Event trends in APAC: what can the rest of the world learn?

One thing is for sure right now: we’re all more connected than ever before, and that’s on a global scale.For event professionals, this means there’s opportunities to learn and gain inspiration from our peers in different regions and countries, whether that’s by watching on from afar as new innovations emerge, or gaining on the ground experience, and implementing fresh practices on a first-hand basis.Having previously worked as a Lead Producer throughout the Asia-Pacific (APAC) region, there are many unique nuances and ways of working there. Now that I’m back home in the UK, I keep a watchful eye on how the industry is evolving, and often lean on learnings from delivering events in the region when producing experiences both in APAC, and other parts of the globe.With this in mind, here I share three regional trends, and explore some of the ways they are relevant to all event profs, no matter where in the world we are. Investing in, and adopting techThe region has developed a reputation for its early adoption and application of the latest technological innovations. In my experience, people based there recognise its value and potential, and they aren’t afraid to try new things.Forrester’s recently released Global Tech Market Forecast, 2023 To 2027 shows us that this is set to continue in 2024 and beyond. Its research reveals that technology spend will grow 5.7% in APAC, the highest of all regions. Global spend is set to rise by 5.3% too, with economic growth in APAC cited as a key contributing factor.A trend I’m seeing that is tied to this, is the increased regulation of the sector, in order to ensure better market share for businesses – so that the ‘little guys’ have a presence too, and around data usage – in terms of what is (and can be) used, and how.While this is becoming a truly global phenomenon, it highlights the importance of utilising technology in meaningful ways, and thinking about the ‘why’ behind it, rather than adding it on to an event because it’s the latest buzzy tool out there.Furthermore, increased regulation will ensure that attendee data, for example, is protected and used in the right ways, such as to create more personalised experiences, rather than be sold onto third parties.A case in point: generative AIWhile there’s been a lot of talk about artificial intelligence (AI) in all parts of the world, 2024 will be the year that we all come to readily embrace it – and this is evident in the key themes that emerged from both CES and the World Economic Forum (WEF) earlier this month.For APAC, generative AI is already being actively incorporated into the event ideation, planning, and production process. From using it to seamlessly build and render set designs, to creating wholly immersive experiences where the attendee can choose their virtual, IRL – or a combination of both – journeys, and developing strategically-led content programmes that tell a story, the region has shown us how AI can be applied to events with great success.Rethinking the brand x influencer relationshipWhen I was based in Hong Kong, there was a very big focus on influencer engagement, in terms of how brands can leverage them to raise awareness, and forge meaningful connections with their audiences – particularly the social media savvy Gen Zs and digital natives.From an event perspective, sending them product in the lead up to an event, allocating a significant budget to paid partnerships, inviting them to launches, and featuring them as part of speaker line ups were all commonplace.Lately, though, brands have been rethinking these collaborations. It’s a reflection of consumers’ changing expectations, as they’ve come to hold brands more accountable for their actions. It’s become increasingly key that the influencers they opt to join forces with uphold their values, not just for the sake of a campaign, but in their day-to-day.It’s something I’m seeing occur on a global scale, too, however it’s particularly interesting in APAC, given how vital influencers were to event marketing campaigns.For us event profs, it means we must do the research to ensure alignment, provide strategic recommendations, suggest alternatives if an influencer partnership isn’t the most effective route to take, and also consider our own values as businesses. Importantly, if we feel there’s a disconnect, perhaps it’s not a project we pursue.The luxury market continues to boomDespite the global cost of living crisis, this sector is an ever expanding one in APAC, and it’s a reflection of the region’s fast-growing private wealth. HSBC, for example, launched its HSBC Premier Elite offering in Hong Kong late last year, in order to cater to its “rapidly expanding base of affluent customers,” it stated in a press release.The private banking sector is therefore on the rise also, and invitation-only product launches and other events continue to reign supreme. This means creating premium end-to-end experiences that enable VIP guests to peruse products, as well as connect and learn, are essential to brand and event success.The key takeaway for all of us here, is to adopt an insights-driven approach. Different consumer segments are on the rise by region, country and location, and the best way to uncover these trends is to research, analyse, and unearth what it is that makes our target audience tick.Macro outlook, micro event designThe APAC region is a vibrant, bustling and always evolving one, and there are many things we can learn from innovations that emerge there, when it comes to how we adopt and regulate technology, consider event partnerships, develop meaningful experiences, and more.An important one to remember, is that no two individuals, locations or brands are the same. Where event professionals add value, is in our ability to devise the strategy, develop the complementary creative, and bring both to life in ways that resonate with an organisation’s most important audiences.

Event trends in APAC: what can the rest of the world learn?

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