Industry First!! Dentsu Inc. Gal Lab Asia—a planning unit specializing in Asian women— Project Launch!!

From Dentsu Inc. Gal Lab Asia, pioneering the Asian female market, we report on the "now" of Asian women based on our "Comprehensive Survey of Asian Women" and interviews with women across the region!
May hearing their authentic voices provide a valuable perspective for understanding the Asian market.

Dentsu Inc. Gal Lab Goes to Asia

What is gal culture in Japan?
It can now be said to be the source of trends for many women.
Examples of trends initiated by girls known as "gyaru" spreading widely among women are too numerous to count. Among these, false eyelashes, colored contact lenses, and big-eye makeup techniques have become so deeply ingrained that even ordinary women consider them "part of themselves" or "not themselves without them."

Since its launch in 2010, Dentsu Inc. Gal Lab has focused on the trend-creating power of these girls. By analyzing the insights of gals, the source of trends, it has provided a wide range of solutions. In June 2013, Gal Lab expanded its activities to Asia, launching 'Dentsu Inc. Gal Lab Asia'.

Why Asia now? Why "gal"? Three reasons we focused on them

Source: White Paper on International Trade and Industry 2010

In recent years, Asia's economy has been booming.
Of course, the "gal" market (broadly defined as young women) is no exception.

Reason 1 for Attention: Expansion of the Middle Class

Defining the middle class as households with annual disposable income between $5,000 and $35,000, Asia's middle class expanded to 940 million people in 2010, surpassing the combined populations of the US and EU at that time.
Furthermore, the middle class is projected to expand to 2 billion people by 2020. Combined with the affluent class (households with disposable income over $35,000, projected at 230 million in 2020), it is said this group will grow to represent two-thirds of the entire population of emerging Asian nations.
It's not just the affluent; many girls now have the economic means to invest in fashion, makeup, and other styles. The market specifically targeting "gal" (young women) is also highly attractive.

Reason 2 for Attention: The Youth Population Alone Constitutes a Huge Market

The under-20 population accounts for as much as 30% in Vietnam, Malaysia, Indonesia, the Philippines, and India.
For example, a simple calculation of the female population under 20 shows: Vietnam 15 million, Malaysia 5.4 million, Indonesia 40 million, Philippines 20 million, India 250 million... easily reaching three times the size of Japan's population. The market specifically targeting "young women" is also highly attractive.

Reason 3 for Attention: The Power Women Generate is Common Across Asia

Japanese women's magazines are popular in Taiwan, China, Thailand, and elsewhere, with Japanese gal magazine models becoming aspirational figures among these women. Additionally, JKT48 enjoys immense popularity in Indonesia, suggesting potential for embracing Japan's "KAWAII" culture.

Experience the Present of Asian Women

In this column, we'll introduce the present state of Asian "gal" culture—set to become the core of future Asian trends—based on Dentsu Inc. Gal Lab Asia's original "Comprehensive Survey of Asian Girls" and their firsthand interview voices.