 GNI per person in Malaysia climbed to $10,060 - on track to reach the US$15,000 goal by 2020 or earlier 2000 – 2008 Malaysia continues to post solid growth rates, averaging 5.5% per year 1997 – 1998 Asian financial crisis
KEY FACTS
1985 – 1995 Malaysian economy grew on average 7.3%
Wealth in the hands of the bumiputras went from 4% in 1970 to about 20% in 1997.
1970s: Producer of raw materials, such as tin and rubber
The overall wealth of the country as a whole also grew; per capita GNP went from RM1,142 in 1970 to RM12,102 in 1997, while household income grew from RM660 in 1970 to RM2,996 in 2004. During the same period, absolute poverty in the population as a whole dropped from 50% to 6.8%.7 It is unclear what role the NEP played in these changes.
58
A CULTURE OF COMMUNITY & CONNECTVITY
A CULTURE OF COMMUNITY & CONNECTVITY
ETHNIC DIVERSITY Malaysians of diverse culture and ethnicity are seen living together in the cities and bigger towns. Malaysia’s ethnic diversity is both a blessing and a source of stress. Diversity makes Malaysia one of the most cosmopolitan places on earth, as it helps sustain international relationships. The same diversity presents seemingly intractable problems of social cohesion, and the threat of ethnic violence adds considerable tension to Malaysian politics.
THE ‘LEPAK’ CULTURE: Loitering around aimlessly in a public space
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Malaysians love hanging out, anywhere, all the time, and preferably in an air-conditioned setting with complimentary wifi.
Cultural Connections
MALAYSIA
FOOD Malaysia’s cuisine cannot be summed up in one word. It’s a result of colonization, historical influences, geographical position and most importantly, a mélange of traditions from its Malay, Chinese, Indian and ethnic Bornean citizens. Eating is a very important cultural tradition in Malaysia, with everything revolving around good food and people. It’s almost a national obsession from social gettogethers, national celebrations, cultural celebrations, weddings and more.
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A CULTURE OF COMMUNITY & CONNECTVITY
FOOD CULTURE
FOOD TRENDS Food Truck Culture
The mamak
Kuala Lumpurâ&#x20AC;&#x2122;s latest food frenzy is the new-wave food truck, the modified cafĂŠ model that operates solely from the inside of a truck. Companies are seen partnering with Food Truck operators to cater for events that have a futuristic approach. A recent example would be the TedxKL talk that featured 13 food trucks as part of its event.
Sidewalk hangout spots that are mostly open 24 hours for food enthusiasts.
Hawker stalls
Street food culture where specialty cuisines are sold under one roof by many stalls from noodles to ice kacang and more.
Banana leaf restaurants
South Indian cuisine that is served literally on a banana leaf such as rice, curries, vegetables and meats.
Road side stalls
Pisang goreng (fried banana fritters) to Ramli Burger to coconut stalls are a huge hit amongst Malaysians. These road side vendors are regulars who park their vehicles at the same spot everyday and business hours varies on the type of food sold.
Coffee & Tea Culture
The coffee industry in Malaysia is witnessing a rise in demand for specialty coffees and teas from the urban population. Companies like Nescafe have latched onto this trend and introduced the Nescafe Dolce Gusto- a home coffee maker, last year. Previously, local coffee was consumed as an everyday beverage in Malaysian homes, but with the rapid growth in the number of cafes, especially within the Klang Valley, consuming coffee outside of the home is becoming the norm.
