Welcome to the Singapore category of this blog. So first up a disclosure, back when I worked in Hong Kong, I did some work for the Singapore government ‘home team’. The work was done for their Central Narcotics Bureau and the Singapore Prison Service. Beyond friends that live there, I have no connections commercial or otherwise with Singapore now.
I have had the opportunity visit the city state and really loved it. Is it better to Hong Kong, politics non withstanding I don’t think a true comparison works that way. It has a more Germanic character than Hong Kong, but both are very similar in terms of the people and the built environment.
This is where I share anything that relates to Singaporean business issues, the Singaporean people or culture. Often posts that appear in this category will appear in other categories as well. So if Singapore Air launched a new ad campaign. And that I thought was particularly interesting or noteworthy, that might appear in branding as well as Singapore la.
So far, I haven’t had too much Singaporean related content here at the moment. That’s just the way things work out sometimes.
I am fascinated by the way Singapore has been deftly playing China to increase its stature as the place to do business. I am only interested in local politics when it intersects with business. An example of this would be legal issues affecting the media sector for instance.
If there are Singaporean related subjects that you think would fit with this blog, feel free to let me know by leaving a comment in the ‘Get in touch’ section of this blog here.
Clutch Cargo was an animated series first broadcast on American television in 1959. Clutch Cargo was created by Cambria Productions – who were a start-up animation studio. Cambria used a number of techniques to radically reduce the cost of producing the animated series.
A key consideration was reducing the amount of movement that needed to be animated. There were some obvious visual motifs used to do this:
Characters were animated from waist height up for the majority of the films, this reduced the need to animate legs, walking or running.
Much of the movement was moving the camera around, towards or away from a static picture.
To show an explosion, they shook the camera, rather than animate the concussive effect of the blast.
Fire wasn’t animated, instead smoke would be put in front of the camera. Fake snow was sprinkled so that bad weather didn’t need to be drawn.
Cameraman Ted Gillette came up with the idea of Syncro-Vox. The voice actors head would be held steady, they would have a vivid lipstick applied and then say their lines. Gillette then put their mouths on top of the animated figures. Cambria made use of it in all their animations with the exception of The New Three Stooges – an animated series that allowed Moe Howard, Larry Fine and Joe DeRita to be voice actors after their movie contracts finished and they were affected by ill health.
These choices meant that Clutch Cargo cost about 10 per cent of what it would have cost Disney to animate. The visual hacks to cut costs were also helped in the way the scripts were developed. Clutch Cargo avoided doing comedy, instead focusing on Tin-Tin-like adventures. ‘Physical’ comedy gags create a lot of movement to animate. By focusing on the storytelling of Clutch Cargo. The young audience weren’t bothered by the limited animation, as they were captivated into suspending their beliefs.
Ozempic Could Crush the Junk Food Industry. But It Is Fighting Back. – The New York Times – Lars Fruergaard Jorgensen, the chief executive of Novo Nordisk, which makes Ozempic and Wegovy, told Bloomberg that food-industry executives had been calling him. “They are scared about it,” he said. Around the same time, Walmart’s chief executive in the United States, John Furner, said that customers on GLP-1s were putting less food into their carts. Sales are down in sweet baked goods and snacks, and the industry is weathering a downturn. By one market-research firm’s estimate, food-and-drink innovation in 2024 reached an all-time nadir, with fewer new products coming to market than ever before.
Ozempic users like Taylor aren’t just eating less. They’re eating differently. GLP-1 drugs seem not only to shrink appetite but to rewrite people’s desires. They attack what Amy Bentley, a food historian and professor at New York University, calls the industrial palate: the set of preferences created by our acclimatization, often starting with baby food, to the tastes and textures of artificial flavors and preservatives. Patients on GLP-1 drugs have reported losing interest in ultraprocessed foods, products that are made with ingredients you wouldn’t find in an ordinary kitchen: colorings, bleaching agents, artificial sweeteners and modified starches. Some users realize that many packaged snacks they once loved now taste repugnant.
Apple resumes advertising on Elon Musk’s X after 15-month pause – 9to5Mac – the negative reaction to this that I have seen from Mac and iPhone users that I know is interesting. It’s the scales have dropped from their eyes about Apple’s performative progressive values. Yet the signs have been out there for years – in particular with regards anything that is even tangentially connected to China.
