Curiouser and Curiouser | CREATIVE TRENDS- 大数跨境

Curiouser and Curiouser | CREATIVE TRENDS

电通创意

2025-02-26

导读：A meeting and melding of global cultures is generating access to new content, codes, perspectives an

We live in paradoxical times, where the world’s information is at our fingertips but the channels and platforms we access it through can make us feel as though we’re wading through a highly polished sea of sameness. This sparks a hunger and curiosity for all things different, authentic and unexpected.

Community and entertainment have become gateways to engaging with new cultures wherever we are and satisfying the consumer’s quest for difference.

At the same time, an interest in global culture risks creating a sense of entitlement to consume and commoditize global culture. As a result, we’ve seen significant backlash against tourism last year as locals protest against the commoditization of their home towns and countries and the over consumption of local resources. Our three subtrends explore the opportunities for respectful and reciprocal cultural exchange.

I. FANDOMS BEYOND BORDERS

Where brands in the past focused on local relevance, we now see many seek to re-energize familiar brand stories by mobilizing international communities and passion points.

Cultural phenomena bridge audiences from mainstream to high luxury. Last year British fashion house Jimmy Choo unveiled an extensive collaboration with the cult Japanese manga series Sailor Moon.

Meanwhile, KFC Hong Kong, in collaboration with iProspect Hong Kong, launched a brand campaign and immersive in-store activations featuring the anime property “Attack on Titan: The Final Season”. The campaign utilized creative, media, and UX/UI elements to showcase animated characters interacting with KFC chicken.

In a world where trends peak and pass by at unprecedented pace, providing new cultural inspiration and insight rewards the more curious and discerning consumer. In the UK for example, independent brewers are paying respectful homage to the art of sake brewing, dedicating time to the art and craft of the Japanese beverage.

On a more mainstream level, the consumer-led “Japandi” design aesthetic popularized in Australia has now been adopted by retailers like Ikea. In the popular entertainment space, TV show Pop Star Academy seeks to transport and replicate the training model of K-Pop stars in America. Some surveys suggest that more US Gen Z consumers watch Japanese anime weekly than the NFL.

II. CULTURAL FLUENCY

Foreign language films and series continue to accelerate within streaming platforms in English speaking markets. Research firm Ampere (July, 2024) found that regular viewing of non-English-language TV shows and movies has increased by 24% among 18- to 64-year-olds in the U.K., U.S., Australia, and Canada in the last four years. As testament to the mainstream popularity of foreign-language content Shōgun, swept up 18 Emmy awards (including dentsu’s first Emmy for casting) and became the first foreign language series to win Outstanding Drama Series at the ceremony of 2024.

We’re also seeing new streaming platforms emerge dedicated to serving diverse audiences and platforming diverse talent. Streaming service Tubi has rapidly accelerated in growth over the last 18 months with a free to access model, delivering particularly strong growth among young, multicultural audiences, at 55% growth year on year. The platform has also emerged as a destination for diverse filmmakers and talent, including the Black Noir Cinema initiative led by Village Roadshow Pictures. As The New York Times observes: “As a home for independent Black filmmakers and viewers it occupies a unique place right now.”

III. PATHS LESS TRAVELED

In 2024 we have seen an unprecedented backlash against over-tourism motivated by a desire to prevent strains on local infrastructure, preserve local dignity, reduce antisocial behavior and resist the commoditization of a culture, city or landmark. This has opened up wider conversations about what we are seeking when we travel and what “off the beaten track” looks like in a world where every view and landmark has its own Instagram following.

Local authorities in Japan erected screens to block views to Mount Fuji to create off-limits areas for tourists. Venice announced plans to charge day trippers a €5 fee to enter the city in a bid to deter visitors and redress the balance of 30 million tourists vs 50,000 residents which is impacting the cost of living while protests against excessive tourism erupted across Spain, Greece, Italy and Portugal.

Seville, Venice and Istanbul are among the cities levying some form of entrance fee or restriction on tourism, with other countries either asking tourists directly to stay away or attempting to steer the hordes towards less obvious and populous destinations.

In response tourism boards are thinking creatively. The Visit Oslo tourist board adopted a humorous approach to marketing the city based on “life seeing” rather than “sightseeing” with a spot garnering 20 million views since its launch in June 2024. Elsewhere, earlier this year the city of Copenhagen launched CopenPay, a pilot scheme which rewards thoughtful travelers for “climate friendly” actions. In return for taking a bicycle or volunteering time in an urban garden participants can earn rewards ranging from a free lunch to a kayak tour.

Little Canada, an immersive miniature tourist attraction, lets visitors explore Canada in a sustainable way. Thanks to Dentsu Creative, brands can now build a presence in Little Canada’s 45,000 square feet, with innovative advertising formats including mini OOH, mini transit shelters, and mini town takeovers.

OUR WORK…

SCOOP THE GOLDEN MOON

BRAND: ZESPRI

With an increase in health consciousness, the traditional mooncake, known for its high sugar and caloric content, is becoming less of a festival staple. How can a new tradition be designed for the Mid-Autumn Festival that shares festive joy and also contributes to the well-being of our loved ones?

We found that Zespri Kiwifruit looks remarkably like the full moon that is honoured at the Mid-Autumn Festival!

So, throughout the festival, the Zespri Kiwi Brothers “hijacked” three iconic cultural landmarks to swap the golden moon for SunGold kiwifruit. Drawing on the inherent resemblance of the kiwifruit and the golden moon, we also fashioned a massive “golden moon” in the form of a kiwifruit, which became part of the Yu Garden Lantern Festival, transforming it into a cultural and folkloric display.

From virtual discussions to real-life festivities, Zespri elevates the moon, a significant symbol of the Mid-Autumn Festival, into a nutritious “golden moon” for Chinese families, while also introducing a fresh cultural ritual of truly “scooping and savouring the golden moon.”

WHAT IT MEANS

FOR BRANDS & BUSINESSES…

INTERESTED IS INTERESTING

In the battle for attention, being interested may be half the battle. Brands with cultural curiosity and integrity have potential to engage consumers bored of the predictability of their feed.

AUTHENTICITY BITES

As we adapt to stories from anywhere and everywhere, authenticity becomes more important than “relatability”. Human truth beautifully told is more powerful than the need to look into a mirror; whether applied to surprising stories from our own markets or further afield.

DISCOVER BETTER

Brands in the travel, hospitality, and utilities industries must wrestle with the need to balance much-needed revenues from travel and tourism with respect for local communities, and precious resources. This might include new approaches to sustainability, championing new destinations, or finding new ways to engage and compensate local communities.