Exploring how reading and engagement with books have transformed in Asia due to social media platforms
Known for bold packaging, a playful tone, and high-performance products, Kosas has crafted a brand that celebrates confidence and color.
Known for its glowing hydration message and presence in the K-beauty scene, Laneige is a case study in consistency.
The famously no-frills and fiercely loved brand has built a reputation for being clear, grounded, and refreshingly honest.
This white paper introduces a behaviorally grounded, AI-powered framework that captures brand signals across both owned and earned media.
In the past, storytelling was the domain of orators, elders, monks.
This analysis of the shortlisted campaigns goes beyond surface-level buzz to decode what truly struck a chord.
Because brand health isn't just vibes, it's data.
Asia is not simply adopting digital innovation—it is redefining digital life.
Why your room should feel like a hug
The rise of distraction-free devices and what brands need to know
TikTok’s latest fashion obsession isn’t a bag or a shoe. It’s a supply chain. The internet is waking up to an idea that’s been hiding in plain sight: your favorite designer bag may have come from the same factory as its $30 dupe.
Over the past decade, Asia has transitioned from a beauty consumer to a beauty creator. Once dominated by Western beauty ideals and multinational conglomerates, the region now serves as a powerful engine of innovation, cultural influence, and commercial growth.
LUME analyzes male beauty influencers and how their content slays
From plush hotel beds to midday naps on breezy balconies, travelers are increasingly seeking destinations that offer rest over spectacle.
In an age defined by constant stimulation, hustle culture, and digital overload, a quiet rebellion is gaining momentum.
Not too long ago, banking was defined by physical branches, in-person interactions, and traditional models that had been in place for decades. Today, that landscape is undergoing a profound transformation
Mobile gaming has quietly evolved from a niche distraction into a multibillion-dollar cultural force.
Once a rigid space of routine, now an evolving landscape where women reflect their rhythms, identities, and aspirations.
Individualization. Hypercompetitiveness. Consumption for status. Personalization.These forces are reshaping consumer behavior worldwide, but nowhere more dynamically than in Asia.
The kitchen has evolved from a space of domestic duty to a creative laboratory where women transform everyday nutrition into expressions.
In todayʼs (digital) day and age, the democratization of information and influence has redefined the ways women consume content and engage with brands.
In a world that often feels like it’s perpetually on fire, who doesn’t want a little whimsy dangling from their bag? Bag charms, once a nostalgic relic of childhood, have made a surprising comeback, evolving into more than just a fashion trend—they’re a cultural phenomenon.
The Quilt.AI Brand Memedex is an index that assesses brand content on meme-fit.
The beauty industry has always been driven by transformation, and in today’s digital-first world, beauty trends are evolving at a breakneck pace.
Settling back into work mode has got us all feeling the post-holiday slump, daydreaming about beach cocktails or a stroll through cobblestone streets
The Super Bowl isn’t just about football, it’s about the ads. Brands spend millions for mere seconds of screen time, hoping to craft the next viral moment, the next cultural talking point. But here’s the truth: not all Super Bowl ads win the audience’s hearts.
Super Bowl ads captivate brands, agencies, and consumers as February 9th approaches. While audiences revisit classics like Snicker's "You're Not You When You're Hungry" and Budweiser's "Puppy Love," brands search for the formula to create the next cultural phenomenon.
The Brand-Fan Sports Index assesses how effectively EPL teams engage with fans. Using proprietary AI, we identified teams with the clearest and most consistent identities by analyzing emotion, culture, and context.
As the holidays approach, beauty wishlists are taking shape. We looked at search data for what was most popular in November 2024 as people start gift planning, as well as how search has changed in the past one month to see what’s popping.
In a landscape shaped by TikTok creativity, wellness priorities, and sustainability demands, it’s no longer about whether your brand fits into Christmas, but if it can lead the conversation.
For decades, root vegetables were the quiet workhorses of the kitchen, rarely celebrated beyond the usual suspects—potatoes, carrots, maybe a parsnip if you were feeling bold.
Labubu has become impossible to ignore—but if you’ve somehow missed the craze, here’s the scoop: This mischievous yet kindhearted character from Pop Mart’s 'The Monsters' collection, created by artist Lung Kasing, has skyrocketed to fame.
To meet the increasing demands for cognitive wellness, a natural remedy has emerged in the face of high tech solutions and brain-training apps.
Kitten heels are stepping up as the unexpected functional choice with flair—offering the comfort of a flat shoe while bringing a touch of sophistication, they provide a steady, stylish alternative to stilettos.
In a world where convenience reigns supreme, meal kit delivery services have quickly carved out a place in busy households. But what do people really think of these kits?
The 'boo basket' trend—a playful, Halloween-inspired twist on gift-giving—has swept across social media platforms.
The ways in which Gen Z and Millennials approach finance reflect the unique challenges and opportunities of their respective generations.
