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The Asian influence on Western Social Media

Have you noticed your favourite UK influencer suddenly sporting a ‘glass skin’ glow? Or your go-to fashion brand hosting a live shopping event that feels straight out of a Shanghai livestream? You’re not imagining things. The Asian market isn’t just a trend; it’s reshaping the very fabric of influencer marketing in the UK and Europe.

A seismic shift is underway, driven by the dynamic and innovative strategies emerging from Asia. The monumental global rise of TikTok, originating in China, has fundamentally altered the landscape. “Social-first” campaigns, championing short-form content, are now an imperative marketing strategy, dictating how brands connect with their audiences.

And it’s not just content format! The “East Meets West” aesthetic is inspiring sectors from beauty and food to fashion and interiors, reflected in our feeds daily. The Korean beauty phenomenon, with its emphasis on “glass skin” (#glassskin boasting over 2 million posts on Instagram & TikTok), natural ingredients, and cutting-edge skincare technology, has significantly influenced Gen Z’s beauty standards. Similarly, East Asian streetwear and the focus on playful accessories are heavily inspiring UK fashion content creators.

Courtesy of @voguefrance

Courtesy of @brooquecreative

Courtesy of @miki.faerie

Take, for example, content creators @akiandkoichi. In just 12 months since their first outfit check in February 2024, they’ve achieved global success, featured in Vogue Germany, and collaborated with brands like UGG, Loewe, Topicals, Calpak, and Mejuri. Their rapid ascent highlights the power of culturally relevant, engaging content and genuine integration of Asian influence.

Consumer expectations are also evolving. Transparency and authenticity, core values in the Asian market, are increasingly crucial for UK and European consumers. Brands like M&S, praised for their clear ingredient lists and minimalist packaging, are responding to this demand. Social media users are not just quick to reject both heavily edited or overly promotional content, but they are also quick to flock to social media to call our brands who are not being transparent with their consumers (Let’s not mention the PLT rebrand…).

Furthermore, a welcome emphasis on community and engagement is emerging. Asian brands excel at building strong online communities through interactive content, live events, and responsive customer feedback. This approach is influencing UK and European brands to adopt more genuine community-driven strategies. We’re witnessing a shift from elaborate influencer brand trips to more authentic community experiences.

The Asian influence on social media and marketing is here to stay. Brands that prioritize authenticity and cultural sensitivity will thrive. Representation matters, and brands that embrace diverse voices and perspectives will resonate most strongly with today’s consumers. To stay relevant, brands must not only acknowledge these trends but actively integrate them into their marketing strategies. This isn’t just about adopting new formats; it’s about understanding and respecting the cultural values that are driving this change.”

The Rise of Architectural Iconography

In Asia, physical stores are no longer just points of sale – they are statements. From Tiffany’s shimmering flagship in Shanghai to the immersive Dior installations that double as social destinations, architecture is now a form of brand storytelling.

Brands are using store exteriors to engage before the door opens, inviting passers-by into an experience through light, structure, and symbolism. These aren’t stores – they’re visual icons. And in a digital-first world, that impact matters more than ever.

Experience Over Transaction

Retail’s function has shifted – from the purely transactional to the emotionally transformational. 78% of shoppers in Asia now visit stores for the experience, not the purchase. These spaces are designed to connect, inspire, and resonate.

Whether it’s Dior’s beach club boutique or Tamburins’ immersive sensory journey in Seoul (created for a car air freshener, no less), the message is clear: every interaction is an opportunity for storytelling.

For IPOS, this means helping clients move beyond standalone campaigns to create branded ecosystems – spaces where every touchpoint adds up to something meaningful.

Seamless Integration of Physical and Digital

The most compelling experiences don’t force a split between physical and digital – they weave them together. In Shanghai, an On-Running collaboration used a digital floor that reacted to footsteps, transforming a static display into a living, reactive landscape.

Technology in these environments isn’t ornamental – it’s functional, immersive, and intuitive. It helps tell the story, not interrupt it.

Designed to Be Shared

Social-first design is no longer optional. Gen Z and younger millennials judge stores by their ‘Instagramability’—and brands are responding with experiences built for the scroll.
But while visual design matters, purpose trumps prettiness. The most successful spaces balance shareable moments with emotional relevance, community value, and a sense of cultural timing.

IPOS helps clients ensure that content creation isn’t an afterthought – it’s baked into the activation, with layered experiences that deliver both image and impact.

Tactical Retail: Agile, Local, Relevant

One of Asia’s most important innovations is its ability to adapt. Pop-ups and mobile experiences are launched with tactical precision – surfacing in ski resorts, beach towns, city squares – wherever the audience already is.

The impact? Triple the engagement. Lower wastage. Sharper relevance. We help clients make the most of every activation by planning smart, scalable stories that flex with seasonality, geography, and audience.

More Than Retail: It’s Lifestyle

Modern consumers don’t want to shop. They want to connect. To relax. To belong. And they want brands to create the context.
That’s why Dior’s boutique is also a beach bar. Gymshark runs fitness classes in-store. Louis Vuitton includes libraries and cafés in its spaces. Retail is becoming culture – and IPOS helps brands build the worlds that consumers want to live in.

Key Takeaways

Don’t build stores. Build icons.
Think experience-first, transaction-second.
Connect every touchpoint—physical, digital, emotional.
Be agile and tactical in where and how you show up.
Design immersive stories, not isolated moments.

At IPOS, we translate global insight into actionable brand strategy. If you’re exploring how to evolve your retail experiences – from pop-up to permanent – we’d love to help you create something remarkable.