Travel broadens the mind. It’s an adage that’s been around as long as transport has existed, but it’s true. That’s why, whenever Winkreative takes a trip overseas – whether it’s to the Portuguese coast, the heart of Seoul or downtown Honolulu – we like to keep our eyes open. What’s being promoted on billboards? What trends are brands tapping into? How are people choosing to live and work?
One sighting in recent years came not from a local boutique but from one of the world’s most recognisable brands: in Tokyo, McDonald’s launched a series of limited-edition rice burgers, currently available only in Japan. What stood out wasn’t just the taste, but the context – a big, distinctly American brand adapting their product to a local audience. And it raises an interesting question.