Dear readers,

Spring/Summer 2026 Fashion Week confirmed it: for Generation Z, Hollywood movie icons no longer enjoy an exclusive hold on attention. On social media, influence is shifting decisively toward Asia, driven by K-pop and the stars of the Thai series “Girls' Love” and “Boys' Love.” In London, Asian celebrities generated 80% of total social media presence, while a single appearance by Seungmin (Stray Kids) at the Burberry show eclipsed all Western personalities combined, including fashion icon Naomi Campbell.

Behind this spectacular rise lies the hyperpower of fandoms, communities organized like digital armies capable of propelling a hashtag to the top of the global rankings in a matter of hours. The challenge for luxury brands is therefore clear: combine Western heritage with Asian digital power, or risk losing their place on the new global map of influence.

Enjoy your reading !

• Asian celebrities, particularly K-pop stars and Thai GL/BL series stars, now dominate online attention, overshadowing Hollywood icons among GenZ.
• At London Fashion Week, Asian influencers generated nearly 80% of social media presence, and Seungmin (Stray Kids) generated more mentions than all Western stars combined.
• Highly organized fandoms communities are massively promoting brands and their ambassadors through synchronized viral strategies, becoming a powerful and free lever for luxury brands.
• While Asia dominates social media (ages 13-35), Hollywood icons remain very present in traditional media (ages 35-65), forcing brands to juggle Western heritage and Asian digital power.

"KPop Demon Hunters", the second part in 2029

In early November, Netflix and Sony finalized an agreement for a second part of the animated film “KPop Demon Hunters,” which set Netflix alight this summer. Released on June 20, 2025, by August it had already ranked among the top 10 most-watched films in Netflix history (with nearly 300 million views worldwide) and ultimately became the most-watched feature film of all time. Its soundtrack also conquered the world with more than 3 billion streams.