SAInsights

Take off your shoes, you are entering Asian “floor culture.”

The Asian connection to the floor is well known. Despite the linguistic, cultural and geographic diversity of Asian continent, the “floor culture” is common ground. Before you enter any traditional Asian home, you are politely asked to take your shoes off. It is not just about maintaining hygiene, but more a mark of respect, since …

South Asian Identity

Identity is not a singular fixed structure. It is a constantly evolving paradigm, not just across immigrant generations, but also within generations. It’s a process of navigating multiplicity, and embodying different cultural values at different times. It is about steering through a maze of constantly shifting self-perceptions. The self-concept of South Asians has certainly evolved …

Nostalgia & Food Marketing

Nostalgia can be evoked in different ways, but scents are particularly likely to because of the strong biological link between scents and memory. “Autobiographical memory in particular,” says Chelsea Reid, researcher at Virginia Commonwealth University. “The olfactory bulb, which is involved in the sense of smell, is linked to areas in the brain associated with …

Ethnic Retailing Going Mainstream

Obama was the first US President to celebrate the Hindu festival of light at the Oval office, when he lit a traditional Indian oil lamp and bowed before a Hindu priest. Trump continued the tradition by celebrating Diwali in the White House with Nikki Haley, Seema Verma and other Indian-American community leaders. Trend of US …