Research from VIRTUE APAC reveals a new world order is being written by Asia’s youth
A new world order is being written by Asia’s youth – where challenging the status quo has become less about power over others, and more about the freedom to just be. When the world is beyond your control, the best way to resist is to survive and thrive on your terms, or embrace the chaos to unlock unprecedented possibilities of creativity and self-expression, exclusive new findings from VIRTUE APAC’s 2024 VIRTUE Guide To Culture reveals.
With proprietary research from Vice Media’s 40,000 strong global community of young people, including key APAC markets Indonesia, Singapore, Korea, India and Japan, as well as insights from its network of journalists and content creators, the 2024 VIRTUE Guide to Culture taps into the new cultural codes driving Asia’s Gen Z and how brands can effectively connect with them.
Culture Code #1 – Constructive chaos
Asia’s youth are leveraging global chaos and upheaval as a source of inspiration and self-expression. More than eight in ten say it’s ‘normal to be weird’, while conversely, six in ten young people say it’s ‘weird to be normal’. Harnessing the power of the weird and absurd through art, technology, fashion, and culture, and amplified by social media, they are navigating a new world order where courage to embrace uniqueness is celebrated, and breaking conventional norms is seen as essential for personal freedom.
The appeal of the outrageous and the unconventional is stronger than ever, fueled by advances in artificial intelligence, robotics, biotechnology, and other innovations, which are empowering young people to explore and create in ways previously unimaginable. In the traditionally conformist societies of Asia, where fitting in and achieving prescribed standards of success have long been the norm, the rise of a generation that values eccentricity and authenticity is transformative.
Cultural Code #2 – Feminism’s soft revolution
A femininity renaissance is liberating the feminist movement in Asia, which was previously seen as polarising and perceived as combative. Today’s feminist movement is characterised by a rejection of traditional power dynamics and an embrace of unrestrained authenticity and the freedom to just be. From fashion trends like #balletcore and #coquette on TikTok, which highlight hyper-feminine styles, to lifestyle choices like #snailgirl and #girldinner, women are unapologetically prioritising personal expressions of hyper-femininity.
The impact of the Barbie movie in Asia has further propelled this new wave of feminism. The film’s playful yet poignant take on feminist themes resonated with many, offering a fun celebration of femininity and a platform to discuss ongoing gender issues. This shift signifies a broader redefinition of strength, where embracing femininity, pleasure and humour is a power move to challenge the patriarchy.
Cultural Code #3 – Irreverent resistance
Asia’s Gen Z are shedding the rose-tinted glasses of previous generations and shying away from inauthentic, large, and hopeful acts of altruism, in favour of protesting the ways of the world through a unique brand of irreverent resistance grounded in practicality. The research shows that six in ten say feeling a sense of purpose in their life is essential to their health, but they are weaponising their creativity and responding to the larger issues around them with playful defiance – a response that is more liberating and authentic, than needlessly worthy and performative.
Huiwen Tow, Head Of Strategy, APAC at VIRTUE, said: “It is exciting times for Asia’s youth, with a new sense of hope and optimism driven by eccentricity and irreverence that is driving a positive agenda for change, while having some fun along the way. Brands must rethink their strategies, elevating weirdness as the superpower of this new generation, inspiring change by embracing mischief and leaning into the soft power of pleasure, humour and entertainment to challenge the status quo.”
