走出去

In May 2023, across South East Asia, Johnnie Walker launched ‘Walk Beyond’; a brand platform spotlighting the progressive blend of creative cultures born from the streets of Southeast Asia. Where Asia previously looked to the west to define street culture, an emerging generation of fluid, curious and bold multi-hyphenates are setting their own agendas of self-expression; using their newly found creative power to redefine street culture across the region.

Johnnie Walker partnered with three local ‘Walkers’, each of them a cultural icon in their own right: Yung Raja, a Singaporean breakthrough dubbed Southeast Asia’s next avant-garde bilingual hip-hop artist; James Reid, an actor turned musician, artist, manager and entrepreneur innovating and changing the game of Original Pilipino Music (OPM); and 16Typh, a Vietnamese rapper and songwriter who has put Vietnamese rap on the global map.