Asia is not Asia
Understanding Asian Gaming and Casino Marketing is not as simple as it sounds due to the fact that Asia is a melting pot of different cultures, languages, customs and people.
Asian food in one country is not the same as in another country in Asia. Asia is not Asia – one size does not fit all.
The same is true about culture, language, customs as well as the likes and dislikes of gamblers. It is important to recognize and understand this.
For example, I’m not Chinese, I’m Vietnamese gives some good insight into this. Or, understanding Rolling Chip Baccarat Programs.
Steve Karoul from Euro-Asia Consulting has lived and worked in numerous countries in Asia and does understand the subtle differences. Steve also works closely with Desmond Lam who is also another recognized authority on Asian gaming. Desmond also openly shares information with fellow casino executives.
Desmond Lam, Ph.D., Associate Professor of Marketing
Faculty of Business Administration
University of Macau
Article – Understanding Asian Casino Marketing
Asian Casino Marketing is not as easy as it sounds. In fact, it is a fairly complicated process and if not performed properly it can actually be perceived as offensive to the intended recipients. Steve Karoul explains some of the basic principles of Asian casino marketing. One form of casino marketing in Asia consists of Junkets and VIP Room operations while another form of Asian casino marketing is much more generic and more appropriate for casinos located around the world.
There is an old expression in Asia that when translated goes something like this, “Asia is not Asia”. When you think about it you begin to better understand its subtle message; one size does not fit all and Asia is neither one country nor one culture. Asia is a vast melting pot of numerous different countries, languages and cultures. Some of them have marked differences based upon thousands of years of history and cultural evolution. Asians are extremely nationalistic and proud of their own cultures and customs. Therefore, it is extremely offensive to generalize all Asians as one in the same. They are not. Successful casino marketers around the world will need to understand this up front and then make every effort to research their target market segments before jumping into any new Asian marketing campaign.
Food is a very important and integral part of Asian culture and life in general among Asian players.
Euro-Asia Consulting works closely with Wendy Chan on Asian food and product related projects. Wendy is a New York-based marketing professional and consultant who is instrumental in shaping numerous Asian food trends that we see in America today. She is the respected go-to person in the culinary world, with both the know-how and the know-who to make things happen. Her secret recipe to success is to identify the right opportunity and bring in the best team to deliver, with a liberal helping of creativity. Wendy is also Principal of Savory Productions, a multi-disciplinary food-industry focused marketing company specializing in production, content creation and event management. It is responsible for the new release New Asian Cuisine: Fabulous Recipes from Celebrity Chefs – published by the International Food, Wine & Travel Writers Association, the monthly online newsletter, a New Asian Cuisine Chefs Tour to Asia and an Asian Food series with The Asia Society.