Wassup March 2011 Rev

The cultural trends magazine from
Ogilvy & Mather Asia Pacific

Edited & designed by Kunal Sinha

Correspondents:

Naima Hamid (Dhaka)
Sabih Ahmed (Dhaka)
Bubbly Encarnacion (Makati City)
Donna Alcoseba (Makati City)
Tania Chan (Singapore)
Lisa Rosentreter (Singapore)
Shafiq Pontoh(Jakarta)
Astrid Savitri (Jakarta)
Tari Rusbianti (Jakarta)
Naoko Ito (Tokyo)
Azusa Fukai (Tokyo)
Nayumi Nagase (Tokyo)
Serena Park (Seoul)
San Vu (Ho Chi Minh City)
Natalie Gruis (Ho Chi Minh City)
Siddharth Roy (Colombo)
Mei Wu (Taipei)
Caryl Heah (Kuala Lumpur)
Beatrice Yong (Kuala Lumpur)
Josephine Phang (Kuala Lumpur)
Maulshree Kalothia (Mumbai)
Natasha Soonthornwiratne (Bangkok)

© Ogilvy & Mather Asia Pacific, 2011

Even as Asia is vast, it is interconnected.

Korean pop is popular in Malaysia. There‘s a vibrant
Chinatown in Kolkata.

Cricket has unified a subcontinent. Even as there is
fierce rivalry between teams, its people have come
together to stage a colorful spectacle from February to
April.

Asian women are emerging from the shadows of male
domination to craft out an identity of their own.

Through their entrepreneurship.

Asian hotels are combining heritage with a tradition of
welcoming guests; nature with urbanism.

They are expressive. They get angry. They celebrate
and protest with an equal passion.

We invite you to experience Asia‘s dynamism through
Wassup.

14 countries.

20 correspondents deeply immersed in
popular and leading edge culture.
JAPAN
TAIWAN Bring you Cultural Insights
that will make a difference to your business.

CONTENTS

Look who‘s talking:
Favorite hotels in Asia
Knowing me, Knowing you:
Women entrepreneurs in Asia
Playing on my iPod
Rage Against
Waiting List
Tense About
Everyone‘s talking About
Guest article:
Building Brands in China
– from Street to Store
A Gastronomic Journey

Look who’s talking …

The voice of the cultural commentator
In this issue, we feature some of the favorite hotels of
our clients and staff, across Asia. They tell us why
some properties just stand head over shoulders
above the rest.


―B Villa is my go-to when I hit Bali. The location, service and
ambiance are impeccable. It‘s a little oasis in the heart of
bustling Seminyak. The resort strays from your run-of-the-mill
Balinese-infused décor and opts for a more modern, Zen
approach instead. Some great things that stood out were their
customised B Villa playlists that are enqueued with lounge
music to help you unwind and relax . To top it all off, chefs
come every morning to cook you breakfast in bed!‖
Charmaine Seah, Resorts World Sentosa


What made this place so special, despite
exceptionally consistent high quality of food,
romantic atmosphere and breath taking view of
Chao Phraya River, is the staff. One of my best
memories with the Mandarin Oriental Bangkok
staffers was at the night of my mother‘s birthday
dinner at Lord Jim‘s. I quietly uttered to my sister
that how forgetful I was to leave the camera at
home. Without being aware of who have over
heard the short conversation, there was a fully
equipped photographer, dressed in an appropriate
suit rushed to our table and quickly arranged us
into a perfect family picture.

A week later the pictures readily framed in the
hotel‘s signature designs were sent to our home.


Royal Plaza Singapore. It‘s a modern 5 star hotel
and the mini bar is already included in the room
rate. Free in room mini bar; maybe it‘s a simple
thing and mostly people do not pay attention to it.
But for me who travels a lot and sometimes is too
busy or even tired to go out find drink, this is one
of my additional attributes to choose a hotel. The
last time I stayed there was in November 2010. I
am always impressed by the express check in and
speed of service. They never keep a customer
waiting.

Grant Wiryadinata,
Appraisal fixed asset
consultant, Indonesia


` Kagaya in Ishikawa Prefecture is one of the best
places I have ever stayed in my entire life. The
hospitality was just amazing. Everything I needed was
there even before I noticed myself. Another thing I
can‘t forget is the view from the Onsen (public bath). It
was on the top of the place and overlooking Japan sea
just like that. And of course the food!‘

Yuki Yamamoto, Tokyo


Moored on a historic stretch of Cochin's
famed harbor, The Brunton Boatyard Hotel
was resurrected from the remains of a
Victorian shipyard. The colonial hangover
of Brunton Boatyard transports me to
another world – something that I look
forward to while traveling on leisure. Also
the aesthetics of the hotel resonates with the
closet art & architecture aficionado, which I
am.

Irwin Weerackody
Chairman, Ogilvy Sri Lanka

―I came back from dinner to find my room lit up
Look who’s talking … with aromatic candles. Fresh strawberries and
chocolates are laid out on the patio every night.
Where else can you find such pampering? Details
are what makes the holiday experience. And you‘ll
be hard pressed to find another hotel that does
details better than Banyan Tree Phuket. They
always fold all the towels into elephant shapes.
They even bother folding toilet rolls to resemble
fans‖.

Lin, Kuala Lumpur

The Nam Hai, in Hoi An is a Look who’s talking …
decadent oasis inspired by
traditional Vietnamese
courtyard houses. Each beach
front villa combines simplicity
with extravagance –from the
private spa, heavenly bed of
silks, intimate garden and
outdoor shower, and bespoke
finishes to the spacious his
and her bathroom with walk-
in wardrobes and personal
espresso machine with supply
of imported coffees – it is an
eager and seamless transition
from the comforts of my couch
to the stunning ocean view of
theirs.

Ta Thuy Ha, Marketing
Manager, Kimberly-Clark
Vietnam


―I had to organize a meeting quickly and didn‘t have a
venue in Bangkok. The Business Center Manager at the
Four Seasons offered the Board Room of the Hotel (since
all meeting rooms were booked) and even gave
complimentary pralines, stationary pads and pens! This
shows an extreme gesture of going beyond the staff‘s
expected call of duty. They give you reasons to become
loyal and committed to their hotels.‖
Alex Dan C. Tacderas, Marketing Manager – Beverages,
Kraft Foods Philippines


There were several brilliant things
about the Crowne Plaza Lijiang. The
first was that the 4days and 3 nights
came free, as a result of our ten day
holiday in Italy earlier in the year. No
blackout periods, so we were able to
have the rooms in the notoriously
busy October holidays. Then there‘s
the location – right next to the Old
Town, leaving you free to explore on
foot or on bicycle. Each house, built
in the style of old Yunnan homes,
lushly laid out, with unobtrusive but
attentive service. There‘s an amazing
view of the Dragon Mountain from the
terrace (above). Icing on the cake – a
free upgrade to a suite. What more
can a family want?‖

Sumona Sinha
Customer care representative
Landseed Hospital, Shanghai


Fort Mahodadhi in Puri, Orissa
combines heritage and deluxe
comfort, while still being very
close to the Jagannath Temple,
local markets and the regular
din and bustle of Puri. The entire
fort is 2 storeyed; all the rooms
are on the ground floor and the
restaurant on the first floor.
Despite being on the ground
floor, you get a feeling that the
sea belongs exclusive to you.
When you sit on the balcony,
you get a feeling that you are on
the sea beach. It lies amidst all
the hustle and bustle of active
tourist life, without actually
being a part of it.

Ayan Banik, New Delhi

Knowing me,
Knowing you

Intimate profiles of one group whose
lives & opinions we believe matter.

Women
entrepreneurs in
Asia

Knowing me, Knowing You

If you've ever had trouble getting your kids to eat their
greens, you need to head to Potager bakery in Nakameguro.
This is where carrots, leeks, tomatoes and other leafy things
become delicious desserts.

