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In this episode, Scott & Drago sit down to stir the pot with Zoe Chen. Formerly of BBH Singapore and Virtue ASIA, she's a strategy director who's worked over the years with some of the most exciting global and regional brands - Nike, Coca Cola, Toyota, Shiseido and Diageo.
She's been the driving force behind some fascinating cultural research, including the piece we're exploring today: ‘The VIRTUE Guide To Modern Masculinity.’ A self-described culture vulture, Zoe is entertaining and enthusiastic as she is insightful.
Scott and Drago kick things off with a question around what brand bravery looks like in a fast-moving culture.
The conversation quickly transitions to focus on the modern state of masculinity in Asia where Zoe shares fascinating insight from the research and helps answer some deep and pressing questions:
- What are the strongest tensions that inform the modern male experience in Asia?
- How is the male experience in Asia different from that in the West, and what are the differences across countries - India, Indonesia and Thailand?
- What does the Asian man 'remix' and to what end?
- How do brands tap into the opportunity that understanding the 'remixed' state of masculinity offers?
- What are some examples of brands that are striking the right tone in this space - for example, what is Uniqlo doing right?
...and more. Happy stirring!
Here are some more details, if you want to dig into the report:
https://campaignbriefasia.com/2025/11/21/masculinity-in-asia-is-being-rewritten-and-what-it-means-for-brands-virtue-asia-report/
https://lbbonline.com/news/Virtue-Asia-Unveils-Guide-to-Modern-Masculinity
www.potluckpodcast.asia/
