Cultural Connections: Insights into Southeast Asia's Diverse Cultures and Trends

CULTURALCONNECTIONS:
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
2 Heritage Preservation
3 Environmental Trends
4 Innovation Trends
5 Community Trends
MALAYSIA
2 Ethnic Diversity
3 Food Trends
4 Sports Trends
5 Fashion Trends
6 Global Brands in Malaysia
7 Malaysian nuances for Marketers

Edelman Local Contributors

7
HO CHI MINH CITY
HANOI
Cultural Connections VIETNAM
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.
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*.
With increased access to media
in an ever-globalizing world, the
youth of Vietnam are spearheading
change and cultural evolution. An
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.
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.
COUNTRY IN CONTEXT
Source: Cimigo, Vietnam Consumer Landscape Report, 2015
$1.9 BILLION
advertising
spend
91 MILLION
people
37 MILLION
motorbikes
Urban areas:
29 MILLION
PEOPLE,
45% <30 years
69%urban adult
mobile
penetration
$1,923GDP per person
145,000
new cars
in 2014
Rural areas:
62 MILLION
PEOPLE,
47% <30 years
3.2M
4.8M
3.3M
3.5M
4.6M
2.9M
20M
4.8M
7.6M
11.5M
VIETNAM
11.9M1.3M
12.8M 18.9M
MALAYSIA
2010
2015
SOCIAL STATS: VIETNAM

8
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
doesn’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.
BELOW: One of Saigon’s oldest apartment buildings,
restored and converted into small shops for designers
and entrepreneurs.
42 NGUYEN HUE, D.1, HCMC

9
LIFESTYLE
TRENDS
Original photo: Maxine Gurevich

10
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 hand-
sculpted 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.
STREET
CULTURE
LIFESTYLE TRENDS
THE PAVEMEN
THE VIETNAMVIETNAM

11
NT IS WHERE
MESETHRIVE.MESE

12
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.
LIFESTYLE TRENDS

13
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/
RETHINKING
TRANSPORTATION
“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
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.

16
Local media reported 1,800
functional food makers and
distributors — including
American companies Amway,
NuSkin, Unicity and Herbalife
— are selling 10,000
products in Vietnam, and
business is booming.
FUNCTIONAL FOODS
HEALTH & WELLNESS TRENDS
The Vietnam Supplement
Food Association reports
56% of Hanoi residents and
48% in Ho Chi Minh City use
functional food.
Hanoi Ho Chi Minh City
Amway
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.

17
NuSkin Unicity Herbalife
TOP HEALTH CONCERNS*
*SOURCE: file:///C:/Users/e030696/Downloads/
report_350_06c5f77080.pdf
36%
27%
44%
21%
21%
20%
20%
20%
21%
16%
12%
25%
18%
18%
15%
16%
17%
15%
16%
16%
16%
13%
13%
13%
13%
15%
11%
12%
10%
15%
TOTAL
MALE
FEMALE
Top 3% of N=1000
STRESS
CANCER
CONTAMINATED FOOD
SKIN PROBLEMS
DIGESTION PROBLEMS
IMPACT FROM
POLLUTION
POOR EYESIGHT
BUILD UP OF
TOXINS (BODY)
HEART DISEASE
IMPACT OF
WEATHER CHANGES

18
u It brings more convenience and is a
safer choice (in terms of sanitation)
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.
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:
x Better experience and beyond
- shopping can be entertaining
sometimes!
y It offers services, not just
products (VIP programs, text
programs, delivery services, etc.)
U It reflects the modern lifestyle.
ABOVE:
AEON MALL
HEALTH WELLNESS TRENDS

20
BEER
CULTURE
FOOD BEVERAGE TRENDS
LEFT TO RIGHT: 1. Street beer shops 2. HOPS beer garden
3. New entertainment at beer club 4. Pocpoc beer garden
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 INTERNATIONAL BRANDS

21
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.
LEFT:
Urban Station Coffee shop
RIGHT:
1. Passio Take-away coffee
2. Effoc Take-away coffee
3. The Coffee House Chain
Original photo: Thi Bao Ngoc Nguyen

22
COFFEE CULTURE IS
CHANGING RAPIDLY.
In the last 30 years,
Vietnam has become
the second largest
producer of coffee
in the world.

