Why is fandom culture the new key to winning over Asia’s Gen Z?
In 2025, Gen Zs in APAC will start organising their lives around their niche hobbies and interests, choosing brands and products that reflect their unique passions and cultural identities. This shift will make fandom culture a major influence on their decisions.
Understanding fandom culture
Fandom culture is a vibrant community of individuals who share a deep passion for specific subjects, be it a person, group, movement or artistic organisation. This shared interest creates a sense of belonging and camaraderie among fans.
In the Fandom Economy 2023 report, WGSN predicted that marketers would increasingly focus on fandom as a community becoming a crucial metric for success. We introduced the concept of “Fan Funnel”, a framework that enables brands to understand different levels of fan engagement and identify where their target audience fits on the fandom spectrum.
The rise of fandom among Gen Z in Asia
For Gen Z in APAC, fandoms are more than just hobbies. According to Virtue APAC, a staggering number of APAC youth say fandoms are a way to have fun, turn down the noise of the world and escape bad news.
“APAC Gen Z today has a maturing sense of cultural confidence in their heritage, which broadly translates into a need for more authentic and locally relevant storytelling in everything from brand communications to store design and entertainment.” - Alison Ho, Consumer Insight Strategist, WGSN
This cultural shift signals a departure from traditional Western influences, as regional tastemakers and homegrown cultural products begin to dominate the mainstream. South Korea’s Hallyu (K-wave) remains a leading force but there’s an increasing appetite for narratives rooted in regional cultures.
Brands need to engage with this trend by tapping into local fandom such as local music scenes, including Thai pop, C-pop and Bollywood.
Brand marketing strategy: organise and world-build alongside fandoms
To truly engage with Gen Z in APAC, brands should consider partnerships with popular entertainment companies, sports teams, gaming franchises and artists.
Creating branded merchandise and collectible toys is becoming a symbol of exclusivity and insider knowledge among fans. These items provide tangible connections to fandoms and serve as a means of self-expression for like-minded consumers.
Moreover, brands can evolve into entertainment creators, cultivating their own fandoms. Concepts such as “collectible experiences” can transform stores into immersive spaces where fans can interact with their favourite worlds.
Why brands need WGSN to connect with their consumers
To connect with this vibrant audience, brands must comprehend ever-changing consumer demands. A deep understanding of what this generation values now and what they will value in the future is crucial for capturing market share and designing successful products.
WGSN provides insights that guide brands in making informed decisions, helping them lead the way in delivering the next bestsellers. Read more on how WGSN helped a client to modernise their brand for the youth market.
For deeper insights into APAC Gen Z priorities and potential market opportunities, watch the full video podcast with Alison Ho, Consumer Insight Strategist, WGSN.