Cross Cultural Marketing
Your next wave of loyalty is speaking a different language.
Asian migration is reshaping New Zealand’s cultural landscape faster than many brands realise, bringing with it new languages, expectations and ways of engaging with the world.
The Opportunity
New Zealand’s Asian Communities at a Glance
2nd
largest ethnic group (Asians) in NZ by 20431
0%
of Asians live in Auckland2Top 3
ethnicities are Chinese, Indian and Filipinos3
ICT, followed by Healthcare and medical services
are the top industries impacted by Asian migration4
Sources
1,2,3: Stats NZ ethnic group data, 2023
4: MBIE migrant workforce reports, Stats NZ 2023 Census, NZTech Digital Skills reports
Complete Cross-Cultural Marketing Capability
Asian New Zealanders are the fastest‑growing major ethnic group and are now larger than the Pacific population. This includes Chinese and Indian new migrants, as well as Filipino, Koreans, Japanese and other Southeast Asians.
For marketers, this presents a clear opportunity to understand how to communicate across Asian communities to give your brand access to this significant audience and shape their perceptions to enable brands to future proof demand.
Cross Cultural Research and Insights
At Marketing Minds, we know how to reach new migrant communities, giving brands access to real voices and real perspectives. Our cross‑cultural research helps to uncover insights and cut through assumptions to reveal what truly motivates Kiwi Asian audiences. These insights form the foundation of our successful strategies and campaigns, ensuring every decision is grounded in lived experience and cultural truth.
Migrant Strategies
At Marketing Minds, we help brands navigate the complexity of engaging Asian migrant communities with strategies grounded in cultural insights and understanding. We recognise the dual‑country influences shaping their choices and behaviours, and together with key insights, we craft strategies that feel natural, relevant and effective,building genuine awareness and brand affinity.
Marketing Campaigns
Success comes from pairing culturally resonant messaging with the right channel mix and executional detail to drive meaningful results. Often,migrants stay connected to home through platforms like WhatsApp, WeChat and more, we turn strategy into action with multilingual campaigns across media and these platforms. Often supported by ongoing testing and always analysing and measuring to ensure cultural resonance and channel effectiveness.
Influencer Marketing
For new migrants, influencers play a crucial role - guiding, educating and sharing real experiences of life in New Zealand. We tap into our network to find, engage and manage trusted influencers and community leaders across Chinese, Indian, Filipino, Southeast Asian and wider Asian communities.
Event/Activation Marketing
Events are a vital way for new migrants to stay connected to their culture. With Marketing Minds’ multicultural expertise, we help you activate your brand authentically at the events that matter. We know which cultural moments, beyond just major festivals to best align with your brand, ensuring your presence is relevant, respectful and effective.
Talk with our team about how these capabilities could support your brand
Why Brands Trust Us
At Marketing Minds, we take inspiration from our mousedeer “M”, a symbol of clever strategy and agility from Malaysian folklore of Sang Kancil. We craft smart, creative solutions that bridge cultures and deliver proven results.
Here are some of the reasons why brands trust us.
1
Migrant Mastery
The only agency in NZ where cultural insight, lived experience, and marketing strategy intersect- giving brands the competitive edge no other agency can.
3
One partner. Every Capability
We offer a full suite of Cross‑Cultural capabilities from Asia‑market expansion, cultural insights, social listening, integrated campaigns, and more.
4
Collective Intelligence
We bridge every part of New Zealand’s society, combining multicultural insight with Objective, our mainstream sister company, to give clients an advantage no single‑focus agencies can replicate.
5
We bridge the communication gaps
between Kiwi and Asian ways of working and ensure nothing is lost in translation.
6
Decades of combined local and international experience
Backed by deep platform expertise across Asia and an extensive network of connections into key Asian markets.
In short, we collaborate with you to turn insights into performance - delivering measurable growth across diverse audiences.
The Team Behind the Smarts
Many of our team members are migrants ourselves.
We understand the cultural influences shaping Chinese communities in New Zealand because we have lived them, navigating the same platforms, traditions, and social networks as the audiences our clients want to reach.
Combined with senior marketing expertise, this lived experience allows us to interpret cultural nuance and translate it into effective marketing strategies.
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