23
Tra Dao (Peach tea) is loved by the
Saigonese Youth while Tra Chanh
(Lemon Tea) is highly loved by the
Hanoian Youth.
Many tea and coffee shops have been
introduced in the market recently.
TEA CULTURE
Following this trend, new
ready-to-drink tea brands are
launched to serve the youth’s
convenient refreshment need.
TRA DAO
(PEACH TEA)
is loved by the
Saigonese
Youth.
TRA CHANH
(LEMON TEA)
is highly loved
by the Hanoian
youth.
tradition
MEETS
fresh
04
REMIX
TREND
“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.”
- NGOC NGUYEN, 27

24
READY-TO-EAT FOOD IS RISING
As the global pace of the world is
constantly speeding up, Vietnam
is no exception. With the time-
constrain 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.
CONVENIENCE
LIFESTYLE
Original photos: Edelman Vietnam local team

25
ARTS
ENTERTAINMENT
TRENDS

26
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.
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.
1-3, 7. Saigon Outcast,
The entertainment hub
of the youth.
4-6, 8. 3A Station, The
art hub of the youth.
ARTS ENTERTAINMENT TRENDS
Saigon Outcast and
3A Station are potential
spaces for brands to tap into
youth’s interest and earn
brand love and engagement.
1 2 3
4 5 6
7 8
3A TÔN ĐUC THANG,
BEN NGHÉ, D.1, HCMC
188/1 NGUYENVĂN HUONG, HCMC

27
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.
OBJECT CHARACTERIZATION
Use of ordinary objects to make
the subject seem alive, funny or
take on an unexpected meaning.
ART EXPRESSION
THROUGH SATIRE
Chibi Drawing is considered
as one of the most popular
trends in 2014.
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

28
NEW SOCIAL
MEDIUMS
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
limited due to strict government
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.
“We’ve noticed that YouTube
singers are composing songs
based on social issues and
trending topics in the news, but it
always has a funny and satirical
twist... it allows us to speak freely
about issues that are difficult to
discuss in our culture.”
—Cara, Vietnamese native, 24
Some popular community
are followed:
Comedian groups
Fictional characters
LEFT TO RIGHT
An Coong
The Community of opposite
story-making is huge with
456,000 members
Cosplay lorem ipsum.
Lorem ipsum Collective
sporting
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
AT LEAST 1 MANGA /
ANIME FESTIVAL
every 2 months
AVERAGE TIME
SPENT DAILY:
4 hours
2M
8M
3M
5M
6M
9M
20M
8M
6M
.5M
NAM
18.9M
15-19
18-24
MALAYSIA
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
0.4%
15-24
18-24
VIETNAM
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
25.3%
bakers: http://bit.ly/1IulKcX GenK.vn: http://bit.ly/1F7uwJc
2010
2015
2010
2015

29
COLLECTIVE
SPORTING
ON THE RISE
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.

30
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.
These days, examples of “edu-
tainment” 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
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
Young adults feel that the current education system
implemented in their high schools and universities are stale,
boring and impractical in the real world.

31
COMMUNITY
TRENDS

32
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 “Green Ribbon,”
that asked people to stop littering
on the street. The supportive
community on social media stands
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 self-
establish their own charity groups,
self-generate the investments and
plan the yearly programs to deliver
their charity mission.

