Cultural Connections: Southeast Asia

CULTURAL
CONNECTIONS:
SOUTHEAST
ASIA
THE VIEW FROM

SOUTHEAST ASIA.
The Association of Southeast Asian Nations (ASEAN) is comprised of ten
countries: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the
Philippines, Singapore, Thailand, and Vietnam. Intertwined by multiple
threads of history and culture, they 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, Edelmans 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 regions economic
prosperity, there has been little reporting of the variety and nuances of these
cultures and its 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, whats being remixed, reused,
and repurposed, and most importantly, what marketers need to know before
stepping foot into these areas. In this report, youll see original photography
captured by our local teams, youll read intel from Edelmans next generation
of experts, and youll 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 YOULL 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
CULTURAL
CONNECTIONS
VIETNAM
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
regions 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 Vietnams people are
under 30 years old*.
The new arent trying to do away

with the old, nor the young
with the elderly, instead this
evolution is like a cultural bond of
worlds colliding. Its the glue that
holds chaotic parts together and
binds opposing forces, making the
Vietnamese who they are today.
The countrys culture is about the
collective, its 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 Saigons 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
doesnt 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.
Original photo: Maxine Gurevich
LIFESTYLE
T RE N D S
9
LIFESTYLE TRENDS
STREET
CULTURE
by Xe m Drivers of the Mind:
The Journey of Sn 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 bnh m and
c ph sra (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.
10
THE PAVEMEN
THE VIETNAM
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.
12
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.
13
LIFESTYLE TRENDS
14
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 including
American companies Amway,
NuSkin, Unicity and Herbalife
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
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
17
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

theyve 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.
18
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
20
INTERNATIONAL BRANDS
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
UKs 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
21
COFFEE CULTURE IS
CHANGING RAPIDLY.
In the last 30 years,
Vietnam has become
the second largest

producer of coffee
in the world.
22
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 youths
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 weve
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
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 youths new
modern lifestyle. It also symbolizes
an enthusiastic embrace of Western
culture, brands, and consumption.
Its 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 arent
the only brand with presence in
Vietnam. New local fast-chains are
emerging.
24
Original photos: Edelman Vietnam local team
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 VN HUONG, HCMC

4-6, 8. 3A Station, The
art hub of the youth.
3A TN UC THANG,
BEN NGH, D.1, HCMC
26
Saigon Outcast and

3A Station are potential
spaces for brands to tap into
youths 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. Theres 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 youths interest and earn
brand love and engagement.
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.
27
NAM
2M 20M
3M
5M
6M
9M
8M
8M
6M
.5M
18.9M
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
Weve 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
28
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
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.
29
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 edutainment 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
30
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
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 Green Ribbon,
that asked people to stop littering
on the street. The supportive
community on social media stands
32
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.
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, a 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
Caf 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 ong 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
33
34
CULTURAL
CONNECTIONS
SINGAPORE
35
In the last 50 years,

Singapore has become
Southeast Asias
biggest success story.
36
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
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. Its 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
ASIAS 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
37
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)
38
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 workers 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
Singapores identity, which has
been almost too quickly wiped out
in the name of development.
40
Original Photo: Karis Everhart
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
41
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 2.01
In the future we might see more
self-pay kiosks appearing at
hawker centers.
(*1) http://www.todayonline.com/singapore/
preserving-spores-hawker-heritageapprenticeships
42
A new wave
of younger
entrepreneurs is
embracing western
influences that
could be dubbed
Hawker 2.0
Hawker Centeror
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 Singapores 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/
44
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 students third
year. Upon completing the
program, theyre 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
46
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 SingaporesAyer
RajahIndustrial Estate. The
Economist(Jan 2014 - *1) called
Blk71 the heart of Singapores
technology start-up ecosystemand
the worlds 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, BiopolisandNational
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
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), its 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/
50
Meanwhile, everyone is being

