Masculinity in Asia is being rewritten, and brands need to keep up

Masculinity in Asia is undergoing one of its biggest shifts in decades, according to a new report by VIRTUE Asia. The study found that men are moving beyond inherited expectations of stoicism, dominance and duty, and are instead negotiating a wider spectrum of values, identities and emotional expression.

The report noted that for decades, men were taught that strength came from silence and that love was proven through endurance, creating a narrow template that prized control over connection.

That script has been cracking under cultural scrutiny, with public reactions to pop idols dancing with grace, celebrities wearing makeup or athletes fronting skincare ads revealing discomfort over the loss of a single definition of masculinity.

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"The VIRTUE guide to modern masculinity", developed with Milieu Insight and Canvas8, combines a 300-man survey across Thailand, Indonesia and India with stimulus-led conversations. It identifies three emerging “codes” that are shaping how men see themselves and how they respond to cultural narratives in media, influencers and brand campaigns.

The study highlights the rise of “Remixers” (63%), who adapt traditional norms to suit modern realities, followed by “Experimenters” (17%) and “Traditionalists” (15%). A small group of “Outliers” (5%) reject gender labels entirely. VIRTUE said this plurality reflects a tension between convention and imagination, with many men trying to unlearn older expectations while still drawing guidance from their upbringing.

Half of the respondents rejected the idea of a fixed masculinity but half also said they learn from observing older men, with one in two believing that some forms of masculinity remain more “real” or “ideal” than others.

The report also shows a shift in what men consider success. Traditional markers such as being the primary breadwinner (53%), owning wealth (44%) or career progression (37%) are being matched or overtaken by emotional maturity (53%) and open-mindedness (47%).

This signals a move from hard power to soft power, with VIRTUE urging brands to “humanise” balance rather than present it as another standard to meet.

The third code explores changing expressions of love. Emotional intimacy emerged as the top love language (36%) across all ages, with men placing greater value on listening, shared responsibility and everyday acts of care. VIRTUE said brands can support this shift by helping men express care in more grounded and collaborative ways.

“Masculinity in Asia is no longer a single story. Men are negotiating between tradition and self-expression, experimenting with who they are, how they care, and what success means. Our research shows this is less about rejecting the past and more about remixing it," said Zoe Chen, strategy director at VIRTUE Asia, adding:

The next generation of men is defining masculinity as a spectrum, not a template. Strength now sits alongside empathy, presence alongside performance, and identity alongside experimentation.

Chen added, “With masculinity being rewritten in real time, brands have a rare chance to help shape where culture goes next. The ones that lead will design for plurality, presence, and emotional fluency, not outdated ideals. Culture is ready. It’s calling for brands brave enough to answer.”

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