CFI conducts study on France's pan-Asian Generation Z

3 December 2024

Training

As part of a pioneering tripartite initiative to explore the culture of pan-Asian Generation Z communities in Europe and how organizations, from brands to institutions, can engage with them, Inalco's Intercultural Communication and Training (CFI) program is teaming up with agency FINN Partners and association Asia Society France to study four key communities within the Asian diaspora in France: Koreans, Japanese, Chinese and Generation Z Vietnamese.
Shibuya Crossing, Tokyo
Shibuya Crossing, Tokyo © FINN Partners‎
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France's pan-Asian Generation Z: what are they telling us?

The Asian diaspora is expanding rapidly in Europe, both in size and importance. Given Asia's increasingly central role in the global economy, the way in which this diaspora informs and interacts with its host country and country of origin creates opportunities for both sides.

This study is being carried out by Master 2 students on the "Marketing and influence communication in an international and intercultural context" course at the CFI program. Under the methodological and professional guidance of FINN's marketing and global intelligence teams, students will conduct prospective research using tools ranging from OSINT to social listening applications, from AI to focus groups.

Delighted to partner with CFI. Such an interesting theme and highly relevant to key challenges and opportunities within the luxury industry to engage young premium and luxury consumers!

Gregory Cole, Partner, FINN Luxe

Asia Society France, represented by Jean-Michel Dumont, will provide institutional insight, anchoring the cultural and societal scope of the study.

I am thrilled to be involved on this project and look forward to see the result of the students, and leveraging the insights and findings. A very exciting project on important diaspora!

Jean-Michel Dumont, General Secretary, Asia Society France

This collaboration offers a fantastic opportunity for our students to leverage their intercultural skills, Asian language fluency and communications and marketing expertise, while benefiting from invaluable mentoring from industry professionals.

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