Episode 100!  We start the podcast with a bit of reflection on our journey, which began back in November 2021.

Then we ask the question:  Is the old China-first Asia marketing playbook breaking down?  Julien Lapka, founder of Inner Chapter, joins us to discuss how China, Japan, and Korea are becoming a more connected cultural triangle. 

The conversation explores how travel, social media, beauty, retail, hospitality, craft, food culture, and algorithm fatigue are reshaping consumer expectations across Northeast Asia — and why brands may need to think less in terms of isolated markets and more in terms of regional cultural influence.

Key takeaways:

• Northeast Asia is becoming a connected cultural ecosystem rather than three isolated markets.
• Consumers are increasingly seeking “algorithmic escapism” through craft, travel, and physical experiences.
• Influence is shifting from influencers to spaces, communities, and real-world interactions.
• Korean beauty culture helped push Chinese consumers toward ingredient-led and value-led consumption.
• Japan’s focus on craftsmanship and materiality is reshaping how younger consumers think about quality.
• Chinese brands are exporting speed, playfulness, and cultural IP into the region.
• The future Asia strategy may be regional cultural convergence, not China-first expansion.

Julien on LinkedIn: https://www.linkedin.com/in/julienlapka/
Inner Chapter on LinkedIn:  https://www.linkedin.com/company/inner-chapter/
About Inner Chapter:  https://www.innerchapter.co/

For everything ShanghaiZhan: http://zhanstation.com/

Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/