Millennials & Cultural Zeitgeist

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What Millennials Do For Fun, Mexico

Millennials in Mexico enjoy using social media, going out for dancing and drinking at bars, visiting street bands and embracing new technology and new fads. The more affluent millennials have taken to adopting luxurious lifestyles by visiting high-end luxury hotels and spending lavishly on their pets.

USE OF SOCIAL MEDIA

Millennials in Mexico are avid social media users. It is reported that nearly all millennials in the country use social media. Social media is a means of discovering, generating, sharing and communicating their interests to other people within their social circles. It is noted that social media is not only a means of communication but also a key part in the life of a millennial Mexican as it is used as a form of social currency.

The leading social media platforms for millennials in Mexico are WhatsApp at 35%, YouTube at 33% and Facebook at 29%. Millennials in Mexico are drawn to the fact that social media can be used as a means to get famous in the future. They are not shy about sharing details on their personal lives and most people generally share the good, the bad and the unimportant through their accounts.

Communication is not only through words but also through pictures. They take selfies and several pictures capturing their daily affairs and matters of relevance to them. Through the use of social media, they have also been trend-setters and have helped shape societal decisions today.

VISITING BARS and street bands

Mexicans are very social people, both millennials and the older and younger generations. Millennials take to bars and clubs to drink and to dance as a form of entertainment and as a way of socializing with their friends. Millennials also visit markets and streets that play live bands, for example, El Chopo market. Mexico City also has a vibrant gay, lesbian and drag clubs and bars scene. Due to its crazy nightlife, there are clubs that cater to people's needs depending on their individuality.

In line with this activity, they have now embraced traditional drinking habits such as drinking pulque, which is a national drink that is hand-crafted and is said to have aphrodisiac qualities.

LIVING FOR TODAY

Mexicans are big on modern trends and they are keen to take up anything that is new today. From new smartphones to new motorbikes. There is often a need for instant gratification among millennials in Mexico.

They are keen to embrace new styles of music and fashion. They embrace whatever is trending at that moment, from Goth styles to Emo styles and other eclectic fashion choices. Millennials have also embraced non-traditional forms of music such as punk and house.

The Museum of Memes is another way through which millennials have embraced the modern culture. Museo Del Meme showcases memes that would be appreciated by millennials who consider them as a form of art. The museum showcases memes everything about memes, from the very first memes to the recent memes.

LUXURIOUS LIVING

Experts have noted that there is a rise of affluent millennials in Mexico City. These millennials have taken to enjoying the finer things that Mexico has to offer. From art center visits to culinary experiences, affluent Mexicans are drawn to the high-end lifestyle.

Lifestyle resorts have come up in recent years to cater to this demographic. The hotels blend recent technology, Mexican culture, and more common vintage designs to attract their clients. They also drawn to beach festivals that are in proximity to these hotels.

With a rise in income and level of education, higher class Mexicans have taken up to keeping pets. This is also due to the fact that this population have put off childbearing to later ages and therefore have fewer children to care for. According to the Mexican Association of Pet Food Producers AC, on average 50% of homes in Mexico have at least one pet.

Millennials are now buying expensive accessories and toys for their dogs. They are also taking these dogs to restaurants where they have snacks made by chefs. This is a cultural shift from what was previously where dogs were chained on rooftops. Pets are now considered to be part of the family and children in the family are also tasked with caring for pets as part of their responsibilities.













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What Millennials Do For Fun, Philippines

Millennials in the Philippines engage in various activities for fun. Some of these activities include traveling to attractive places, using social media platforms to network and build relationships, playing computer games, eating out and watching movies. Below is a methodology that we used in this research.

METHODOLOGY

We started the research by checking for case studies on Millennials in the Philippines and the recreational activities that they engage in. Based on this strategy, we were able to find a research paper that focused on the existing culture of the young generation in the Philippines. The young generation analyzed in the paper can be referred to as Millennials. As such, the paper focuses on the Millennial culture in the Philippines. Based on this resource we established the various recreational activities undertaken by Filipino Millennials and the importance of social media platforms in their daily activities.

Our next strategy was to assess articles, reports, and publications from reputable sources in the Philippines. Some of these sources include The Manila Standard, CNN Philippines in an article titled ‘Demystifying The Filipino Millenial and the Philippine Association of National Advertisers. These sources confirmed the activities undertaken by Filipino Millennials that had been found from our initial resource.

WHAT MILLENIALS DO FOR FUN IN PHILIPPINES

  • TRAVELING
Millennials will often engage in singular adventures depending on their interests, moods, and personalities whereby they will travel to great attractions either with their friends or family members.

  • DATING
Filipino Millennials frequent dating platforms and applications which enables them to build romantic relationships and hook up with their peers.

  • EATING OUT
Social media savvy Filipino Millennials will often eat out at newly established restaurants. Apart from providing them with an opportunity to take pictures to be posted on social media, eating out gives them time to unwind after their daily activities and catch up with their friends.

  • PLAYING COMPUTER GAMES
Many Filipino Millennials spend time playing computer games and other online games.

  • WATCHING MOVIES
Most Millennials in the Philippines will spend the weekends watching movies with their families either in the afternoons or evenings.

  • SOCIAL NETWORKING
A significant number of Filipino Millennials spend their free time on social media platforms. These platforms are used to establish and strengthen relationships. The most popular social media platform is Facebook.
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What Millennials Do For Fun, Vietnam

Using credible sources, we have determined five activities/hobbies that millennials in Vietnam engage in for fun. These include mobile gaming, traveling, dining and eating out, online shopping, and using social media. By engaging in the activities mentioned above, millennials in Vietnam have contributed to significant growth within certain markets in the country. For instance, young individuals and millennials in the area typically go out for drinks with others after work, which has resulted in a boost in sales in the beer market. Below we have outlined our research strategy and presented the findings from our research.

METHODOLOGY

To identify the recreational, or fun, hobbies and activities that Vietnamese millennials partake in, we examined reliable consumer research reports published by Nielson, Euromonitor, and Pew Research. We also reviewed regional news articles from ABS-CBN, SCMP, Saigoneer, and VN Economic Times among others to acquire information on the notable activities that this generation engages in frequently. During our research, we based our determination of a hobby being prominent on the following factors:

  • The activity was mentioned as a growing trend that is driven by millennials in Vietnam, and the related markets have been impacted, in terms of popularity or growth.

