Premium mass market – black burgers and more
The trend for Asia’s growing middle class to consume premium mass market products as markers of status is now well established. And it’s now stepping up a gear to go beyond familiar ‘MASSTIGE’ to embrace a new kind of mass market exclusivity. Welcome MASSCLUSIVITY, where experience, artisan backstories and rich brand narratives are adding new layers of premium and delivering greater sophistication for middle class consumers across Asia.
Read more about MASSCLUSIVITY at Trendwatching and the trend that’s bringing the new Kuro Burger to Japan (black cheese and black buns made of bamboo charcoal, topped with onion and garlic sauce made with squid ink, and beef with black pepper sauce).
To find out more about the latest trends we see emerging, contact Nimrod or Rob.