the culture that lives in fandoms
For years, marketing rewarded scale. The bigger the reach, the bigger the impact, or so we thought. But as feeds became crowded and content became constant, audiences changed their behaviour. People didn’t stop caring; they simply became more selective about what they let in. What landed before now gets filtered out. What used to feel exciting now feels excessive.
Today, audiences aren’t asking brands to shout louder. They’re asking them to show up in ways that feel specific, relevant, and connected. And nowhere is that more powerful than inside fandoms.
THE CENTRE OF CULTURE
If you look at how Gen Z and Gen Alpha organise their online lives, you quickly realise something: culture isn’t happening in the mainstream. It’s emerging inside tight, passionate communities built around shared interests. Niches obsessing over the latest TV show, superfans dedicated to one K-pop group, fit girls and boys united by their love for training, we’re all part of a community. On social platforms, algorithms amplify these specific interests, creating cultural worlds with their own humour, references, and rhythm.
These spaces aren’t for the masses, and that’s their strength. The people in them show up with intention. They contribute, create and are passionate about it. And here’s the part marketers shouldn’t underestimate: inside these communities, recommendations carry far more weight. If a brand is welcomed, the entire community perceives it more positively. If a brand is rejected, that sentiment spreads just as quickly.
Recognize, understand, participate
People trust the opinions of those who share their passions. That’s why acceptance inside a niche often leads to amplification far beyond it. Belonging isn’t just emotional, it becomes strategic. When a brand understands its audience well enough to be welcomed into their community, perception shifts quickly.
You see it everywhere. When a beauty brand becomes a go-to in trusted skinfluencer circles, the wider beauty audience pays attention. When a piece of gaming gear earns credibility with competitive players, the rest of the community follows. And when a fashion label gains momentum inside a style-forward niche, the ripple effect extends far beyond that first group.
A positive association inside a fandom carries more weight, and more credibility, than any top-down campaign ever could. That’s the momentum brands unlock when they embed themselves in the cultures their audiences care about.
Fandoms are protective. They reward brands that understand their language, participate rather than perform, recognise their rituals, and add something meaningful to the culture
When you want to enter a fandom, make sure to do it with fluency. When a brand is seen as part of a community, the entire perception changes. Suddenly the brand isn’t just visible, it’s valued.
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When brands get it right
A strong example is Coach’s work around The Summer I Turned Pretty. Rather than just buying media around the show, Coach became part of its cultural universe. They released a collection inspired by the series, aligned the designs with the youthful, romantic aesthetic of the story, and had pieces worn by characters on-screen. It wasn’t just product placement, it felt like wardrobe integration that matched the interests of the show’s core audience: teens and young adults in college or high-school.
Represent and HYROX also show how powerful fandom integration can be. What began as a performance partnership evolved into a culture where fashion, sport, and community meet each other. Represent doesn’t limit itself to just showcasing their logos; they design pieces that reflect the identity of the HYROX athlete, spotlight community members who embody the sport’s mindset, and show up at events where the culture is built in real time.
And then there’s Duolingo’s Squid Game crossover. For season two, Duolingo partnered with Netflix to launch “Learn Korean or Else”. A playful, culturally fluent nod to the fandom. The app added Korean words and phrases tied to the show, giving fans a way to engage more deeply with the series they love. It was an invitation for fans to participate in the world of Squid Game beyond the screen.
These successes share one thing: the brands didn’t dominate the room, they read the room.
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The launch of namdong noodles
Namdong’s introduction into the market wasn’t just a product drop, it was designed to build instant brand love within the communities that would naturally embrace it. We invited creators who are genuinely connected to K-culture and creators with a real passion for noodles, ensuring the room was filled with people who already lived the world Namdong wanted to enter.
At the launch event, they had the space to connect, have fun, and taste Namdong noodles for the very first time. And to deepen that cultural moment, the group was treated to an exclusive shared experience: attending the ENHYPEN concert together.
culture will always move
Britt Messing, Founder For You Agency:
"For me, this project says a lot about where the creator landscape is right now, and how brands can truly land in audiences. That starts with fandom over virality, and understanding that creators are experts in what they know and love.
We made a conscious choice to dive deeper into South Korean culture and its niche fandoms. Because that's where brands can really make a difference, in becoming a valued part of cultures & lifestyles. That’s the power of fan-first thinking: when you speak the language of a community, your brand doesn’t interrupt their world. It becomes part of it.
Namdong didn’t ask communities to adapt to the brand. The brand adapted to the community."
WHAT'S IN IT FOR THE MARKETER?
For marketers, the question isn’t ‘How do we reach more people?’ but ‘Where does our brand genuinely belong?’ Because once a community embraces a brand, everything accelerates: credibility, word-of-mouth, loyalty, and cultural relevance.
Brands that show up fluently in the communities that matter don’t just earn attention, they earn identity.
