LSN : News : Stat: K-pop remains South Korea’s top cultural export

Saintly rebrands toilet hygiene with Renaissance-inspired identity

Saintly by Universal Favourite, US

US – Toilet care brand Saintly is taking a bold step into taboo-breaking territory with a Renaissance-inspired rebrand that upgrades the humble flushable wipe. Its new Divine Dispenser, developed with Doris Dev, is positioned as a cleansing foam alternative with a ‘heavenly fresh’ identity created by design studio Universal Favourite. With a simple press, the elegant dispenser releases a dollop of foam onto regular toilet paper, offering a more sustainable and sophisticated hygiene option.

Rooted in the idea that ‘cleanliness is truly next to godliness’, the brand turns daily routines into rituals of confidence – promising, in its own words, ‘that new butt feeling, every time.’

Inspired by Renaissance art and Italian fresco culture, the identity includes a sculptural ‘s’ logo reminiscent of the poop emoji, custom calligraphic typography and a golden-yellow and khaki palette that breaks from the sterile whites of the category.

The tone of voice, shaped with copywriter Cat Wall, channels ‘the Fresh Prince of Florence’ – a cheeky bon vivant guiding the brand’s irreverent charm. Anchoring the launch is The Lake of Revitalisation, an illustrated fresco featuring floral motifs, butt-shaped hedges and toilet roll statues, elevating bathroom care into an art form.

For more innovative rebrands, head to our Design sector.

Strategic opportunity

Consider using humour or beauty to destigmatise taboos and turn discomfort into engagement. Other taboo sectors, such as menopause, death, debt and digestion are ripe for rebranding

India’s coffee rave scene brews a new way to socialise

India – A new kind of party is percolating across India, with Gen Z embracing caffeine over cocktails, as reported by Elle India. DJ Tanishq’s viral coffee rave at Corridor Seven Coffee Roasters in Nagpur kicked off a movement that swaps nightclubs for cafés, spinning house and Afro beats for sober crowds sipping iced matcha and espresso shots.

‘I was just bored with the nightlife,’ Tanishq explains. ‘Coffee is something I love, and I wanted to share that with my audience.’ His More Coffee, More Rave tour has since travelled nationwide, drawing in fans who prefer daytime parties without alcohol.

‘A café or coffee rave is about energy, connection and authenticity,’ says Vidur Mayor, founder of FES Café in Gurugram. ‘It’s not about excess or partying till you drop – it’s about enjoying great music, meeting like-minded people and being part of something new.’

While some café owners see it as a passing fad, others believe it marks a cultural shift. As Kareena Bulchandani founder of Mokai Café notes, ‘It has a lot to do with how alcohol is on a massive decline and the newer generation prefers maintaining a healthy lifestyle and not falling for hangovers.’

In our Sober Social Fix report, we analysed how, as the sober-curious movement strengthens in the US, younger generations are redefining how to enjoy going out with friends, opening up opportunities for hospitality and nightlife brands.

Club Sol by Imogen Malpas. Photography by Aisha Olamide Seriki, UK

Strategic opportunity

Sober partying is no longer niche. Consider how to develop branded events, merch, playlists and drinkware tailored for caffeine-fuelled connection rather than alcohol consumption

Stat: K-pop remains South Korea’s top cultural export

Blackpink: Light Up the Sky, Courtesy of Netflix, Global

South Korea – K-pop continues to lead perceptions of South Korea according to the 2025 Global Hallyu Survey. Based on responses from 26,400 people in 28 countries, the findings show that 17.8% of those who had experienced South Korean culture identified K-pop as the first thing that comes to mind when thinking about the country.

This was followed by food (11.8%), tv dramas (8.7%) and beauty products (6.4%). For the first time since 2012, South Korean IT products and brands fell from the top rankings in the survey carried out by the nation’s Ministry of Culture, Sports and Tourism and the Korean Foundation for International Cultural Exchange.

BTS remains the most popular K-pop act for the seventh year running (24.6%), followed by Blackpink (12.3%). Respondents now spend an average of 14 hours monthly watching Korean content, with dramas and reality tv topping viewing habits.

For more insights into popular and digital culture, and the commercial opportunities relevant to consumer engagement and connection across the world, head to LS:N Global’s Pop Culture & Media sector.

Strategic opportunity

Leverage South Korea’s international momentum by partnering with creators and brands from the country to craft culturally relevant campaigns that drive brand discovery and resonate with increasingly global, K-culture-savvy audiences