Same Same, But Better: The Art of Regional Marketing in Asia
You don’t need to work long in a regional marketing role before hearing it: "That’s just how we do it here."
Sometimes it’s said with pride. Sometimes frustration. Sometimes it’s true. But the reality is - every market is different. And that’s exactly why the regional role matters.
After nearly two decades of living and working in Asia (don’t judge my age - I moved here young 😎), I’ve learned that success isn’t about taking sides. It’s about knowing when to listen, when to lead, and how to connect the dots between local truths and global ambition
Culture Lives in the Details
Think regional marketing is just about translation? Think again.
It's more like running a circus where every tent has its own rules - and you’re still expected to deliver one amazing show.
Let me explain.
LINE might be one app, but it acts like three:
In Japan, it’s personal, low-key, private.
In Thailand, it’s a full-on marketing machine, used by everyone from banks to bubble tea stalls.
In Taiwan, it’s a hybrid, chat meets content meets commerce.
Same logo. Completely different behaviours.
WeChat in China isn’t just a messaging app - it is the internet.
During one campaign (yes, while I was on leave), we missed replicating a key journey inside WeChat. Engagement plummeted. When I asked why it wasn’t raised earlier, the local lead simply said: “It was such a fast turnaround… and I didn’t want to bother you.”
That wasn’t just a miss, it was a moment of reflection for me. We can’t build local empowerment without psychological safety.
And OOH in Thailand? That was a shock to the system the first time I saw it.
In Bangkok, billboards don’t just exist, they dominate. We’re talking massive, multi-panel installations that stretch across two, three, even five units in a row. But it’s not about storytelling or sequential messaging. It’s about scale and visibility, owning the skyline and making sure your brand can’t be missed, whether you're crawling through traffic or zipping down Sukhumvit.
It’s a reminder that even the same medium "OOH" plays by completely different rules depending on where you are
And colour? In Thailand, it’s tied to days of the week. Monday is yellow. Friday is blue. In China, red is power; white can signal mourning - the complete opposite to the West where black is customary. That sleek global palette? It might be sending the wrong message entirely.
Visuals and messaging? I've sat through brand campaign research session across markets in Asia. In the U.S., audiences responded to individualism - "I lead. I win." In Asia, it was all about the "we mentality". They wanted group success, team shots, and yes Asian faces.
On a brand shoot in Bangkok, I pushed back when someone suggested using a Japanese model to represent Korea. I’d budgeted for both. It matters. People know the difference and it shows in the details.
Culture isn’t a roadblock. It’s a roadmap.
To my local marketing peers - keep doing what you do best: educating, explaining, and showing what works. But also be open to pushing the boundaries. Same same is safe, but rarely sparks real disruption.
And to everyone playing the middle: Get the apps, get in-market, get curious. Your job isn’t just to translate, it’s to transform.
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