What happens when consumers stop buying experiences and start using brands to become who they aspire to be?
 

This is the question reshaping brand strategy across Asia and the focus of the 5th Marketing Exchange Forum, co-hosted by City University of Hong Kong (CityUHK), ranked the world's most international university for three consecutive years and in collaboration with The Marketing Society.
 

This exclusive one day forum brings together senior marketers, brand leaders, frontier researches and academics such as Cathay Pacific, Hong Kong Tramways, Tencent, PURE Fitness, Uni-China Group, KPMG China, The World's Green Queen, TYPHOON 10, author of 'Update All' and CityUHK, to explore how AI, identity and transformation are redefining the future Asian consumer and what that means for your brand.

The conversation moves beyond the usual “AI is changing everything” narrative.
Because while AI is transforming how marketing gets made, the more important question is what consumers now want brands to mean in their lives and whether brands are equipped to shape transformation, not simply drive transactions.

Joseph Pine predicted this shift years ago. After commodities, goods, services, and experiences comes transformation: where the value of a brand lies not in what it sells, but in who it helps people become. People are no longer just buying products or experiences. They are buying versions of themselves. What they wear, eat, stream, follow, and believe has become part of how they express identity, values, ambition, and belonging.

Across keynotes, panels, and fireside conversations, speakers will explore identity, storytelling, wellbeing, urban culture, personal branding, AI, and the future role of marketing in a rapidly changing world.

For CMOs, strategists, and brand leaders, this is an opportunity to step beyond tactical conversations and explore the deeper shifts redefining consumer behaviour, brand relevance, and competitive advantage across Asia.

Check out the full programme HERE
 

About City University of Hong Kong

Located in the heart of Hong Kong, City University of Hong Kong (CityUHK) is recognised globally for excellence in research, innovation, and professional education.

Ranked the #1 Most International University in the World by Times Higher Education for three consecutive years (2024–2026), CityUHK is also ranked #7 in the QS Asia University Rankings 2026, #4 in the Times Higher Education Young University Rankings 2024, and among the world’s leading global universities.

With a strong focus on interdisciplinary research, emerging technologies, and global collaboration, CityUHK brings together a diverse international community committed to addressing global challenges and driving positive change.
 

Offer for The Marketing Society Members

As a special benefit for our members, we have secured a limited number of complimentary passes (worth HKD 980), including access to all sessions, breakfast, lunch, and afternoon refreshments. Register via your membership portal to secure your place.