Kid's messy roomKid's messy room, highlighting the computer, phone, chair and bedKid's messy room, highlighting games, comics and clothesKid's messy room, highlighting snacks and drinks in the room

McKinsey for Kids:
K-pop, culture, containers, and why
Asia’s where the action is

November 5, 2021Interactive
Ever thought about who makes the viral videos you watch or the clothes you wear, and how they got to you? In a new McKinsey for Kids, let’s head to Asia and explore fun things like big ships and supply chains.
What do you see when you look around your room, beyond the usual mess? If you’re like most of us, the answer is probably “stuff.” Lots and lots of stuff.
There’s stuff such as the computer or phone you’re probably reading this on, or the chair or bed you’re sitting on.
Open your closet (or look at the floor) and you might see clothes and shoes.
And there’s fun stuff like your comics and games. Then there’s probably some stuff that you snack on so you have the energy to deal with the rest of your stuff.
Part 1: Supply chains

Globe-trotting goods

A common name for stuff is “goods.” Most goods can’t talk. That’s a shame: if they could, they’d have an interesting story to tell about their own journey to get to your room.
Most goods do tell us where they were made. Check out the labels on some of the items in your room—say, the tag sewed into your sweatpants. You’ll probably find you’re surrounded by some seriously globe-trotting goods.
When goods are bought and sold, that is usually dubbed trade. And trade these days is often global.
Your game console might have been made in Japan or South Korea, your sneakers in India. Your games and streaming shows might have been created in China or the United States. The rice you had for lunch might have been grown and packaged in Thailand. There’s a constant stream of global trade—moving materials, parts, and finished goods around the world. If you draw all those goods moving, they might look like rivers. Maybe that’s why they’re called trade flows.
Goods aren’t the only things that get traded. People can sell skills, too—think teaching, engineering, nursing, or consulting (McKinsey’s own specialty). Those are called services.
The other things you can buy and sell are ideas and fun—music or football matches.

Global swapsies

So why does our stuff come from all over the world? Why is trade global?
Imagine you and your friends are at a picnic and you start playing “swapsies.”
Everyone might grab one of the ham sandwiches you brought. And you grab a cookie (or two!), an apple, and some lemonade that your friends brought.
Now imagine the same thing happening, but with countries: global swapsies. Some countries grow a lot of corn because they have the right kind of soil and climate. Others have large reserves of gold that are mined. Some countries are really good at making phones quickly and at less cost. And some might have a lot of people who are great at making movies.
It usually makes sense for each country to do what it’s especially good at and then trade—buy from and sell to—other countries. That way everyone ends up with the stuff they want and need, whatever they started with. That’s global trade.
Trade has become more global over the past thirty years. That’s because banks, big ships, and email, for instance, have made it easier to make, move, buy, and sell around the world. And that’s globalization.
Shipping goods in 1930Shipping goods in 1950Shipping goods in 1967Shipping goods in the present
Boxing clever
Containers—those boring-looking big boxes you see on trucks or piled up when you drive by an airport or port—have played a huge role in globalization. Until recently, goods were transported in boxes of various shapes and sizes, which would be unloaded and reloaded for different types of transport (ships, trains, trucks).
In the 1950s, a simple but brilliant idea emerged: Why not use containers of the same shape and a few standard sizes? Goods could travel around the world sitting inside their containers, which could be moved and stacked easily using cranes and forklifts, saving lots of time and money packing and unpacking for different locations.
In the beginning, it wasn’t clear that containers would really change the way goods moved around the world. So, in 1967, British officials asked McKinsey to help them figure out if these containers were a passing fad. We talked to a lot of people who ran and used ports and it was clear these containers were a big time and money saver; these clever boxes went on to become a staple in trade and all our lives.
While containers are very much in demand even now, the way we transport goods is still changing. Nowadays digital technology, data analytics, and something called the Internet of Things are reshaping flows. Some are starting to use drones, for example, to deliver smaller things to customers. Just like we did with containers, some of us here at McKinsey are now helping folks (we call them clients) to understand and plan for these new ways of moving stuff around.

Everyone is already involved (including you!)

As you see, there are lots of activities in global trade. Many of them link up, like a chain. That’s why the whole process of moving a product, service, or idea from start to finish is usually called the supply chain. Lots of us play a part in these supply chains:
End of this supply-chain story, right? Well, the goods you got don’t just magically disappear when you’re done with them. The cereal you didn’t finish or the empty sushi box can be the start of a different, new supply chain—whether we’re talking about food that gets tossed out before it’s eaten or plastics that end up in the garbage instead of being recycled or reused.
So, these days, people talk about something they call the circular economy. Instead of making, using, and then throwing out those old sneakers or broken power cord, there are other options. Lots of people are thinking about the “circle of life” and how recycling or using natural rather than artificial materials can produce your stuff more responsibly. More and more, the supply chain involves figuring this out.
Want to see what gig you might like to try in an actual supply chain? Maybe you’d like to create or make stuff, as a designer or a robotics engineer. Or maybe you’re more interested in transporting goods. Maybe you’d be great in retail. If you want to dive in deeper—there is a McKinsey for Kids story on the future of work and jobs. Check it out!
Part 2: Global trade

A brief history of global trade

Grains in bowls
While the label global trade may be recent, trading has gone on for thousands of years. Let’s go back in time:
The first global trades probably took place between people from the Indus Valley, in the area where you might spot Pakistan today, and Mesopotamia, in today’s Iraq. What did they trade? Well, it was difficult to transport goods back then—there were no trucks or even roads as we know them today, so traders would have focused on rare or very expensive stuff that was worth the trouble and would sell for a high price. Trading probably started in the Bronze Age (which began about 5,000 years ago)—so bronze was almost certainly traded, along with other precious metals, gems, and spices.
Traders didn’t have planes, trains, and automobiles back then, so how did they move goods? In the beginning, it was probably long trips on the backs of camels, horses, and elephants, and it was just on land. One very popular route was called the Silk Road:
1. The Silk Road routes, 200 BC – 1400. 2. Key voyages during the age of discovery, 1480 – 1700. 3. European railway routes, 1850. 4. General agreement on tariffs and trade (GATT) 128 member countries, 1995. 5. World Trade Organization (WTO) 164 member countries, 2020. The boundaries and names shown on this map do not imply official endorsement or acceptance by McKinsey & Company.
The boundaries and names shown on this map do not imply official endorsement or acceptance by McKinsey & Company.
Much more than silk
1. 200 BC–1400. The Silk Road stretched some 4,000 miles from China to what we now call Europe. It was used for around 1,500 years for trade. Despite the name we use for it, there wasn’t just one road but many different routes, some quite dangerous, so traders would travel in large groups or “caravans.” In time, some cities—Xi’an, China; Venice, Italy; Istanbul, Turkey—became important trading posts. Kingdoms and empires traded not just goods like paper, gunpowder, and the compass, as well as ideas and culture through art, philosophy, and religion.
2. 1400–1700. In the 15th century, people seeking faster ways to transport goods took to the water and created sea routes. It was also an Age of Exploration that lasted about 300 years. England, the Netherlands, Portugal, and Spain were great trading powers; often they set up colonies, seizing control of land they sailed to, expanding their wealth and power—also called imperialism.
3. 1700–1900. In the 1700s, the Industrial Revolution was sparked by new technologies and machines. People started making goods near them in factories. This made many imperial powers even more rich, usually at the expense of workers, who were often poor and badly treated. In response, some countries’ governments tried to protect workers and put in place measures to curb and control global trade.
4. 1900–95. Early in the 20th century, a few big events had a real impact. The Great Depression and two world wars caused a lot of misery and poverty, and also disrupted trade. After WWII ended, global trade quickly started up again, beginning the modern era of globalization. To prevent future breakdowns, most countries got together and created a system called the General Agreement on Tariffs and Trade (GATT), which meant goods and services could flow more freely across borders without a lot of hassles at the borders.
5. 1995–2020. The World Trade Organization (WTO) replaced GATT in 1995, continuing those efforts. Today it has 159 member countries working to make trade easier and fairer. If you add up all the stuff traded between countries every year, it reaches about $20 trillion—that’s what it would cost Japan to host and run the 2020 Tokyo Olympics a thousand times. So what else is happening these days with global trade and supply chains?
The COVID-19 pandemic has really messed up global trade. In Asia and around the world, there are material shortages and, at least in the beginning, there was also a drop in demand, since we all mostly stayed home and didn’t actually show up at school and work. There have also been worker shortages, since some also got sick or couldn’t work as they took care of their kids at home. For some companies it meant cash-flow issues—that is, they didn’t have enough money when they needed it—as they couldn’t make enough or sell enough. By the way, we at McKinsey worked with a lot of these folks to help them with their supply chains during the pandemic, plus plan for when they could both make and sell as they had planned to. We also are helping them plan for the next time—hopefully no time soon—we might have another supply-chain challenge.
Part 3: Transforming Asia

