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Business trends

Asian consumption goes digital amid 2020 pandemic

'Live commerce' and virtual concerts become new norms: Nikkei survey

A paid virtual concert by South Korean pop sensation BTS drew more than 990,000 viewers from 191 countries and regions.

GUANGZHOU/BANGKOK -- As pandemic-related curbs forced people to stay home, digital space in 2020 became the new battleground for consumers' wallets. Retailers, event organizers and others stormed the internet to livestream their offerings in the hope of transplanting a virtual face onto a domain that was once mostly flesh and blood.

A 2020 Nikkei survey of consumer trends in 11 Asian countries and regions gives a glimpse as to how this occurred.

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