LSN : News : Stat: Korean cultural wave set to double global spending by 2030

Oatly challenges dairy industry’s climate record in Washington

Dairy Deprogramming Zone campaign by Oatly, US

US – Alternative milk brand Oatly has taken a bold stand against the dairy industry’s climate impact by crashing the Dairy Foods Association’s lobbying event in Washington DC. Named the Dairy Deprogramming Zone, the Swedish company’s activation aimed to expose the environmental damage caused by animal agriculture.

Partnering with experiential agency Factory 360, Oatly documented the day in a guerilla, mockumentary style. The brand highlighted the £6.3bn (€7.5bn, $8.2bn) allegedly spent by Big Milk on marketing over the past eight years to downplay dairy farming’s ecological effects.

‘Our goal is to educate people on the major role that Big Dairy plays in our climate crisis,’ said Michael Lee, executive vice-president and executive creative director of Oatly North America. ‘One of the easiest ways that Americans can lower their climate footprint is by eliminating meat and dairy from their diets, but many are unaware of this because of the narrative that the dairy industry has been pushing.’

He emphasised the campaign’s call for transparency and its importance in achieving UN carbon reduction goals by 2030.

In our Subversive Sustainability Ads microtrend report, we previously analysed how brands can use cheeky and ironic humour to grab the public’s attention.

Strategic opportunity

Use humorous content to engage and educate the public. Create engaging, memorable campaigns that raise awareness about sustainability issues, similar to Oatly’s Dairy Deprogramming Zone

Mongolian Olympic team to don Michel & Amazonka ceremonial uniforms

Mongolia Olympic Uniforms by Michel & Amazonka, Mongolia

France – The Mongolian team participating in the upcoming Paris Olympic Games 2024 will adorn ceremonial uniforms designed by Michel & Amazonka. These uniforms beautifully integrate national and Olympic symbols, including the Nine White Banners, the Olympic torch, the emblem of the Paris Olympics, and representations of the sun, moon and Gua-Maral (mythical deer), all intricately embroidered with golden thread.

Scheduled from 26 July to 11 August, the Paris Olympics will feature athletes from Mongolia dressed in uniforms inspired by the traditional Mongolian deel, resembling belted, collared caftans during the opening and closing ceremonies. Complementing the outfits is a matching drawstring purse, also richly embroidered in gold. The uniforms are being lauded as the most stylish outfits on the internet and have gone viral for the intricacies with which cultural narratives have been woven into them – a theme we explore in Luxury Recrafted.

Michel & Amazonka, founded by sisters Michel and Amazonka Choigaalaa in 2015, previously designed uniforms for Team Mongolia at the 2020 Tokyo Summer Olympics and the 2022 Beijing Winter Olympics, showcasing their expertise in blending traditional aesthetics with contemporary design.

Strategic opportunity

Consider joining forces with local artisans and craftspeople to infuse traditional craftsmanship into modern products. This not only preserves cultural heritage but also enhances the value of your offerings through unique, high-quality craftsmanship

Mattel to make 90% of its games colour blind-accessible by 2025

Wakker Dier, The Netherlands

Global – Toy giant Mattel is set to make 80% of its global game portfolio colour blind-accessible by the end of 2024, and 90% by 2025.

As part of its commitment to creating more inclusive play experiences, Mattel consulted experts in the colour vision deficiency field and individuals who experience colour blindness to develop custom differentiation systems for games, such as patterns, tactile clues and symbols.

Uno, for instance, will now feature distinguishing symbols: circles for red, squares for blue, triangles for green and stars for yellow. Blokus will have unique 3D patterns for each colour, while Tumblin’ Monkeys and KerPlunk will add 3D details on the sticks. The mobile versions of the games will also incorporate these colour blind identification symbols.

According to Mattel, the first colour blind-accessible games were launched in March 2024, with more to come.

For more on the latest updates tracking directions in diversity, inclusion, women futures, evolving masculinity, spirituality, neurodiversity, ability and disability, head to our Identities topic.

Strategic opportunity

Establish an advisory board made up of customers and employees with inclusivity needs to ensure your products and services continuously evolve to better serve those with disabilities

Stat: Korean cultural wave set to double global spending by 2030

Nike Style, South Korea

Global – Global spending on South Korean cultural products is projected to nearly double, reaching £109.7bn ($143bn, €130.8bn) by 2030, according to a study by TikTok and analytics firm Kantar. The surge in demand for K-content, encompassing Korean drama, pop music, cuisine and cosmetics, has been significantly boosted by social media platforms. TikTok, initially known for its dance clips, has evolved into a hub for K-pop enthusiasts and broader Korean cultural appreciation.

The current market size of Hallyu, a term for South Korea’s cultural exports, stands at £58.3bn ($76bn, €69.5bn). The research highlights that viral K-content is poised to expand this market by engaging larger audiences in key regions like the US and Southeast Asia.

According to the study, some 80% of users in the US and Southeast Asia have discovered Korean culture through TikTok. This trend underlines the platform’s influence in spreading Korean cultural products and traditions, suggesting a bright future for the global reach of K-content, aligning with our findings in State of Luxury: South Korea.

Strategic opportunity

As consumers become more familiar with Korean cultural products, collaborate authentically with key opinion leaders from the region to reap the benefits of reaching their growing fan base