MALAYSIANS ARE BECOMING MORE HEALTH CONSCIOUS Malaysia has been rated as the highest among Asian countries for obesity. As the local media has been regularly reporting about this very big problem that has hit Malaysians, there is a recent trend in consumer health products and the need for healthier food options by urbanites in Malaysia. As the public is becoming more aware of health consequences, people are relying on consumer health services, supplements and gadgets to help them become healthier. With this positive trend upwards, there is an appetite for salad bars, sandwich parlors and soup places focused solely in urban areas like Kuala Lumpur, Selangor, Penang and Johor Bahru. 62
Cultural Connections
WHERE WE GO
Mamak-culture has become an observable indication of ethnic salience, pluralism, and business acumen in Malaysia, particularly in the Peninsula. Mamak stalls refer to food & beverage outlets that are wellequipped with wifi, large flat screen televisions with some outlets operating for 24 hours. The food served is usually appropriate for breakfast, lunch, tea time, dinner and supper. The people gathered around ‘mamak’ stalls come together for a variety of reasons that include food, meeting with
MALAYSIA
friends, as a hangout area, and watching football. Most people that are living in the rural areas tend to congregate around ‘warong’. Warong is a type of small family-owned businesses that functions almost somewhat similarly to mamak outlets, but customers that predominantly gather at warung are Malays living in villages. For rural folks, warong usually becomes the place where people come together to gossip, share information, and connect with one another.
63
A CULTURE OF COMMUNITY & CONNECTVITY
FOOTBALL CULTURE The connection between Malaysians and football is very strong. This is evident through corporate sponsors such as Malaysia Airlines System and Air Asia, which heavily invested in sponsoring EPL teams such as Manchester United, Liverpool and others.
BADMINTON CULTURE Malaysians love badminton and it is another sport that brings Malaysians together. This is evident with the numerous badminton centres available in major cities.Datuk Lee Chong Wei is truly a national hero of Malaysia.
64
Cultural Connections
MALAYSIA
OUR FASHION As a reflection of the country’s position as the “Melting Pot of Asia”, located along major EastWest trading routes, Malaysian fashion has historically been a blend of traditional cultural dress and Western influences. THE SHIFT TO GLOBALIZATION Although traditionally conservative in dressing, many urban Malaysians of non-Muslim descent are increasingly embracing Western, Korean, and Japanese cultures – with many malls in Malaysia catering to these demands through a mix of European and American stores (fashion, F&B and lifestyle) as well as dedicated “Asian Avenues” filled with the latest Asian trends. As Malaysians in urban centers grow more accustomed to fashion-forward styles, thanks to mass media and social media, the country’s fashionistas and designers are pushing boundaries with a heightened awareness of the multicultural heritage while balancing modesty and comfort in Malaysia’s natural heat and humidity.
65
A CULTURE OF COMMUNITY & CONNECTVITY
GLOBAL BRANDS IN MALAYSIA Malaysia touts itself as a regional hub of choice for global companies, particularly with Fortune 500 and Forbes 2000 companies keen to leverage the nation’s choice location, availability of talent, and business-friendly environment. At the street-level, global brands that have arrived on Malaysian shores and been welcomed with open-arms by citizens include Uniqlo (past Edelman client) and FitBit (current Edelman client).
Uniqlo
Uniqlo entered Malaysia on 4th November 2011, at a time when Malaysians’ were becoming more in love with all things Japanese. Its “fast fashion” philosophy also ensured the brand was in line with the zeitgeist of the times, springboarding the simple and affordable brand to mainstream popularity and making it the “go-to” for outfits whether at home or when traveling abroad.
In a time when Malaysians are becoming increasingly health conscious, favoring marathons and juices over fast food and alcohol, FitBit capitalized on Malaysians’ smartphone penetration and growing focus on fitness by launching in 2015. The wearable technology, instead of being relegated to dusty gym lockers was made “every day” by choice of colors, models, uses (watch, heartrate tracker, call notification device, step counter, sleep tracker) to suit Malaysians of all budgets and lifestyles. FitBit also rose to popularity thanks to Malaysians’ connectedness and natural love of healthy competition – by allowing users to share progress with friends, Malaysians could cheer each other on digitally and motivate themselves towards a healthier lifestyle through the FitBit device and app.
