In this report, we shine the spotlight on South East Asia – the most diverse region of the continent. Consumers expectations there are unique, creating distinctive challenges for brands and fragrance experts alike. 
Although the olfactive preferences of each country reflect the region’s complex multiculturalism, we identify what gives this region its inimitable identity. With one of the fastest-growing and most affluent middle-class populations in the world, we examine the ways that social and cultural trends translate into fragrance pathways in South East Asia.