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Bangkok Post

“Shoppertainment” Marks the Future of Commerce

In the Bangkok Post, BCG’s Aparna Bharadwaj addresses the phenomenon of “shoppertainment,” which helps brands connect with consumers through educational and entertaining content—with shopping as a natural outcome. According to a BCG study, commissioned by TikTok, shoppertainment presents a massive opportunity in Asia-Pacific with a projected market value of $1.1 trillion by 2025. Bharadwaj explains how the trend can “provide the sweet spot for brands to reignite consumers’ purchasing passions in an authentic and consumer-driven way.”

Bangkok Post
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