  • Multiple sources have noted the activity as an excellent means for millennials to engage in an action as part of their hobbies.

  • The actions go beyond the trend of viewing traditional sports and is linked to a particular activity that is observed by millennials in Vietnam.

Using this research strategy, we were able to identify five common activities/hobbies for the group including traveling, dining and eating out, online shipping, mobile gaming, and social media.

THINGS MILLENNIALS DO FOR FUN IN VIETNAM

MOBILE GAMING

In Vietnam, millennials act as the "most prolific in-app mobile gamers" in the nation. Around 50% of them contribute an average of 48 minutes each session enjoying a combination of arcade, strategy, action, and puzzle games multiple times every day. The penetration rate for mobile gaming amongst 16 to 24 and 25 to 34-year-olds in the area is about 70% and 65%, respectively. The penetration rates for females is 59%, which is higher than males (54%). Also, 50% of the prolific millennial players in the country play many times per day. Young Vietnamese citizens are occupied with their online presence, and the online gaming industry is thriving thanks to the profusion of:


TRAVELING

Vietnamese millennials show a preference for motorcycles. In Ho Chi Minh City (HCMC), one of the largest and most energetic municipalities in the nation, individuals commonly travel on motorbikes. They also visit well-known attractions such as the Cu Chi Tunnels, museums, and historic landmarks. Moreover, millennials in Vietnam are expanding their boundaries and prefer adventures over property and have an enthusiasm for travel. The story of Hau, a 23-year-old from Ho Chi Minh City provides a glance at the growing appetite for traveling among this specific age cohort.

According to Letter Pile, traveling is a fundamental passion for young Vietnamese individuals in light of the prosperous tourism sector in the region.

DINING AND EATING OUT

In Vietnam, eating out and dining is primarily being appreciated by millennials, who regard it as their method of declaring their freedom. This particular trend has resulted in high-volume traffic in the nation's convenience stores, fast food outlets, and coffee establishments. The majority of Vietnamese millennials between the ages of 15 and 39 experience criticism for their extravagant spending practices, which largely includes dining out. As reported by Q&Me, the average amount they spend on a meal is around VND100,000.

According to Euromonitor, it is common for millennials or young people in Vietnam to meet and consume alcoholic drinks following work or during lunch. This action is helping to boost sales within the beer market.

ONLINE SHOPPING

As reported by Nielsen, millennials account for an estimated 30% of the nation's total population (27 million). A noticeable number of millennials in Vietnam are moving swiftly towards online shopping applications and seek entertaining and thrilling encounters through such platforms. The majority of online platforms in the area are flourishing, in terms of growth, since the typical Vietnamese millennial is engaging in the growing trend of online shopping. Millennials are dedicating their time to analyzing and investigating products online. They then visit establishments to evaluate items and eventually purchase them online to save money and obtain convenience.

SOCIAL MEDIA

Millennials in Vietnam are primarily engaged in their online life, shopping online, playing video games, and speaking to their friends through Messenger, Zalo, and Viber. They are also updating their Twitter, Facebook, and Zalo blogs. According to Letter Pile, there are 6.7 million Twitter and 58 million Facebook users in the country. Moreover, nearly half (48%) of the online population in Vietnam utilizes "social media as a source for news at least once a day." About 81% of this figure is 18 to 29-year-old individuals. Facebook serves as the most common social networking channel in the country.

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What Millennials Do For Fun, Saudi Arabia

The preferred activity for Millennials in Saudi Arab is online shopping, with 58% of their population spending around 2 hours a day for this activity and 85% of them choosing their mobile device to shop online. There is also a strong tendency in Saudi Millennials in Social Media sites as a source of communication with 94% of them using media sites such as Facebook and Twitter, being Instagram their favorite platform and online streaming their preferred social media activity above TV or radio. In addition, the Saudi Millennials are considered high frequent travelers as they spend twice the global average on traveling activities and are foretasted to be the dominant traveler consumer globally by 2020. Lastly, There has been an increment in videogames in the Middle east, being Saudi Arabia the biggest market for gamers in recent years.
Below you'll find a deep dive into our findings.

E-COMMERCE

According to Arab News, a study revealed that most of young adults in Saudi Arab, those aged 18 to 36, or the so-called Millennials represent 32% of the Saudi Arabia population and an estimated of $3 trillion of disposable income globally, they are high expenders and showed a strong tendency to spend around 4.5 and 6.5 hours a day on online activities, showing an increase of 25% since 2015 making e-commerce the top activity preferred by Saudi Arabian Millenials with 58% of Millennials shopping online, while approximately half currently pay their bills online.

The mentioned study reveals that Millennials in Saudi Arab have "a higher spending power than their global peers, are contributing to the growth of e-commerce spending in the GCC which grew by 25% in 2015." and 85% of them use their mobile to shop online, making it their most popular activity.

These purchases are highly influenced by social media platforms and peer reviews which means that they not only shop online, but also spend many of their free time, surfing the web to inform themselves about those purchases as well as other entertainment purposes.

SOCIAL MEDIA

A recent study conducted by Ipsos Connect in Saudi Arabia states that 94% of Milennials have social media activity, becoming the main source of communication. Instagram, Facebook and Twitter are the most popular platforms used for around 2 hours daily surpassing the consumption of traditional media with 68% of Milennials watching less TV and more of digital media.

More than 60% of the Saudi Millennials stream videos online, 77% watch TV stations online, 66% stream music through an application, 77% download music, 88% read daily news portal online, and 53% listen to online radio."

TRAVELING

According to the 2015 Visa Travel Intention Survey travel is a particularly popular and motivating sector for KSA
Millennials making Saudi Arabians particularly frequent travelers and high spenders spending an average of two and a half times more the global average with 27 million estimated domestic trips by Saudi travelers in 2016 and it is estimated that this trend will continue during 2019.

A press release by The Hotel Show Saudi Arabia, states that "Millennial travelers are forecast to become the dominant consumer group globally by 2020".

VIDEO GAMING

While a bit dated, a Nationa Public Radio article reveals that Saudi Arabia is considered the largest market for videogames in the Middle East where gamers spend a lot and play a lot according to national developers. The main reason relies on lack of other source of conventional activities.
According to Abdullah Hamed, the vice president of a tech company that backs game development says that In the "Saudi Arabia's conservative culture, there are no cinemas or music concerts, so young people turn to video games as an outlet".