33
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
Conceptual Coffee shop
Saigon oi
Floor 5 in Condominium,
42 Nguyen Hue, D.1, HCMC
Multi-service coffee shop
CinB Saigon coffee
1 Le Cong Kieu, Ward Nguyen Thai
Binh, D.1, 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
Passio Take-away
15F Nguyen Thi Minh Khai,
W.Ben Nghe, Dist. 1, HCMC
Take-way Effoc Coffee
3 Ham Nghi, Dist.1, HCMC
24h Coffee
D.O.T Cafe Saigon
85 Nguyen Cu Trinh, D.1, HCMC
Thuc Coffee shop
180A Pasteur, D.1, HCMC
LIFESTYLE TRENDS
Art Hotspot
3A Station
3A Ton Duc Thang,
Ward Ben Nghe, D.1, HCMC
Saigon Outcast
188/1 Nguyen Van Huong, 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
EDU-TAINMENT
Sozo English practice coffee shop:
176 Bui Vien
Ward Pham Ngu Lao, HCMC

35
CULTURAL
CONNECTIONS
SINGAPORE

36
In the last 50 years,
Singapore has become
Southeast Asia’s
biggest success story.

37
SOUTH WEST
NORTH WEST
CENTRAL
NORTH EAST
SOUTH EAST
Cultural Connections SINGAPORE
“This country belongs to
all of us. We made this
country from nothing,
from mud-flats...
Over 100 years ago, this
was a mud-flat, swamp.
Today, this is a modern
city. Ten years from now,
this will be a metropolis.
Never fear!”
– Lee Kuan Yew, 1965
Singapore is the economic giant of
South East Asia and is the worlds
most expensive city1
Singapore has no natural resources:
its people are the asset. Singapore
has transformed itself from a third-
world island to a first-class, modern
city in just fifty years. It’s a regional
hub for corporations, with its own
high tech centers and biomedical
facilities.2
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.
COUNTRY IN CONTEXT
NO. 1 CITY WITH BEST
INVESTMENT POTENTIAL
BERI Report 2014-I (April 2014)
BEST BUSINESS ENVIRONMENT
IN APAC AND THE WORLD
Economist Intelligence Unit (2014)
TOP 2 MOST COMPETITIVE CITY
IN THE WORLD
Global Competitiveness Report 2014-2015
ASIA’S MOST NETWORK-
READY COUNTRY
Global Information Technology Report 2014
TOP 10 IN ASIA FOR MOST
MOTIVATED WORKFORCE
IMD World Competitiveness Yearbook 2013
2010
2015
4.8M
4.8M
7.6M
11.5M
11.9M1.3M
12.8M
7.2M
2.7M
0.95M
18.9M
15.5M
15.8M
MALAYSIA
1.4M
SINGAPORE
2.5M
0.44M
0.6M
0.14M
3.8M
2M 2.7M
2.4M
1.3M
15-19
18-24
SINGAPORE
AVERAGE AGE OF
SOCIAL MEDIA USERS
OF VIDEO
-BASED
CONTENT 55
45
16-24 18-24
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
0.26%
0.55%
%
MALAYSIA
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
0.4%
15-24
18-24
VIETNAM
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
25.3%
5.5M
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
2010
2015
2010
2015
SOCIAL STATS: SINGAPORE

38
EXECUTIVE SUMMARY
THE CITIZENS
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 worker’s policies. Within
years, the government quickly
reversed its policy but has yet to
successfully encourage a significant
number of more births.1
Singapore faces the prospect of a
shrinking citizen population and
work force. Birth rates have fallen.
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
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)

39
HERITAGE
PRESERVATION
TRENDS

40
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.
Original Photo: Karis Everhart

41
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 re-
locate closer to their parents.2
(*1)
http://www.yoursingapore.com/see-do-
singapore/culture-heritage/heritage-discovery/
nus-baba-house.html
(*2)
http://www.todayonline.com/singapore/more-
help-families-buy-hdb-flats-close-one-another
Original Photo: Rebecca Swarbrick

42
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-heritage-
apprenticeships
HERITAGE PRESERVATION TRENDS
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.

