Brewing Connection: How Heineken Refreshes Social Life in Asia

When targeting a region as complex and diverse as Asia-Pacific, how can global brands be culturally resonant without losing their sense of identity? From tapping into Korean hospitality norms to infiltrating Taiwan’s skincare culture, this session reveals how respecting local definitions of courage, beauty or community can unlock global relevance.

Join this session to examine three initiatives that demonstrate this approach in action. If you are a global marketer targeting growth in Asia, learn how to identify real cultural tensions, where the expression of the idea is entirely local.

Through innovative initiatives addressing modern social challenges, discover how brands can respect diverse cultural definitions of progress, community and social interaction with ideas built for Asia – not transplanted there.

• Is there a blueprint for achieving consistency of values and flexibility of form?
• Can your brand unlock global relevance from deeply local ideas?
• What are cities missing, how can the best cultural platforms solve urban, social problems first?