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What Millennials Do For Fun, India

Millennials in India are found to have a stronger tendency toward convenience and dining at restaurants than any other generation. Apart from dining out in cafes and restaurants, Indian millennials also enjoy going to music festivals, cultural shows, and spending a lot of their free time on social media platforms.

Indian Millennials love to dine out

Urban Indian millennials either dine out in cafes and restaurants or order in food when they want to have fun. According to a survey conducted by a real estate company, CBRE, of more than 1,200 cafes and restaurants in three of India’s metropolitan cities — Delhi, Bengaluru, and Mumbai — over 60% of millennials make at least three visits to restaurants on a monthly basis. The survey further revealed that over 24% of Indian millennials enjoy Indian cuisine, while 22% of them prefer to indulge in multi-cuisine dining. The millennials who were surveyed chose Asian cuisine and cafes as their third and fourth choices of preferred diners.
Millennial Indians are found to spend over three times as much on cafe and restaurant visits than on any other recreational activity such as going to the movies, theater, or sports. According to a report published by Nielsen, middle-income Indian millennials spend about 10% overall annual food expenses, which is approximately $124 (Rs 7,914) on dining out and ordering in from caterers, restaurants, cafes, and canteens. The report also revealed that affluent Indian millennials spend 13% of their entire food expenditure, which is approximately $180 (Rs 11,461), on dining out.
Restaurant India noted that the millennials of this country have a rather strong tendency toward dining out in restaurants and indulging in comfort food. The trend of eating out has risen from 25.9% in 1970 to 43.5% today, based on the analysis of food expenditure. It was found that a large portion of this increase is due to the country’s millennial population. The rising trend is also evident from the increasing popularity of food-related videos and blogs, suggesting that the love of food is no longer a basic necessity for survival but a means of pleasure, fun, and enjoyment.

Music Festivals — a go-to entertainment

According to a report published by the Times of India, there is an increasing trend in the number of millennials traveling to various music festivals every year. The co-founder of Ixigo, Aloke Bajpai said that 90% of customers attending music festivals are domestic and a large number of them are millennials. It is expected that the trend of attending music festivals and activity-based travel will continue to increase, with Millennials being the key audience.
It was noted that popular music festivals such as the Ultra Music Festival does not attract families as a whole but attract young millennials. The Indian youth is found to contribute significantly towards the growth of music tourism. Entertainment companies are focusing more on distributing content that matches the ideologies and thought-systems of Indian millennials, ensuring to facilitate their need for aesthetic appeal. India has tasted live music concerts and shows of some of the most acclaimed bands and artists around the world and has made a significant impact on the millennial audience. Other popular events that attract India’s young population are cultural festivals such as Hornbill Festival which features Nagaland’s natural attractions and handicrafts, Rajasthan’s Magnetic Fields which features epochal music, and Goa’s Sunburn which features electronic music, colonial architecture, and serene beaches.

Time spent online — A recreational therapy

Based on a report published by Morgan Stanley, Indian millennials are considered to be the country’s driving force, setting trends in almost every aspect of modern times. The report also reveals that this generation will “become the largest disruptive force in India for years to come”. Millennials in India are found to be well-educated and better connected in terms of information than any other generation. Indian millennials are found to be tech-savvy and social media junkies, driving India’s mobile economic revolution.
Due to the growing connectivity and the rise in the adoption of technology, Indian millennials spend a lot of their time online. Another survey conducted by AlphaWise, millennials of this country spend 17 hours online, on average, on a weekly basis. Millennials have been noted to spend most of their free time browsing on social media, browsing the internet, indulging in online entertainment (videos, movies, music), and banking transactions. In general, Indian millennials spend 35% of their time on social media, 23% of their time searching the internet, 30% of their time on entertainment aspects such as music and movies online, and 11% of their time on banking transactions. Most commonly, Indian millennials prefer to spend their time on social media channels such as Facebook, Twitter, Instagram, and YouTube.
According to the Financial Express, over 65% of the country’s generation Z and millennials communicate through digital means rather than meeting personally. Millennials tend to rely heavily on their phones and apps for most of their daily tasks. An article published in ED Times revealed that Indian millennials spend one in every four minutes, on average, on a social media platform and over 50% of them watch more than one video per day. Insights by Goldman Sachs, the Wall Street Journal, and Deloitte reveal that Indian millennials spend approximately 1.2 hours a day watching TV shows online and spend over two hours browsing on mobile phones. It was also found that 50% of Indian millennials enjoy playing digital video games and play them regularly.

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Cultural Zeitgeist, Mexico

According to Nielsen IBOPE Mexico, the most popular TV shows in Mexico are series, telenovelas, and contests. According to the annual data released by Spotify at the end of 2018, the dembow dominated in Mexico, since the five most listened songs of the year were reggaetón. The most popular film genre in Mexico are comedies and romantic comedies. Popular socio-political topics during 2018 were presidential elections, International Women's Day, and LGBTQ Pride March. More details related to popular TV shows, films, music, and political topics are provided below.

Methodology

To provide an overview of the cultural zeitgeist in Mexico, we searched the latest statistics and social media interactions. We found that the most popular social network in Mexico is Facebook with 56.32% share, followed by Twitter and YouTube with just over 20% each. While we were able to find reputable statistics for the previous year, 2018, there is little information for the year 2019. Further, we compared data from the national study conducted in 2017 with the data from 2018, and the small amount of data available for 2019. That showed us that what was reported for 2017 didn't differ in 2018 and the beginning of 2019. Taking that into consideration, we can conclude that TV show, movie genres, music genres, or discussing topics that were popular during 2018 can be also applied to the year 2019.

AUDIOVISUAL CONTENT CONSUMPTION AMONG MEXICANS - GENERAL DATA

The national survey conducted in 2017, revealed that the most common devices that Mexican's use for audiovisual consumption are television (about 92% of Mexicans have television in their home), cell phone (74% of Mexicans), radio (about 51%), and computer or laptop (about 25% of Mexicans). Of all television owners, about 56% have only open television, but even among those who have a pay television, open television channels are the most popular. The most popular genres consumed through open television channels are the news, movies, and soap operas. The similar statistics were reported for 2018/19. More details will be provided later in the report.