Social Meaning is an all-in-one analytics platform designed to help businesses make sense of the vast amounts of data generated by online consumer behavior.
We've all heard of K-beauty, but what about C-beauty? The rise of #CBeauty and #Hanfu has been phenomenal on social media, garnering over 2.5 billion views.
Advertising cringe fests and controversies come and go quickly in this age of media ephemerality. But the ubiquity and speed of social media means that negative backlash hits brands harder than before.
If you’ve tried out the viral aged filter on TikTok (and absolutely hated the results), you’re not alone. With over 13 million videos under the filter, reactions range from shock to despair, and many are beginning to wonder what they can do to mitigate the effects of aging
Today's market is flooded with products, making it increasingly difficult for brands to capture attention, let alone truly resonate with their intended audiences. Standing out requires not just creativity, but also a precise understanding of what engages and resonates with consumers.
As the market for luxury watches continues to evolve, so do the interests and preferences of collectors and enthusiasts. Using our AI-driven tools, we now have deeper insights into what drives this fascination.
We wanted to understand the landscape of "extreme indulgence" across key markets and identify opportunities for the F&B businesses in this space.
Dubbed the ‘TikTok Olympics,’ the Paris Olympics mark the first true Olympic Games since the lifting of COVID-19 regulations and the meteoric rise of TikTok as a cultural force.
In recent years, propelled by social media and pop culture, we've seen the rise of various summer themes: Hot Girl Summer, Rot Girl Summer, Healing Girl Summer. Each year brings its very own mood, so what’s in store this year for the girlies in Summer 2024?
Here’s how you can keep intelligence and empathy in your research work in the age of AI.
When video on-demand (VOD) streaming services first hit the market, they promised a utopia of endless entertainment which revolutionized the way we consume content.
Financial literacy is becoming a big deal, especially for Gen Z. Growing up in the age of unlimited digital access means they're often exposed to financial decisions earlier than previous generations.
History has significantly influenced what various cultures consider beautiful. Major economic and political events, along with shifts in the cultural zeitgeist, have all played a crucial part in shaping ideal beauty standards.
The rise in candy from around the world reflects people's growing adventurous palates and the role of social media in introducing new foods globally.
As societal norms around masculinity evolve, understanding the complex identities of male consumers is crucial for developing marketing strategies that resonate and engage.
Eater dubbed 2024 the Year of the Dinner Party back in January, and their prediction seems to be holding true, judging by search interest and the explosion of food-focused gatherings documented on TikTok and other social media platforms.
Everyone knows that finding a fragrance isn’t just about whether it smells good; the motivations usually run deeper than that.
From superheroes to star-crossed lovers, movies capture a moment in time, reflecting the values, sentiments, and mood of a generation.
Looking at discourse on electric vehicles across five countries as an example, we address the challenge of analyzing consumer conversations from different markets.
While the big game was being played, a parallel competition was taking place during the commercial breaks. Following the success of our ad analysis last year, we've reviewed this year's commercials to provide a comprehensive analysis.
Feeling uninspired lately? This feeling of ‘meh-ness’ is a universal human experience in instances where everything feels dull and unexciting — whether it’s a #mondayblues kind of morning or an evening plagued by an existential crisis.
Coldplay not only demonstrates a dedication to sustainability but also ingeniously integrates it into their marketing strategy, and immersing their fans in it.
Usher's halftime show performance, NFL fans around the world, and searches for chicken wings soar.
When it comes to marketing automobiles, conversations often revolve around horsepower, specifications, and the like. However, the average consumer seeks more than just mechanical details.
The surge in solo-friendly events and fitness classes also signals a shift towards enjoying one’s own company. Singles are not just exploring the world independently, they’re ready to spend on themselves.
Using Sphere, we wanted to find out what actually makes a good audiobook, where people are listening to them, and any insights we could find from audiobook reviews and bestselling lists.
This digital generation has an unmistakable impact on the fashion industry, and much of it is owed to their dominant presence on social media.
#foodtok, #cleantok, #studytok, #calmtok, #booktok, #moneytok – is there anything TikTok can't turn viral? The answer is a resounding 'Nope.'
It’s almost impossible to be scrolling through social media without seeing slime. Whether it’s a slime storytime or a slime ASMR video...
Fashion weeks remain an essential part of the industry, bringing together the most influential people from all aspects of the business to different cities...
Travel, an industry built on the promise of uncovering adventures and stories, provides an intriguing case study. One of the noteworthy 2023 travel trends is "slow travel," a movement that encourages travelers to embrace a more leisurely pace.
Sabrina Bahsoon, also known as Tube Girl, took the internet by storm through her TikTok videos of her dancing like no one’s watching on...
Today, good hydration habits are believed to be the key to health and beauty, so people are drinking water more now than ever before.
Creating a brand narrative that’s authentic, engaging and compelling enough for consumers to connect with. Isn’t that the dream? It’s crucial to...
