By ALAN PERROTT
Auckland's Asian youths are increasingly transnational, dynamic and cool, says market research into "Kiwiasia".
The Providence Report found students plugged into the dynamic, high-tech cities of Asia for inspiration rather than the traditional Kiwi destinations of London, Sydney or Los Angeles.
"The culture of Asian youth is fast-moving and dynamic, colourful and changing," said social insights researcher Sandy Burgham.
The booming Indian and Chinese cities, like Mumbai and Shanghai, which are hubs of consumer culture and technology, are producing new trends and goods that are arriving in New Zealand through the Asian population.
"Asian youths are increasingly influencing the West, even somewhat subliminally," said Ms Burgham. "What struck us during the Kiwiasian study was the mind-shift as to where the trends will increasingly be starting."
Manga comics and internet cafes were established symbols of Asian youth culture. But clothes, latest cellphone technology, websites, attitudes and food were all being morphed by the mix of Asian youths in New Zealand.
Ms Burgham said New Zealanders had traditionally lumped all "Asians" together, missing the Asian youths' own stereotyping of each other.
"The Korean girls are known for their penchant for makeup and the Japanese boys for their fashion aesthetic.
"The Indians are renowned for their general smarts and IT capability."
The Providence Report was produced from interviews with Asian youths, Asian community leaders and polls, for various firms, including the Herald.
Duncan Stuart, a researcher with trendspotting company 18limited, said Auckland had become the focus for Asian-driven trends as it attracted a disproportionate number of Asian migrants as well as English language students.
Most of the immigrants come from urban backgrounds, especially the large metropolitan hubs of Asia, making them adept at living in cities.
Such backgrounds have seen much social contact increasingly revolving around technology, with meetings directed by cellphone, texting and email.
They have also carried with them a strong family focus so that a teenager may head out for a long night on the town, but they just as likely to join mum and dad for a yum char meal in the morning.
"More and more the look these kids are adopting is very happily Japanese, Chinese, whatever," said Mr Stuart. "It wasn't that long ago that they tried to disguise themselves, but now it's a case of 'I'm Asian and I'm proud of it'.
"An increasing Asian influence is something Kiwis are going to have to get used to and enjoy."
NZ Asians
* 237,459 people, or 6 per cent, of the New Zealand population, are Asian. They are 12 per cent of Auckland's one million people.
* 500,000 Asian tourists visit New Zealand each year.
* 73,000 international students studied in New Zealand in 2003 - the majority in Auckland.
* The biggest group among Asians are Chinese. They are followed by Indians, Koreans, Filipinos and Japanese.
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