According to the national survey, about 43% of respondents reported that they watch video on the Internet, and of all Internet channels for video watching, YouTube is the most popular among Mexicans (with the share of 75%). Related to that, in 2018 more than 280 channels existed with more than one million followers in Mexico, and the most popular videos were related to the Roasted Challenge.

POPULAR TV SHOWS

According to Nielsen IBOPE Mexico, 10 of the most watched programs in Mexico were boosted by Television. In 2018, eight out of nine most popular programs among Mexicans were series, telenovelas, and contests, while the 9th was the news program "En Punto con Denise Maerker." At the beginning of 2019, the most popular programs were morning news and telenovelas. The morning news “Despierta con Loret” and “Al aire con Paola Rojas” made about 18.46%, while nightly news program "En Punto con Denise Maerker" made about 17.5%.

Among programs and soap operas, the most popular were "La Rosa de Guadalupe" with the share of 22.15%, “Mi marido tiene más familia” with 19.66%, "Como ice el dicho" with 18.74%, and “Amar a muerte” with 16.61%. During 2018, series "La Rosa de Guadalupe," had average audience of 2.978 million viewers, “Mi marido tiene más familia” had an average audience of 2.883 million viewers, while "Como ice el dicho" had an average audience of 2.783 million viewers.

According to Nielsen IBOPE, the program "La Voz...Mexico" was the most viewed broadcast on open television in November 2018. This program was the leader of the "prime time" Sunday for eight consecutive weeks.

POPULAR MUSIC IN MEXICO

At the end of 2018, Spotify released the annual data that showed that dembow dominated, since the five most listened songs of the year were reggaetón.

In 2018, among the ten most popular singers was Luis Miguel whose songs "returned" the 80s. Since April 2018, the audience of this singer increased by more than 50% globally with more than 6 million listeners per month. In Mexico, the popularity of his songs grew by 200% with more than 4.5 million reproductions. Besides Luis Miguel, Ozuna, J Balvin, Bad Bunny, Maluma, etc. were also among the top ten of the most listened male artists in Mexico. The most popular female artists were Shakira, Dua Lipa, Natti Natasha, etc.

Most-played songs in 2018 in Mexico were "Tu Postura" by Banda MS, "Antecedentes De Culpa" by Alfredo Olivas, and "Me Niego" by Reik ft Ozuna ft Wisin with 73.13 thousand, 72.14 thousand, and 67.81 thousand plays, respectively.

During the two months of summer in 2018 (end of Jun- end of August) the most popular rhythms were "Te Boté Remix" (Nio García) which was also one of the most popular songs in the world, "Sin Pijama" (Becky G), and "Me niego" (Reik). They held the first three places among the most popular songs.

According to the data provided by Spotify in September 2018, among traditional music, the most popular were “Cucurrucucu Paloma” (Lola Beltrán), “Canción Mexicana” (Pepe Aguilar), “Caminos De Michoacán” (Federico Villa).

POPULAR FILMS IN MEXICO

According to the statistics provided by the Mexican Institute of Cinematography, there were 30.5 million Mexican film viewers.

Comedies and romantic comedies are still preferred genre by Mexicans. In 2018, the most popular movie was "Ya Veremos" with 4.1 million viewers. The second place belonged to the movie "La Boda de Valentina" which had three million viewers, while the third place belonged to the movie "La Leyenda del Charro Negro" with more than two million attendees.

Animated films such as "La leyenda del Charro Negro" (which had more than 2.40 million viewers) or "Ana y Bruno", were also popular in Mexico in 2018.

Besides movies created in Mexico, according to the investigation conducted by the Mural newspaper, of the Reforma Group, other movies and animated movies that gained popularity among Mexicans during the past year include Avengers: Infinity War, The Incredibles 2, Overboard, Black Panther, etc.

POPULAR POLITICAL TOPICS IN MEXICO

According to Deloitte, people from Mexico are, in general, not very interested in politics. About 42.9% of all population has zero interest in politics, while only 3.5% show high interest in politics. Because of their low interest for political topics, the only times Mexicans were more involved and active on social media political discussions were the times of large short-term socio-political events. Throughout the extensive research, we identified a few such events. We found that International Women's Day, 2018 Electoral process, LGBTQ Pride parade, were the most discussed topics on Facebook in 2018, both in Mexico and globally.

LGBTQ Pride March was the most discussed topic, where themes of pride and diversity were highlighted.

International Women's Day was another popular topic which was prompted by violence in the country. Statistics show that gender-based violence is responsible for the murder of seven women a day in the country. Thousands of people were demonstrated in the streets of the capital on March 8, and that was also the topic of conversation.

Popular political topics were the presidential elections that were held in 2018. During that period, 64 million people generated more than 1,300 million interactions inspired by this event. Also, Andrés Manuel López Obrador, was one of the most searched terms, while his protest was a global trend on Twitter.

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Cultural Zeitgeist, Philippines

In this study, we found that watching teleserye (TV series) is one of the most popular pastimes of Filipinos where mistress-themed shows are their most favorite them making Halik (Kiss) one of the most memorable Filipino TV series. Filipinos are strongly attached to TV shows that expose real-life situations. Below is a detailed explanation of our methodology and findings.

METHODOLOGY

To determine what is currently happening in the cultural zeitgeist in TV shows, songs, political topics, or movies that received the most popular attention in the Philippines, we have collected and found examples that are not only primarily current and rampant, but also examples that are able to reflect the Filipino culture.

