In 2014, HILL ASEAN published "The Connected Family", a study focusing on families in ASEAN at the time of its establishment. Needless to say, "family" is at the root of the consciousness and behavior of ASEAN people. They value "family happiness" and "being with family" as they go about their daily lives, but their awareness of family, ways of living with family, and the meaning of "family happiness" are evolving and changing.

In 2024, as a 10th anniversary of HILL ASEAN, we revisit this topic again under the theme "A Decade of shift in ASEAN Families." Ten years have passed since the publication of "The Connected Family", when families expanded their networks externally, consuming a lot of information and enjoying real-time interactions with many families, thanks to the benefits of internet technology. How have ASEAN families changed due to factors such as economic development, social conditions, technological advancements, and COVID-19? Based on the 2014 research data, Hakuhodo Chronological Lifestyle survey, and newly conducted quantitative survey and home visits in six ASEAN countries, we will introduce the changes related to families of ASEAN sei-katsu-sha including the past, present, and future.

Download our full report below.

English Version

The economy of ASEAN has grown remarkably compared to the global rate, resulting in an increase in the wealth of individuals in the middle class. These individuals have the potential to become a significant driving force for the ASEAN consumer market.

However, little is known about these individuals who have recently moved up from the middle class and are on their way to becoming part of the wealthy class.

Who are these people? HILL ASEAN refers to this invisible class as the "Emerging Affluent." Although this term may bring to mind the "upper middle class," our research has revealed that the ASEAN individuals in the Emerging Affluent segment differ significantly in terms of their lifestyle, values, consumption behavior, and brand preferences.

Find out more about the Emerging affluent in ASEAN and how brands can adjust their communication to better suit them from our full report below.

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Japanese Version

COVID-19 has had a significant impact on the behavior and thinking of Sei-katsu-sha. One of the positive changes is the increase in the number of Sei-katsu-sha in ASEAN, who enjoy "fandom" with their peers. In ASEAN, the term "fandom" refers to "the people who are passionate fans of idol singers, manga, sports, hobbies, etc., and the world/ culture formed by these fans”.

The ASEAN Sei-katsu-sha who enjoy sharing their passion towards idol singers, cats, soccer, board games, touring, watches, anime, etc. with their peers were overflowed with energy. Thus, HILL ASEAN researchers who conducted interviews were often inspired by their positive vibes. The benefits that ASEAN Sei-katsu-sha receive from fandom are not only pure enjoyment, but also a wide range of other things. For instance, it includes aspirations that cannot be fulfilled in the real world, mutual support relationships beyond the family, a sense of belonging, and so on. It is also worth noting that the value of fandom is very different from that of Japan, which was surveyed as a comparison. 

HILL ASEAN would like to present our findings on "Why ASEAN Sei-katsu-sha are so enthusiastic about fandom", which we have discovered from our analysis of their words and behaviors. Our implications and original solution for creating brand fandoms will be also introduced too.

Discover our full webinar session from below URL,
https://www.hillasean.com/aseanfandom_webinar/

or download our booklets from below.

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Japanese Version

Please also find each countries finding below

• Indonesia Findings
• Thailand Findings
• Malaysia Findings
• Singapore Findings
• Philippines Findings
• Vietnam Findings

When you think about “Generation Z” (people who were born between 1997-2012), what kind of image comes to your mind? They are the generation after Millennials (born between 1981-1996). It is estimated that in 2020, Generation Z will account for 25% of the total population in ASEAN region. 

They were raised in an economically favorable environment compared to the previous generations. A truly mobile-first generation in which the internet and social media are default, they grew up in a more connected, open, diverse and borderless world. On the other hand, various perceptions, or myths about this generation are commonly perceived in today’s society, such as "Because they grew up spoiled, they always put themselves first,” or “they prioritize individuality over society.”

To debunk those “myths”, Hakuhodo Institute of Life and Living ASEAN  dives deep into their views on personal connections, life value and social media usage, and also offer marketing recommendations.
“Discover our full webinar session from below URL, www.hillasean.com/aseangenz_webinar/ or download our booklets from below. ”
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Japanese Version

At HILL ASEAN, we have discovered that more people from the ASEAN region are practicing actions aligned with the Conscious Lifestyle. From our research, we believe that the rise of these “Conscious ASEANs” will soon be influential enough to be labeled, not as a mere trendsetting movement, but a new way of life that will forever change the people’s mindset towards their everyday living.

Who are these people? What are their motivations behind these acts? What are their purchase criteria? In this studies, we will discuss changes in sei-katsu-sha behavior and their interactions with brands influenced by the Conscious mindset. We will also offer marketing recommendation and solutions on what brands should do to respond swiftly to these changes.

“Discover full webinar session from below URL: www.hillasean.com/consciousaseans_webinar/ or download our booklets, available in English and Japanese”
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Japanese Version

On January 24th, 2019, Hakuhodo Institute of Live and Living ASEAN (HILL ASEAN) hosted the fifth ASEAN sei-katsu-sha Forum, entitled “THINK FUTURE-FORWARD: How ASEAN lives evolve as technology gets smarter”.

