The 21st century is the century of Asia. More than 70 per cent of worldwide consumption comes from Asian countries and China is expected to become the new economic power. Every business now understands that to be successful, they need to conquer the Asian market. Even Hermes, a luxury fashion brand, has just launched the USD41,000 Helios Mahjong set to explicitly target Asian customers. However, Asia is an extremely dynamic market. Therefore, businesses need to equip themselves with multicultural copywriting and localisation to conquer this market.