43
PROTECTING THE
ENVIRONMENT
TRENDS

44
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 Singapore’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/
PROTECTING NATURE AND
BUILDING A GREENER CITY
(*3)
http://www.expatliving.sg/blogs/A-walk-along-
Bukit-Timahs-old-railway-track-A-little-history-
and-a-lot-of-greenery-7600.ece
(*4)
https://www.nparks.gov.sg/gardens-parks-and-
nature/skyrise-greenery
(*5)
http://www.singaporevr.com/vrs/
HendersonWave/HendersonWave02.html
PROTECTING THE ENVIRONMENT TRENDS
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)

46
INNOVATION TRENDS
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 student’s third
year. Upon completing the
program, they’re required to come
home to finish their final year
in school by implementing their
learnings gained overseas.
RISING ENTREPRENEURS
Younger foreign-educated Singaporeans
are bringing home a renewed dynamism
and fresh ideas that they have seen abroad

47
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.
(*1)
http://blogs.wsj.com/scene/2011/12/14/singapore-
rides-a-new-caffeine-wave/
(*2)
https://www.citynomads.com/reviews/interior-
design/820/singapores-10-coolest-shops-quirky-
concepts-unique-wares-and-hipster-havens
(*3)
http://www.skyscanner.com.sg/news/top-5-
hipster-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
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.

48
INNOVATION TRENDS
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.
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
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).
(*1) http://www.economist.com/news/special-
report/21593582-what-entrepreneurial-
ecosystems-need-flourish-all-together-now
Blk71 is home to
more than 100 start-
ups, venture capital
firms and tech
incubators.
2010
2015
3.2M
4.8M
3.3M
3.5M
4.6M
2.9M
20M
4.8M
7.6M
11.5M
VIETNAM
11.9M1.3M
12.8M
7.2M
2.7M
0.95M
18.9M
15.5M
15.8M
MALAYSIA
1.4M
SINGAPORE
2.5M
0.44M
0.6M
0.14M
3.8M
2M 2.7M
2.4M
1.3M
15-19
18-24
SINGAPORE
AVERAGE AGE OF
SOCIAL MEDIA USERS
OF VIDEO
-BASED
CONTENT 55
45
16-24 18-24
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
0.26%
0.55%
%
MALAYSIA
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
0.4%
5.5M
Statista: http://bit.ly/1B1m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 socialbakers: http://bit.ly/1IulKcX GenK.vn: ht
2010
2015
2010
2015

49
Handcrafted beers are gaining
popularity throughout the city.
http://sg.asia-city.com/restaurants/news/
new-microbrewery-will-open-singapore
THE RISE OF
CRAFT BEERS

50
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
), it’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/internet-
users-by-country/
Meanwhile, everyone is being
watched, with young consumers
participating in P2P social vigilantes.

51
LOCATE THE CULTURAL
TRENDY HOTSPOTS IN SINGAPORE
YOUTH HOTSPOT
*SCAPE
2 Orchard Link #04-01
Singapore 237978
INNOVATIVE/TRENDY
FB HOTSPOTS
The Good Beer Company
#02-58, Chinatown Complex,
335 Smith Street, Singapore 050335
Cafés 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
START-UP HOTSPOT
71 Ayer
Rajah Crescent
Singapore 139951
NATURE HOTSPOTS
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
HERITAGE HOTSPOTS
Keong Saik Road
Singapore 089140
Kampong Glam
Bussorah Street,
Singapore 199438

53
CULTURAL
CONNECTIONS
MALAYSIA

54
Over the last few
decades, big waves of
innovation, influence
and change created by
globalization have swept
through the country.