Aya Karisawa started her own organic café at the age of 26;
a big dream she had pursued for a long time. She trained in
Japan and France, studied macrobiotic cuisine before
opening her two shops in Tokyo‘s Roppongi and
Kamimeguro neighbourhoods.

What made her very famous and special came from her love
for vegetarian food. ―Vegetable Pastries‖, as you can
imagine from the name, are sweet pastries made of
vegetables. Tomato short cake, Burdock Chocolate Brownie,
Spinach pound cake etc, all sweet and delicious as regular
sweets, but they are made of vegetables. Her restaurants
attract both locals and celebrities, and often, her desserts
are all gone by lunch time.

These new innovative and delicate vegetable pastries - like
the Garland Chrysanthemum Opera - a chocolate cake
layered with bright green mousse priced at ¥480 – have
captured women‘s hearts, as well as those of mothers who
have struggled to make their kids eat more vegetables very
quickly.

Aya says ―Children these days lack vegetable nutrition. I
want them to like vegetables and eat more vegetables‖. Her
true passion for vegetables spread very quickly and she is
now invited to numerous food education meetings, magazine
and TV interviews, and cooking schools.

http://www.sushi-potager.com/en/concept/
http://www.potager.co.jp/


―You know exactly where to go to buy clothes
or shoes. But not bed linen‖, quipped Priya –
founder & owner of Legacy Linen, a company
based in Thalawathugoda, near Colombo.

―All this started more than 15 years ago‖ she
says, ―with no formal education either in textile
―Soon a whole new world opened up in front
design or business management. In fact I
of me‖, exulted Priya. ―And most of my
crashed my A-Levels badly‖! I just love
customers– the affluent Sri Lankans and
challenges, have creative bent of mind &
expats - started demanding more than just
immense faith in the Lord above. A boring
quilts from me‖. She thought that it was time
mechanical job with Freightlinks (a freight
to spread her wings a little wider and
forwarding company) including a tiresome 2
‗Quilter‘ gave way to ‗LEGACY LINEN‘.
hour daily commute intensified her love affair
with her bed. She decided to start something of
Today Priya operates from a bigger location
her own. ―What‖ asked her boss. ―A quilt
with her gang of 6-7 girls (& a couple guys) &
business‖ she said. Her boss thought she had
her clientele include the best known
gone insane - but she had made up her mind.
designer furnishing stores & boutique hotels
in Sri Lanka . Wallpaper Journal (the
Armed with her mom‘s old sewing machine & a
European style Bible) rates her bed linen as
few patches of fabric, she stitched her first quilt
one of the 10 must have for a luxury hotel!
sitting in her living room. It was sold for a
Her work also finds mention in the Sri Lanka
princely sum of LKR 1000. Success.
chapter of Luxe City Guide. ―I got to know
about it from a European tourist couple who
With a couple of borrowed machines & hired
visited my workshop and showed it to me‖
hands, ―QUILTER‖ was born (which her friends
says Priya. But she still prefers to keep a low
mockingly mispronounced as ‗quitter‘). But
profile.―I have never advertised & am too shy
quitting was the last thing on Priya‘s mind.
to give interviews ― she admits, and avoids
Beginning with her friends & relatives, her
the lure of mass scale production. ―It‘ll
client base soon caught the attention of Odel –
always be quality over quantity for me.‖
one of the biggest malls in Sri Lanka.
asserts Priya.

Last year, Priya‘s turnover was over LKR
20mn. Some legacy that is…

Visit: http://www.legacylinen.com/

One of the main reasons she continues to do
what she does, is that Kinder Soaps has had a
direct impact on the quality of life of many of
her customers. ―I‘m not saying that I produce
miracle cures, but it‘s great to receive honest
feedback from customers who‘s skin problems
have started improving after using my soaps.‖
The 2 year plan for Kinder Soaps is set up a
physical retail outlet where she can also
conduct soap making classes. What she loves
most about her job is her getting to be with her
kids all day and still being able to do her work.
―This afternoon I was making a batch of soaps
with the kids playing in the living room next to
me. It‘s priceless to be with them at this young
There are three words to describe Michelle age,‖ says Michelle.
Ho Chui-yean: Always In Motion.
This does not just apply to her running of
her business, or how she thinks, but also www.kindersoaps.com
how active she is physically. In her youth,
Michelle competed in national level swim
meets, received training in classical ballet
and currently continues to expand her
physical boundaries with her latest
interest: practicing yoga.
Her business, Kinder Soaps, started from
her desperate hunt for all-natural skincare
products for her daughter who developed
eczema shortly after birth. “There didn't Dreamtime
seem to be anything truly 'natural' in the
local market, so I started learning how to
make soap from scratch. Wherever
possible, I use ingredients in their whole
and natural form I also try to keep
packaging to a minimum and be mindful
about the environmental impact of my
business decisions and processes.‖

Clarity


Zheng Yan wasn‘t cut out for the 9-to-5; she Zheng graduated and found a web design job.
likes long backpacking trips and sleeping in. Keeping up with Taobao and her day job was too
If she gets an idea, she has to act on it. By much. So after two months, she bid the office job
putting independence first, she converted a goodbye.
part-time Taobao cosmetics store into a swift
operation that turned over more than RMB3 Her parents, retired Shanghai factory workers,
million last year. The basement of her weren‘t pleased. They came around as sales
Baoshan home serves as her operations increased, and today they‘re part of the
center. business, helping out with supplies and logistics.
Today Zheng has seven employees, including
―For three days I‘ve been working through her mother and father, and has more than 100
the night preparing for a big Taobao promo,‖ customers a day. She‘s expanded her offerings to
Zheng says. include European and American brands and uses
analytic tools to study clicks and improve sales.
For a 28-year-old whose home has shelves Her web design background comes in handy for
packed with boutique beauty products, she that.
wears little makeup. ―I‘m not especially
interested in cosmetics, but I thought I should ―Before it was easy,‖ Zheng says. ―All you
persist in what I started.‖ needed was a product and a good price.‖

In college, Zheng had a friend studying in Competition is fierce now. Many Chinese
Japan who thought they could make money studying abroad had the same idea, she says.
through the online selling of Japanese face Plus the new Taobao Mall, where big businesses
and hair products that were unavailable on can sell direct to consumers, is added pressure
the Chinese mainland. It was 2005 and on the small guys.
Chinese e-retailing giant Taobao was just two
years old. The friend went to little shops, Zheng stays on top with meticulous research in
bought up Japanese cosmetics and mailed fashion media. As Taobao changes, she adapts –
them to Zheng. At first they had five or six now she sends out microblog and text
customers a day. By the end of the first year promotions. Despite the added challenges, her
they were up to 50 and buying bulk. business continues to grow.

Orange Bicycle is the brainchild of four
friends who came together because they
shared a common dream – of being their own
bosses. They all came with their individual
strengths – each of which they believe makes
their idea possible. They share a belief in
ideas and the passion of turning these ideas
into creativity.

Lalitha Lodaya, is a Chartered Accountant with
over 9 years work experience in the financial
sector and comes with the financial expertise
(the backbone of their business idea). She holds
the fort when the dreamers fly off the handle.

Gunjan Khaitan is the one who sowed the
seed of this idea. She comes from a business
family and armed with a communication
degree from MICA (Mudra Institute of
Communications Ahmedabad) and a 9 year
stint in advertising, media, and marketing. Is
loaded with a passion to succeed and is
always brimming with ideas. She is the
eternal optimist in the team.

Torsha Banerjee is armed with a
communications degree from MICA and
having worked in the advertising and media
industry for over 9 years, she now wants to
work for herself. Having an innate passion for
beautiful spaces, she is in charge of our
aesthetics department.

Leena Mitra, an alumnus of NIFT (National
Institute of Fashion Technology). She has
immense knowledge and experience in
design, product development and
merchandising. She is the one with the
industry expertise and the skillset.


