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Generation Z, which accounts for about a quarter of the world’s population, is garnering attention as the largest consumer demographic of the future.
In this article, we use Intage’s consumer database “Global Viewer” to compare Generation Z across 10 Asian countries and explain their commonalities and differences.

Understanding Generation Z Around the World: Country-Specific Trends Through Values and Daily Life
・Generation Z’s Values (Health, Parenting, Shopping, etc.)
・Generation Z’s Lifestyle

Department of Statistics Malaysia, "Household Income And Basic Amenities Survey Report, Malaysia (2019)" Retrived January 29, 2021 from https://bit.ly/2ZGJDy4