Your Guide to the Mindset Shifts Driving the 2023 Festive Season in APAC

From expecting a higher degree of honesty and authenticity to how more people are choosing to live alone, this report covers the main mindset shifts we’ve observed in APAC and offers practical advice for brands looking to build or maintain their cultural relevance. With insights from our regional team of experts, you’ll learn how to embrace these changes and celebrate with customers in ways that are actually meaningful to them. 

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One of the most important lessons for any brand looking to engage with consumers in the APAC market is that the region is not a monolith. It’s a collection of cultures, histories, languages and, most importantly, moments of celebration. Lunar New Year, which is one of the biggest celebrations in the calendar, has just passed—but the opportunity for marketers to truly understand what consumers want from them during these festivities is still there.

The APAC calendar is incredibly rich and diverse in regard to festive moments. There may be a few specific dates that take the vast majority of our focus. Still, with brands having to build more and more local relevance, there’s value in considering a wider pool of these crucial moments to connect with customers. 

In Singapore, you may start with Lunar New Year, which is followed by Easter, Ramadan, Vesak Day, Diwali and even National Day, to name a few. In Thailand, the first thought might be Songkran, but what about Māgha Pūjā and Loy Krathong? Over in India, brands often congregate around a wide selection of days, including Holi, Diwali, Gandhi Jayanti, Independence Day or Republic Day, cementing a new normal for hyper-local strategies. 

As you try to win the hearts of consumers in APAC around these dates, it’s important to understand how each market connects with brands and what they expect from them today. For example, we’ve found that many consumers are moving from wanting instant gratification to taking their time and pausing for consideration. We’ve also surfaced a mindset shift in people using digital media for honesty and transparency, rather than validating through positivity. 

To understand more about these mindset shifts, we’ve created a report with practical advice for marketers that will help them navigate both the diversity of APAC’s festive calendar and the common mindset shifts that are uniting a need for a new approach.