While studying at Universitat de Barcelona in
Spain in 2006, Hannah Alcoseba taught basic
English to pre-schoolers to pay for rent. Her
service extended to working professionals who
badly needed to strengthen their English skills
since they dealt with clients all throughout
Europe. When the market crashed three years
later, Hannah came home to the Philippines in
search for a job.

The small but loyal base of students Hannah left
behind in Barcelona still kept in touch, asking if
she could help them compose letters or
rehearse their English conversational skills.
―That‘s how I came up with the idea of giving
my English class online. At such a challenging
time, many saw the value of learning English.‖

According to Hannah, her friends in Spain were
worried about the bleak economic situation so
many of them sought after better opportunities
abroad. However, in order to be considered for
these jobs, they were informed that they
needed to be fluent in English.‖ This is how 7
English Forum Tutorials was born.

What makes 7 English Forum Tutorials a cut
above other online English tutorials is that the Today, Hannah teaches English to people in
line-up of topics are relevant and informative in different parts of Spain, which has led them to
order to make the class interesting and successfully close business deals with English-
dynamic, without sacrificing grammar speaking clients. This year, she hopes to attract
essentials. ―Before my trip to Spain, I worked as more customers not just from Spain, with the
a TV news reporter and writer, covering crime launch of her website.
and politics. In Barcelona, I also wrote for an
English magazine. Since the news has always Her current challenge is managing classes in
been my passion, I decide to create lesson different time zones. ―I just adjust by working
plans that were based on current news items. odd hours here in Asia Pacific time to teach
For example, the Listening portion would be those in the regular time in Europe. It gives me
about a recent news segment on TV about free time during the day. In the afternoons, I
which football team won the Champion‘s have time to host a segment of a Spanish radio
League, the Speaking portion would be show.‖
expressing their opinion on the engagement of
Prince William and Kate Middleton.‖ www.7englishforumtutorials.com.


When asked about the reason behind changing
her profession from a corporate to an
independent entrepreneur, she said ―We
always find our negative points and downplay
everything that is our own. We can't see the
light at the end of the tunnel. People might have
fantastic dreams to achieve but they step back
whenever they face obstacles‖. ―I want to
change that and create leaders‖. She dreams to
contribute to the development of the country by
making positive changes needed in every
aspect.
Not only Bangladeshis, but students from all
around the world want to go abroad for better Israt started her own management consultancy
studies knowing that they can get satisfying firm ‗Mind Venture Management Consultancy‘
jobs back home if they are certified from a and a property management company where
foreign university. Not only students, even well she trains and manages hundreds of
established people of Bangladesh prefer to people. She took inspiration from the leaders
settle abroad and therefore apply for who worked around her. Her business is based
immigration. The reason being simple – the on growing leadership quality among workers
hope for a better future and the convenience of and employee relationships between upper,
an easier lifestyle. It is rare to see people mid and bottom levels. She took the initiative to
coming back to their motherland even when resolve the problems through nurturing ‗human
they know they can‘t achieve things easily. It is talent‘. She worked for different banks and most
rare to see people saying that they want to importantly she played the role of a
come back and do something for their own motivational speaker and contributed to the
country. Israt Akond is one of those rare betterment of livelihoods of thousands through
people. her ―expert solutions‖. Her work is to find
loopholes in the manner we use our human
capital and to show the active way of doing
After completing her higher studies in business.
―Training and Leadership Management‖ from
Melbourne, Australia, Israt decided to make it While her business focuses on many different
big back home. She had worked on and off for fields, they all lead towards one goal – creating
Grameen Phone, Brac Net and many other leaders. As a woman, she has to constantly face
voluntary associations. Not only that, during her problems related to safety and security. Her
work tenure, she received several professional advice for women who want to become
trainings in different countries including entrepreneurs are that they should be: keen to
Australia, India, UK, and Norway which she learn, socially and culturally enlightened,
believes helped her establish her own venture intrinsically motivated and well networked. She
at the end. Based on her experience, skills and believes that the present situation is
networking, she no longer wanted to work for advantageous for women entrepreneurs as
others rather do something on her own. government inspires banks to give loans. She
believes that learning is a gradual process and
Israt wanted to break the norms of an orthodox her experience has taught her to become an
society. She wanted to be an ―agent of change‖ entrepreneur. She believes in contributing and
in the midst of a traditional way of thinking. prefers to be exceptional.


27 year old ―May‖ Kulapat
Kanokwattanawan, is the
founder and owner of the
hugely famous ―After You:
Dessert Café‖ in Bangkok.
Her passion for baking has
been with her since a young At 24, May graduated and felt that there
child constantly found was no better time to start a business
herself glued to a cooking than when she was young and there
TV shows. Next thing she was time to make a big U-turn if things
knew was how to bake tiny didn‘t go according to plan.
cakes, creating her own
recipes from Oreo‘s cream She opened her first store in the hip
fillings. She already wanted eatery Thonglor area. It was an instant
to have her bakery shop at hit. May was able to break even in less
the age of 14. than 2 years.

Unsurprisingly, her parents didn‘t May says that her success comes from
think it was her time. She continued her passion, originality and patience.
her studies in marketing, with hope Like, baking, it need loves, creativity
from her family to run their secured and it needs time for success to shine
and established business. May through.
refused and insisted to go after her
childhood dream to own a bakery
store.

A rare opportunity arrived when
her cousins newly started a
publishing company asked May to
write a handbook on baking . The
book was called ‗May Made‘.

The series of books turned out
successful and she quickly made a
name as a baking guru.


Jennifer Nguyen – owner and designer of Candy ―I didn‘t have any formal training or education
Rox – brought her business savvy to the fashion in fashion, design or retail, but it has been
front by launching her own line of designs for something I have had a passion for my whole
young Vietnamese women. Candy Rox is not life – I am always looking for great clothes in
only the name of her style label but also her the latest style, and I am always buying them
new store in the centre of Ho Chi Minh City. too. But I have always had to travel overseas to
find the pieces that I like, that are on trend and
Jennifer [pictured centre with models wearing that I know that everyone won‘t be wearing.‖
her designs] recognized a gap in the market
between the high fashion labels breaking From the beginnings of her small apartment
through the fashion scene and local retailers filled with sewing machines and fabrics to a
that lacked design variety. With Candy Rox, she fully stocked floor space with limited pieces for
decided to create a new tier of fashion and each seasonal collection, Candy Rox is
choice in the market. frequented by mounting advocates and Jennifer
couldn‘t be happier. ―It‘s hard work, but I love
Candy Rox makes international design and chic doing something that I have a passion for on a
available to fashion discerning women in day-to-day basis – feeling good about the way
Vietnam that want the opportunity to express you look is important to many woman, and it‘s
and change her style as she feels like it. Her important to me to know that my customers feel
flirtatious designs have even been featured on good when they walk out with a piece from my
Vietnam‘s Next Top Model, styling some of collection that they love.‖
Vietnam‘s hottest upcoming celebrities.
www.facebook.com/CandyRox

Heeun says, ―There are more than 400 online
dating services in Korea. The market is pretty
big and is expected to grow continuously.
However the current services do not satisfy
many women, being focussed on either
marriage or for casual fun-seeking. Many
dating services are full of male members. We
saw that wasn‘t a very good business model. So,
we set up a site that could attract women, and
emphasized that this service wasn‘t casual
dodgy or too serious. Instead, it was trustworthy
and sincere.‖

I-Um now has over 7000 men on its waiting list.
―We‘re kind of deliberate in delaying the speed
of subscription‖, she adds.

Many ventures strive to find a sustainable
business model with a paid service. When she
began, many warned that I-Um would lose or
not attract subscribers in case it charged for its
services. Heeun has a different story to tell.
After just one month, she managed to break
even. Last year, she won the grand prize in the
female startups competition in Korea.

