Welcome to our June 2025 issue of The RED Edition
Ryan Molloy, our CEO at RedFern Digital, kicks off this issue by reflecting on the shifting consumer landscape across Asia and how brands must redefine “value” in order to stay relevant – from Vietnam’s booming e-commerce potential to China’s renewed focus on domestic consumption.
In this issue, we share a number of articles looking at China’s ever-evolving digital retail scene, exploring the explosive rise of AI-driven platforms and the social commerce boom, and unpacking how livestreaming and mobile-first strategies are reshaping the path to purchase. We also take a look at South Korea’s K-beauty revolution, spotlighting the trend toward affordable luxury and the growing influence of micro-consumption among Gen Z shoppers. Plus, we examine how Douyin is driving a new era of sports culture in China, and break down what the CPTPP means for brands navigating the increasingly complex world of international trade.
– Ryan Molloy, CEO of RedFern Digital
CLICK HERE to download the June 2025 Issue of The RED Edition.
This issue will cover the following topics:
- Message from the CEO
- From Click to Boom: China’s E-Commerce Overhaul
- Beauty Trends in South Korea: Luxury for Less
- How Douyin is Shaping China’s Sports Culture
- Temu Beware: Rising Protectionism in Southeast Asia
- Explaining the CPTPP: Who, What, Where, and Why
Excerpt from “Message from the CEO”
Dear Readers,
Over recent months, Asia, along with the rest of the world, has experienced a period of significant turbulence. Despite these upheavals, most of Southeast Asia has emerged relatively unscathed, even as trade between China and the U.S. teeters on the brink of stagnation. Encouragingly, exports from China to the U.S. now represent only 4% of its total exports because of the longstanding trade dispute between the two countries. What has gone largely unnoticed amidst Trump’s aggressive trade wars, however, is the steady progression of favourable trade agreements. The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), for instance, is set to unlock massive opportunities in some of the world’s fastest-growing markets. For countries to overlook these openings would be a significant missed opportunity.
Southeast Asian markets today have strong parallels to China 15 years ago – a time many recall for its steep profit margins, premium pricing, and relatively low competition. While mature markets in Asia such as China, Japan, and South Korea boast high purchasing power, economic uncertainty has shifted consumer preferences toward more affordable alternatives. Local brands are thriving, and competition is fiercer than ever.
One clear takeaway stands out: during economic downturns, Asian consumers remain willing to spend, but only when the value is evident. The era when premium branding alone justified high prices is firmly over.
To be continued in the magazine…
