Interesting Reads: October, 2024
Every month, we handpick the most intriguing articles on culture for you. Here are our top 5 picks for the month
Scroll down to see our picks for this month:
Bears as cultural icons
Skincare for middle-aged men
Kitsch aesthetics
China’s blockbuster gaming hit
The return of ‘sleazy’ bars
1. We’re Going on a Bear Hunt: The Semiotics of Bears
Verve
Market: Global
TL;DR: The bear, a potent cultural symbol, embodies a paradox with its dual nature as both a domesticated mascot of comfort and a wild figure of destruction
Key takeaways:
Animals serve as popular brand icons across social platforms, apps, and cars (e.g., Twitter’s bird, Duolingo’s owl, Jaguar’s leopard, Tencent’s penguin, T-mall’s cat, JD’s dog).
To decode animal icons, consider:
Anthropomorphism: What human-like traits are emphasized, and which wild elements are retained from their natural habitats?
Key Features: Elements that define "bear-ness," such as fur, paws, and size, can evoke both comfort and threat (like Baymax).
Design Style: Aspects like color palettes, textures, and whether the representation is flat or 3D, abstract or realistic.
Cultural Differences: Be aware of varying interpretations of animals; for example, the dragon is viewed as chaotic in the West but symbolizes power and prestige in the East.
Provocation: How can animal symbols amplify brand identity and forge stronger emotional bonds with consumers?
2. The "unexpected route" that Suntory took to target middle-aged and older men
Newspicks
Market: Japan
TL;DR: VARON, a skincare brand for men, successfully attracted middle-aged and senior men—an often challenging demographic. It did so by simplifying products for ease of use and minimizing embarrassment. Combining a luxurious aesthetic with relatable design, it strategically offered samples at company events to foster organic word-of-mouth and address cultural sensitivities around masculinity.
Key takeaways:
Sampling Strategy: Distributing samples at relevant events effectively reaches the target audience, unlike typical street trials (e.g., IQOS). Similar to ON’s retailer strategy and Asics’ engagement with running clubs, this approach feels personal and encourages real word-of-mouth.
Cultural Sensitivity: VARON’s strategy addresses Japanese masculinity by being empathetic to their concerns without leaning into traditional masculinity in design or communication. This balance helps ordinary Japanese men feel relevant and modern without feeling forced, unlike brands like IQOS that struggle to connect authentically.
Provocation: How can we inspire consumers to change deeply ingrained habits, without overtly telling them to?
3. In defense of Kitsch
JSTOR Daily
Other sources: Kitsch and Class by the Blog (TM) / Rescuing God from Bad Taste: Religious Kitsch in Theory and Practice by Elisha McIntyre
Market: Mexico / Global
TL;DR: Kitsch, rooted in Catholic theology, celebrates the divine in everyday objects, fostering a vibrant culture of excess and emotional expression. In contrast, Protestantism’s emphasis on simplicity views kitsch as superficial, explaining its popularity in Catholic cultures like Mexico while being criticized in Protestant-influenced societies.
Key takeaways:
Kitsch & Catholicism: Rooted in Catholic art, kitsch uses grandeur to evoke awe and convey God's magnificence, emphasizing divine power and authority. This contrasts with Protestant austerity, where visual excess is seen as distracting idolatry.
Protestant Minimalism: Kitsch faces criticism from Protestant values prioritizing simplicity and functionality, creating a bias that equates maximalism with bad taste and lower class.
Kitsch as Hybrid Expression: Kitsch blends traditional religious and folk art with modern consu.mer culture, connecting emotional and cultural pasts with contemporary expression, making it relatable for many.
Kitsch as Ownership: Kitsch isn’t bad taste; it’s a declaration of ownership over the sacred, allowing individuals to express their cultural and spiritual identities.
Provocation: How do we challenge the Anglo-American bias that labels colorful maximalism as vulgar, low-class, or 'Other'?
4. Blockbuster Chinese video game tried to police players - and divided the internet
BBC
Market: China / Global
TL;DR: Black Myth: Wukong, a Chinese video game based on Journey to the West, sold over 4.5 million copies in 24 hours, celebrating Chinese culture globally. However, controversy arose when the developer issued streaming guidelines against discussing sensitive topics, sparking accusations of censorship. Despite this, the game remains a national pride and boosts tourism to its featured locations.
Key takeaways:
Milestone for China: Black Myth: Wukong represents a major leap for China in global entertainment, bringing Chinese mythology and the classic novel Journey to the West to an international audience.
Blending Tradition and Modernity: The game fuses traditional folklore with modern gaming, sparking global interest in Chinese history and literature.
Rising Cultural Impact: Its success highlights the growing influence of Chinese media, showcasing how games can effectively share cultural values and narratives worldwide.
Tourism Catalyst: The boost in tourism to real-world locations featured in the game shows how digital media can ignite cultural rediscovery and promote cultural tourism.
Navigating Sensitivities: Despite facing censorship controversies, the game illustrates how Chinese stories can resonate on a global scale while honoring domestic cultural sensitivities.
Provocation: How could Black Myth: Wukong elevate the global appreciation of Chinese mythology and literature? What role can video games play in enhancing cultural exchange and understanding between China and the world?
5. The sleazy bar is back — are you naughty enough to go there?
Financial Times
Market: The West
TL;DR: Sleazy retro bars and vintage cocktails are making a big comeback, fueled by edgy top stars. This resurgence taps into a growing allure that promises to spread further as the quest for fresh concepts revitalizes the tired bar scene.
Key takeaways:
Decadence Revival: The rise of bars embracing retro aesthetics signals a cultural shift towards indulgence, reflecting a collective yearning for opulence and escapism.
Curation of Experience: Modern venues are reinventing privacy in nightlife, catering to patrons seeking discreet enjoyment, thus redefining how social interactions unfold in bars.
Nostalgia Meets Innovation: The fusion of retro drinks with contemporary twists highlights a unique opportunity to attract a diverse clientele, merging the charm of the past with modern sensibilities. Think: Cosmopolitans, Dry Martinis and Screwdrivers.
Digital Discretion: In an era dominated by social media, the push for private, curated experiences in nightlife offers brands a chance to tap into the desire for memorable moments that remain exclusive and unrecorded.
Provocation: What innovative, indulgent beverage concepts can embody the “sleazy” allure of retro bars, attracting adventurous drinkers?
“To have fun you really do require some degree of privacy — the iPhone killed all the fun,” laments fashion photographer and Seventy One Gin creator Mert Alas. “Before, if someone was dancing on the table and you could see her knickers, it was a rumour. Now it’s a recording.”
Special thanks to our team – Yun & Maggie (Shanghai), Markus & Sayaka (Tokyo) and Shaun (Singapore) – for this month’s picks!