Articles: Illuminate Asia Client Event

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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

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

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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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 ...

The Missing Signal: Why More Data Still Isn’t EnoughLast Wednesday (17 June), Illuminate Asia ...

Dawn Herdman Jun 19, 2026