Zuckerberg’s rightward policy shift hits Meta staffers, targets Apple | CNBC – employees who might otherwise leave because of their disillusionment with policy changes are concerned about quitting now because of how they will be perceived by future employers given that Meta has said publicly that it’s weeding out “low performers.” Meta, like many of its tech peers, began downsizing in 2022 and has continued to trim around the edges. The company cut 21,000 jobs, or nearly a quarter of its workforce, in 2022 and 2023. Among those who lost their jobs were members of the civic integrity group, which was known to be outspoken in its criticism of Zuckerberg’s leadership. Some big changes are now taking place that appear to directly follow the lead of Trump at the expense of company employees and users of the platforms, the people familiar with the matter said.
CNY 2025 or Chinese new year 2025 is shorthand often used as a hashtag on social media to circulate songs, sales promotions and advertisements from across China, Hong Kong, Indonesia, Singapore and Malaysia. I started off this post into gathering some of the best examples of CNY 2025 advertising just after Christmas and there was a poor range of adverts just a month out from CNY 2025. Imagine if there were no Christmas adverts appearing by the third week in November?
Small businesses like the Davely Bakery Café in Malaysia had started promoting organic social content on their Facebook page by November 19. (In markets such as the Philippines, Hong Kong and Malaysia, Facebook is still big business.)
But where were the large company promotions this close to the festival? Brand campaigns only really started to appear from the second week in January onwards.
CNY 2025 themes that I took away from researching this post:
Increased emphasis on demand generation and sales promotions.
Less big brands advertising than previous years.
Campaigns were run over a shorter period. Roughly half the six weeks I would have expected for successful brand building campaigns.
Less of a focus on storytelling and deep emotional cues than previous years.
Lower production values as a whole than previous years.
A move towards bus wraps in Singapore for CNY 2025 campaigns. These were replicated in ‘bus simulator’ games popular amongst transport fans in Hong Kong and Singapore. This replication was less about a ‘brand gaming strategy’ and more about fan curated bus skins for absolute fidelity to their favourite bus routes.
Less emphasis on creative consistency than in previous years.
Shorter ads, each with a lot of 15-second edits.
Increased use of humour.
Increased use of songs, presumably to gain earned and shared media support – very hard to do successfully as a strategy when there are so many songs to choose from.
Lazy use of celebrities – I hadn’t see this in previous years doing this.
As a marketer, I saw things in CNY 2025 that I thought was good and things that I worried about in these changes between CNY 2025 and previous years:
Smarter memory structure building: fluent objects such as Kevin the First Pride nugget, the use of jingles and ear worm songs, the use of humour
Red flags for brand mental availablility: a lack of creative consistency, shorter ads and lazy use of celebrities. Shorter ads can, if done right be used to build brand, BUT, there are a number of factors to consider when doing it successfully. These include variety of formats, reach / marketing penetration, repetition, single-minded creative execution and the thumb-stopping factor.
Reading the ‘tea leaves’ I suspect that marketing budgets have been cut, and brands might not be expecting as much of an uplift this year as China’s poor economic performance affects its neighbours.
China
Apple
Apple continued its shot on an iPhone series. The Chinese New Year film is run in lots of markets but primarily made for China. I am surprised that this got past the censors. Time travel is usually a a no-no. It also reminds China’s currency economically challenged consumers of the 1990s go-go years of year-on-year double digit growth. The core aspect of the creative is the direct questions that younger family members receive.
CNY 2025 is the first time that Apple didn’t have a Chinese film maker shot its film. Finally, Apple’s film comes in at a whooping 11 minutes 59 seconds although a good minutes is the credits.
Bottega Veneta
Bottega Veneta’s Chinese New Year film is all about vibes. There were some interesting styling choices in the film. The older guy with the women’s hand bag. That most of it seemed to be around older alleyways that have been refurbished. The lady in the 1980s era Jaguar. Pre-1997, a number of more anglophile Hong Kong businessmen used to get driven around in Jaguar and Daimler cars with a large V12 engine – that spoke to old money in this film.
I was stuck by the lack of explicit references to new year, which you can also see in the Miu Miu film – what there is are more subtle cues.
All of which is a world away from many luxury brands slapping a snake on everything this year.
Gucci
Gucci taps into the traditional multi-generational party and memories of ‘snake’ new years of the past. It’s probably the strongest bit of storytelling and the most cinematic of all the films that I have looked at this year.
Miu Miu
Prada sub-brand Miu Miu is one of the few stand out brands in a tough 2024 for the luxury sector. This Chinese New Year film is playful, borrowing from Asian mid-century set design and 1990s era Chinese electronica to tell a small story.
