Authenticity
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Cultural Codes of Food
Asian food and beverages are starting to play a performative role on social media. But there is more to Asian food than a lifestyle glow up. Our experience of taste isn’t defined by sensory experiences alone. Decoding cultural codes of Asian food can uncover signs for the future.
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Third Culture vs Fusion
Fusion is often mislabelled as ‘third culture’ diluting its essence and the lived experiences of people. True third culture simultaneously integrates layers of multiple cultures to create timeless icons of identity. Embracing third culture can give rise to products that truly contemporise categories and reflect the cultural melting pot of Australia.
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Capitalising On Trendy Asia
To authentically embrace Asian trends, we must move beyond superficial adoption and thoughtfully integrate diverse cultures into contemporary Australia. This means celebrating Asian cultures fully and meaningfully as a part of Australian life rather than cherry-picking elements for profit or making the audience of a product or service feel like cultural tourists.
The Asian Agenda 