Missing the Final Wasn't a Scheduling Problem
McDonald's just confirmed, on its own earnings call, what I called out about their FIFA final no-show. It was never a scheduling problem.
I spend most of my time thinking, exploring, and landing on culture, brands, and what's next.
I have over 16 years of experience driving social-first strategy across APAC, and I'm a specialist in connecting brands with culture through social platforms, cultural partnerships, and emerging trends. I've worked with global brands across the region, and was shortlisted as Campaign Asia's Channel Engagement Planner of the Year. Today, I'm a recognised voice in culture and social innovation.
culture * brands * marketing * culture * brands * marketing *
culture * brands * marketing * culture * brands * marketing *
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↗Brands Don't Need More Influencers: They Need to Be Relentlessly Shareable
Brands need to focus on creating relentlessly shareable content rather than relying solely on influencer marketing to drive engagement and organic distribution.
↗Are We Using AI Right?
Every company's strategy today is "use more AI," yet most brands are still building content strategy for humans. AI doesn't discover brands the same way we do.
↗FIFA Finale, which brands are celebrating with us?
By the final, the most-watched match of the whole tournament, brand conversations went quiet. Brands don't just need a launch. They need an ending.
↗Are We More Risk-Averse Today?
There are about 34 sequels and prequels happening in 2025. Are we shying away from bold ideas in favor of safer, proven formulas like sequels, reboots, and nostalgia-driven stories?
↗Xinyi's Pop Culture Wrapped 2025
The pop culture moments that shaped the year and are already influencing what comes next.