Hong Kong
Coca-Cola
Coca-Cola has a dominant position in the soft drinks market thanks to its dominance in distribution. The only places I could buy Pepsi was in my local Pizza Hut when I lived there. This year they focused on out of home posters to reinforce memory structures. The unusual aspect to the campaign was that it went up in early February at the end of Chinese New Year. That’s a bit like launching your Christmas advertising on New Year’s Eve. Not sure why that’s happened.
Giordano
Multinational clothing brand Giordano promoted a CNY 2025 collaboration featuring the Kung Fu Panda character on its social media accounts. The preponderance of red in the clothing isn’t only about it being a seasonal colour, but also you are supposed to wear new red clothing for the new year.
This social media film was run on channels in Hong Kong, Malaysia and other countries where Giordano has a presence.
Malaysia
100PLUS
100PLUS is an isotonic drink similar in function to Gatorade or Lucozade Sport popular in Malaysia and Singapore. Its advert for Malaysia promotes the drink as alternative to colas during new year celebrations. A secondary aspect is the opportunity to win a free prize draw. The blue in the outfits is to presumably signal the blue in the brand and packaging.
It’s slightly unusual in that it doesn’t feature multi-generational family members, which I suspect is down to a single-minded focus on teens and young adults.
Aeon
Japanese supermarket Aeon highlighted their CNY themed collaboration with Italian artist TokiDoki as a music video format that you could sing along too. It’s a little too mild to be an aggressive earworm of a tune.
Aglow Clinic
Aglow Clinic is an aesthetics clinic in Malaysia that treats a range of skin conditions including sun spots. They partnered with social media personality Roderic Chan to make this film. Considering the small size of the brand they hit well above their weight in terms of production values.
Aiken
Aiken is a Malaysian based beauty brand. The creative was done by the media buying agency and features Malaysian influencers as the talent in the advertisement.
Aiken wishes you Double the Brightness for a Brighter Year! is clever word play that implicitly links feeling beautiful and the promise of good fortune. This advert went out very late into the market for 2025.
Carina
Carina is a household tissue brand in Malaysia, similar to Kleenex in the UK and Ireland. It has gone down the ear worm route with its song. The montage of footage feels crowdsourced.
Eu Yan Sang
Eu Yan Sang did separate creative for Malaysia. There are higher production values than their Singapore creative and storytelling that ties back to creating memories and tradition being a key part of Chinese New Year. The advert sought to show that the family weren’t wealthy, but had food on their plate, good manners and retained their cultural roots. As a first-generation emigrant myself this one spoke to me.
First Pride
Tyson Foods First Pride range of processed chicken product including chicken nuggets and satay slices featured a simple sales promotion with a sweepstake format. The advert also introduced a fluent object ‘Kevin’ the chicken nugget on a TV advert.
Kevin had previously been shared only on out of home formats. It would be interesting to see if and how they make future use of Kevin.
Guardian
Guardian is the Malaysian brand of the better known Asian pharmacy retail chain better known as Mannings in Hong Kong and China. A UK analogue would be Boots. It has higher production values and evokes togetherness, good fortune and memory-making for our young protagonist. Click here to see on YouTube.
Haier
Chinese white goods manufacturer took an unconventional storytelling approach. it’s the kind of creative concept that could be used year on year, just changing the product line-up.
Harvey Norman
Electrical retailer Harvey Norman ties into the fact that bargains are a constant discussion around the table during Chinese New Year (and any other family gathering). The production feels rather low rent compared to other adverts here.
HongLeong Bank
HongLeong Bank took the story of two customers that fitted neatly with the festivities around Chinese New Year. It gives a good old tug on the heart strings.
Julie’s
Julie’s a is a biscuit brand that tries to focus on the human side of food. Given the visiting and gifting culture for Chinese new year – the opportunity is ideal for its brand. I was surprised by the high production values of the advert. The 3d animation is creatively consistent with work that they’ve put out over the past year. As a direction the CNY 2025 campaign is very different from their last festival campaign for CNY 2022.
Julie’s can continue to run this campaign after CNY 2025 is over due to the lack of overt seasonal themes in the advert.
KitKat
KitKat Malaysia have attached the Chinese New Year creative back to ‘have a break, have a KitKat’ for creative consistency. There is enough in here to say new year. But a sufficiently light touch that they could use it year-in, year-out – so long as the brand uses the same promotional packaging design.
If they had used snake imagery, it would be one-and-done.
Knife
Knife are a food flavourings brand from Malaysia. Their main advertising push is for Chinese New Year and they have made a constant effort to bring creative consistency and storytelling into their work. CNY 2025 is no exception to this approach.
https://youtu.be/Oxo8jP-67tE?si=aSnwKB5YVxoT96z_
Lay’s crisps
Lay’s (known as Walkers in the UK) highlight their role as a snack at new year’s gatherings. The ad promotes a new year themed sweepstake including mahjong sets.
Lotus’s
Lotus’s is a supermarket market chain. In Malaysia, the shops were formerly Tesco Malaysia and sold on to a Thai retail group. This film focuses on the stress of preparing for new year, together with sales promotions. Aside from holding red t-shirts with the ‘Fu’ symbol on them, this sales promotion video could be for any time of the year. The 1970s called and wants it’s ad creative back from this Malaysian supermarket chain.
Melinda Looi
Malaysian fashion designer Melinda Looi came up with a homage to Wong Ka wai’s In The Mood For Love. The advert nails the mid-century elegance but struggles to get the cinematic richness and tension of the original.
I respect that they gave it a good try and love their ambition; but it’s like Ted Baker trying to pull off the introduction to The Italian Job.
Mr DIY
Mr DIY is a hardware chain similar to Lowe’s in the US or B&Q in the UK. Their advert riffs on the heightened tensions of family get togethers and the relative popularity in Hong Kong film making of court room dramas – to add a bit of cultural relevance. It taps into the stressor of very direct questions similar to BRANDS Singapore campaign.
Mr Muscle
Household cleaner brand Mr Muscle had a Korean celebrity record a CNY 2025 specific message for their Facebook page viewers.
The advert features Korean drama and film actor Kim Seon Ho. In common with other Korean celebrities he endorses a variety of brands in Korea and other Asian countries. For some of the brands endorsed, they have had record sales which they attribute to working with Kim. It’s not sophisticated but will appeal to his many fans in Malaysia.
Munchy’s
Munchy Food Brands is a Malaysian snack brand. The advert itself is pretty self explanatory. Like Watson’s they are leaning hard into trying to create an ear worm to aid long term brand recall that’s complete with an EDM-style drop.
Nivea
Nivea looked to promote their men’s products as a way to solve for the stress of direct family feedback on how you look. It has been shot for mobile.
Pantai Hospital
Pantai Medical Group runs a private hospital in Malaysia that caters to more well-off Malaysians. The emphasis on healthy food in the advert relates to the central role that food plays in Chinese New Year celebrations.
Their elective treatments are likely to be quiet during CNY 2025, so they have provided the option for health-focused external catering. It’s an interesting product innovation for those close to their hospital in Penang. The behind the scenes clips at the end draws on Korean and Hong Kong productions. The best known in the West would be the blooper reels that used to appear at the end of Jackie Chan films.
https://youtu.be/2tKxHrCldts?si=WIQqF1PRPsyzdKEG
Petronas
Petronas is the Malaysian national oil company. There is a natural fit with CNY 2025 because children go home to see their parents and siblings. Later on during the celebrations they will drive to visit relatives. On the Malaysian peninsula you could be a long time in heavy traffic, so pit-stops for fuel and refreshments are pretty much obligatory.
Ribena
Brutally short creative with the tagline left right at the end. ‘Ooo Juicy Fu’ – the fu is a reference to the Chinese character fu symbolising ‘fortune’. It is creatively consistent with campaigns that Ribera ran for Ramadan and the previous CNY in Malaysia.
Shopee
Shopee is a mobile marketplace think Shopify, Depop or Uber Eats in an app. Like Watsons Malaysian campaign it relies on a ‘new years’ song. Why a song? Entertainment during Chinese new year features newly composed catchy earworms. These may come from film series put out as family entertainment for the new year like the All’s Well, That Ends Well series of Hong Kong comedies, or television and adverts.
Watsons
Watsons is a Hong Kong-headquartered pharmacy chain with stores across Asia and a strong focus on health and beauty products. It’s parent company AS Watson is a set of diversified retail brands including:
Superdrug and Savers in the UK
Rossmann
Fortress (a PC World or Best Buy analogue)
PARKnSHOP, Taste, FUSION, GREAT FOOD HALL – grocery stores
Watson’s Wine
They have been teasing a song related Chinese New Year campaign for Malaysia to embed in your memory structures, but were only showcasing the song 2 1/2 weeks before CNY 2025. Rapid screening of sales promotions drown out the ‘Happy Beautiful Year’ themed brand building effort.
https://youtu.be/KpAXOYxxGvc?si=jzwNGGW5HXz8pbHk
Yakult
The Japanese yoghurt drink brand used some good fortune themed imagery to promote a brand sweepstake. A very simple execution that could be used again in future years.
