www.mediafax.ro/comunicate/studiu-starcom-romania-

Asian culture is increasingly influencing Romanian consumer choices, particularly in food and beauty sectors. A study by Starcom Romania reveals that 60% of consumers have purchased Asian-inspired products, with 30% planning to do so. Curiosity and the desire for new experiences drive this interest, primarily discovered through YouTube and TikTok. Consumers expect brands to authentically understand the cultures they represent. While food and films are widely recognized, other areas like K-beauty and anime attract niche audiences. The study highlights the importance of authenticity for brands engaging with Asian cultural influences.