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Chinatown to Lunartown:

When shifting to suit the majority, does inclusivity lose cultural nuance?

When: 11:30am – 12:30pm, 2nd February 2023

The Cross-Cultural Insights team’s expertise focuses on cultural research and consulting, targeting the Culturally and Linguistically Diverse (CALD) communities residing in Australia, to understand the complexities that first-generation migrants face.

We work with various industries including Federal and State Government, FMCG, Financial Services, Retail, Tourism and more.

CCI (Cross-Cultural Insights) is far more than just a research practice; it is a ‘state of mind’

To understand the complexities that first-generation migrants face when navigating life in Australia, our Cross-Cultural Insights team must be experts in topics ranging from current affairs to trade, and even sociology.

A strong understanding of these interrelated concepts is necessary to acknowledging, understanding and addressing the issues of CALD communities. We make sense of complex issues and pain points. With our deeper understanding, we successfully transform clients’ and brands’ relationships, conversations and interactions with CALD communities from transactional to more meaningful engagement.

Why Cross-Cultural Insights?

Cultural and Social Brand Experts with lived experience
Diverse Communities
Bridge between brands and diverse communities
Language Translators
More than just language translators
Truly embedded in multicultural communities
Agile Approach
Agile approach with business partner mindset

Our one-of-a-kind hero offerings


A one-of-a-kind research community to bridge the gap and create a better understanding of the multi-cultural communities in Australia. 


A regular, ongoing, quick and affordable sensory check to help inform strategic decisions.


We play ongoing advisory/consultant roles for various industries including Federal and State Government, FMCG, Financial Services, Retail, Tourism and more.


We offer not only traditional qualitative and quantitative research but an integrated, progressive research approach to address business needs.


We are industry experts with lived-experience.


We help business stakeholders and ELT level executives to understand cultural nuances and their impact on social behaviours, brand aspirations, purchase expectations, drivers and barriers.


We run our very own in-language media outlets that have a broad reach and community impact.


We run a regular ‘Top 100 Brands’ report to identify brand awareness and preference related to all industries, amongst those who currently or previously lived in Australia, were not born in Australia, and have Asian ethnicity.

Top 100 Brand Report

CCI Report

The definition of Australia’s ‘mainstream’ is changing. Based on the latest ABS data, the majority of Australians are new migrants, which is led by Asians. This is particularly relevant post-COVID, as brands ready themselves to be strategically positioned in a manner that entices engagement and positive purchase behaviour amongst Culturally and Linguistically Diverse (CALD) communities, to be future-proofed for years to come.

Turning transactional relationships to meaningful engagement leads to brand conversion, however, it doesn’t happen overnight. Our first-ever Top 100 Brands by Asian Australians report will ensure that your organisation optimises this lucrative opportunity.

This edition of the report explores brands within the tourism-related industries of Destinations, Events, Airlines, Hotels and Sports.

Our Top 100 Brands by Asian Australians report, which will be produced bi-annually, examines the awareness and likeability of top brands within different industries amongst Asian Australians.

If you’re interested in purchasing the report, please get in touch with us to find out more!

Read more about the report here:
Mumbrella: Australian brands languish in awareness and engagement among Asian-Australian consumers: Bastion Insights
AdNews: Aussie brands are falling short at engaging Asian-Australian consumers
Research News Live: Australian brands falling short with Asian-Australian consumers

We work with a large variety of industry leaders across a range of industries

Key CCI Contacts

Isabel Zhang

Isabel Zhang

General Manager – CCI

An experienced cultural and commercial research specialist, business strategist and cultural consultant, Isabel’s dynamic business experience consists of different markets, social and cultural segments across the APAC region. Acting as the ‘bridge’, Isabel provides powerful insights into the dynamics of multicultural Australia and connects Culturally and Linguistically Diverse communities. She has enabled many businesses and government organisations to effectively deal with complex multicultural business and social environments, by acting as a compass, guiding and empowering the decision-makers with an in-depth understanding of cultural nuances, facilitating strategic planning, and policymaking. Isabel also acts as a Goodwill Ambassador for the Museum of Chinese Australian History.

Annabel Pittendrigh

Annabel Pittendrigh

Client Coordinator – CCI

Being fluent in Mandarin and having a passion for Chinese culture, she supports the CCI team on delivering projects that specialise in CALD and non-mainstream audiences. Annie recently joined Bastion Insights full-time after successfully graduating from Monash University with a Bachelor of Business, majoring in International Business and minoring in Marketing, and a Diploma of Languages, in Mandarin, and after having gained a year of working experience at Bastion Insights in her final year of study. Annie’s previous internship experiences have exposed her to the many complexities that Australian and Chinese businesses experience when interacting with both businesses and consumers, fuelling her passion to understand these further from a market research perspective.

Luke Chen

Luke Chen

Senior Client Executive – CCI

Luke is a generalist practitioner with 7 years of experience to his name. Most of Luke’s career being client-side, and during this time he has become to understand the need for research and its application in successful business decision-making. Luke has covered both breadths of private and public clients and sectors whilst also touching a depth of issues stemming from Australia’s CALD community. Utilising a variety of methodological approaches including qualitative, quantitive, online communities and User Experience, Luke provides much needed clarity to complex social and business issues while acting as an enabler for key stakeholders to plan and confidently execute and optimise on their decision through considering the nuances of their consumer and stakeholder environment.

CCI Partners

Melbourne Chinatown Association
Australia-China Youth Association

Case Studies


The current Asian diaspora in Australia is divided due to many complex reasons. The newer migrants often struggle to immerse themselves into the ‘Aussie way of life’ – the barriers are beyond just language.

We designed a two-part event, with VRC, Myer and the Chinese Museum to bring the ‘old money’ & ‘new money’ together; to help our ‘Crazy Rich Asians’ truly immerse into racing culture. Including an information session and an exclusive personal shopping experience at Myer.

An insight-led Immersion experience for high-net-worth Asian guests (The Crazy Rich Asians, Melbourne version) to create meaningful engagement and conversion.


Transurban wanted to understand the pain points the Chinese-speaking community was experiencing, and the key questions they have when it comes to traveling on toll roads and paying for them. Bastion Insights helped to explore how language barriers may impact customers’ knowledge and experience of using toll roads. This helped Transurban develop relevant and meaningful communications that engage Chinese drivers and encourage them to get set-up for traveling on toll roads. The Cross-Cultural Insights team has identified gaps and issues that are deeply linked to the Chinese culture and brought-up, combined with challenges new migrants face. These have shaped the…

We are part of Bastion

Bastion is a truly integrated, full-service marketing and communications agency founded in 2009. We are Australia’s largest independent agency, with an ambition to achieve the same feat in the USA.

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