Looking forward to the next ten years, technologies that could be the “next smartphone” have in recent years been showing signs of spreading one after another in the US, China and elsewhere. The IoT, AI, connected cars, smart speakers and other new technologies are beginning to change sei-katsu-sha’s behavior around the world

So what changes will occur when ASEAN sei-katsu-sha encounter technologies like these? And how will their interactions with companies and brands change?

Discover the full report by visiting our website www.hillasean.com/forum_2019/en/
or download our booklets, available in English and Japanese.
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Japanese Version

On December 14, 2017, Hakuhodo Institute of Live and Living ASEAN hosted the fourth ASEAN Sei-katsu-sha Forum, entitled New perspective of Gender equality at home: Who rules the house? The forum revealed the roles of husbands and wives in ASEAN households and how couples make decisions. Fresh viewpoints on marketing approaches were also recommended.

For the complete content, please download our booklet.
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Japanese Version

On February 21, 2017, Hakuhodo Institute of Life and Living ASEAN hosted the third ASEAN Sei-katsu-sha Forum, entitled Millennials – One size fits all? A GAP IN ASEAN GENERATION.
“Millennials” are a demographic cohort, generally used worldwide to describe the generation born between 1980s - 1990s. Here in ASEAN where its economic growth is one of the fastest in the world, our study aims to find out if we can, or should, view the people born in the 80s and 90s as one category.
This forum revealed fresh perspectives on lifestyles and aspiration of each generation, what drives them and how to cater to their needs through suitable marketing approaches.

For the complete content, please download our booklet.
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Japanese Version

On November 12, 2015, Hakuhodo Institute of Life and Living ASEAN hosted the second ASEAN Sei-katsu-sha Forum, entitled New Perspectives on the ASEAN Middle Class. The Forum explored the basic desires of ASEAN Sei-katsu-sha, analyzed new lifestyles, and recommended marketing approaches.

For the complete content, please download our booklet.
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Japanese Version

On October 9, 2014, ​Hakuhodo Institute of Life and Living ASEAN ​hosted ​the first ASEAN Sei-katsu-sha Forum, entitled ​The New ASEAN Family​. T​he Forum explored the basic ​desires of ASEAN Sei-katsu-sha, analyzed new lifestyles evolving among them, and recommended pertinent​ marketing approaches.

For the complete content, please download our booklet.
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Japanese Version

This is the last entry of our URBANZING 6 series.

We dive deep into the digital behavior of the URBANZING region, namely Chiang rai, Chanthaburi, Chumphon, Ratchaburi, Buriram and Saraburi, and how they differ from people living in Metro and Urban regions.

Let’s explore the insights and uniqueness of the URBANIZING 6 and learn about fresh marketing perspectives to better suit them.
English Version

As big companies are aggressively competing in Bangkok and other major cities, there are emerging, "URBANIZING" provinces that are still relatively free of intense competition, yet are developing at a pace that make them undeniably worth entering, namely Chiang Rai, Chanthaburi, Chumphon, Ratchaburi, Buriram and Saraburi. For short, we simply refer to them as the 3CaRBS.

In this issue we will delve deeper into understanding people in URBANIZING regions.
This includes outlining the similarities and differences of the URBANIZING people in comparison to those in the METRO and URBAN regions, along with fresh marketing recommendations to better connect with people in this region.
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Japanese Version

Let’s focus more on “Provincial Cities” in Thailand.

Up until now, many of us have set the main marketing targets to be Sei-katsu-sha in Bangkok and other big cities in Thailand. But in the near future, the potential focus in ASEAN might not be those big cities anymore.
Trade in country border areas becoming more active after AEC, infrastructure developing in upcountry areas, and other aspects are causing the Provincial Cities – even cities that were rarely being focused before to have opportunities for rapid growth.
Bangkok and the big cities are a Red Ocean, where pioneer brands predominate the market. But then the Provincial Cities are a Blue Ocean, where the market share is still flexible.

Provincial Cities have the chances of big growth.
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The second issue features a Car drawing survey to predict future trends in automobiles. It is based on the hypothesis that future prediction could be made from the pictures drawn by children. In the survey, a parent and a child drew a picture of what comes to mind when you hear the word “car” and car you want to drive in the future. The findings of this experiment showed that some models of cars will lose popularity despite their strong presence in the market. As in the previous issue, Hakuhodo staff will lend insight into the finding with their comments.
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ASEAN Sei-katsu-sha magazine is to be issued by the Hakuhodo Institute of Life and Living ASEAN. The magazine will set a unique theme for each edition and analyze gaps in lifestyles and values of consumers in five countries where ASEAN operates.
The first issue’s title is “ASEAN Time is Rubber Time!?” It will focus on cultural differences in perception of “time” from people in those countries.
The institute formulated a hypothesis based on the numeric values acquired from the surveys on “time” conducted in those five countries. Experiments were performed to explore their actual time perception from the subjects’ voices. The findings of this research suggest that through time which is the universal standard, there is a diverse nature and value from the people depending on their country. The comments by Hakuhodo staff are also noteworthy.
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Japanese Version