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 CityU Hong Kong and The Marketing Society, this exclusive one-day event brings together senior marketers, brand leaders, and frontier researchers from Alibaba, Google, Cathay Pacific, Alipay, Tencent, and CityUHK. Together, they will explore how AI, identity, and transformation are redefining the future Asian consumer – and what that means for your brand.