Singapore
BRANDS
BRANDS is a food and supplement business. Traditional Chinese Medicine often recommends eating particular foods to treat different ailments, which is why BRANDS essence of chicken sits in a kind of ‘wellness’ space.
Their advert draws on the universal experience of very direct questions that people have to field from relatives when they go home for Chinese new year.
Eu Yan Sang
Eu Yan Sang run traditional Chinese medicine and related wellness foods shops and clinics across Asia. This Singapore ad focuses on the challenge of gift giving and the close link between good fortune and good health. Unusually, they’ve also run a second lot of creative promoting their CNY themed hamper designs as well.
https://youtu.be/dGc3_cDjtCA?si=pTA3fXpeL481jw-P
FairPrice
FairPrice is a Singapore institution. Like the UK’s Co-op, it is a supermarket owned by the National Trade Union Congress and is the largest grocery chain in Singapore owning both supermarkets and convenience stores.
The ad focuses on everyday Singaporeans with many of the shots modelled on HDB flats – Singapore’s public housing. The colour grading and small moments designed to evoke different types of nostalgia from the rituals of family and the Chinese New Year.
Hockhua tonic
Hockhua is a Singaporean local wellness foods brand who did a simple sales promotion for their hampers to be provided for the new year. The cut-off time then gave the brand a few weeks to assemble to the appropriate amount of hampers.
Lazada
E-tailer Lazada leads with sales promotions. The imagery draws on Fu xing, the god of good fortune who you would pray to in order to get a prosperous new year.
Ministry of Digital Development and Information
The government of Singapore used Chinese new year to reinforce a common Singaporean identity and celebrate the 60th anniversary of the city state. Sing-a-longs are a part of Chinese new year. The video featured a 1980s song that was originally recored by the artists in 1998 re-recorded by them for the government department encouraging t he citizens to look out for each other. The video was published just days before new year and relied primarily on the reach of the former prime minister’s Instagram account. It shares a common theme of small but joyful moments with the FairPrice CNY 2025 advert.
Thailand
This is the first year that I have covered a Thai market campaign. Thailand has a significant ethnic Chinese minority (between 10 – 15% of the population depending on which estimates you reference). Like Indonesia, Thailand integrated them for political reasons and many of them no longer have Chinese sounding family names – but the traditions live on. A second aspect is the increased role in the Thai economy that Chinese expats and tourists now play.
Central
Central is a premium department store in Thailand (think Peter Jones in London) and has a mid-tier brand called Robinsons (think Debenhams or House of Fraser). You have a stylistic version of the new year dinner and a cool grandfather who owes a lot to mature Japanese hipsters and The Sartorialist. The film has high production values and leans on vibes rather than storytelling, but is distinctive.
You can find my previous reviews of Chinese New Year ads here.
Foreign workers in Singapore parlance are people who come from around Southeast Asia and South Asia to do blue collar and pink collar jobs in the city state.
In a number of Asian countries including Hong Kong and Singapore; Filipino and Indonesian workers came to care for old people at home, look after children and conduct household tasks.
This group of foreign workers freed up middle class married women in Singapore and other countries to participate more to their economy, capitalising on their education and ability to earn more in fast-growing economies. They had higher levels of workforce participation than their female counterparts in Japan and South Korea.
The Philippines relies almost five-fold more on remittances for its GDP than similar countries like Indonesia.
What’s less reflected upon is the social upheaval and challenges that these foreign workers face in their new homes. They are in a different culture, away from friends and family as a support network. They have tremendous pressure to remit as much money as possible home.
They only have each other to rely upon. This skate team is just one of the activities that foreign workers do. From informal gatherings with friends to sophisticated beauty pageants, volleyball and basketball leagues. More Singapore related content can be found here.
