Greater China
China | Hong Kong | Taiwan
Confucian values, collectivism, high respect for hierarchy
Visual preferences: clean, professional, symbolic colours (red = auspicious)
Communication: formal, indirect, prestige-focused
High regard for science, trust in authority
Northeast Asia
Japan | korea
High-context cultures: indirect communication, subtle cues
Very high aesthetic expectations, precision in visuals
Conservative imagery; modesty, seniority, and trust are key
Values innovation but within structured, formal systems
South Asia
India | Pakistan
Expressive, hierarchical, relationship-driven
Warm, emotive storytelling resonates well
Religious and cultural sensitivities (diverse beliefs, attire)
Growing digital health awareness, especially mobile-first
Southeast Asia
Malaysia | Indonesia | Thailand | Vietnam | Philippines | Myanmar
Diverse ethnic/religious mixes within countries
Prefer a human and hopeful tone, visual warmth
Mix of modern and traditional values
Muslim-majority nations (Malaysia, Indonesia) require modesty in imagery
Facebook, Instagram, and TikTok more popular than LinkedIn
Storytelling with community, family, and wellbeing themes resonate
Southeast Asia
Singapore
Highly educated, multicultural audience with high visual and content standards
Strong mix of B2B (medical professionals, government, C-suite) and B2C (tech-savvy consumers)
Platform preference includes LinkedIn, YouTube, and digital media
Favour precision, multicultural inclusion, and trustworthiness
Oceania (Anglo-Pacific)
Australia | New Zealand
Low-context, direct, open communication
Preference for plain English, minimal jargon
Culturally sensitive, especially to First Nations/Indigenous representation
Strong preference for ethical, transparent, and purpose-driven brands
B2B communication often through LinkedIn and professional networks