What we know about targeting Muslim consumers in South-East Asia

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

South-East Asia is home to a large Muslim population, including the young, digitally savvy 'Mipsterz' (Muslim hipsters) movement. Indonesia is the world’s most populous Muslim country and home to 12.7% of the world’s Muslim population alone. Islamic