Yet many organisations continue to treat these periods as short-term marketing moments — windows for discounts, noise, and tactical activation. In Asia, festivals don’t just increase demand. For leaders thinking about growth, retention, and lifetime value, that makes them strategic assets — not marketing spikes. Across Southeast Asia, South Asia and the Middle East, Ramadan reshapes daily rhythm, spending intent and expectations of brands. That is why Asia’s cultural calendar is not a marketing moment.

Source: The Edge Markets December 19, 2025 11:26 UTC