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Our take on the trends, culture and data shaping Southeast Asian markets, straight from the Illuminate Asia team.

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The Sound of a Cough: What OBH Combi's Viral Jingle Teaches Us About Mental Availability Marketing Science

The Sound of a Cough: What OBH Combi's Viral Jingle Teaches Us About Mental ...

Summary:OBH Combi's TikTok song, built around the ...
Dawn Herdman & Zahira Hendriana Aug 03, 2026
The Luxury of Sweat: How Hyrox Turned Military Gear Into a White-Collar Status Symbol Culture and Trends

The Luxury of Sweat: How Hyrox Turned Military Gear Into a White-Collar ...

Summary:Hyrox culture has turned tactical backpacks ...
Haris Rahmanto Jul 08, 2026
The Psychology of Absurd Marketing: Why Aldi Taher Keeps Going Viral Brand Strategy

The Psychology of Absurd Marketing: Why Aldi Taher Keeps Going Viral

SummaryAldi Taher, an Indonesian entertainer and public ...
Hanandita Lestari Jun 30, 2026
The Missing Signal Event: Why More Data Still Isn’t Enough Illuminate Asia Client Event

The Missing Signal Event: Why More Data Still Isn’t Enough

The Missing Signal: Why More Data Still Isn’t EnoughLast ...
Dawn Herdman Jun 19, 2026
Why Uniqlo x JW Anderson Feels More Aspirational Than Loud Luxury Consumer Behaviour And 1 More

Why Uniqlo x JW Anderson Feels More Aspirational Than Loud Luxury

SummaryThe popularity of Uniqlo x JW Anderson reflects ...
Ayu Suwardi & Dawn Herdman May 27, 2026
The Category Trap: How Liquid Death Reframed Water Brand Strategy

The Category Trap: How Liquid Death Reframed Water

This article is part of the “Seeing What Others ...
Dialonique (Nicky) Hasanudin & Dawn Herdman May 19, 2026
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Embracing the Un-Normal Series 3. Understanding Whether a New Behaviour Will Stick in the Post-Pandemic Era
Consumer Behaviour And 1 More

Embracing the Un-Normal Series 3. Understanding Whether ...

Due to Covid-19, many things have changed in a short space of time. At Illuminate Asia, with the ...
Dawn Herdman & Haris ... Jun 05, 2020
Tilik and The Rise of Javanese Rural Housewives
Culture and Trends

Tilik and The Rise of Javanese Rural Housewives

How has the recent depiction of rural women in the viral short film Tilik challenged dominant representations ...
Caranissa Djatmiko May 29, 2020
Embracing the Un-Normal Series 2 -How Indonesian Create Meaning Through Foods & Beverages During Pandemic
Culture and Trends

Embracing the Un-Normal Series 2 -How Indonesian Create ...

The Covid-19 pandemic has forced consumers to change their behaviour, especially when it comes to ...
Haris Rahmanto & Dawn ... May 21, 2020
Embracing the Un-Normal Series. 1: "Indonesian Sentiments: Helping Your Consumers Regain Control"
Culture and Trends

Embracing the Un-Normal Series. 1: "Indonesian Sentiments: ...

The global pandemic and ensuing social restrictions have meant that within a short time, many things ...
Dawn Herdman May 15, 2020
How Covid-19 Revives The Indonesian Ethos of Collective Endeavour
Culture and Trends

How Covid-19 Revives The Indonesian Ethos of Collective ...

In 1945, the year Indonesia gained its independence, the nation's first president Sukarno spoke ...
Caranissa Djatmiko Apr 15, 2020
President Director Message
Covid-19 And 2 More

President Director Message

Dear Friends, Clients, Colleagues, We hope you are keeping safe and well, during the current ...
Dawn Herdman Mar 17, 2020
From Zero to Hero – Understanding How Users Made TikTok, TikTok
Culture and Trends

From Zero to Hero – Understanding How Users Made ...

TikTok is one of the fastest growing applications in the world, with around 800 million active users ...
Adil Akbar Mar 12, 2020
How Didi Kempot Redefines The Meaning of Heartbreak for Indonesian Millennials
Culture and Trends

How Didi Kempot Redefines The Meaning of Heartbreak ...

A flock of Indonesian millennials celebrating the music of Javanese language singer Didi Kempot ...
Caranissa Djatmiko Mar 05, 2020
‘Mudik’ – A Journey Into Mass Consumerism
Culture and Trends

‘Mudik’ – A Journey Into Mass Consumerism

Every year, Eid (lebaran) becomes a big homecoming ritual for huge number of Indonesians who make ...
Oki Lestari Nov 20, 2019