Beauty
China’s beauty market is a sight for sore eyes | FT – The brand keeps prices of its products, from face powders to creams, closer to those of premium international brands, in line with L’Oréal’s Lancôme and Shiseido’s Nars. The rise of a domestic premium brand points to a significant shift in mainland shoppers’ buying habits as well as highlighting improvements in the quality of domestic products
Y3K: Futuristic fashion trend sweeps China | Jing Daily – Inspired by AI, VR, and the metaverse, and propelled by K-pop idols and Korean brands, Y3K is rapidly gaining popularity among Gen Z. – very William Gibson ‘Burning Chrome’ era
Economics
Diverging demographic destinies: Cars and the middle class | WARC – According to Pew, the American middle class has shrunk significantly in the last few decades. The top 20% of earners now take more than 50% of aggregate income because theirs has grown faster. 88% of Americans have less than $2000 in their checking account and 50% have less than $500 in savings. The average cost of a new car in 1984 was $6000 and the average household income was $27k. Today average household income is $80k [Fed] but averages conceal the widened gap between maxima and minima: the median income per person is around $35k [Census]. The average price of a new car is almost $50k, which is surprising enough that CNN wrote an article about it. They explain that “much of the reason Americans are paying nearly $50k for a car is that automakers decided to go all-in on expensive cars. The more they charge for a car, the more money they make off it.”
Whereas forty years ago an average new car cost about a fifth of an average annual salary, a new car is now prohibitively expensive for most. That’s why Americans have a record $1.6 trillion of outstanding car debt and delinquencies are rising.
Biden’s Move to Block US Steel Deal Is No Way to Treat Japan – Bloomberg – In the executive order preventing the deal on spurious national security grounds, staffers for President Joe Biden appeared to accidentally copy-and-paste the title of a previous presidential order — one ordering a Chinese crypto mining company to vacate property near an Air Force base. The left the Nippon Steel directive entitled: “Regarding the acquisition of certain real property of Cheyenne leads by MineOne Cloud Computing Investment.”
Luxury
Interesting research from two sources that don’t quite square with each other. Walpole’s The State of London Luxury 2024 report came out and painted a rosy picture about the ultra high end aspect of the London property market. Meanwhile over at the FT, Why London’s property market is stagnating points at the same end of the market as being moribund in nature.
Mooncakes were a big part of my time in Hong Kong and Shenzhen. This year, mid-September marked mid-autumn festival across Asia or known as Chuseok in Korea. It is similar to harvest festivals that happen elsewhere in the world.
It is celebrated in Chinese communities with mooncakes. Mooncakes traditionally have been made of fat filled pastry cases and lids filled with red bean or lotus seed paste and a salted dried egg yolk.
Mooncakes are moulded and have auspicious messages or symbols embossed on the top, like the double happiness ideogram which also appears on new year decorations and at weddings.
In the past mooncakes have been used to make political statements in Hong Kong where they were embossed with messages against the Fugitive Offenders and Mutual Legal Assistance in Criminal Matters Legislation (Amendment) Bill 2019. This mirrored mooncake history, where concealed messages were alleged to have been used to ferment rebellion against Mongolian rule in China centuries ago.
China saw a halving of mooncakes sold this year, compared to last year. This is a mix of fast-moving events like the state of consumer spending and longer term factors including gifting culture and attitudes to health and fitness.
The economy
The consumer economy seems to be doing worse than industrial output. Youth unemployment is still an issue.
Gifting culture
China saw a crackdown on premium priced mooncakes as part of a government move against ‘excessive consumption‘ driven by societal excess and ‘money worship’. This overall movement has dampened luxury sales. The Chinese government stopped officials buying mooncakes a decade ago as part of a crackdown on corruption.
Some consumers just aren’t into them
They were as divisive as Christmas cake is in Irish and British households. Brands like Haagen-Daz and Starbucks have looked to reinvent mooncakes into something more palatable.
Health and fitness
Health and fitness has been steadily growing as a trend in China. A number of reasons have been at play including changing beauty standards. Chinese women are still going to favour slimness over muscle, but home workouts and running have been increasing in popularity. The fitness industry has been growing and the Chinese government has also tried to foster interest in winter sports. So there would be a good reason to avoid ruining all the hard work that you put in by eating mooncakes.