MAIN FINDINGS

TELEVISION SHOW
Watching teleserye (TV series) is considered to be one of the most popular pastimes of Filipinos where numerous people tune in daily to watch episodes of their favorite TV series. While there are different genres in TV series, the most popular genre in Philippine TV series at present is kabit-serye (mistress-themed series). Mistress-themed series are very popular in Filipino TV shows where there are variances in the same old plots that emphasize infidelity, scorned wife and another woman, and catfights. The most memorable TV series last year, which started on August 13, 2018 and ended on April 2019, is Halik (Kiss), a story related to marriage problems and infidelity. Halik had accumulated 24.9% audience impact consistently from Kantar Media, defeating its competitors on its overall duration and became a well-discussed topic in social media. The reason for the series’ popularity is that Filipinos love to watch shows that portray real-life situations most especially relating to the same experience of the protagonist. While this plot is highly repetitive and common, it is still highly demanded by the Filipinos because it reflects “Filipino values, society and culture”.
POLITICS
May 13, 2019 was the midterm election of the Philippines. Like every election in the country, the Philippines’ popular election culture where Filipinos are obsessed towards electing their celebrity/star candidates never changed. However, the most controversial among these celebrities/stars are the popularity of two TV actors who turned into politicians: Jinggoy Estrada and Bong Revilla. These two have become senators in the past, and both were formerly tied to a plunder and corruption case.
And yet, these two were included in the “Magic 12” of the past month’s survey, a survey that aims to determine the people’s choice of 12 candidates who would win and make it in the senate. Revilla’s father, Ramon Revilla, was also an action star who became a senator. Bong Revilla’s wife and son are also both actors who were elected as public officials. Jinggoy Estrada, an action star himself, was the son of an action star who became politician, Erap Estrada, who was ousted as the president of the Philippines through people power. Filipinos yearn for a change of getting incompetent public officials, and yet this kind of public officials are still popular among voters. It is one of the most alarming aspects of Filipino culture that obstructs the country's progress. It is an alarming culture that is still popular that has not totally changed. The continued acceptance of candidates based on fame/popularity reflected the society of Filipinos.
MOVIES
Filipinos are hopelessly romantic and love the idea of romance especially in movies. The romantic movies emphasize “what is lacking in their lives”. This is the reason why Filipinos are crazy over love teams including KathNiel, JaDine, AlDub, and many more. The most popular love team is KathNiel, consisting of Kathryn Bernardo and Daniel Padilla who have been named as among the most tweeted Filipino celebrities. Their movie, “The Hows of Us” that was released on August 29, 2018 not only became topped in 2018 box office, but also became the highest grossing Filipino movie of all time, earning 915 million Philippine pesos. The movie was a more mature portrayal of the love team that discussed the relationship between couples who experienced struggles along the way that resulted in heartbreaks, financial problems, unfulfilled dreams, and even death. This movie also became extremely popular and was the “Most Tweeted Filipino Movie” in 2018.
MUSIC
Millions of Filipinos listen to their favorite songs through Spotify and view music videos through YouTube. The Philippines has been changing its music landscape where Original Pilipino Music (OPM) music in Kundiman (traditional Filipino love songs) and folk song genres became popular based on live streams, YouTube views, and radio/TV charts. Juan Karlos Labajo is a 17-year Filipino old singer who became famous with his song “Buwan” (Moon) that generated 22 million streams and the song was quickly ranked platinum in just a few months after it debuted on June 21, 2018. Three months after Buwan was released, the song immediately reached one million streams in Spotify and chartered in radio stations nationwide. The song topped in the Philippines’ Viral 50 and the music video generated 36 million views. It also became number one in MYX Hit Charts and Pinoy MYX Countdown. Due to the popularity of the song and its lyrics, many different parody lyrics of Buwan emerged in YouTube that also generated many views, namely: ‘Punding Ilaw’ and ‘Dilaw na Bowl’ with 2.7 million views each, Buwan (Visayan Version) with 2.1 million views, and many more.
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Cultural Zeitgeist, Vietnam

The people of Vietnam have a strong penchant for reality television, and of all the reality TV shows, singing competitions such as The Voice of Vietnam and Perfect Edition have the highest views in Vietnam. Comedy was the most popular movie theme in Vietnam in 2018, and My Mr. Wife became one of the most viral Vietnamese movies; It was among the top-five highest grossing films ever put out.

RESEARCH STRATEGY

The information provided for the cultural zeitgeist in Vietnam was extracted from media articles of sites such as the Vietnam News, VietNamNet, Hanoi Times, Bloomberg, Reuters, and Saigon Times, as well as movie and song ranking portals such as BoxOfficeMojo, The Ranker, and Music Weekly. Political news websites including Vox, BBC News, The Diplomat, The Economist and various entertainment and informational blogs in Vietnam such as VnExpress, owee58.com, Culture Magazine, and The Culture Trip were other sources of information.

The most notable, viral happenings, events, and shows in music, movies, television, and politics were determined based on the popularity rankings from various sites/blogs like The Culture Trip, The Ranker, or their mention across multiple websites. As there was no direct mention of the most popular political events through the above sources, we considered political topics mentioned across five to six media sources as being the most popular. We added at least three references in the key findings section for each of the political topics mentioned.

TELEVISION/TV SHOWS

TV watching is an integral part of the Vietnamese culture, and when it comes to entertainment in Vietnam, television reigns supreme over every other form of broadcast. Vietnamese people love to watch TV whether through streaming on their mobile devices or with the rest of their family in the living room. The people of Vietnam are fond of reality television, with singing competitions being the most watched reality TV shows in the country. Some highly viewed TV shows in Vietnam for the year 2018 include The Voice of Vietnam, The Face, Comedians Challenge, Little but Special, and Perfect Edition. Oh! My Baby, a parenting reality TV show is also among the most popular TV shows in Vietnam and has recorded a significantly high viewing rate of around 2% in 2018.

MUSIC/SONGS

The ten most watched music videos of 2018 in Vietnam, based on view counts until the last day of the year include:

Based on the above, love, fun, stress and loneliness were the key music themes around which the Vietnamese listened to their music in 2018. Currently, some viral music tracks in Vietnam include ME!, If I Can't Have You, VOICE, On my Way, Boy With Luv (feat. Halsey), Bad Guy, The Fifth Season (SSFWL), and Always Remember Us This Way.

MOVIES

Comedy was the most popular movie theme in Vietnam in 2018. Some of the most watched and viral films that broke the box office records in 2018 include Go-Go Sisters, Face Off 3, Chasing My Pregnant Ex-Girlfriend, and My Mr. Wife. My Mr. Wife became one of the most viral Vietnamese movies in 2018 and ended up being among the top-five highest grossing films ever. Song Lang, a soft autobiographical tale of the relationship between a debt collector and a traditional musician, went on to feature at the International Film Festival in 2018. In 2019, the action movie, Furie, became the second highest-grossing movie in Vietnam with $5.8 million revenue in the first two weeks. Cua Lai Vo Bau (Winning Back My Pregnant Wife) and Trang Quynh (Dr. Quynh) are two other popular movies that have earned over VND100 billion ($4.3 million) in revenue.