Edelman helped to position Uniqlo at the forefront of Malaysians’ minds, by playing on social media and popular trends such as #OOTD (Outfit Of The Day) and making use of digital conversations. Malaysia’s support for the brand is undeniable, judging by the long lines on new store opening days and continuous stream of customers day in, day out. It’s affordable, innovative and versatile clothing gives people the opportunity to showcase their personal style for any occasion.
66
Fitbit
Cultural Connections
MALAYSIA
TECHNOLOGY 67
TECHNOLOGY
“Today, games, data analytics, online TV, connected health, transport and other functionalities supported by applications or Internet connectivity are emerging trends in our increasing Malaysian digital lifestyle,” — Laila Hassan, Malaysian Communications and Multimedia Commission (MCMC) Head of Division for Market Regulation
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7.2M 2.7M 0.95M 15.8M 15.5M 5.5M
SINGAPORE
2.5M 3.8M 0.44M 1.4M 2M 2.7M 0.6M 0.14M 2.4M 1.3M
2010 2015
Cultural Connections
MALAYSIA
2010 2015
RISE OF YOUTUBERS Malaysians who are living in the major cities are generally digitally savvy, which then explains the rise of several personalities who are making major waves in Youtube. Among some of the top 5 Malaysian youtubers include:
SINGAPORE
0.55%
ENGAGEMENT
LEVELS OF BRAND AdamTambakauBASED CONTENT
A YouTuber hailing from Sabah, Adam has dabbled into music, vlogs as well as comedy. One of his videos even went viral, educating viewers how to use ‘bah’, a Sabahan slang.
0.26%
Joyce Chu
%
45 55
This talented year old recently OF17 VIDEO shot to fame -BASED when one of her videos went CONTENT viral, clocking over 2 million views. Her channel consists AVERAGE AGE OF her fan mostly of song covers, and SOCIAL MEDIA USERS base is growing.
Guany Guan
16-24 18-24
MALAYSIA ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
0.4% IN 2015 AVERAGE AGE OF SOCIAL MEDIA USERS
15-19 18-24
VIETNAM
25.3% ENGAGEMENT LEVELS OF BRAND
BASED CONTENT
IN 2015
AVERAGE AGE OF SOCIAL MEDIA USERS
15-24 18-24
This local YouTuber has appearedsocialbakers: http://bit.ly/1IulKcX GenK.vn: http://bit.ly/1F7uwJc m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 in many YouTube videos, from JinnyBoy to DanKhoo productions. If you like comedy, this channel is for you.
SongsenYap
If you like FreddieWong videos which focuses on VFX and special effects accompanied with humour, this YouTube channel is for you.
The Userguide Productions
Founded in 2010, this dynamic duo started out doing wedding videos and now starting has already made award-winning short films. 69
CONCLUSION 70
Cultural Connections
MALAYSIA
APPROACHING MALAYSIANS
Brands and companies approaching Malaysian audiences need to take into consideration ethnicity, language, culture, and media consumption habits, on top of the usual criteria like age, gender, and education level. As other markets, targeting based on various demographic and psychographic factors need to be considered, marketers must consider 4 distinct languages â&#x20AC;&#x201C; English, Bahasa Malaysia, Mandarin, and Tamil.
Malaysian media providers make it a practice to target audiences and create niches according to racial lines and language. Media framing has significant effects on audiencesâ&#x20AC;&#x2122; identification with particular social groups. For example, national Malay TV station, TV3, and the English language newspaper, The Star are used by Malaysians of all races. However, when segregated by ethnicity, more Malays and Indians watch TV3 compared to the Chinese ethnics. The Star is read mostly by the English speaking Chinese ethnics, compared to Malays and Indians.
On the other hand, the Malay audience holds firm to some traditional traits and values driven by their culture and upbringing. These include religion, family value, togetherness, and humility. This insight helps brands develop engaging content and gain maximum returns from their marketing spend.
71
CONCLUSION
TOP 10 THINGS A MARKETER NEEDS TO KNOW BEFORE STEPPING FOOT INTO MALAYSIA
1.
Malaysians are always late.
2.
Malaysians like to get together and they enjoy doing things collectively.
