The next big opportunity: Gen Z rises in ASEAN markets

Five hundred million votes in a single night. That’s the number of times Southeast Asian viewers clicked their phones on April 6, 2024 to shape the debut of Gen1es, the nine-member girl group that won the Chinese-Thai reality competition show Chuang Asia: Thailand. The figure reveals more than just entertainment preferences — it showcases the collective power of 210 million Gen Z consumers who are transforming everything from beauty brands to cultural identity across a $4 trillion regional economy. As these young consumers transition into adulthood, their purchasing power and influence are set to transform industries ranging from fashion and beauty to tech, finance, and entertainment. For global and local brands alike, this is a high-stakes moment. Digital diaspora: Heritage and hashtags Gen Z in Southeast Asia is emerging as a highly discerning, socially aware, and digitally fluent cohort. These consumers are less inclined to conform and are more driven by authenticity and community. “Unlike older generations that often prioritizes conformity, Gen Z balances the desire to stand out with the need for belonging and collective purpose,” says Joey Khong, consumer trends analyst at global market intelligence and research agency Mintel. “They are also savvy consumers who research extensively before purchasing, weighing both emotional and practical benefits. Their openness to second-hand and rental options reflects a thoughtful, financially conscious approach to consumption.” This is a generation that places equal importance on individuality and cultural roots. “Despite their strong individualism, they remain deeply connected to community and heritage, drawing confidence and identity from their cultural and familial ties,” Khong adds. “Rather than embracing individualism at the expense of tradition, they seek authentic self-expression within the framework of shared values and heritage.” These values are reflected in the numbers. According to Mintel latest survey on Gen Z from ASEAN-6 countries aged between 18-24, 81% of Malaysian Gen Zers identify heritage as important to their identity, while 78% of Gen Zers in Singapore value community support, even as they explore new ways of expressing themselves online. They are not retreating from culture, they are reinterpreting it on their own terms. Wellness, ethics, and sustainability One of this group’s defining traits is a holistic view of wellbeing. “SEA Gen Z prioritizes mental and physical health, considering them essential to maintaining control and purpose in life. Topics that were less openly discussed by earlier generations,” Khong says. This emphasis on mental health and emotional fulfillment guides how they interact with brands. Products or campaigns that address stress, sleep quality, or skin health are especially resonant. At the same time, Gen Z consumers are pragmatic about ethics and sustainability. They value transparency and equality, but also recognize the need to balance ideals with their own financial realities. “They champion diversity, and inclusion, advocating for gender equality and the celebration of individuality, yet frame these ideals within their local social and cultural context,” says Khong. Chinese brands gaining ground fast While Western brands continue to adapt to these evolving expectations, Chinese companies are accelerating ahead, particularly in the beauty, consumer electronics, and lifestyle categories. In beauty, Chinese brands like Skintific, Y:O:U, Pinkflash, and Focallure are aggressively capturing Gen Z mindshare through price accessibility, frequent product launches and platform-native storytelling. According to Euromonitor, Chinese beauty brands sales recorded a staggering 115% CAGR in Southeast Asia’s mass skincare market between 2019 and 2024. This success is rooted in digital savviness and cultural attunement. “Gen Z texts in Mandarin and internet slang via WeChat, or Line, and shares recommendations on Xiaohongshu (also known as RedNote), embracing the Chinese diaspora identity,” says Ming Yii Lai, strategy manager at Daxue consulting. “While millennials defaulted to English and WhatsApp, this generation is more intentional in using Mandarin, or dialects like Cantonese or Hokkien, in Malaysia and Singapore, reflecting growing cultural pride.” Lai says tech preferences are also shifting. “Gen Z uses Asian apps like Xiaohongshu and Line for community and commerce, whereas millennials adopted Western platforms under Meta and Google. SEA’s Chinese diaspora is the largest Xiaohongshu user base outside China, leveraging it for lifestyle content tied to ‘Chinese aesthetics.’” TikTok, Xiaohongshu define the purchase journey Today’s Gen Z consumers are discovering, researching, and buying products through a handful of platforms: TikTok, Instagram, and Xiaohongshu. These apps are not only shaping what Gen Z wants, but how and when they want it. “Gen Z demands hyper-personalized, real-time experiences powered by AI, similar to the tailored content feeds they are used to on platforms like TikTok and Instagram,” says Khong. “This expectation now extends beyond entertainment to shopping and customer service, where they seek instant, seamless, and relevant interactions.” Chinese companies have mastered this environment. Jizhi Trading, the Guangzhou-based parent company of Pinkflash and Focallure, runs multiple TikTok accounts per brand per market to ensure content is always present, locally optimized, and algorithmically favored. These brands use a marathon-style livestreaming strategy to maintain constant engagement and drive impulse purchases. But Gen Zers don’t just want flashy marketing, they crave authenticity. “SEA Gen Z discover brands through TikTok, Instagram Reels, or Xiaohongshu, but value authentic user-generated content, where nano-influencers are preferred over celebrities,” Lai tells Jing Daily. “They are open to AI for convenience despite occasional data mistrust concerns. In fact, it’s common for them to invest through AI-powered micro-investing or ETF apps.” Still human connection matters. “While they embrace AI for efficiency and creative tools, they still value human interaction, particularly for emotional support or nuanced service,” says Khong. Building community: Online to offline strategies Despite their screen-first orientation, Southeast Asia’s Gen Z consumers also crave safe, meaningful real-world experiences. “SEA Gen Z prefers making new connections in safe, interest-based spaces — cafés, clubs, hobby groups — over dating apps,” says Khong. “There is an unmet need for more inclusive, real world venues and events that foster genuine connections and self expression.” Brands that can bridge the online-offline divide, by building community hubs, sponsoring co-creation events, or activating niche interest groups, stand to gain deeper loyalty. Whether through coffee chains like Luckin, or local creative spaces like Thailand’s Cloud 11, there is room to make Gen Z feel seen, both online and IRL. “For brands this presents an opportunity to build meaningful connections by creating safe, inclusive spaces, both digital and real-world, that support authentic expression,” Khong says. “Campaigns should celebrate cultural heritage and foster personalization while encouraging community impact.” Next-wave markets: Indonesia, Vietnam, Philippines The future of Gen Z marketing in Southeast Asia will be defined by localization, platform innovation, and grassroots influence. Lai believes several overlooked growth engines are emerging. “The idol economy involving homegrown Southeast Asian brands, edutainment, and social commerce in rural regions of countries like Indonesia, Vietnam, and the Philippines will be major opportunities,” she says. This phenomenon mirrors the rise of emerging lower-tier cities in China. As mobile-first infrastructure spreads across lower-tier cities, the next wave of consumers will come from beyond established hubs.

The next big opportunity: Gen Z rises in ASEAN markets

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Published July 17, 2025

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The next big opportunity: Gen Z rises in ASEAN markets