POLITICAL TOPICS

One of the most popular political topics of 2018 in Vietnam (as mentioned in various media articles) in Vietnam was the death of Vietnam's President Tran Dai Quang in September 2018. Consequently, in October, the National Assembly voted to elect Communist Party Secretary Nguyen Phu Trong to be the new president, merging two top positions into one. In Vietnam, a person heading both a political party last occurred 32 years back. Another major political topic that went viral in Vietnam was the passing of a highly controversial law on cybersecurity in June 2018 by Vietnam’s National Assembly which received criticism both locally and internationally. Under the new law, which took effect in January 2019, service providers were mandated to erase any offensive content upon request from the Ministries of Public Security or Information and Communications, within 24 hours the request.

An addendum most mentioned political topic across the media was the decision by the National Assembly (NA) to shelve consideration of the Law on Special Economic Zones (SEZ) to 2019. The law would have set up three special economic zones in the North, Central and Southern provinces, and created a legal framework which favors business investment and operations through the exemption of many tax lines.

Lastly, the rampant imprisonment of various political and civil society activists in Vietnam in 2018, under vague provisions of the Penal Code ruled the political topics. Two prominent activists, lawyer Nguyen Van Dai, and Nguyen Ngoc Nhu were later released from prison and exiled to Germany and the United States, respectively.
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09
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Part
09

Cultural Zeitgeist, Saudi Arabia

The most notable events in the cultural zeitgeist in Saudi Arabia today is the murder of prominent Saudi journalist Jamal Khashoggi inside the Saudi consulate in Istanbul by Saudi agents.

Methodology

To provide an overview of what is happening in the cultural zeitgeist in Saudi Arabia, we looked through notable happenings in their reliable media sites, such as Lovin’ Saudi, Edition CNN, IMDB, Arab Sounds, OSN, Smithsonian Magazine, NME, and Arab news. We chose the most recent events that have sparked the public’s attention on television, music, politics, and movies.

Cultural Zeitgeist, Saudi Arabia

Television

IMDB rated “Khawatir” as the number one television show in Saudi Arabia. The show which cast a rising star named Ahmad Al Shugairi showed a story of young people maturing in their work, knowledge, and faith. It received a 9.4 rating out of ten in IMDB. Additionally, the most popular television show in Saudi Arabia is “Mn Kol Boustan Zahra,” which was rated a score of 8.8 out of ten by IMDB. It had a star cast which consisted of Abdullah Al-Sadhan, Baker Alshedi, and Saleh Alzeer. Another show that is quite famous in Saudi Arabia is “WaMahaya 3.” It is a drama series with a principal cast of Randy Bernales, Abdullah Shukur, Jesse Wienski. It had a rating of 8.8 in IMDB. When it comes to categories, Drama and Comedy are the most popular in Saudi Arabia.

Movies

The most popular drama movies in Saudi Arabia in 2018 and 2019 are “The Arabian Warrior,” “Roll’em,” and “Amra and the Second Marriage.” When it comes to western movies, Black Panther was the first western film shown in Saudi Arabia, after the end of the 35 year-ban of western movies in Saudi Arabian cinemas. However, it is known that Saudi Arabians enjoy western media and culture, and before the ban was lifted, they watched western television series and movies through mediums like Netflix and OSN. In addition to this, Netflix reported that the most popular category that Saudi Arabians enjoy on the platform are documentaries, while IMDB reported that drama had gained the most popularity among Saudi Arabians.

Music

The most listened music singles in Saudi Arabia are “Lamma Btehseba” by Nawal El Zoghbi, “Ila Ra7 El Ghali” by Hatim Ammor, and “JFK” by Sanfara. Additionally, a trending music video on Youtube since 2018 comes from a Saudi Arabian singer by the name Tariq Al Harbi. The title of the music video is “Erheb,” and it showcases the varying hobbies and traits of Saudi Punks. Moreover, Spotify was officially launched in Saudi Arabia in 2018, and it featured some of the best Arabic songs such as “Ferk Kabir,” “Gamma Habybak,” and “Esamme.”

Political Topics

On October 2, 2018, Saudi Arabia came across some severe criticism after the murder of Saudi journalist Jamal Khashoggi. The murder happened in the Saudi consulate in Istanbul, and it was done by Saudi Arabian agents. What is more startling is that the US government let the murder go without further investigation, and people believe that this has shown the real interests of the US when it comes to relationships with other nations. In other news, Trump had recently made a commercial relationship with Saudi Arabia. He claims that it has given the country billions of dollars and thousands of jobs.
Part
10
of ten
Part
10

Cultural Zeitgeist, India

The most notable events in the cultural zeitgeist in India today is their election which is said to be the biggest in history with 900 million eligible voters across the country.

Methodology

To provide an overview of what is happening in the cultural zeitgeist in India, we looked into notable happenings in reliable Indian media sites such as News Nation India, IndianExpress, IndiaToday, NDTV, Indiatimes, and others. We then chose the most recent events that grabbed the public’s attention in various mediums such as television, music, politics, movies, and other trending/viral news. We then provided an overview of each in the research brief.

Cultural Zeitgeist, India

Television

The most popular and most viewed television show in India is a show titled, “The Kapil Sharma Show.” Indians love the show because it gives them their daily dose of laughter and entertainment. Additionally, the show brings in popular celebrities that Indians adore. When it comes to soap opera shows, Kumkum Bhagya leads the way. Indians love the show because it features the love story of two famous lead characters that they enjoy watching.

Movies

The most anticipated film in India is “Student of the Year 2.” It has recently hit the cinemas and has famous Indian actors such as Tiger Shroff and Aditya Seal, alongside new actors Tara Sutaria and Ananya Panday. The movie features Indian student life, and many believe that the primary strength of the film is its action and dance scenes. Another critically acclaimed film in India is “Jyeshthoputro.” The movie was claimed to be the best Bengali film of the decade. It features stellar performances with its cast alongside a compelling story that is centered on grief and jealousy between the characters.

Music

Spotify is one of the leading music streaming platforms in India. About a million Indians have recently registered on the app. Bollywood, Dance-Pop, Desi hip-hop, and also the current global top hits are the most popular top hit songs in India. Moreover, about 68% of the top 50 song artists in India are not Indian. The top leading artist in India is Arijit Singh, with his song “Kalank.” Many believe that “Kalak” is the love anthem song in India for the year. Additionally, a Hindi song titled, “Duniyaa” by Akhil was included in the top ten songs in India.

