SFT BA students presented “Asia’s Next Wave of Power Brands” at World Retail Lab Asia 2026, which shared the Gen Z perspective on the future of retail in Asia with global retail leaders and industry professionals. SFT was honoured to serve as the educational partner of the World Retail Congress (WRC) for the event. Ten students were involved in the project including: Ashley Emmanuelle Santoso, Cheng Hei-lam Cherry, Hu Wenxin Wendy, Lee Wing-tung Jacko, Leila Shakirzianova, Ng Sze-ching Coco, Rusova Elizaveta, Sheryl Jovana Sianipar, Sun Ao and Wang Xiangwanyue.
The presentation explored how growing up amid economic uncertainty, digital saturation and constant change has shaped Gen Z consumers’ understanding of value. For this generation, purchases are not just a way to meet practical needs, but also a means of expressing identity and finding emotional fulfilment. The students highlighted a shift from conspicuous consumption to a “You Only Need One” mindset, which places greater emphasis on accessibility, convenience and quality rather than price alone. Against this backdrop, the students identified ten emerging brands that they believe have the potential to become the next major global brands. The brands span beauty, fashion, lifestyle, and food and beverage, and are from China, Hong Kong and Indonesia. Through familiar digital channels, community engagement and culturally relevant experiences, these brands connect with young consumers and become part of their everyday lives.
Aside from presenting, the students had the chance to attend keynote speeches by representatives from companies such as YouGov, Essence, Bluebell and Lacoste, and network with retail leaders including Ms Jennifer Woo, Chairman and CEO of the Lane Crawford Joyce Group, and Mr Ian McGarrigle, Chair and Co-owner of the WRC. These exchanges have extended their learning beyond the classroom and offer a closer look at the retail industry.
SFT extends its sincere appreciation to the WRC for providing our students with the opportunity to present their views on the international industry stage. SFT also warmly thanks Profs. Magnum Lam and Chan Hau-ling for their dedication, guidance and support throughout the project.
