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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 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
The Evolving Landscape: Why KOL Research is the New Strategic Priority Research Thinking And 1 More

The Evolving Landscape: Why KOL Research is the New Strategic Priority

In today’s fragmented media environment, the path ...
Puly Pulungan & Haris Fajar Rahmanto Apr 06, 2026
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Semiotics for Marketers: Turning Cultural Codes into Brand Advantage
Events & Webinars

Semiotics for Marketers: Turning Cultural Codes into ...

On October 22nd 2025, Illuminate Asia had the pleasure of conducting a Semiotics for Marketers Workshop ...
Illuminate Asia Oct 29, 2025
Promoting Decent Work in Indonesia’s Nickel Supply Chain
Events & Webinars

Promoting Decent Work in Indonesia’s Nickel Supply ...

On 22 October, Illuminate Asia had the honor of presenting findings from our ILO-commissioned study ...
Illuminate Asia Oct 28, 2025
Illustration image was generated using AI tools.
Technology And 2 More

Key Takeaways from IIEX Asia Pacific 2025: Past, Present, ...

The IIEX Asia Pacific 2025 conference was, unsurprisingly, dominated by discussions on AI and its ...
Haris Rahmanto Feb 24, 2025