Asia Perspectives - an IMC Education

In late August this year, I traveled to 3 Asian countries with a group of 30 Northwestern University grad students of Integrated Marketing Communications (I.M.C). The goal was to learn and understand how marketing is being practiced outside of the U.S. The trip took us to Seoul, Shanghai and Taiwan. There, we met with marketing executives from Coca-Cola, Nike, Samsung, Cheil Communications, Grey Group, Publicis, Yum! Brands, and the intriguing Taiwanese manufacturer Chimei. Learnt a lot about the booming and diverse Asian market...

As a city...

Shanghai is growing at a much faster pace than the majority of its people... almost too fast.

Seoul is trying to find the right balance between tradition and modernity.

Taiwan is a diamond in the rough. It has beautiful and varied landscapes that is largely unknown outside of Formosa. The Night Markets are unique... many other Asian countries have tried, but could never re-create the scene or mood that Taiwan's night markets have.

Enjoying a Taiwanese Oyster Omelette at Shilin Night Market solo... a kind Japanese tourist helped me take this photo after seeing me struggle trying to position myself into frame on my iPhone camera

 Exploring Shanghai's Yuyuan Garden at night 

 IMC 101 lesson: Be creative with what'cha got... sometimes it works to pull customers in

A photo op with a Korean boy band @ Myeong Dong Market

The people:

The original Shanghainese were generally educated and sophisticated individuals with a high appreciation for art and fashion. But over the years, a continuous influx of immigrants coming into Shanghai is changing the face and mentality of this city.
I call the two images you see:

"The Tale of Two Towers"

As for Seoulites, you will never, ever, ever, catch a woman walking in sweat-pants and no make-up on. Fashion is always on in Seoul. They probably live by Coco Chanel's motto: "There are no such thing as ugly women, just lazy ones."

The Taiwanese took me by surprise with their hospitality and how many of them speak some English or French. It doesn't matter where I was: the city or the rural hot spring area... Taiwanese people are always willing to help.

So, how come we don't hear more of "Come to Taiwan... Ilha Formosa?" Honestly, out of the three countries I visited, I think Taiwan is most ready to welcome tourists from all around the world!