55
KUALA LUMPUR
Cultural Connections MALAYSIA
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.
It is seen in the many Western
restaurants that grew alongside
mamaks and tarik shops, and in
Malaysians abroad who are proud
to celebrate Malaysian festivals
wherever they are.
While globalization has brought
immense benefits to the
country’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.
COUNTRY IN CONTEXT
2010
2015
3.2M
4.8M
3.3M
3.5M
4.6M
2.9M
20M
4.8M
7.6M
11.5M
VIETNAM
11.9M1.3M
12.8M
7.2M
2.7M
0.95M
18.9M
15.5M
15.8M
MALAYSIA
1.4M
SINGAPORE
2.5M
0.44M
0.6M
0.14M
3.8M
2M 2.7M
2.4M
1.3M
15-19
18-24
SINGAPORE
AVERAGE AGE OF
SOCIAL MEDIA USERS
OF VIDEO
-BASED
CONTENT 55
45
16-24 18-24
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
0.26%
0.55%
%
MALAYSIA
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
0.4%
5.5M
Statista: http://bit.ly/1B1m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 socialbakers: http://bit.ly/1IulKcX GenK.vn: http://bi
2010
2015
2010
2015
SOCIAL STATS: MALAYSIA

56
AN OVERVIEW
Malaysia boasts one of South East
Asia’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)
MALAY
50.05%
CHINESE
22.58%
INDIGENOUS
11.79%
INDIAN
6.69%
NON-CITIZENS
8.19%OTHER
0.70%

57
DEMOGRAPHIC
ECONOMIC INDICATORS
2011 2012 2013 2014 2015
GDP Measured at
Purchasing Power Parity
(international dollar million)
624,787.5 672,749.4 716,149.3 771,579.1 806,258.1
Consumer Expenditure
(USD million)
152,227.1 165,557.9 176,161.1 185,419.6 196,584.5
Annual Disposable Income
(USD million)
154,332.3 168,514.1 180,327.9 191,145.3 203,551.7
Consumer Expenditure on Food
(USD million)
29,446.4 32,230.7 34,019.0 35,340.8 36,986.9

58
EXECUTIVE SUMMARY
MALAYSIA’S GOAL: VISION 2020
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
1985 – 1995
Malaysian economy grew
on average 7.3%
1970s:
Producer of raw
materials, such as tin
and rubber
KEY FACTS
Wealth in the hands of the bumiputras went
from 4% in 1970 to about 20% in 1997.
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.
VISION 2020
1 MALAYSIA
People First,
Perfomance Now
APRIL 2009
ECONOMIC
TRANSFORMATION
PROGRAMME
8 Strategic Reform
Initiatives (SRIs)
MARCH 2010
GOVERNMENT
TRANSFORMATION
PROGRAMME
6 National Key Result
Areas (KNRAs)
JANUARY 2010
10TH MALAYSIA
PLAN
Macroeconomic
growth targets
expenditure
allocation
JUNE 2010
Preservation and
enhancement of
unity in diversity
New
Economic Model—
A high-income,
inclusive and
sustainable
nation
Effective diversity of
government services
Smooth
implementation
of government’s
development
programme

A CULTURE OF COMMUNITY
CONNECTVITY

60
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
Malaysians love hanging out,
anywhere, all the time, and
preferably in an air-conditioned
setting with complimentary wifi.
A CULTURE OF COMMUNITY CONNECTVITY
ETHNIC
DIVERSITY

61
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 get-
togethers, national celebrations,
cultural celebrations, weddings
and more.
FOOD

62
The mamak
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.
Kuala Lumpur’s latest food frenzy
is the new-wave food truck, the
modified café 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.
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.
FOOD
CULTURE
FOOD TRENDS
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.
Food Truck Culture
Coffee Tea Culture

63
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 well-
equipped 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
WHERE
WE GO
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.

64
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.
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.
FOOTBALL
CULTURE
BADMINTON
CULTURE

65
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, FB 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.
OUR FASHION
As a reflection of the
country’s position
as the “Melting Pot
of Asia”, located
along major East-
West trading routes,
Malaysian fashion
has historically been
a blend of traditional
cultural dress and
Western influences.

66
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).
GLOBAL
BRANDS
IN MALAYSIA

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.
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.

