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As the largest, most populous continent and rich in resources, Asia is home to several of the world's oldest civilizations, that produced the majority of the great religious systems, the oldest known recorded myths and codices on ethics and morality. Asia is also the fastest growing economic region and overall largest continental economy, and converting from being the most important market for lifestyle and luxury goods into becoming a global player in this industry.

Modern globally engaged brands need to embrace the intercultural relationships, support partnerships and collaborations with Asian markets, brands and businesses and herewith pay tribute to the growing influence and importance of Asian innovation and creativity.