The

Thinking

Collective

Korea’s latest TV obsession, Culinary Class Wars, is more than just a cooking show— it’s sparking big debates on gender, class, and culture. Discover why this culinary showdown has everyone talking – both locally and globally. Read the full story through the link in our bio.

Welcome to Interesting Reads, where at the end of every month we handpick the most intriguing articles on culture for you. This month’s reads cover the bold and unexpected—thought-provoking trends, brand tactics, and more. From clever marketing moves to semiotic explorations, there’s something here to spark creativity and insight. Read more through our link in bio.

Looking to disrupt the status quo? Semiotics is your secret weapon to zig where others zag. We dive into how @vacationinc —a bold newcomer—taps into nostalgia to create a brand universe that stands out in all the right ways. 🚨 ANNOUNCEMENT 🚨Our Haute Culture Substack is LIVE. Unlock cultural insights and discover how semiotics shapes brands across markets, cultures, and passions. Ready to decode the future? Read the rest through our link in bio.

CASE STORIES → Competition in haircare is all about ingredients and design. Few think about competing with 90% inside the bottle: the nature of the liquid itself. Our client set out to change that and asked us to devise ways of thinking about the topic: how to make a liquid look & feel premium? Read more at the link in our bio.

Find out more about what we do through past projects we’ve worked on, all to deconstruct what drives consumers. Visit our website (link in bio) to read our Case Studies. See you there.

Culture-first. Consumers don’t see categories, they see culture. We look beyond your competition and start with what’s happening in the culture they operate in, by living and breathing culture ourselves. We invite you to become an insider through our eyes – stay tuned for more exciting content.