―I decided to start my own business with a
couple of friends only a few months after I
joined the company. They told me that they
Heeun Park is the CEO of the dating service I- would accept me back when my business would
Um, attracting 70 thousand subscribers. She go bankrupt in 6 months. Luckily, I don‘t have to
ascribes the popularity of her booming go back,‖ she laughs.
business to her site‘s ‗trustworthy matchmaking
system.‘ http://www.i-um.net/

Born in 1986, a journalism graduate of Seoul
National University, she worked in the NC Soft
Global Business team before founding I-Um-
Socius, an online dating service in May 2010.

Subscribers of the I-Um service are introduced
to one another at noon everyday, and must
decide whether or not to accept the date within
24 hours. When both parties agree, they can
meet in person. Since the launch of the portal in
November more than seventy thousand people
have subscribed.


Hanifa Ambadar is a mother of two. Her main Apriasari Sasomo is also a mother of two.
interest is to raise her two children full time, When her second son needed special attention,
while she channels her passion in fashion and she decided to quit her job to take care and
journalism. always be there for her children. She became a
full time mother.
She began by documenting her recent
purchases, favorite shopping spots and trends Fortunately, her son‘s condition imrpoved.
that caught her eyes in a personal blog. But as Although still she was committed to always be
more and more people get interested in her there for her son, she thought she was not the
writings, she created www.FashioneseDaily.com type of person who like to sit and do nothing.
which has grown to be the most visited online
media in fashion, beauty & lifestyle in Indonesia. Her hobby and passion for batik became an
opportunity, when her friend asked her to join
A few months later she decided to open to open a batik boutique in Bandung. So she
Fashionese Daily forum, which again, proved to found access to Batik Tasik (Tasikmalaya is a
be a smart move: it is now one of the most active city in West Java) and started a boutique called
forums in the country with 6900+ registered ―Butik Batik Tasik.‖ Later, she expanded her
members from five continents.Even though she collection to Damar Batik. Now she has also
already busy with Fashionese Daily‘s day-to-day started an online platform where people can
operations, she still sees there‘s an opportunity see her collection and order her creations:
to take the company to the next level. www.butikunited.com. (currently under
construction for updates.)
Fashionese Daily Network now has 2 additional
sites under its wings : Mommies Daily and Fame She does lots of exhibitions around Bandung.
N Frame, which has expanded Fashionese Daily When asked why she choose to become
readership further, catering different needs and entrepreneur and not go back to work,
interests of the audience. Sponsors are starting to Apriasari said, ―It is not because it is easy, it has
advertise on her sites, making her piggy bank its own challenges and it is also very hard. it is
fatter and fatter. about the need to have flexibility of working
hour, not like office hours from nine to seven, or
Now, her ‗little baby‘ (Fashionese Daily) is actually mostly from seven to nine. With the
already big. She refuses to be called as flexibility of time, I can work, gain extra income
―business woman‖ and prefer to be called as a from my passion on batik and still look after my
woman who just follow her passion to do the best children.‖
of her life.


As a kid, she dreamed of becoming a soya bean
drink seller. She put soya beans on the side
when she reached college, however, and
attained a degree in economics from the
National University of Singapore.

She then proceeded to work at a bank, but left
after a year because she felt she wasn‘t cut out
for the 9-5 work schedule, disliked the
corporate structure and couldn‘t stand office
politics. Immediately after leaving, Chua
focused on how to get the funds to open up the
day spa she had envisioned. With cut-throat
dedication, she accrued $300,000 within one
year, working as a real estate agent, and
Cynthia Chua is the entrepreneurial visionary
consequently found partners to invest in the first
who first introduced the holistic day spa
Spa Esprit with her. Soon enough customer
concept to Singapore in 1996, with the very first
demand was forcing them to open up another
Spa Esprit in Holland Village, and then went on
spa, and then another…
to introduce and succeed with the concept of
the ‗brazilian‘ and ‗boyzilian‘ in Singapore
through her beauty group‘s waxing franchise
Strip. Just like Spa Esprit, Strip quickly
expanded throughout the nation as the concept
took off among local and expat females, and
even males. Strip’s waxing service concept was
strong enough to be transported beyond
Singapore; Strip is now in nine cities worldwide,
including New York, London, Dubai, and most
of Asia‘s metropolitan centers! It is Chua‘s Spa
Esprit Group‘s biggest moneymaker, and
claims to have already groomed 2,000,000
bushes!

Today, the 36 year old entrepreneur has a
burgeoning empire of 30 shops. Her latest
project, House, located at Dempsey road, is a
$5-million, 35,000 sq feet lifestyle complex that
incorporates a café, bar, spa, yoga studio as
well as creative gallery to showcase up-and-
coming artists. Chua wasn‘t always running a
beauty group that annually pulls in 25 million
dollars though.


The idea for Strip came to Chua when she was
visiting New York in 2002. Her American guy
friends would rave to her about Asian women but
wished they would groom more ‘down there’. Chua
took the idea to mind, and poured her energy into
making the concept of waxing work in her
conservative motherland. Waxing was either
unconsidered or had a bad reputation in Singapore
when Chua started out, and thus she had the task
of changing perspectives on it. Success wasn’t
quick, but with the help of quirky and educational
marketing campaigns, Brazilians became cool. In
explaining her past successes, Chua also exposes
what she’s made of: "I don't let people tell me my
visions are a fantasy. I make them real because I
believe in them."

Playing on my iPod*

* or at my favorite KTV parlor

Bangkok Mumbai
Taio Cruz
Bird, Tongchai McIntyre, a 52
year old forever-superstar “Dynamite”
“Too Much So Much Very http://www.youtube.com/
Much” watch?v=VUjdiDeJ0xg
http://www.youtube.com/watc
h?v=9D103sB2mOk
Usha Uthup
Body Slam, a top hit Thai
rock band. “Darrling” from the film
‗7 Khoon Maaf‘
“Sticker”
http://www.youtube.com/ http://www.beemp3.com/i
watch?v=Y5e-6jGgcco ndex.php?q=darrrling+saa
th+khoon+maaf

Colombo Tokyo
Lahiru Perera. AKB48

“Enna Dinawanna” “Beginner”

http://www.youtube.com/wat http://www.youtube.com/
ch?v=sKATaRw3Lk0 watch?v=HDn_EK7VRwQ

Bathiya & Santhush. Kuala Lumpur

“Hot and Spicy fun eka danila”

http://www.youtube.com/watch?v http://www.youtube.com/
=LlLdJO9gZRQ watch?v=o9tJW9MDs2M&
ob=av2el

http://www.youtube.com/
watch?v=RcmKbTR--
iA&ob=av3el

Playing on my iPod*

Shanghai Taipei
Faye Wong & Eason
Chan
Liang Jingru
“Because of Love”
“Love More”
http://v.youku.com/v_show/id_X watch?v=pjFpTqsW7zQ
MjQzODA1Njky.html

Show Luo
Xuri Yanggang
“Only You”
“Inside the Spring”
http://v.youku.com/v_show/id_ watch?v=3B1sqq4MTyA
XMjQxMjUyOTgw.html
Manila
Ho Chi Minh City Katy Perry

“Fireworks”
Ho Ngoc Ha
Live version:
“Sao Ta Lang Im”
http://www.yinyuetai.com
/video/105171
http://mp3.zing.vn/mp3/ngh
e-bai-hat/Sao-Ta-Lang-Im-
Ho-Ngoc-Ha.IW6FUDC6.html

Singapore

Black Eyed Peas

“Time”

watch?v=JwQZQygg3Lk
Lady Gaga & Beyonce

“Telephone”

watch?v=EVBsypHzF3U

watch?v=hWjrMTWXH28

Playing on my iPod*

Paputungan Bona, 32 year-old is a former
inmate in class A II at the Gorontalo City
Prison in Indonesia. Bona spent his time
behind bars from 11, March 2010 and was
released on January 5, 2011.

When he launched the song ―Andai aku
Gayus Tambunan‖ (if I Gayus Tambunan)
on youtube, it went to the top of the
charts. The song is about Gayus
Tambunan (bottom left), a tax employee
type IIIA prisoner, who was convicted in a
high profile Indonesian tax fraud, money
laundering & corruption case.

