MASTERCLASSES.

Our cultural masterclasses provide the keys to decipher local markets & consumers
linking culture to business, branding & consumption issues.

Format

~ 60 minutes of presentation based on a “live” PowerPoint presentation, including video extracts – Real TV shows, movies, commercials, mini documentaries
~ 30 minutes of Q&A
References to “go further” books, articles, movies, TV series, documentaries, podcasts

Our program


IS.

Educational
Entertaining
Intellectually Stimulating
inspiring

IS NOT

Academic
Abstract

Since the pandemic, China has become the number one retail market in the world, before the US. Yet, many Western companies operating in China remain unaware of the cultural specificities of this continent country.

This unfamiliarity with China can lead to brands’ backlashes on social media and boycotts in the context of rising national pride; Chinese consumers are becoming more sensitive to how Western brands address them.
OBJECTIVES:
Introduce participants to the fundamentals of Chinese culture – history & geography, traditions, beliefs & values – and cultural differences that remain today between China & the West
Immerge participants in today’s Chinese society while decoding popular culture – TV series, movies, social media content, advertisement, local cultural & consumer trends
Help Western brands avoid condescension and cultural dissonance, and address Chinese consumers in a more resonant and emotional way
PROVIDE PARTICIPANTS WITH THE KEYS TO UNDERSTAND, NAVIGATE & GET INSPIRED BY CHINA
MASTERCLASS

DECODING CHINESE CONTEMPORARY FEMININITIES

MASTERCLASS

DECODING CHINESE CONTEMPORARY MASCULINITIES

MASTERCLASS

NAVIGATING CENSORSHIP & TABOOS

MASTERCLASS

CONTEMPORARY CHINESE VALUES & THEIR IMPACT ON CONSUMPTION

MASTERCLASS

DECODING CONTEMPORARY LIFESTYLES

MASTERCLASS

CHINESE AESTHETICS & VISUAL CULTURE

MASTERCLASS

DECODING & LEVERAGING ON CHINESE CELEBRATIONS

MASTERCLASS

FUNDAMENTAL CULTURAL DIFFERENCES BETWEEN CHINA & THE WEST

MASTERCLASS

NAVIGATING DIVERSITY & INCLUSION

With China's economic slowdown, India is poised to become the next luxury Eldorado. By 2030, it will lead as the largest "young consumer market" globally. However, India remains a challenging market:

India is a culturally complex & diverse continent country, oldest continuous civilization with a mosaic of regional identities, languages, religions, casts
Its ancestral tradition of luxury & savoir-faire in textile, jewelry, leather favors homegrown luxury
The surge of Indian nationalism fosters an ambivalent relationship towards the West
OUR SUPER-MASTERCLASS IS DIVIDED INTO TWO PARTS:
1. Decoding Indian Society, Culture & Identities:
Fundamentals to understand Indian cultural complexity and new “hybrid” identities
Neo-nationalism & India’s ambivalent relationship with the West

2. India & Luxury:
Indian traditional savoir-faire
Imaginations & representations of luxury
Bollywood & celebrity culture, celebrations & gift culture

DECODING INDIAN CULTURAL SPECIFICITIES
The US is a continent-sized country and one of the most culturally diverse countries in the world. It is also undergoing fast evolution:

Demographically, white people will become a minority in 2045, the “mixed race” population will triple within 30 years
Following the #BlackLivesMatter movement, diversity and inclusion have become major concerns for companies, with intersectional identities—gender and race, in particular—at the core of societal debate
In the post-Trump era, the US society is getting ideologically more polarized: a revival of conservatism (Eg. restrictions on abortion rights), rise of wokeism and cancel culture
Europeans can feel a sense of familiarity with the US, thanks to the globalization of American culture and media content. Yet, there is an unexpected cultural gap with Americans whose system of values impacts people’s mindset, behavior, communication and management style.
Speakers.
TESTIMONIALS .
I wanted to thank you for your Closer to China masterclasses, which have been so insightful for all the Boucheron employees and especially for me!! I was fascinated by all the themes you covered. Your workshops perfectly balance historical knowledge and contemporary trends, and provide actionable key learnings for brands. Let’s do the same for the US market, how exciting!
BOUCHERON, Chloé Melloul, Analytics & Insights Strategic Manager.
I sincerely thank you for your fascinating, lively and “human” intervention. The teams are dithyrambic on the subject and are already looking forward to the next masterclass. They learned a lot and found the practical examples you shared extremely useful.
LVMH, HR Development Manager




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