As shown by K-Pop or Taylor Swift concerts, fandoms are a powerful cultural movement that have their own economies that are mobilising across various sectors and across various markets.

On this episode of Marketing Mojo, we embark on a journey into fandom culture and how it is reshaping the landscape of branding and marketing across the region, it’s potential power in driving branding and marketing strategies and success, and how to tap into it with Andrea Ng, Asia Pacific Insight Director with global strategic insights agency Canvas8.