During Gayus‘ time behind bars, he
apparently bribed the police, the law
http://www.youtube.com/watch?v=SEKnyIddtDU enforcement agencies and politicians. So,
he could go out of the prison anytime he
wanted: some 68 times and on some of
those occasions he even visited other
countries. This event was a total disgrace
of Indonesian justice system, hence the
song‘s popularity.

From street musicians to celebrities to
news anchors to office workers,
everybody talks about this song. The
song is about how injustice the system is,
and how justice can be bought by money.

Bona himself ,as a former inmate, was
treated very differently – he was often
beaten up in prison. With that experience
he created a song, as social criticism.
Suddenly everyone wants to sing along…
especially those who long for justice.

Rage against …

What‘s making people really angry,
and why?

Rage against …

Monopolies
Especially brands that have put a restriction on
consumer choice and are dictating terms.

K+ (a new satellite TV service) has upset
Vietnamese soccer fans with their monopoly in
broadcasting the English Premier League.
Traditionally, the Premier League broadcasting
right was shared among state owned paid TV
services. K+ gained the exclusive right to
broadcast all the Sunday‘s English Premier
League matches and charge consumers three
times higher than the normal monthly
subscription people currently pay. For the first
time in Vietnam, consumers (most of them are
soccer fans) are boycotting a brand on the
Influx of foreigners Internet through social media websites, most
notably on Facebook. This has seriously
Singapore has the highest proportion of affected K+‘s business and demonstrates that
foreigners to locals in the world. As of 2009, Vietnamese are now leveraging the Internet to
only 52.3% of people in Singapore were exercise their power and rights as active, not
citizens. You can comfortably predict that passive consumers.
only half of the people walking the streets of
CBD are Singaporean-born. Hence, the Consumers show their objection by making fun
government‘s crack down on foreigner‘s of K+ logo and posting it on the Internet:
applications for PR (the quota has been
greatly reduced in the last couple years), and
their push to get Singaporeans into more
senior positions. Singaporeans are angry
because ex-pats from developed countries
are taking up most of the senior positions at
the high end of the job spectrum, and
Mainland Chinese, Filipino and Thai
immigrants are driving down wages at the
low end of the job spectrum. Resentment,
particularly towards Chinese PRCs , is also
boiling around the lack of service etiquette
(good manners and ability to communicate
with customers) from some immigrant
workers.

Rage against …
Corruption in the armed forces

There was also strong evidence that M/Gen.
Garcia stole from the UN Peacekeeping
Filipinos are angered by the alleged misuse of Reimbursements, US-PH Balikatan Expenses,
funds in the Armed Forces of the Philippines AFP Procurements, and Interagency Transfers.
(AFP.) This is largely attributed to the low salary
and substandard equipment of Filipino soldiers Due to these suspicious circumstances, the
despite the sizeable budget allocation. However, new President, Noynoy Aquino ordered his
these suspicions have never been confirmed until office to investigate the plea bargain made by
the much-publicized case of Major General Garcia. Army Col. George Rabusa, a longtime
Carlos F. Garcia (above left). budget officer at the AFP office of the deputy
chief of staff for comptrollership, claimed that
Formerly AFP Deputy Chief of Staff for they kept vaults with millions of pesos and
Comptrollership in 2004, General Garcia has dollars in their office to bribe visiting military
been indicted for amassing more than 300 million officers and officials of civilian agencies that
pesos from the funds of the armed forces. M/Gen. the military has been dealing with. Rabusa
Garcia entered a plea bargaining agreement and admitted to bribing known government
pled guilty to lesser offenses of Indirect Bribery officials like former Defense chief Angelo
and Facilitating Money Laundering. Reyes, who got at least P50 million pesos after
retiring in 2001.
Garcia‘s son was arrested back in December 19,
2003 by the US Customs at the San Francisco Consequently, Angelo Reyes was instrumental
airport for failing to declare US$ 100,000. Other in the rise of former President Gloria
assets the general disproportionately declared in Macapagal-Arroyo. He held several posts in
his latest Statement of Assets, Liabilities, and the Arroyo administration, including Head of
Networth (SALN) are 9 vehicles supposedly the Department of National Defense.
valuing a total of P1,150,000.00, properties in
Angelo Reyes committed suicide in front of his
Ohio and New York, USA, valuing $1,420,000, an
mother‘s grave, the same day he was
investment with the Armed Forces and Police
scheduled to testify in the congressional
Savings and Loan Association (AFPSLAI) and the
investigation hearing. While Filipinos join his
dividends he received from there, as well as
family in mourning his death, there is hopeless
money in dollar currencies approximately
resignation in the case being unresolved since
amounting to $193,400.00. These funds were
Reyes may have taken the truth with him to the
transported by him, his wife, and his son Juan
grave.
Paulo to the USA.

Rage against …

Clampdown on cultural diversity

Recently the Government of Sri Lanka decided The Sinhalese original was then translated into
to do away with the Tamil language version of Tamil and English, but controversy continued.
the national anthem. Sri Lanka Matha Sirimavo Bandaranike, Sri Lanka‘s first female
prime minister walked out of an event in the
Voices from the ruling party opined that ―no north when the Tamil version of the anthem
other national anthem is sung in more than one was sung. President Rajapakse quoted this
language ― (quoted by the President) & that incident at a meeting, not for criticism, but as
―India with 300 languages has a Hindi national grounds for abolishing the Tamil version.
anthem ― (quoted by a certain minister). The
general public have been aghast to witness The Sri Lankan intelligentsia believe that this
such level of ignorance being exhibited by move by the govt. is insensitive to a Tamil
such public luminaries (the Indian national population already demoralised and shattered
anthem is in Bengali and nations such as South by the bloody ending of the war against the
Africa, Canada, and New Zealand & several LTTE. At worst, it will be seen as yet another
others have multi-lingual anthems). racist move by a Sinhalese Buddhist-
dominated government against the country‘s
Traditionally, the Sinhalese version of the largest ethnic minority. The sheer
anthem is sung in Sinhalese-majority areas, pointlessness of the decision might fuel the
and the Tamil one in Tamil-majority areas. pro-Tiger and anti-president elements in the
There is an English version apparently, which diaspora who are already calling the
most Sri Lankans have never heard or sung Rajapakses fascists. It might be seen by Tamils
heard sung. If the Govt. of Sri Lanka felt a need as one more bullet to follow the already fired
for some sort of standardization, the sensible ones about Sinhalese colonisation, military
(and sensitive) option would have been to occupation, and religious suppression in the
have a verse in each of the official languages. Northern Province.

Sri Lanka Matha has been mired in controversy
ever since it was penned. Originally titled
Namo Namo Matha by its author, Ananda
Samarakoon, in 1940, it was adapted as the
national anthem in 1951. A committee headed
by Minister of Home Affairs and Rural
Development, Sir Edwin Wijeyeratne, gave
into criticism of the original composition — a
form based on the Vedic Meter — which was
said to connote misfortune. He changed the
opening line in spite of Samarakoon‘s
vehement protests, the new version going into From the blog of David Blacker – Creative
use in 1952. A distraught Samarakoon Director of Phoenix Ogilvy & also an
committed suicide ten years later. eminent Sinhalese blogger

