K-fashion, cuteness culture, live shopping, Chinamaxxing, micro-dramas, T-wave: Asia as a territory for the experientialization of trends
Sep 1, 2026 | 4:00 PM - 4:45 PM[Talks area Hall 1] Fashion & Beauty talks area
Sep 1, 2026 | 4:00 PM - 4:45 PM
[Talks area Hall 1] Fashion & Beauty talks area
Asia is a continent shaped by multiple cultural codes, yet united by a common strength: the construction of soft powers as ecosystems, turning each country into a new emblem of creative avant-garde.
South Korea laid the foundations as early as 1994 with the Hallyu, a state-driven strategy that generated a total cultural ecosystem where fashion is never conceived separately from drama, music, or skincare. K-fashion is a narrative: every look echoes parallel universes, and every fandom becomes a spontaneous distribution network. Cuteness culture, inherited from Japanese kawaii aesthetics and reinterpreted through Korean and Chinese cultures, has established itself as a global visual language far beyond Asian borders.
Chinamaxxing, meanwhile, embodies China’s emergence as a new territory of desire, fueled by a culture of accelerated entertainment. Micro-dramas - short, addictive formats - mirror the rise of live shopping, which transforms purchasing into a scripted spectacle. This model is now arriving in the West through platforms such as Whatnot and TikTok Shop, reshaping the rules of retail around ultra-gamified storytelling.
Thailand, through the T-wave and its series driven by transnational fandoms, completes this panorama with singular aesthetic universes shaped by social freedom and a fully embraced queer culture.
What all these dynamics share is a way of conceiving creation through XXL ecosystems, driven by merchandising logics, cross-industry production models, and co-creative communities.
Brune Ouakrat, Director of Strategic Planning at L’ADN
Talk in French / Simultaneous English translation available via the PV app (programme icon)
Session language
Talk in French / Simultaneous English translation available
