LSN : News : 13 : 01 : 25

Audi Vietnam brings neuroscience to the car-buying experience

Audi Q8, Vietnam

Vietnam – Audi Vietnam is redefining the car-buying journey with an innovative campaign for its Q8 SUV, blending neuroscience with emotional decision-making.

In collaboration with Happiness Saigon, the campaign uses EEG (electroencephalogram) technology to track brain activity during key moments of interaction with the Q8. Drivers wear specialised headsets while engaging with the car’s features, from the steering wheel to the test drive, as the EEG measures emotional responses including excitement and attention.

‘Instead of the owner choosing their car, we also let the car choose its owner,’ explains Jazz Tonna, creative director at Happiness Saigon. Ferry Enders, managing director of Audi Vietnam, adds: ‘We want our customers to feel that Audi DNA and know instantly when the Q8 is their perfect match.’

By placing emotion at the centre of decision-making, Audi Vietnam’s neuroscience-driven approach transforms car selection into a deeply personal journey, ensuring buyers find a true connection with their perfect vehicle. Find more insights on what’s new and next in automotive in our Mobility topic.

Strategic opportunity

Explore the integration of neuroscience tools such as EEG to capture emotional responses during customer interactions with products. Use these insights to design emotionally resonant products and services

BeMeow redefines music with blockchain and meme culture

Germany – BeMeow (Beats of Meow), a pioneering web3 record label, is set to redefine the music industry by merging blockchain technology, artificial intelligence and meme culture. Positioned as the first community-driven music label of its kind, BeMeow aims to revolutionise artist compensation and fan engagement through its innovative ecosystem.

Unlike traditional models that rely on NFTs, BeMeow tokenizes music as memecoins on the Solana blockchain, allowing each song to have its own trading chart. Trading fees from these tokens generate revenue to support independent artists. Funds are then invested in initiatives such as music festivals, club events and collectible vinyl records using digital ownership. These vinyl NFTs provide passive income streams by sharing royalties and trading fees with collectors.

Future plans include introducing copyright tokens, music index tokens and a dedicated music token exchange, positioning BeMeow at the intersection of music, technology and culture.

LS:N Global has previously explored the transformative potential of web3 in fostering communities where individuals with shared interests can connect and take ownership of NFTs, products and peer-to-peer exchanges. This concept was highlighted in our Black Art Matters in Web3 interview with British artist Nubianizm.

BeMeow, Germany

Strategic opportunity

Consider how your brand can develop blockchain-based marketplaces to tokenize content, retain control of your intellectual property and directly engage with fans

Stat: Japan’s birth rate crisis could result in just one child remaining by 2720

The North Face Maternity Collection SS22, Japan

Japan – Japan’s declining birth rate could create a scenario where only one child under the age of 14 remains in the nation by 2720, warns Hiroshi Yoshida, a professor at Tohoku University’s Research Center for Aged Economy and Society. His projection, based on an annual 2.3% decline in the child population, moves the timeline forward by more than a century compared to earlier estimates.

Yoshida’s analysis underscores a broader demographic crisis, with Japan’s birth rate dropping to a historic low of 1.2 live births per 1,000 population in 2023. Tokyo’s rate has fallen below one for the first time, illustrating the stark disparity between urban and rural population dynamics.

A significant factor in the decline is the decrease in marriages. Government data reveals that, as of 2020, 28% of men and 17.8% of women aged 50 had never been married – a sharp rise from 5.6% and 4.3%, respectively, in 1990.

To combat these trends, policymakers are exploring initiatives such as promoting dating apps. Notably, the Tokyo Metropolitan Government has launched its own app to encourage young people to find partners and to foster a cultural shift towards marriage and family formation. Find more insights about Japan in our Emerging Youth: Japan report.

Strategic opportunity

Japan’s ageing population represents swathes of opportunities for technologies and services, such as robotics and AI. Consider how healthcare robots, home automation or telemedicine platforms can address the needs of the increasing number of older people