Rage against …
Corruption, and Eve-teasing

It‘s a universal truth that most societies are
male dominated. So naturally it‘s inevitable,
that women and girls, over the past few
centuries have not been able to display their
expertise, passion or skill according to their
potential. Women and girls have similar
ambitions or the zest for achievement like men
but the greatest drawback is the orthodox
society and a preconceived stereotype of how
a proper woman is supposed to be. But now
when women are progressing and the
Indonesia‘s Bank Century, in late October 2008, traditional belief is on a verge to change, they
failed on several large loan payments and was are disheartened from the core because of
declared insolvent by the Financial Sector those ―few men‖. Now when we have realized
Stability Committee which was led by Finance that women are equally important to develop
Minister Sri Mulyani and included the former our economic and political situations we hold
Bank of Indonesia (BI) Governor (now vice them back by making things difficult. ―Eve
president), Boediono. teasing‖, a euphemism for sexual harassment
is one of the reasons girls are stressed now-a-
Bank Century thereafter was taken over by the days; fourteen girls took their own lives as a
Deposit Insurance Agency and needed a massive result of this over the last few months.
injection of state funds into it, totalling 6.7 trillion
rupiah or almost $700 million, over a period of Eve teasing is faced by women and girls
nine months. Minister Sri Mulyani concurred with regularly in Bangladesh. This is regularly
the BI Governor's judgement. covered by journalists and makes headlines in
newspapers every other day. Even little girls
As the parliament became aware of the scale of are sexually harassed and forced to commit
the bailout in mid 2009, the parliament held suicide to escape from ―eve teasing‖. Parents
hearings with Mulyani and BI senior deputy do not feel secure sending their children to
governor Darmin Nasution, and soon ordered the school because of these child molesters. They
Supreme Audit Agency to launch an do not feel safe outside if they don‘t have male
investigation. relatives around. When they come home alone
from office they are always looking over their
The scandal revolves around not only the massive shoulder to check whether anyone is stalking
drain on state funds involved, but questions of them. They always have questions in mind
whether some depositors had preferential when step out of their homes: ―Why is he
treatment or access to their funds after the bailout staring like this? Why is the CNG puller
money had been injected, and whether some of looking back through rearview mirrors? Why
the money was diverted and embezzled. does a girl wearing a T-shirt have to hear
comments from random street people?‖ Even
Meanwhile President Susilo Bambang Yudhoyono though our government has taken a few steps
(SBY), who retrospectively approves of the in order to awaken Bangladeshi citizens, there
bailout as a sound financial decision, has been are girls committing suicide everyday; some
accused of being weak in handling the fallout stories get published in the newspapers,
from the affair. others remain untold and barred.

Rage against …

Bad drivers, bad attitude

An National Taiwan University doctoral student
deliberately blocked an ambulance and
caused the delay of an old lady being
transported to hospital; she was in a critical
condition and had no vital signs in the end. All
the process was captured on video, which was
quickly uploaded online and went viral,
outraging online users and generating interest
in the media.

The issue raised social attention, and was
followed by a large-scale collective work by
netizens to identify him. Although that forced
him to stand up and apologize to the public,
the offender still would not show up to face
those responsibilities; even more, his father
Monster parents claimed that it was not all his fault, which
caused even more rage.

Across Japan, teachers are reporting an Finally, the doctoral student released a letter
astonishing change in the character of parents, of apology, but Taiwan‘s netizens would not
who have become a super-aggressive army of let him go. They created some works to mock
complainers. his aberrant behavior as below:

For example, an elementary school captured a
lot of interest when it put on the play ―Snow
White and the Seven Dwarfs.‖ The curiosity of
it was that there were 25 Snow Whites, but no
dwarfs and no witch. Giving in to pressure
from parents, who launched a campaign of
bullying and harassment against them, school
authorities decided against favoring one girl
to play the role of Snow White.

In the past, Japanese parents would apologize
to the teacher and school for their children‘s
behavior. But nowadays, parents view
themselves more as privileged customers and
horror stories of their behavior abound.

Recently, some teachers are starting to fight
back by suing them, claiming that as a result of
―Monster parents‖, they have symptoms of
depression and could not work anymore.

Waiting list

So, what are people queuing up for?
Very different things, really.

Everyone in Bangladesh, Sri Lanka and India Malaysia is one of the many countries hit by
wants a World Cup ticket. From February 19, the ‗Korean Wave‘ (a term describing the
when the first ball was bowled in Mirpur, significantly increased popularity of South
Bangladesh, to April 2, when the champion Korean culture around the world). Korean pop
team lifts the trophy in Mumbai, residents of culture is known to drive its devoted fan-base
the subcontinent will do their best to snag a into a frenzy!
ticket to the matches, especially if their home
country is playing. Telecommunications company Digi recently
treated fans of Korean Pop (K-pop), to a
Pakistan, Sri Lanka and India have all won the performance by three of South Korea‘s most
trophy before, and are eager to bring the cup popular artists: G.NA, 4 Minute, and BEAST.
back. Meanwhile, fake tickets abound.
A reporter noted ―I‘ve been to plenty of
Fake tickets in Bangalore concerts and gigs, and I have never seen a fan
like a true K-pop fan.‖ Queues to purchase
Don‘t get caught with fake tickets tickets started as early as 5 am, with counters
opening only at 12 noon. Some true-blue fans
Fake tickets seized in Bangladesh even camped out at the venue the night before
the concert.

There was hardly a gender, age, or race
divide among the concert goers. A reporter
even wondered whether Kpop could be the
formula to unite the ethnic groups within
Malaysia. As she explained, ―You might think
it‘s a far stretch but check out a Kpop concert
next time and you might think so.‖

Waiting list

In our last issue, we reported the massive A customized Honda Cub from the 80s is one
traffic jams in China‘s cities and on its of the hottest items urban Vietnamese
highways. Of course, the government was youngsters have been craving for recently.
noticing. Though having been replaced and swept
away by motor scooters, Honda Cub
So, starting January this year, the authorities in motorbikes are back and are seen as a
Beijing decided to limit the number of new symbol of a long-lasting beauty and vintage
cars that could be registered (and bought). design.
From an everyday 2000 cars, to just 660.
Slashed by two-thirds, just like that. It‘s not very easy to get a Honda Cub in these
days. Most of the Honda Cub lovers hunt for
Prospective new cars owners have no choice old Honda Cubs in rural areas or metal yards,
but to line up and bid when those registration then ‗revive‘ and modify them, which costs
plates are auctioned every month. them a handsome amount of money.

The day after the announcement was made,
shares of Mercedes-Benz and BMW in faraway
Germany fell.

The first Krispy Kreme outlet at Paragon Mall
in Bangkok was regarded as a ‗ crazy
queuing phenomena‘ as the waiting line
poured out of the mall onto the streets. Four
months later, the donut worshippers are still
around (left).

Tense about

Shortage of maids
Tens of thousands of Malaysian households
have been thrown into domestic chaos as a
shortage of maids hits a country with a long-
standing dependence on cheap foreign labor.

Nearly two million foreigners, mostly from
Indonesia, are registered to work in Malaysian
homes, shops, factories and plantations, and
many more are undocumented, making
S.E.X. Malaysia one of Asia‘s biggest importers of
labor.
The Singaporean government has got itself
into a bit of a dilemma. It is concerned with the Maids from Indonesia, who work for as little as
rise of teenage pregnancies (now around 2000 400 ringgit ($130) a month, have no laws
per year for girls age 10-19), as well as the governing their working conditions and a
spread of STIs among teens. However, if they increase in abuse cases prompted Jakarta to
officially promote contraceptive methods, they declare a ban on new arrivals since June 2009.
implicitly recognize pre-marital sex. The As a result, 35,000 Malaysian households have
recent article in Life magazine about sex in been left without domestic helpers.
Singapore has likewise stirred up much
controversy between the old thinkers and the This shortage in Malaysia has become a crisis,
new. In the past, the Ministry of Education‘s as there are few childcare centers and elderly
Sexuality Department has turned a blind eye relatives are often cared for in the home.
to teenage sex and demonized casual sex.
According to them, sex should never be
casual, but performed within a healthy ―I am struggling without a maid,‖ said Maz, a
relationship with ‗family-building‘ as the main mother of three who is considering quitting her
goal. Teenagers and young adults see it job as a purchasing officer to take care of the
differently, however. They see the sexual household and her children aged between one
liberation which their generation‘s and five. ―I have to send my kids to nursery and
counterparts in the West enjoy, and disagree baby-sitters now. All the household chores also
that sex should only be ‗acceptable‘ if its in fall on me after my work, I‘m losing quality time
connection to conceiving a child in wedlock. to be with the kids so that is why I‘m thinking of
However, the tension continues. quitting my job,‖ she said

Tense about

Bullying
In Taiwan, it all began when a female middle-
school student ganged up on a fellow student,
physically attacked her, forced her to strip
and took pictures of her naked in a vicious
case of schoolyard bullying.

