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Wassup January 2012

Wassup January 2012

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Published by: madhurimg on Oct 09, 2012
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Issue 7 January 2012
The cultural trends magazine fromOgilvy & Mather Asia PacificEdited & designed by Kunal SinhaEditorial assistant: Lara FarrarCorrespondents:Astrid Savitri (Jakarta)Tari Rusbianti (Jakarta)Inke Kurniawan (Jakarta)Elaine Dai (Beijing)Timothy Sarker (Dhaka)Naima Hamid (Dhaka)Neha Punjabi (Mumbai)DonnahAlcoseba (Makati City)Wine Chua-Leonardo (Makati City)Tania Chan (Singapore)Naoko Ito (Tokyo)Azusa Fukai (Tokyo)Natalie Gruis (Ho Chi Minh City)SiddharthRoy (Colombo)Mei Wu (Taipei)Caryl Heah (Kuala Lumpur)Beatrice Yong (Kuala Lumpur)Josephine Phang (Kuala Lumpur)ScheherezadeSaadat (Lahore)Serena Park (Seoul)© Ogilvy & Mather Asia Pacific, 2012
Move over Greeks. The Big Fat Wedding is happening now, and in Asia. If there is oneevent in a lifetime when families let go of their wallets and inhibitions, it is at thewedding. The heady mix of traditional rituals with what they see on the big screen tellsus something about a cultural melting pot. Why is the seating arrangement at Chineseweddings in the Western banquet style, while the food is always typically local? Why aresome families choosing to forego inviting everyone they know, rather fly a smallernumber of guests to an intimate seaside resort for the big day? To find answers, weturned to wedding planners. Get a sense of the color and flamboyance in the first issueof this year.We then get up close and personal with village folks. Even as the wave of migration fromrural to urban areas continues unabated, the majority of Asia’s inhabitants live invillages. But they are no longer isolated: mobile phones, television and bettertransportation means they are well connected with the city. That has changedeverything: their expectations, what they want their children to be.The discontent with politics and national leadership is a recurring theme. It is makingpeople angry and tense. India’s Outlook magazine brought out a special issue called ‘TheAge of Rage’ this month. Should businesses be wary of the angry customer? They should,because he or she is no longer going to accept shoddy products or broken promises.Wassup is an early warning system of consumer sentiment, so be mindful of what wereport.Plunge right in. At eighty-two pages, this is our meatiest issue ever.

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