7.
Malaysians do not like to be compared with Singaporeans, from culture, food, GDP, etc.
Malaysians take pride in their multi-cultural identities.
3.
8.
Malaysians love their public holidays. There is always a reason to celebrate, anything.
4.
Always start your conversation with a Malaysian about food.
5.
Malaysians love anything free and will queue for hours to get it. 72
6.
Conversations about religion and race are highly sensitive, often avoided by marketers.
9.
Sports unite Malaysians especially badminton, hockey, football and cycling.
10.
Malaysians enjoy international events from music festivals to sporting events to culinary experiences.
Cultural Connections
SINGAPORE
LOCATE THE CULTURAL & TRENDY HOTSPOTS IN KUALA LUMPUR ALL ABOUT FOOD
PLACES TO SEE
Restoran SS2 MurniJalan SS2/75, Petaling Jaya53 Jalan SS 2/75t47300 Petaling Jaya, Taman Sea, Malaysia
Petaling Street Jalan Petaling, City Centre 50000 Kuala Lumpur Wilayah Persekutuan Kuala Lumpur, Malaysia
Lot 10 Hutong Lot 10 Shopping Centre Food Court, Lower Ground Floor, Jalan Bukit Bintang, 50250 Sri Nirwana Maju Restaurant 43, Jalan Telawi 3, Bangsar Baru,59100 VCR Coffee and Cakes 2, Jalan Galloway, Bukit Bintang,50150 The Little Fat Duck SS15 in Subang Jaya 1 Utama Shopping Centre 1, Lebuh Bandar Utama,Bandar Utama, 47800 Petaling Jaya Lebuh Bandar Utama Bandar Utama 47800 Petaling Jaya
Kuala Lumpur Convention Centre (KLCC) 241, Jalan P Ramlee Kuala Lumpur City Centre 50088 Kuala Lumpur Kuala Lumpur Tower Jalan P Ramlee 50250 Kuala Lumpur, Malaysia Merdeka Square Jalan Raja, 50050 Kuala Lumpur Wilayah Persekutuan Kuala Lumpur, Malaysia Jalan Alor Jalan Alor, Bukit Bintang 50200 Kuala Lumpur Wilayah Persekutuan Kuala Lumpur, Malaysia
Tropicana City Mall 3, Jalan SS 20/27, Seksyen 20, Petaling Jaya, SelangorEvolve
Batu Caves Hindu Temple Exit Jalan Lingkaran Tengah 2 Kawasan Industri Batu Caves 68100 Batu Caves, Selangor
Evolve Concept Mall, Lot EV-G-04, Evolve Concept Mall, Pacific Place@ Ara Damansara
Seri Gemilang Bridge Persiaran Perdana, 62100 Presint 4, Putrajaya
FOODPANDA Choose from a variety of food vendors to get your meal delivered to your doorstep 73
EDELMAN TEAM
LOCAL TEAM
LEADERSHIP
CONTRIBUTORS:
Heidi Eusebio Managing Director, Consumer, Southeast Asia
VIETNAM: Thi Bao Ngoc Nguyen Ngoc Anh Bui Thanh Tam Tran Kim Chau Mach Toai Nhi Quan Le Thu Hien Phan
Ngoc Anh Bui Managing Director, Vietnam Moritz Kaffsack Chief Operating Officer, Vietnam Suleka Suppiah Senior Client Strategist/ Senior Manager, Malaysia
SINGAPORE: Rebecca Swarbrick Yasmin Ramle Yi Shi Ho Karis Everhart Nicholas Tan Toby Doman MALAYSIA: Alvin Kiang Basil Lim Chee Kun Tan Andrew Ooi Tanzina Rahman Bonnie Liew Jess Chong Bernadette Villanueva Clarys Chan Jung Yee Tan Loong Hin Yoong Sasha Yap Neil Fraser Serina Anthony Jillian Ilao Jenny Austria Christopher de Cruz Sofia Wong
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