Why Do Workers Dislike Inflation? Wage Erosion and Conflict Costs* by Joao Guerreiro, Jonathon Hazell, Chen Lian and Christina Patterson – workers must take costly actions (“conflict”) to have nominal wages catch up with inflation, meaning there are welfare costs even if real wages do not fall as inflation rises. We study a menu-cost style model, where workers choose whether to engage in conflict with employers to secure a wage increase. We show that, following a rise in inflation, wage catchup resulting from more frequent conflict does not raise welfare. Instead, the impact of inflation on worker welfare is determined by what we term “wage erosion”—how inflation would lower real wages if workers’ conflict decisions did not respond to inflation. As a result, measuring welfare using observed wage growth understates the costs of inflation. We conduct a survey showing that workers are willing to sacrifice 1.75% of their wages to avoid conflict. Calibrating the model to the survey data, the aggregate costs of inflation incorporating conflict more than double the costs of inflation via falling real wages alone
FMCG
Unilever ends up as a punching bag for Greenpeace and having their purpose blown up. As a campaign idea, the public celebration by the Dove brand team of the 20th anniversary of Dove’s real beauty positioning and creative left themselves open to this. Greenpeace used a skilful reframing in this creative.
The reason why the developing world seems to be disproportionately affected by plastic waste highlighted is for a number of reasons:
A lot of and paper and plastic recycling is shipped abroad. It used to go to China, but they declined to accept waste to recycle from 2018 onwards. So this waste went to other markets.
Developing markets have single portion packaging so that FMCG companies can distribute via neighbourhood shops and sell the product for the price a consumer can afford.
Plastic is easier to colour, manufacture, package and transport than glass, metal or coated paper. Biodegradable or effective post-use supply chains are well behind where they should be. And even if you were open to recycling, there may be brand issues.
The pairing of advertisers with consumers close to the point of purchase via rich, first-party data is leading to better ROI relative to other channels for some advertisers and is cited as a key driver of increasing retail media investment.
Retail media is growing in double digits every year; it currently accounts for around 14% of global ad spend and is projected to account for 22.7% of online advertising by 2026.
Retail media is no longer a ‘medium’ in the conventional sense but is instead evolving into an infrastructure underpinning the entire digital advertising ecosystem.
I spent a good deal of time thinking about roots and what they mean to me, with a change in my wider family situation. I spent a lot of my time growing up on the family farm owned by an Uncle. I knew the neighbours, knew the dogs and was familiar with many farm chores. The farm has gone up for sale a couple of months ago. My cousin who inherited the farm can’t run it part time and make it work.
The Island
As long as my Mum had known it the farm had been called The Island. There was never a reason given for the name, but one can guess from aerial photo below. Apart from a depression where the farm buildings are, the rest of the land slopes down and away from the farm.
The land never flooded. My great grandfather died as a relatively young man so my grandfather and his mother farmed the land. Before, during and after Ireland’s bid for independence.
My grandfather married late on life and had four children. My Mum, who wouldn’t inherit the farm because she was a girl. My eldest uncle inherited the farm and eventually left it to one of my cousins as he didn’t have children of his own.
Given the changing regulations in Ireland, in order for my cousin to operate the farm, they had had to put in logged hours on the farm under supervision of my Uncle in lieu of studying at an agricultural college.
The Island from the air.
The farm changed over that time. Originally the farm house was in the depression where there are now farm buildings. Only a small store room remains from that time. During British rule, houses were put in the most unproductive parts of the land, so the original house was dank and damp. The farmers didn’t own their land but instead paid rent to British landlords. The roots of the independence meeting was much about land ownership and owning one’s own future as it was about the irish identity, culture and language.
Externally the old farmhouse looked like a chocolate box thatched farm cottage, but the reality it was different. When my Mum was a child the current house was built, some of the furniture including cupboards, dressers and chairs were moved from the old house. Everything has been covered with an annual coat of ‘oil paint’ – a gloss household paint.
I can remember when the farm started to get grants from the EEC (also known as the Common Market), my grandmother decided to get rid of the old wooden chairs and buy new ones with vinyl covered foam seats.
Around this time, the rural areas of Ireland began to see bungalows and cars proliferate. The main reason was agricultural grants making farming less of a hand-to-mouth existence and the publication of an architectural plan catalogue by Jack Fitzsimmons called Bungalow Bliss. This allowed multi-generational living on the family farm and commuting to work in the town. The homes were modern, light, airy and despised by Ireland’s intelligentsia.
I am just old enough to remember electricity going into the farm house. While Ireland was economically backward; the farm was notably late in having electricity installed. In fact, pylons had gone across the land for years earlier and electricity had first been put in to power the milking parlour. When I was in my teens an extension was built with a hot water tank, radiators, a bathroom and flushing toilets.