Fitbit
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.

67
TECHNOLOGY

68
“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
TECHNOLOGY

69
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:
AdamTambakau
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.
Joyce Chu
This talented 17 year old recently
shot to fame when one of her
videos went viral, clocking over 2
million views. Her channel consists
mostly of song covers, and her fan
base is growing.
Guany Guan
This local YouTuber has appeared
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.
RISE OF YOUTUBERS
2010
2015
7.2M
2.7M
0.95M
15.5M
15.8M1.4M
SINGAPORE
2.5M
0.44M
0.6M
0.14M
3.8M
2M 2.7M
2.4M
1.3M
15-19
18-24
SINGAPORE
AVERAGE AGE OF
SOCIAL MEDIA USERS
OF VIDEO
-BASED
CONTENT 55
45
16-24 18-24
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
0.26%
0.55%
%
MALAYSIA
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
0.4%
15-24
18-24
VIETNAM
AVERAGE AGE OF
SOCIAL MEDIA USERS
ENGAGEMENT
LEVELS OF BRAND
BASED CONTENT
IN 2015
25.3%
5.5M
m2s9 Wearesocial: http://bit.ly/1xcuTzA comScore: http://bit.ly/1L0KjS8 socialbakers: http://bit.ly/1IulKcX GenK.vn: http://bit.ly/1F7uwJc
2010
2015

71
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 – English, Bahasa
Malaysia, Mandarin, and Tamil.
APPROACHING
MALAYSIANS
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 audiences’
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.

72
CONCLUSION
1.
Malaysians
are always late.
2.
Malaysians do not like
to be compared with
Singaporeans, from
culture, food, GDP, etc.
3.
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.
TOP 10
THINGS A
MARKETER
NEEDS
TO KNOW
BEFORE
STEPPING
FOOT INTO
MALAYSIA
6.
Malaysians like to get
together and they enjoy
doing things collectively.
7.
Malaysians take pride
in their multi-cultural
identities.
8.
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.

73
LOCATE THE CULTURAL
TRENDY HOTSPOTS IN KUALA LUMPUR
ALL ABOUT FOOD
Restoran SS2 MurniJalan
SS2/75, Petaling Jaya53 Jalan SS
2/75t47300 Petaling Jaya,
Taman Sea, 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
Tropicana City Mall
3, Jalan SS 20/27, Seksyen 20,
Petaling Jaya, SelangorEvolve
Evolve Concept Mall,
Lot EV-G-04, Evolve Concept Mall,
Pacific Place@ Ara Damansara
FOODPANDA
Choose from a variety of food
vendors to get your meal delivered
to your doorstep
PLACES TO SEE
Petaling Street
Jalan Petaling, City Centre
50000 Kuala Lumpur
Wilayah Persekutuan
Kuala Lumpur, Malaysia
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
Jalan Alor
Jalan Alor, Bukit Bintang
50200 Kuala Lumpur
Wilayah Persekutuan
Batu Caves Hindu Temple
Exit Jalan Lingkaran Tengah 2
Kawasan Industri Batu Caves
68100 Batu Caves, Selangor
Seri Gemilang Bridge
Persiaran Perdana, 62100
Presint 4, Putrajaya

74
EDELMAN TEAM
LEADERSHIP
Heidi Eusebio
Managing Director,
Consumer, Southeast Asia
Ngoc Anh Bui
Managing Director, Vietnam
Moritz Kaffsack
Chief Operating Officer,
Vietnam
Suleka Suppiah
Senior Client Strategist/
Senior Manager, Malaysia
LOCAL TEAM
CONTRIBUTORS:
VIETNAM:
Thi Bao Ngoc Nguyen
Ngoc Anh Bui
Thanh Tam Tran
Kim Chau Mach
Toai Nhi Quan
Le Thu Hien Phan
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

Cultural Connections: Insights into Southeast Asia's Diverse Cultures and Trends

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