watched, with young consumers
participating in P2P social vigilantes.
SINGAPORE

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
Cafs 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
51
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
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
countrys 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
Asias 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%
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
MALAYSIAS GOAL: VISION 2020
VISION 2020
Effective diversity of
government services
New
Economic Model
A high-income,
inclusive and
sustainable
nation
Smooth
implementation
of governments
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
MALAYSIAS 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 capitaGNPwent 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.
Malaysias 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
60
Malaysians love hanging out,

anywhere, all the time, and
preferably in an air-conditioned
setting with complimentary wifi.
MALAYSIA
FOOD
Malaysias cuisine cannot be
summed up in one word. Its a
result of colonization, historical
influences, geographical position
and most importantly, a mlange 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. Its almost a
national obsession from social gettogethers, national celebrations,
cultural celebrations, weddings
and more.
61
FOOD
CULTURE
FOOD TRENDS
Food Truck Culture
The mamak
Kuala Lumpurs latest food frenzy

is the new-wave food truck, the
modified caf 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
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
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
MALAYSIA
OUR FASHION
As a reflection of the
countrys 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 countrys fashionistas and
designers are pushing boundaries
with a heightened awareness of
the multicultural heritage while
balancing modesty and comfort
in Malaysias natural heat and
humidity.
65
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 nations 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. Malaysias 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. Its affordable, innovative and
versatile clothing gives people the opportunity to
showcase their personal style for any occasion.
66
Fitbit
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
68
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
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
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 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 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.
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.
SINGAPORE

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
Jalan Alor
Jalan Alor, Bukit Bintang
50200 Kuala Lumpur
Wilayah Persekutuan
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
74
75
76

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CULTURAL

THE VIEW FROM

WHAT YOULL SEE

Edelman Local Contributors

urban collage, where

Steady droves of youth from

The new arent trying to do away

With increased access to media

GDP per person

45% <30 years

Source: Cimigo, Vietnam Consumer Landscape Report, 2015

47% <30 years

HO CHI MINH CITY

BELOW: One of Saigons oldest apartment buildings,

42 NGUYEN HUE, D.1, HCMC

Original photo: Maxine Gurevich

At times the paving is

Original photo: Maxine Gurevich

What is striking about this

road trip experience where local

Uber understands this typical

HEALTH & WELLNESS

HEALTH & WELLNESS TRENDS

The Vietnam Supplement

Ho Chi Minh City

TOP HEALTH CONCERNS*

HEALTH & WELLNESS TRENDS

We asked a handful of working mothers why

u It brings more convenience and is a

x Better experience and beyond

v To keep up with the fast-pace of life

y It offers services, not just

FOOD & BEVERAGE

FOOD & BEVERAGE TRENDS

LEFT TO RIGHT: 1. Street beer shops 2. HOPS beer garden

Most popular beer brands:

rapidly. In the last 30 years Vietnam

Original photo: Thi Bao Ngoc Nguyen

FOOD & BEVERAGE TRENDS

the second largest

Tra Dao (Peach tea) is loved by the

Following this trend, new

Many tea and coffee shops have been

is seen as the choice for

FOOD & BEVERAGE TRENDS

Its not just for fast

Original photos: Edelman Vietnam local team

ARTS & ENTERTAINMENT TRENDS

ART IS LOVED MORE

ART FLOWS INTO THE CULTURE NOW

1-3, 7. Saigon Outcast,

188/1 NGUYEN VN HUONG, HCMC

Saigon Outcast and

Chibi Drawing is considered

ARTS & ENTERTAINMENT TRENDS

singers are composing songs

Cara, Vietnamese native, 24

bakers: http://bit.ly/1IulKcX GenK.vn: http://bit.ly/1F7uwJc

The Vietnamese youth long for

ARTS & ENTERTAINMENT TRENDS

experiences that seek to improve

THE THIRST TO DO GOOD

against the negative exploitation of

LOCATE THE CULTURAL &

u It brings more convenience and is a

x Better experience and beyond

y It offers services, not just