The old house was replaced with a hay shed and a couple of outhouses. An animal crush was built by my Dad who is handy with building and steelwork, including custom-lengthened gates. The crush was to help with treatment of the animals. There’s not much else you can do if you want to vaccinate or give medicine to cattle that weighed as much as a small car (at the time). When we’d go back as a family, gates needed maintaining including remedial repairs and repainting. My Dad and I (ok I was very young and more of a hindrance) built a concrete flowerbed in the front of the house.
The front garden and front of the house.
When I lived there it was expected that I would start contributing labour by the time I was primary school age. Harvesting peas, carrots, parsnips, potatoes and rhubarb from the front garden. Sweeping inside the house, outside the house and fetching turf from the shed where it was stored to keep the solid fuel cooker (range) going.
Then I moved up helping herd in cattle or sheep, cleaning up after animals. Collecting bales of hay or moving them around for feeding. Feeding the farm dogs and chickens before finally collecting eggs. Helping to put up electric fences or ‘foot turf’ arranging it in a way to help it dry out prior to being stored as fuel. These were things my parents had done as children too. The Island felt atemporal linking past, present and future in the moment, the roots were clear. We never felt poor, there was always food on the table, a warm house in winter that was free from damp.
We didn’t even get bored. Doing manual labour on a farm tires you out, there was the weekly newspapers to read, and the countryside itself (particularly with a child’s imagination). Up to my teens there was sufficiently little light pollution that I could see the delicate band of the Milky Way and major stars. Because of this, I am comfortable with a good amount of rustic living if needs be.
If tractors were needed for making the hay or the silage, my Uncle would hire a contractor to take care of it. My cousin was the first person to introduce a tractor on the farm for the everyday chores such as putting out winter feed or cleaning up the yard and spreading manure.
Land
The land and the area around it had Maddens living there since at least the 15th century and likely earlier in one form or another. Madden is an anglicised spelling of Ó Madáin, meaning descendant of Madán. Over time, the family name spread around the world due to members of large families having to find their way in the world and economic emigration. Of my generation, we’re in the UK, Canada, Germany, the US and Ireland at the moment. Previously we’d been in China, Hong Kong and across the Middle East. In my family, we were the first generation to get a university education. But all of us have The Island in common.
Keeping people on the land, has been as much a political endeavour as it is a commercial one now. Yet despite government grants, small holdings like The Island struggle to keep going. Even if they are operated as a part-time farm. The countryside has been depopulated separating families from their roots, at the same time as a housing crisis sweeps the country.
Roots
Roots bind and also tie. Pre-internet letters and phone calls bridged the gap with those at home. My Mum and Dad still call home on a special phone tariff. I am connected to one of my cousins by WhatsApp and older family relatives and neighbours via Facebook.
Trying to go to school with an askew tie or scuffed shoes would bring an admonishment about disgracing the family name. And sure enough gossip did get home as I grew up both in Ireland and in an Irish neighbourhood with people who were schoolmates of my Mum. All of which reinforced the ties. More recently, they have mostly been awakened and reaffirmed going to funerals of family friends and relatives.
Roots have also been lucrative for Ireland. The country is an expensive tourist destination, yet managed to attract descendants from Australia, New Zealand, mainland Britain and the US to visit home. Often centuries after their ancestors had got on the boat.
Before decline in Irish immigration to the US, it was a market for made-in-Ireland products including Arklow Pottery, Carrigaline Pottery, Waterford Crystal and the Kilkenny Design Workshop. While the revenue was grateful, there is also largely a sense of otherness that the natives feel to their wider diaspora, which adds an underlying tension to those roots.
Up until they retired, my Mum would not go to our local GP or dentist, but instead suffer until she went home to Ireland and sought out to the local family doctor and a dentist that she’d gone to school with.
It’s not only Ireland that has this pull. Overseas Chinese flock to their ancestral home despite centuries of living in Singapore and elsewhere. Hong Kong Chinese supported the mainland due to complex family ties, even through the great leap forward and the cultural revolution.
Self
American academic Amy Cutler’s study on the sense of connectedness to roots had a number of results. Roots affected sense of self in Americans and an increased likelihood of negative life outcomes was found to correlated with the disconnected. Her work has been based on survey and interview research conducted from writing her doctoral thesis. She since kept up the line of research while holding a teaching position to find out more about these correlations.
Elias and Brown found some link between the connectedness to roots and mental wellbeing, but they also admit that understanding that linkage is nascent at best. Ambeskovic et al has work that suggests understanding one’s roots might help better understand challenges to mental wellbeing – based on animal experiments. Their work went back four generations.