Politics

An election with 900 million registered voters is currently happening in India. The voting is scheduled to last for five weeks. It began on April 11 and will end on May 19. The results are expected to be out on May 23.

The current election process is going to assign a new parliament and a new prime minister. The two leading parties in the election are the Bharatiya Janata Party which is led by Narendra Modi, and the Indian National Congress, which is led by Rahul Gandhi. The Bharatiya Janata Party is expected to win the current elections, and the party aims for a Hindu-nationalist ideology. The ideology aims to reform India’s main religion to Hinduism.

Other Trending/Viral Happenings in India

The Indian Premier League has currently held its championship game between the Chennai Super Kings and the Mumbai Indians. The Mumbai Indians reportedly won, but the game’s decision went viral because many Indians question the uncertainty of the call. Moreover, it has led to many arguments and “memes” from the netizens of India.

Another viral event in India is a video of a groom dancing on top of a horse. The groom was considered to be a part of a recent “Desi” wedding. Many Indian netizens dubbed the dance as “Anaconda Dancing.”
Sources
Sources

From Part 02
Quotes
  • "A study conducted by Nielsen Holdings, Inc. reported that millennials have learned to be more frugal than the generations before them, despite being exposed to more consumer-driven lifestyles"
  • "The search for singular experiences with family and friends is pronounced among Filipino millennials. They don’t mind shelling out cash for that next out-of-town trip. "
Quotes
  • "Instead of shopping for luxury bags and expensive perfumes, you go for adventures and explorations. You’d rather spend your hard-earned money traveling and immersing in different cultures, and you can’t wait to visit the sights and destinations our country has to offer!"
Quotes
  • "Millennials are a most puzzling phenomenon in the generations of humans that have ever come to be."
Quotes
  • "Zooming in on mobile gamers, we see that 24% and 22% are men and women aged between 21-35, respectively. Overall, women make up 48% of mobile gamers."
From Part 05
Quotes
  • "A majority of Indian millennials in cities, including Delhi, eat out over three times in a month, reveals a survey. CBRE, a real estate company, conducted a survey among more than 1,200 restaurants in key locations of Delhi/NCR, Mumbai and Bengaluru. It was found that 60 per cent of Indian millennials make more than three visits a month for eating out, read a statement."
Quotes
  • "Millennials who account for the largest living generation have a strong inclination towards convenience and eat at restaurants more than any other generation. It is evident from the growing popularity of food blogs and food-related videos that they love food which is no longer just a basic need for survival but a source of enjoyment, pleasure, and fun. "
  • "According to an analysis of food expenditure, eating out has increased from 25.9% in 1970 to a current record of around 43.5%"
Quotes
  • "Portals, which see an 18%-25% growth in the segment, see takers for Sunburn, NH7 weekender, Hornbill and Ziro Festival “Most of the customers are in the 20-35 age group or millennials""
Quotes
  • "In the past decade, India has witnessed live music shows/concerts from some of the most acclaimed artists and bands around the world, with names such as Chris Martin, Demi Lovato, Justin Bieber, Ed Sheeran, Enrique, etc. "
  • "Some of the popular festivals include names like the Hornbill Festival, which allows one to experience Nagaland’s handicrafts and natural attractions; Rajasthan’s Magnetic Fields, which is an epochal music event infused with contemporary acts; and Goa’s Sunburn, which is ideal for lovers of electronic music, amazing beaches, and colonial architecture."
Quotes
  • "One of the world's strongest sources of untapped economic potential are Millennials in India. They sit in Mumbai cafés, browsing social media accounts on their smartphones while occasionally shopping for new shoes online. They have disposable income, a strong reliable Internet connection—and there are 400 million of them."
Quotes
  • "Research states that more than 65% of millennials and gen Z communicates with each other more digitally than personally. The younger generation is more reliant on phone and apps, and messaging is much more popular, even more than calling. "
Quotes
  • "Chinese millennials, however, can’t use the Worldwide Web thanks to their country’s internet firewall, all while Indian millennials wander through the same social media and entertainment platforms the rest of the world enjoys: Whatsapp, Facebook, Twitter, Youtube, and more"
From Part 06
From Part 07
Quotes
  • "Welcome to the world of the kabit serye, or “mistress series,” a Philippine TV genre in which evil mistresses busily wreck otherwise happy families in their pursuit of someone else’s husband, until, of course, their dramatic comeuppance."
  • "In the Philippines, there are millions of women like Irene — and not a few men — tuning in each week for the emotional fix provided by those comeuppances. All too often, the mistress serves as an emotional surrogate for enemies and situations they believe they’ve faced in their own lives."
  • "The kabit serye’s popularity is indisputable. When Ika-6 Na Utos‘s year-long run came to an end in March 2018, 10.4 percent of households surveyed by AGB Nielsen watched it, nearly double its closest competitor that day, according to local entertainment website Pep.ph."
  • "Another kabit serye, The Legal Wife, posted even higher ratings. According to ABS-CBN, a whopping 36.2 percent of households surveyed by Kantar Media watched its final episode in June 2014, wiping the floor with its competitor that night, another kabit serye, which clocked in at 8.8 percent."
Quotes
  • "Undoubtedly, teleseryes are one of the most popular sources of daily entertainment for Filipinos. Ever since they first aired decades ago, countless households continue to tune in everyday to the latest episode of their favorite soap opera."
  • "However, if there’s one plot that stands out as the quintessential Filipino TV show, it would be the infamous kabit-serye subgenre. Every year, TV networks churn out a new variation of the same old plot regarding a couple and another woman. "
  • "Typically, this culminates in a showdown between the scorned wife and the mistress as they scream, slap, and pull each other’s hair— like in Pamilya Roces, Halik, The Legal Wife, Two Wives, Temptation of Wife and Ika-Anim na Utos. The popularity of the kabit theme extends to films as well, with notable titles like The Mistress, My Neighbor’s Wife, and A Secret Affair."
  • "Despite the criticisms, Filipinos continue to eagerly watch and buzz about kabit-seryes and movies. Naturally, this has driven many critics to question why Filipinos seem to be so endlessly fascinated with infidelity. "
