Asian youth in 2019: K-Pop, wellness, sustainability and Bollywood goes to China

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

About 58% of the world’s millennial population lives in Asia, including a whopping 440 million in India, where they account for 34% of the total population. In China, despite an ageing society, millennials account for 27% of the country’s total population. Morgan Stanley estimates that millennials in India will spend $330 billion by 2020, where they account for nearly half the working population and their share in the workforce is expected to remain the highest over...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands