Pop culture is no longer background noise, it is the marketplace. From K-pop fandoms to TikTok trends, Gen Z is reshaping how brands connect, communicate, and grow.

The Breakfast Show invites Jonathan McCarthy, VP of Marketing at Mondelēz Southeast Asia, to unpack how cultural collaboration and fan energy are driving measurable business impact, what Southeast Asia reveals about global youth marketing, and how every entrepreneur can learn to move at the speed of culture.