As a part of its 25th anniversary, Kadence, a full service insight agency, launched a microsite dedicated to the theme of how people celebrate birthdays.
The agency conducted a study was across twelve markets to analyse the top three factors taken into consideration while organising a party. These include Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, Taiwan, Thailand, United Kingdom, the United States, and Vietnam.
In the microsite, Kadence revealed that food was selected as the most important component while organising a birthday celebration. In Singapore particularly, food, drink and guest lists are the top three elements for a celebratory occasion, while games or music are of less importance. For the choice of gifts, Singaporean sought cash and vouchers as the best options to receive.
Identified in the study were six different party-attendee profiles across different countries and cultures. The study also presents analysis of different preference for a great celebration and gifts based on gender, age and geography.