After that, more and more similar bullying
cases were exposed by other students. It was
also found that many of the parents of bullied
students were living in the shadow of fear.
Even though the Ministry of Education said the
school and its members have cooperated with
A Nation Divided by Shirt police investigations, they believe this may
Color not help much.

Common people in Thailand are really worried Finally, the government gave a command to
about is the unrest and constant rallies from post police to stand guard in some seriously
these colored shirts lovers, who use colors as a affected schools and conduct long-term
sign of political allegiance. This endless battle educational activities to promote bully
has not only divided once peaceful and united prevention. Meanwhile, all the videos on TV
would be watched carefully and taken off air if
country, but has also affected the economy and they have any scenes that may suggest
claimed many lives. conflict or bullying.

This is one TVC that was pulled off:

http://www.youtube.com/watch?v=nyl_vdDlh
Wo

Filipino immigrants after voting

Tense about

Child beggars
Child beggars on China‘s streets have the
Dying alone nation‘s netizens in a tizzy. And they‘re doing
something about it.
In Japan, kodokushi, a phenomenon first
An online campaign, which was launched by
described in the 1980s, has become hauntingly
netizens on micro blogs on Jan 25 is proving to
common. In 2008 in Tokyo, more than 2,200
be effective, assisting authorities to crack down
people over 65 died when alone, according to
on gangs that kidnap children and to help
statistics from the city's Bureau of Social
reunite kidnapped children with their families.
Welfare and Public Health. Many old people
die alone, sprawled on the floor beside
Yu Jianrong, a professor with the Chinese
crumpled clothing and dirty dishes, tucked
Academy of Social Sciences and the initiator of
beneath flowery bedspreads, slouched against
the campaign, called on netizens to take
the wall. Months — even years — can pass
snapshots of children they see begging in the
before somebody notices a body.
street and of other children suspected of being
abducted, and then post the photos on micro
The deaths most often involve men in their 50s blogs in the hope that family members will see
and the nation's rapidly increasingly elderly them.
population. Today, 1 in 5 Japanese is over 65;
by 2030 it will be 1 in 3. With senior citizens Within days of the campaign being launched,
increasingly living away from family and a six children were identified and reunited with
nationwide shortage of nursing homes, many their families.
are now living alone.
If anything, this underscores the phenomenon
This phenomenon is recently stretching to of social and economic inequity, but also an
younger generation: male in 40‘s and even 30‘s excellent example of how the China‘s rapidly
- people who have lost all connection with expanding internet coverage can be put to
family and society. good social use.

Everyone’s talking
about …

Campaigns & brands generating buzz

Everyone’s talking about …

Happy Cats and The Force, in Singapore

What happens when you release a hundred cats From Superbowl to Singapore
in an Ikea store?
Launched at Superbowl, Volkswagen‘s The
You end up with a completely emotional Force, features a child in a Darth Vader suit
proposition. There aren‘t shots of the products using mystical powers (or The Force, made
in this advert, no prices popping up throughout famous in the Star Wars films), to move the
the sixty seconds and no irritating voice-over. A home's washing machine, family dog, a doll and
combination of beautiful cats and slow motion his breakfast albeit unsuccessfully.
shots emphasize the curiosity of these animals
in pursuit of their own comfort. The delicate Feeling dejected, the tiny ―dark lord‖ than
sound of ‗Pianni‘ by Mara Carlyle on the piano decides to use The Force on his father's parked
compliments the dream like atmosphere VW Passat 2012 in the driveway and actually
starts it, much to his surprise.
Watch the TV commercial here:
http://www.youtube.com/watch?v=Q-- Unknown to the boy, the car is actually started
2uiER1pw from a distance by his father via the vehicle's
remote control start button.

Watch the TV commercial here:
http://www.youtube.com/watch?v=R55e-
uHQna0


Pajama Party, anyone?

Mobile Manners

In Japan, the younger generation has been
known to consume less alcoholic drinks than
other generations, such as beer, wine, sake, etc.
But the 20 somethings are enjoying sweeter,
low alcoholic drinks just to enjoy a slight tipsy
feel (not like other generations who used to
drink until they got completely drunk).
This corporate campaign for ―dtac‖ a
Jinro Matkori launched this product in early telecommunication company in Thailand
2010 and identified their targets as young aimed to promote it‘s long established
females. They used models from female image of being a ‗Good Company‘
magazines and developed their TVC around the (connoting goodwill and honesty) with a
concept of a ―girls get together‖, a popular tagline “Feel Gooood” .
trend among all female generations in Japan.
The campaign has caused a big stir among
They used models from female magazines and smart phone users, and people around
developed their TVC around the concept of a them. The increasingly irritating behavior
―girls get together‖, a recent popular trend of mobile phone users and tendency to
among all female generations in Japan. The disconnect ourselves from what and who
song simply repeats ―pajamatkori (pajama + surround us has slowly changed to the
matkori)‖ and ―Jinro‖, the last tagline says celebrated Thai‘s collective courteousness,
―loosely enjoy‖. Jinro reached their annual as a result of the campaign.
sales target in 2 months and played a big part in
doubling the size of the matkori market in Japan, Watch the TVC here:
which is believed to be on track to triple in 2011. http://www.youtube.com/watch?v=17ZrK2
NryuQ
Watch the TVC here:
http://www.youtube.com/watch?v=lsbxSZGHF
Qw&feature=related

Petronas in Malaysia

Kik Cola in Sri Lanka

The soft drinks market in Sri Lanka is flavor- Petronas‘ touching and meaningful festive
driven. And local player Elephant House leads the commercials are something every Malaysian
same. One of their biggest strategies have been to looks forward to during the festive season.
ride on the ‗Sri Lankan‖ pride – repositioning
Coke & Pepsi as ‗foreign‘. The latest Petronas Chinese New Year ad,
inspired by everyday real-life scenarios,
Kik Cola, is Elephant House‘s 1st foray into the cola have moved many viewers to tears. Simply
territory. Their obvious intent is to ‗kick‘ Coca titled ‗Their Hope’, it explores the silent
Cola where it hurts. Local agency Triad handles wishes of a group of elderly parents in a
the advertising (they incidentally also cater to changing society where they are often taken
only Sri Lankan brands & reject MNCs). Triad for granted by their children.
coined the tag-line ―Lankan to the Last Drop‖ for These days many younger Malaysians opt to
Kik Cola. Interestingly most elements of the leave their smaller hometowns, moving to
launch package, (i.e. logo design, packaging, bigger cities in search of better career
POS, OOH, TVC script and production) were opportunities. Often occupied with their busy
outsourced to an Indian Agency (Taproot India). lifestyle, many don‘t bother going back
The visuals used in packaging/POS/OOH & TVC home to celebrate Chinese New Year with
are anything but ―Sri Lankan‖ – thereby their family.
contradicting with the brand‘s ―Lankan‖
proposition. This has resulted in lots of online & The commercial strikes a chord with
offline conversation. Malaysians of different ages, both local and
abroad, as it serves as a good reminder to
Watch the TVC here: cherish their loved ones and ‗balik kampung’
http://www.youtube.com/watch?v=tDrEHc4pn9U (go home) this Chinese New Year.

Watch the TVC here:
http://www.youtube.com/watch?v=MefB0wweAKI

Johnnie Walker‟s „Words of a Journey‟

On January 5th 2011, Diageo launched a new To spark a nationwide cultural debate ahead of
campaign for its Johnnie Walker brand in the release of the documentary series, Johnnie
China. Entitled "Yulu" or "Words of a Journey", Walker seeded a bold social media campaign
the campaign uses a documentary approach to across more than 40 digital platforms. Central
tell the stories of 12 Chinese pioneers, chosen to the success of the digital campaign was the
from the fields of business and the arts. The involvement of Han Han, author of China‘s
protagonists (including Pan Shiyi - SOHO most popular blog and one of Time magazine's
international, Xu Bin- Artist, Wang Keqing - 'most influential figures'. His series of videos
social activist and Wang Yiyang - fashion for Johnnie Walker’s blog and initiation of a
designer) reflect upon their life journeys discussion on whether dreams still exist in the
against the backdrop of modern China. lives of China‘s often conflicted 80s generation
caused the conversation to spread like wildfire
The campaign is a departure from the across the web.
traditional mainstream advertising approach
that most brands adopt. Taking a much longer In the last two months alone, more than 100
form approach and using a strong digital respected Chinese bloggers and digital
media element gives the campaign more influencers, including media moguls, TV
depth and breadth and aims to spark a larger personalities, famed authors and cultural
conversation on behalf of the brand. icons, participated in the online exchange and
shared their dreams and what inspires them to
"Each film tells the unique story of one person, “Keep Walking”.
where they came from, how they got to where
they are today and what it is that inspires them Watch the films here:
to do what it is they do. Our hope is that these http://johnniewalker.tudou.com/yulujihua/
stories will inspire people to reflect upon and
tell their own stories,‖ said Jia Zhangke, noted
film director associated with the project.


Vinamilk‟s „3 glasses of milk‟
campaign in Vietnam

Milk consumption in Vietnam is amongst the
lowest in the world, one third of Thailand and
China and one sixth of Japan. Vietnamese kids
drink on average only 5 glasses of milk per week.
The challenge was to get them to drink 3 glasses
per day.

Mums know that getting their kids to drink more
milk isn‘t easy or fun. At the same time they are
keen to provide the best nutrition for their kids
and liquid milk has long been linked to healthy
growth and development. In fact milk has become
symbolic of development more generally.
Currently Vietnamese know that they are
physically short in comparison to all other
countries – on average 20cm shorter in fact. As
their kids grow taller, their confidence grows that
their potential will be realized, and with them, the
potential of the whole nation.

The commercial, conceptualized by Ogilvy, is set
in a village, still the traditional heart of
Vietnamese society (70% of the population still
live in rural areas and work in agriculture). But
this village is populated not by people but by
cows; all singing, dancing cows. And the mayor of
Cowville has a message in the form of a song for
its youngsters, with 1 glass the difference is small,
but 3 glasses can make you tall. (The language in
this catchphrase twists a traditional Vietnamese
saying about collective strength: 1 tree cannot a
mountain make, but for a tall peak 3 trees is all it
takes.)

The commercial is spreadable because it‘s cute
and lodges itself easily into the deeper recesses of
the minds of both kids and their mums, firing the
different synapses of joy, hope, pride and
optimism.

Watch it here:
http://www.youtube.com/watch?v=K5hw8Cmyfc
M&playnext=1&list=PL9D8F0DBA5ED7FBD3

Life is an adventure, Indonesia

A tagline that recently became a topic of
discussion, both offline and online. It all started in
mid November 2010 when three Nutrilon Royal
milk TVCs with the title ―Life is and adventure‖
were aired simultaneously in some TV stations ,
with heavy frequency.

Viewers were captivated by ithe campaign‘s
thriller movie looks, motivated narrative, dazzling
visualization and touching music score. At first they
were not even aware that this is was an ad from a
milk brand because of its touching narration. The
TVC not only captivated mothers and their kids, but
also teenagers, adult males, singles – everyone.

Watch here:
http://www.youtube.com/watch?v=2YyvOGKu6ds

A few weeks later, accusations of plagiarism began
to surface: bloggers said that the ad had the same
feel, narrative technique, music scoring, and
cinematography execution as the Levi‘s ‗Go Forth
to Work‘ campaign.

Despite that, even now people are still talking
about how they love the ad., with many saying that
the lively narrative describe the adventures and life
through a child‘s eye rather well.

THSR‟ s Fortune Teller in Taiwan The TVC broke subsequently:
http://www.youtube.com/watch?v=4IpoWlLe2
cQ

Thanks to the campaign, THSR broke all traffic
records in the first two months of 2011.

Although the THSR (Taiwan High Speed Rail)
service successfully replaced the slow trains on
domestic routes, they realized that seats were
going empty during off-peak timings. At first,
THSR offered discounts to clients who didn‘t travel
during rush hours, but that created another
dilemma – people started crowdingin off-peak
hours. Therefore, THSR set up another sales
system called the ―Early Bird‖, through which
passengers could receive discounts if they Clemon‟s Cricket Bat in Bangladesh
planned ahead and bought their tickets.

In order to promote awareness of the ―Early Bird Girls in Bangladesh are getting especially
Discount‖, the campaign used a character to get excited about the ―Clemon‖ ad campaign for
everyone‘s attention – The Early Bird Fortune the cricket World Cup. Since eight matches
Teller, who wears a funny, ridiculous and foolish will take place in Bangladesh, Clemon from
hat. The campaign started through a music video: Akij Food and Beverages Ltd (AFBL) is
http://www.youtube.com/watch?v=JlGD02mrhDM carrying around a big mobile bat, to different
districts of the country, through which
which asked passengers to visit the website for youngsters and cricket fans will get the
details. chance to wish Bangladesh cricket team. This
campaign has generated huge enthusiasm
amongst fans, since it allows them to have a
stake in their favorite team‘s fortunes.

http://www.thedailystar.net/newDesign/new
s-details.php?nid=172228

Another campaign making waves around the
World Cup is GP‘s ‗Shotto Asha‘ (real hope):

http://www.youtube.com/watch?v=kwAOico
1mpU

Guest Column
Building Brands in China
– From Street to Store

Manita Khuller
Regional Strategy & Planning Director
OgilvyAction Asia Pacific

A vibrant market for brands until 20 years Often this has meant creating demand for
ago, China was a protected and ―closed‖ whole categories (not just building brands)
market with few international brands widely like chocolate or confectionery and even tea!
available or even affordable to the average
Chinese consumer. The Communist However, China‘s 1.3 billion population does
government‗s ―protectionist‖ policies largely not live in the large urban centers alone; the
controlled consumer spending through geographic spread of this vast country brings
smaller disposable incomes and high import challenges to reach Chinese consumers in
duties on internationally advertised brands Tier 2, 3 and 4 cities as the market
and consumer categories. Today China is the continuously develops and the Chinese get
second largest economy after the U.S. and the richer outside of urban centers.
fastest growing in the world. In the 70-80s,
many consumer categories were China – a nation that loves shopping
underdeveloped compared to what we see
today. Today, in modern China, especially in The rapid development of the retail
the urban centers of Beijing, Shanghai etc. landscape in China has further created the
shoppers can buy anything they want in case for Chinese consumerism. China boasts
sophisticated Westernized hypermarkets and 2,500 hypermarkets across the country, with
shopping malls. What is available to them is a the number expected to reach 4,000 by 2014.
wide range of international or local Chinese A massive influx of well-known Western
brands – offering choice and value. retailers and formats mingle with strong
Chinese supermarket players. Successful
Large and complicated challenge international retailers are careful to study
Chinese shopping habits in developing their
Intense competition to capture the Chinese ―offer.‖ They employ a variety of
consumer wallet in the fastest growing engagement methods to attract shoppers to
economy in the world means aggressive their stores. Ranging from free transport on
investments in building brands and shuttle buses to large displays, extensive
categories. No prizes for being second. The point of sale material and aggressive
key to success is not only via advertising to promotional activities in store. Seasonal
achieve mass awareness, but also by promotions lead to crowds rushing to local
understanding what drives Chinese supermarkets a few times in the year and
consumers to buy and what influences their promotional marketing events for major retail
buying behavior. chains.

Wassup March 2011 Rev

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