According to Pereyra, companies looking to expand into Asia should abandon the idea of a one-size-fits-all regional strategy and instead build market-specific approaches. He added that brands looking to expand into Asia need to recognise that every market operates differently. According to Jason Yong, founder and CEO of Unicom Marketing, brands need to pair innovation with cultural equity to create experiences that truly resonate. He added that trends must also be evaluated against Australia's regulatory environment to ensure they are both relevant and safe for local consumers. While trends can present opportunities, he cautioned that brands need to distinguish between short-lived fads and lasting consumer behaviour.