Capitalising On Trendy Asia

Japanese and Korean cultures have been trending in various Asian countries for over five years now. However, the “Japan effect” and other Asian trends like K-pop are still relatively new in Australia. Living in Australia, these trends have felt unsettling compared to my experiences living and traveling Asia. I had to sit with this feeling for a while to really reflect. For me, it boils down to two key issues: power dynamics and intent.

Power dynamics refer to dominant cultures keeping marginalised ones in their place. For years Asians were subjects of discrimination with their culture being described as ‘uncivilised’ and their people being made to feel unwelcome. Only recently have we seen a shift, with Asian people unapologetically embracing their identity through lifestyle, fashion, and consumption habits. Extracting their cultural value for the enjoyment and profit of non-Asians seems problematic…especially when we start to consider the topic of intent.

It’s not hard to see the beauty in Asian cultures, food, rituals and fashion. It is the intention behind the use of it that defines whether we are crossing a line or not. Genuine cultural appreciation goes beyond superficial use for profit. It requires a deeper understanding and respect for the culture as a complex entity, not just a western gaze of what it means for ‘middle Australia’. Examples include Yoga classes that don’t teach the lifestyle philosophies of yoga or the use of pandan and yuzu as modern, premium flavours without understanding the cultural significance of the ingredients.

How might we play the role of a cultural participator rather than an extractor of value?

What’s missing in products and services that ride on the Asian trend in Western markets is the understanding, empathy and inclusion of Asian cultures as a part of normal lifestyle. Cherry-picking a part of a culture while the rest of it isn’t normalised or made to feel included as a part of Australian culture seems inauthentic.

So how do we play more of a participatory role in different cultures? It involves integrating the culture we are profiting from into modern discourse, making people feel included and respected. This means normalising things like accents, language, rituals, and way of life as part of contemporary Australia. It’s not using the product or service we are selling to take people through some kind of cultural tourism in the absence of travel. Although done well with products and services of European Heritage, finding this balance with Asian cultures can be messy. However, this is an essential differentiator among a rising population of third culture Australian citizens.