Masculinity across Asia is entering a period of noticeable transformation, with new research from VIRTUE Asia indicating that men are beginning to question long-held expectations and redefine how they see themselves. The findings suggest that emotional maturity, balance, and self-expression now hold greater value for many modern Indian men, with nearly half identifying emotional maturity as a key sign of strength.
The study, titled The VIRTUE Guide To Modern Masculinity, describes masculinity today as a flexible and evolving idea rather than a fixed model. According to the research, cultural shifts, changing family structures, and wider exposure to global media are allowing men to explore identities beyond traditional roles. This shift is particularly significant in India, where younger generations are balancing inherited expectations with a desire for authenticity.
Researchers state that this moment offers brands and cultural voices an opportunity to support a more inclusive and realistic narrative for men in India. Instead of reinforcing singular ideals, the findings suggest that men benefit from representation that acknowledges complexity, vulnerability, and personal choice.
Identity Shifts Emerge
Zoe Chen, strategy director at VIRTUE Asia, explains that masculinity across the region is no longer framed through a single story. She notes that men are navigating between cultural tradition and self-expression, blending familiar values with new forms of identity. According to her, the shift is not a rejection of the past but a reinterpretation of it, with men redefining strength to include empathy, emotional presence, and experimentation.
The research was developed in partnership with Milieu Insight and Canvas8, combining a survey of 300 men across Thailand, Indonesia, and India with conversation-based insights. The study also examined cultural signals from media, influencers, and campaigns to identify behavioural changes. Three major identity codes emerged from these findings, each reflecting the diverse ways men in India are rethinking masculinity.
One key insight reveals that men are remixing traditional expectations with modern aspirations. The study shows that 66 percent of Indian men fall into the category of Remixers, who adapt inherited norms to suit contemporary life. A further group, the Experimenters, representing 18 percent of respondents, are more willing to step outside convention. Traditionalists account for 14 percent, and a small group of Outliers, at 3 percent, reject gender labels entirely.
Evolving Success Markers
Across Asia, the idea of success for men is also changing. Earlier measures such as wealth, dominance, and control are giving way to markers like emotional intelligence and open-mindedness. The research highlights that while traditional ambitions remain present, softer forms of power are increasingly valued in India.
In the Indian context, being a primary breadwinner or owning financial assets still matter, but emotional maturity and adaptability are becoming equally important. Researchers suggest that men today are seeking balance rather than perfection, creating room for more realistic expectations of success. This shift indicates that brands can respond by portraying men through grounded and human narratives instead of idealised versions of achievement.
Changing Expressions of Care
Expressions of love and responsibility are also undergoing change. Historically, men were encouraged to show love through duty and protection rather than emotional presence. The study notes that younger generations are reshaping these expectations, viewing love as shared responsibility and active care.
In India, acts of care are now emerging as a common love language among men, with emphasis on shared decision-making and open emotional communication. Researchers state that as fatherhood, partnerships, and friendships evolve, accountability and presence are becoming central to how men form meaningful connections.
Industry voices suggest that brands can play a role in supporting these emerging behaviours by offering narratives and products that reflect reliability, empathy, and partnership. This includes helping men express emotional care in consistent and practical ways, encouraging actions that match intentions.
Cultural Influence Continues
Saumya Baijal, EVP Strategy at VIRTUE India, notes that these shifts are significant for both society and brands. She observes that the evolution of masculinity demands new storytelling approaches, encouraging brands to engage with audiences through more progressive perspectives. She adds that shaping these narratives requires courage and cultural sensitivity.
VIRTUE Asia positions itself as an agency that builds brands within culture, working across areas such as music, gaming, and film. With clients across global industries, the agency’s presence in India focuses on creating cultural solutions rooted in local experiences. The report suggests that as masculinity evolves, cultural representation will continue to influence how men understand themselves in the future.
