TBWA\Asia and Backslash Unveil Eastfluence

By India Fizer

As American cultural dominance shows growing signs of fatigue, a new force is quietly, and powerfully, reshaping what the world wants. Eastfluence, a new report from TBWA\Asia and cultural intelligence unit Backslash, makes a bold case: Asia is now setting the tone for global aspiration.

Far from a traditional trend piece, Eastfluence is built as a strategic roadmap. It uncovers how Asian values are influencing not just the products people covet, but the ethos they admire and how brands born in the East are winning over Western consumers with more than competitive pricing or clever marketing. They’re exporting a worldview.

The momentum is undeniable.

Mixue, the Chinese ice-cream-and-tea phenomenon, has overtaken McDonald’s as the world’s largest fast-food chain.

BYD surpassed Tesla in global EV sales last year and is now making confident moves toward the American market.

COSRX, the Korean skincare favorite, generates 90% of its revenue overseas, led by devoted Gen Z fans.

Din Tai Fung has become the highest-grossing restaurant chain in the U.S. on a per-location basis — an astonishing $27.4 million per store.

Eastfluence argues these point to a deeper shift in the values shaping global culture.

To help brands navigate this shift, the report identifies four key value sets defining the new era:

1. Deep Mastery

An emphasis on the craft, discipline, and rigor behind creation — where the process is as revered as the product itself.

2. Thoughtful Friction

A belief that intentional imperfection or challenge can enhance an experience, inviting participation instead of passive consumption.

3. Unapologetic Emotion

A vibrant, expressive sensibility that stands to reshape how brands communicate — replacing cool detachment with warmth, sincerity, and feeling.

4. Social Etiquette

A modern reframing of respect, consideration, and harmony; values that can rebuild the relationship between brands and the people they serve.

Eastfluence is designed to act like a software update for brands looking to regain relevance in a fast-changing world. It brings fresh perspective, cultural clarity, and an invitation to rethink what it means to be aspirational today.

The takeaway is simple: these values, born in the East, are only growing in global influence. You can view the introductory video below for more information and download the report here.