Now that the era of global boiling (no longer global warming) is upon us, companies are experiencing a massive change in consumer behavior
In a world saturated with endless chatter and fleeting trends, businesses grapple with a daunting question: How can they rise above the noise ...
In a world that embraces choice and well-being, there's a growing demand for innovative and alternative drinks that give individuals all the fun...
It was a day of thoughtful discussions about culture and AI led by experts across different industries. We also proudly introduced our latest innovation...
Decked in nostalgic Y2K fashion and youthful vibrancy, NewJeans has quickly become the fresh-faced KPOP group to take over the world by storm.
Sphere’s guide to culturally inclusive, bias-minimized marketing
Harnessing AI to generate cutting-edge marketing copy with Sphere’s Marketing Copy.
In the first installment of “Under the Hood,” we explored how Culture Lens uses embeddings to pinpoint the top 100 images that most accurately represent user-searched experiences.
In the first installment of “Under the Hood,” we talked about the development of the industry database, comprising more than 13,000 high-performing industry ads...
In the rapidly evolving world of advertising, it is vital to measure the success of your advertisements against your intent, your brand, and various industry standards....
In today’s fast-paced digital landscape, understanding and staying ahead of emerging trends and consumer behaviors is crucial for businesses. At Quilt.AI, we’re harnessing the power of artificial intelligence to do just that.
With the help of Sphere’s Ad Benchmarking app, we use predictive AI to delve into the supermarket chain’s remarkable success...
In the world of aviation, one name stands out from the rest: Singapore Airlines, for the luxury, comfort, and hospitality they provide.
Creating marketing copy. It’s something that sounds easy, but isn’t — especially if you’re looking to really make an impact.
Whether a Taylor fan or not, the concert is a monocultural event and one that virtually everyone knows about.
To explore how individuals across different age groups express their need for escape, we tap into the crowd-sourcing power of Sphere’s Culture Lens app.
Healthy diets have been around for as long as we can remember, but the way we diet has undergone a profound change in recent years.
Sphere’s Ad Evaluation app harnesses the power of the internet and crowdsources mass opinions for an objective picture of how creative content will be received.
The quest for timelessness transcends generations, with individuals of all ages seeking remedies for youthful, radiant skin.
If you’re on TikTok, we’ve all been tempted to buy things we’ve seen on it, but how do we know if it actually works?
As we approach the thick of the NBA Finals, we cap off an unforgettable season with a dose of basketball trivia that you might like to know.
The emergence of AI music generators and the viral success of songs like “heart on my sleeve” showcases the future of AI music and its impact on the music industry.
Like teenage blog poetry you forgot to delete and too-skinny jeans from your indie sleaze era, music videos are the ultimate time capsules.
Quilt Create generates song and album titles of imaginary bands based on common consumer personalities.
Using Sphere, we studied a total of 1.91 million unique searches and 800 TikTok posts across 10 countries to analyze how Valentine’s Day traditions are changing globally and its implication on the future of V-Day branding opportunities.
There is a slew of jewelry options online, but we found that Shane Co., Zales, Tiffany & Co, Etsy , and Mejuri are the most popular e-commerce sites based on Sphere’s search analysis.
As the sun continues its journey through the sky, it passes through the Capricorn Season between December 22nd and January 19th, when Venus goes retrograde.
Today, we analyze VR's lively — and sometimes lonely — world to understand better these emotions and how human desire for connection is unfolding in virtual spaces.
Shiseido
Van Cleef & Arpels
BYREDO
E.L.F.
Lancôme
Le Labo
Jo Malone
Cadbury
CeraVe
Pureology
Acqua di Parma
Lululemon
Veuve Clicquot
The Ordinary
GAP
Ikea
Birkenstock
Drunk Elephant
Warby Parker
Patagonia
McDonalds
SkinCeuticals
Charlotte Tilbury
Summer Fridays
Dior
Nike
Hoka
Chewy
Marriott Hotels
Tom Ford
Abercrombie & Fitch
La Roche Posay
Revolve
Brunello Cucinelli
Bumble & Bumble
Farfetch
Balenciaga
H&M
Calvin Klein
American Express
Hennessy
Canada Goose
Adidas
Ralph Lauren
Uniqlo
NYX
Aesop
Alexander McQueen
Levi's
Belmond
Fendi
Zara
Versace
Prada
Yves Saint Laurent
Cartier
Coach
Hermès
Sol de Janeiro
Tarte
By Kilian
Clé de Peau
Louis Vuitton
Celine
Moët & Chandon
Gucci
Bottega Veneta
Moncler
Chloé
Kiehl's
La Mer
Balmain Beauty
Too Faced
In a post-authenticity internet, users are reframing everyday life into aesthetic, performance, and gamified rituals, often blending self-expression with optimization or emotional escape.
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