In a world chasing innovation, why are brands looking backwards to move forward?

We sit down with Lina Esa, Co-Founder and Chief Marketing Officer of Cult Creative, to unpack the booming business of nostalgia. From global revivals like Care Bears to local throwbacks that tap into Malaysian childhoods, we explore how memory is being turned into marketing and sentiment into sales.

What does it take to pull off a successful reboot? Why does nostalgia hit harder during times of uncertainty? And how do brands walk the line between sentimental and stale?