Right now, the region is surging with energy and ideas – and increasingly interconnected.
New stories, spaces, aesthetics, and ways of living emerge constantly, then travel between markets and transform as they go.
We help organisations navigate these cultural currents and build from them, across East & Southeast Asia:
Emerging communities, subcultures, and identities to serve
Cultural values, narratives, and worlds to anchor relevance
New rituals, behaviours, and tastes to build for
Influential fandoms & discourses to participate in
Aesthetics, environments, and visual codes to tap into
No single person or static team can understand Asia. It’s too vast, diverse, and fast-moving.
Every project is built around a select team from our network, deeply embedded in the markets, communities, and cultural worlds our clients need to understand.
What’s changing, and why
What it means for you
How to make it real
What’s changing, and why
What it means for you
How to make it real
Led By
Josh assembles and leads the teams behind the work. Over 13 years across Asia and Europe, he’s helped clients turn cultural insight into commercial action.
Prior to founding Crosscurrent, he led cultural strategy teams at Quantum Singapore and Flamingo London.
He has led projects for organisations including:
Creating a new brand identity and design system
Developing a new product platform for Thailand
Defining market entry strategy
Helping a US awards show build local relevance
Helping brands tap new communities
Shaping a Gen Z energy proposition
Repositioning a challenger brand
Developing an APAC merchandising strategy
Industries we work with most:
