Why Culture Matters? Culture consists of the characteristics defined by language, religion, customs, social habits, music, and the arts.  In marketing, culture is the DNA that identifies how the target demographic thinks, speaks, and acts.

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Insight into Asian culture

2. 2
Why Culture Matters
Culture consists of the characteristics defined by language, religion, customs, social habits, music, and the arts. In
marketing, culture is the DNA that identifies how the target demographic thinks, speaks, and acts.

3. 3
Fusion
Diversity
Diversification
Assimilation
Interaction Need to Fit In
Need to Stand Out
Culture Changes Overtime
Human interaction impacts cultural changes.

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Cultural System
Cultural differences manifest through symbols, heroes, rituals, and values. Values are the core of one’s mental map that
drive cultural behavior.
Source: Hofstede Dimensions
Symbols: Visual/verbal icons
Heroes: Role Models
Rituals: Collective Activities
Values: Belief System
Evil vs. Good
Decent vs. Indecent
Forbidden vs. Permitted
Natural vs. Unnatural
Normal vs, Abnormal
Irrational vs. Rational
Ugly vs. Beautiful

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Cultural Dimensions
According to Hofstede, cultural differences can be measured in 5 different bipolar dimensions.
Large/Small Power Distance
Uncertainty Avoidance
Individualism - Collectivism
Masculinity - Femininity
Long Term - Short Term
0
20
40
60
80
100
120
Large/Small
Power Distance
Strong/Weak
Uncertainty
Avoidance
Individualism/
Collectivism
Masculinity/
Femininity
Long/Short term
Orientation
China
Korean
USA
Mexico
Source: Hofstede Dimensions
China Korean Japan Vietnam India Philippines USA Mexico
Large/Small Power Distance 80 60 54 70 77 94 40 81
Strong/Weak Uncertainty Avoidance 30 85 92 30 40 44 46 82
Individualism/ Collectivism 20 18 46 20 48 32 91 30
Masculinity/ Femininity 66 39 95 40 56 64 62 69
Long/Short term Orientation 118 75 80 80 61 19 29 29

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Asians accept that power is distributed unequally.
Thus, a relationship is based on hierarchy instead of equality; power is often determined by birth, caste, family status, or
profession. In modern society, power is largely defined by economic power and is prominently displayed through personal
possessions in the form of multiple luxury homes, cars and designer items. (Fact: 25% of traffic to luxury brand websites is
generated by Asian Americans)
Large Power Distance

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Personal identity is based on the social networks Asians belong to
Thus, personal opinions are heavily influenced by groupthink. Asians’ lives are often pervaded by family/friend groups and
their success is attributed to their team/network instead of individual achievement. Their community/social circle is their
primary source of information and influences all decision-making.
(Fact: Asian American users over-index on many social media platforms. 3 out of 4 use social media.)
.
Collectivism

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Femininity Masculinity
The assertive pole has been called, ‘masculine’ and the caring pole, ‘feminine’.
Femininity stresses the importance of equality, solidarity, and quality of work life; the focus is on people and emotion. (Warm ,
Caring, Emotional, Down to Earth, Spiritual, Social) Masculinity stresses the importance of impartiality, competition among
colleagues, and performance; the focus is on performance and progress. (Fun, Humorous, Confident, Factual, Logical,
Exaggerated, Dignified) Korean and Vietnamese cultures are considered more feminine, and the Japanese and Chinese
cultures, more masculine.

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Uncertainty Avoidance
UA—the degree to which people express emotion or anxiety outwardly.
In Asian culture, public displays of personal thoughts and feelings are quite minimal; expressions are typically modest and
controlled. However, although public insobriety is viewed as shameful, Asians are unafraid to outwardly express their feelings
while drinking. In fact, it is one of the few instances wherein expressing emotion is expected. The Koreans and Japanese are
less likely to openly express their emotions compared to the Chinese, Vietnamese, Filipino, and Asian Indian.

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Asians focus on virtue, hope, endurance, sacrifice, and vision.
Asians are driven by optimism. They prioritize long-term, financial investment planning and the future of their children.
Long Term Orientation

11. Thank You
Michael Hong | Director of New Business Development
AdAsia Communications, Inc.
400 Sylvan Avenue, Englewood Cliffs, NJ 07632
P: 201.608. 0388 ext. 133|F: 201. 608.0560
www.adasia-us.com