This paper develops our prior work to examine how glocalization may be applied to examine Asian sport. We begin by discussing the different usages of glocalization in social science, and the role of Asian scholars in developing and applying the term. We set out our sociocultural understanding of glocalization, notably drawing on Robertson’s work and our subsequent conception of the “duality of glocality”. We examine critically the arguments of Ritzer and Connell on glocalization and globalization more generally. We consider in detail how the study of glocalization processes in Asia may be most fruitfully developed with reference to four fields of research inquiry. We conclude by discussing the connection of glocalization theory to debates on localism and localization, civilizations, and multiple modernities.

Purpose: The aim of the study was to investigate the impact of social media on fashion trends and consumer behavior.\r\nMethodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.\r\nFindings: Social media democratizes fashion by offering diverse content, shaping trends and consumer behavior. Platforms like Instagram and TikTok facilitate trend dissemination and peer-to-peer recommendations. They also integrate commerce, transforming the shopping experience. Ultimately, social media is pivotal in driving real-time fashion trends and shaping consumer preferences.\r\nUnique Contribution to Theory, Practice and Policy: Social identity theory, diffusion of innovation theory & social learning theory may be used to anchor future studies on the impact of social media on fashion trends and consumer behavior. Fashion brands and marketers should leverage social media platforms to engage with consumers in meaningful ways, fostering community-building and co-creation of content. Policymakers should consider regulating the transparency and authenticity of sponsored content on social media platforms to mitigate the potential for deceptive marketing practices and protect consumers from misinformation.

Has China become a neo-colonizer, exporting its cultural and economic power to the world based on its agenda of building soft power? Existing scholarship on neocolonialism and data colonialism largely focuses on how China's infrastructural expansion and increasingly platformised cultural sectors can achieve its ambitious platformised cultural sectors overseas. Yet, how China's cultural power is manifested, negotiated, or resisted in people's daily lives in a South-South setting remains under-researched and under-theorised. This article uses everyday fashion in Kenya as a case study to investigate China's cultural and economic power expansion in the Global South. We examined how cultural differences are negotiated and mediated on two Chinese(-invested) e-commerce platforms. Through focus groups and platform walkthrough method, our findings serve to enrich existing theories of cultural production-platform relationships applicable in the study of various cultural and creative sectors, to offer new understandings of how symbolic, sociopolitical and cultural meanings of fashion are constructed through divergent platform affordances, and to reveal the various forms of cultural negotiations and resistance in different contexts, multiplying our frames of reference.© The Author(s) 2024.

The influx of Chinese-made African ethnic dress has been central to debates about the consequences of the growing Chinese presence in Africa. Exploring the reception of the Chinese-producedcapulanain Mozambique andnet'elain Ethiopia, we demonstrate that Mozambican and Ethiopian manufacturers and traders, from the grass roots up to cultural elites, engage with Chinese imports with creativity and verve. While welcoming Chinese materials for their affordability, bold and bright colours and suitability for dressmaking, they fashion them in ways that fit their own tastes and the local fashion trends. We distinguish three practices by which people do this: first, by incorporating Chinese materials or design elements into their own products; second, by co-creating new designs and dress with their Chinese counterparts; and third, by altering the imported fabrics. Apart from fashioning imports, some manufacturers use strategies to distinguish their own products from Chinese counterparts. These strategies include naming practices linked to the stories of their origin and alterations to the material.