  • "Unfortunately, infidelity is a common relationship issue encountered by people in real life. Kabit-seryes reflect a reality that many Filipinos have personally experienced for themselves. As such, it’s natural for these viewers to feel more emotionally involved and sympathetic with the story. "
Quotes
  • "Jinggoy Estrada and Bong Revilla consistently being in the Top 12 senatoriables list in this year’s elections (according to SWS and Pulse Asia polls) illustrates the whole trouble with Philippine society. One wonders what bases surveyed members of the electorate apply when selecting these poltiicians."
  • "Both Estrada and Revilla, as we know, were in detention on charges of corruption. Thus it is quite baffling that they continue to attract the trust of many Filipino voters. Estrada for one is running against his half brother, JV Ejercito. But despite the latter boasting a sterling track record of legislative achievement, the earlier ranks higher in popularity in these polls."
  • "The key common denominator underlying the popularity of Revilla and Estrada as well as that other non-performer, Lito Lapid, is their previous stints in showbiz. At the end of the day, being showbiz celebrities remains a potent ingredient to political success for the otherwise unqualified and even criminally-tainted."
  • "The problem with our society is that we Filipinos put more emphasis on the personality behind our public servants. Instead of focusing on what matters, we care more about the trivial stuff, which are irrelevant in our goal to bring our country from Third World to First."
  • "This indeed is a disturbing aspect of Filipino culture that contributes obstacles to progress. A fixation on comfort zones rather than the potential rewards of trying new things and experimenting with novel alternatives is one that is evidently fatal for the societies of developing countries."
Quotes
  • "Election after election we hear the purported clamor of Filipinos for “change”: a radical transformation of our politics, where the government genuinely represents the interests of the many – the way a democracy should work."
  • "Instead, the individuals who comprise the “Magic 12” – the dozen candidates with the highest number of votes and who will become Senators – are almost entirely either part of political dynasties, have been tainted by corruption scandals, or simply benefit from name-recognition for being prominent TV and movie actors."
  • "The two Revilla patriarchs are not the only actors-turned-politicians in their clan: Junior’s wife – Lani Mercado – and son, Jolo, have both starred in numerous movies and TV series, and are elected public officials themselves. This makes the family a political dynasty, and most of their support-base is attributed to their status as celebrities."
  • "Very similar to Bong Jr. is Jinggoy Estrada, who himself is a former actor-turned-Senator, and was also a party in that 2013 scandal. He also benefits from being part of a prominent political dynasty – his father, Joseph Estrada, was a former President until ousted in a “people power” uprising and was later imprisoned on plunder charges."
  • "If the definition of “insanity” is doing the same thing repeatedly expecting different results, then we can safely diagnose the majority of Filipino voters as being politically insane."
Quotes
  • "On- and off-screen partners Kathryn Bernardo and Daniel Padilla won big at the recently concluded 50th Box Office Entertainment Awards of the Guillermo Mendoza Memorial Scholarship Foundation."
  • "The Kapamilya love team received the Golden Jury Award for their blockbuster movie “The Hows of Us,” which earned a total of P915 million, becoming the highest-grossing Filipino movie of all time. "
Quotes
  • "The Philippine entertainment industry seems to be very fond of the ideology of romance or love. Filipinos are already fed up with so many problems and somehow, many have found romantic stories as their escape to fill in what is lacking in their lives."
  • "Pinoy love teams like KathNiel, AldUb, Jadine, LizQuen, JoshLia, and more don’t fail to bring “kilig” and happiness that makes Filipinos be crazy about them."
  • "The feeling of being in love and the “kilig” moments from TV shows and films make Filipinos addicted to loveteams. Most pinoys are quite obsessed with loveteams like LizQuen (Liza Soberano and Enrique Gil), KathNiel (Kathryn Bernardo and Daniel Padilla), AlDub (Alden Richards and Maine Mendoza), JaDine (James Reid and Nadine Lustre) and more."
  • "Ideally, Filipinos, especially teenagers and young adults, tend to believe in happy endings which make them believe that the loveteams they idolize will last and end up together. They somehow hope that they would also have the same kind of relationship in real life. If they don’t, they get disappointed."
Quotes
  • "Aside from the top 10 accounts in the Philippines, Twitter also enumerated the celebrities, love teams, movies, and TV shows that generated the most buzz in the past year."
Quotes
  • "After nearly three (3) months from its release date, “Buwan” by juan karlos has reached another milestone by hitting more than 1,000,000 streams on Spotify!"
  • "“Buwan” also made noise in the underground scene as juan karlos toured around the Metro in different bars such as 12 Monkey’s, Mow’s Bar, saGuijo, and The Minokaua to promote the single in MCA Music’s Baktubaktubak: Bar Tour."
  • "“Buwan” also charted in radio stations MOR 101.9 (Manila), MOR 91.9 (Cagayan De Oro), MOR 94.3 (Dagupan), Pinas FM 95.5, DWVM 103.9 Spirit FM, and was even included in Jam 88.3’s NEW MUSIC playlist on Spotify. It was also in Jam 88.3 where the band did a live performance debut of the single last 21st of June."
Quotes
  • "Influenced by bands like Eraserheads and Bamboo, the 17-year-old had his biggest hit this year with “Buwan” with more than 22 million streams and his first single to turn platinum in November. It peaked on its Philippines Top 50 and Philippines Viral 50 at No. 1. "
  • "The band together with his solo efforts currently has more than 1.7 million monthly listeners on the streaming app. Thanks too his leading lady, Asia’s Next Top Model Maureen Wroblebitz, its music video piqued the interest of many and now has a whooping 36 million views. The single also peaked at No.1 on both MYX Hit Charts and Pinoy MYX Countdown for 1 week in November."
Quotes
  • "Halik is a drama TV series that premiered on August 13, 2018. With Jericho top-billing the series are Yam Concepcion, Yen Santos, and Sam Milby."
Quotes
  • "The primetime program “Halik” starring Jericho Rosales, Yam Concepcion, Yen Santos, and Sam Milby have definitely hooked a lot of people because of the intense scenes every night."
Quotes
  • "In a nutshell: Two childhood best friends, rich girl, poor boy, an arranged marriage, a problematic marriage, family businesses…and oh, yes, infidelity."
From Part 09
Quotes
  • "A TV show devoted to help young people to be mature in their faith, work & knowledge with a Star named as Ahmad Al Shugairi"
Quotes
  • "Wa Mahyaya examines the ego and how humans are in a constant battle with their own identity. Explored through what series host Dr. Walid Fitaihi believes are our two identities: the inner self (soul) and the external self (ego)."