From factories to K‑pop: Transforming Asia

Factories in a city
As you can tell, Asia’s always played a big role in global trade. Let’s look at why.
In just the last 40 years, Asia started to manufacture a lot more goods and became known as “the factory of the world.” It was able to make things cheaply because it had lots of natural resources and many more skilled people eager to work in factories.
As millions moved from farming to take somewhat higher-paying jobs in factories, Asia industrialized quickly—the economies started making most of their money by producing goods. Industrialization led to urbanization, as workers needed to stay closer to factories, and that led to lots of new towns and more and more people in cities such as Bekasi, Indonesia; Hai Phong, Vietnam; Jamnagar, India; and Phnom Penh, Cambodia.
The more Asia made for the world, the more people wanted stuff locally as well, driving consumerism. All of this economic activity and the new jobs made lots of countries richer and also lifted many people out of poverty.
As people get richer from working, their “standard of living” improves. They can afford to buy more stuff, such as washing machines and computers, which might free up time or even help make them better educated and then able to earn more money. People might live longer because they have better healthcare. You could say that Asia has transformed global trade—but global trade has also transformed Asia.
It’s not all happy news, though. The speed of industrialization and urbanization has left many cities struggling to provide the housing, healthcare, and transport services that people need. It has created environmental problems, including more pollution and waste. And, in some places, the rich have gotten a lot richer, driving inequality.
Trade has always changed over time, and lately, these shifts have been supercharged. That’s mainly because of technology. Just 20 or 30 years ago, when your parents were younger, the internet was not easy to use and mobile phones weren’t around. Companies like Flipkart, Tik Tok, Netflix, and Tencent weren’t around.
While Asia may be a factory to the world, countries there now produce a lot more goods and services to sell within Asia itself. These days, a lot of the science, research, and design for new products happens in Asia. All of this adds to the “value” of the goods and services made in the region, which is good for the people who produce and sell them. Asia, with its diverse cultures, languages, and places to see, is also a strong force in cultural and tourism travel, which is its own kind of trade.

The four Asias and the Asian Century

Asia is already the world’s largest regional economy—more business and trade happens here than in any other part of the world. At McKinsey, we have talked about the start of the Asian Century.
Of course, the many countries of Asia aren’t all the same. So we also like to describe them as four different Asias, depending on factors such as income and digital connectivity:
clickClick each card to learn more
As Asian economies grow and connect, governments and companies face new challenges. How to grow businesses and economies, and provide good jobs and reduce poverty, without harming the environment? How to keep society and businesses running smoothly through a pandemic? How to really use and benefit from new technologies? How to make sure women, often half the population there, have as many opportunities to work as men? Again, McKinsey is helping companies and governments in all four Asias answer important questions like these.

Asia, today and tomorrow

Some fun facts—and they might surprise you:
K-Pop dancers,Airplanes flying over a cityForklift in a warehouseBollywood dancers in front of the Taj Mahal
Fast fact #1: Korean pop music, or K-pop, is now a huge hit across the globe. BTS, one of the best-known K-pop bands, reached No. 1 on iTunes in more than 65 countries and has over 60 million subscribers on YouTube. Hit the play button for a K-pop clip! (Sorry, it’s not BTS!)
In the past, Asia was largely a recipient of Western culture. Today, cultural flows go in both directions. Asia accounts for 38 percent of worldwide movie box office sales, up from 25 percent just 10 years ago. Avengers: Endgame became 2019’s biggest box-office movie because Asian audiences couldn’t get enough of it.
Fast fact #2: Asia accounted for more than 50 percent of total growth in air passengers in the last 10 years.
As Asia grows richer, people there are spending more and become more important globally for brands. They travel a lot more within the region now, instead of only heading to Europe or the US. Before the pandemic, Asia was home to 15 of the world’s 20 fastest-growing airports.
Fast fact #3: Some 3.5 billion of us, or nearly half of the global population, use e-commerce platforms. China now has the largest e-commerce market in the world.
The COVID-19 pandemic shifted behavior, with many people going digital in a big way. Even before the pandemic, e-commerce was overtaking modern store purchases across Asia. People are also embracing “super-apps” that let you buy many different goods in one place—like a big mall but inside a single app. The US, Japan, the UK, and Germany now line up behind China in e-commerce.
Fast fact #4: In 2018 alone, India’s Bollywood industry produced the most films in the world—some 1,800 movies. Need some mood music? Hit the play button to hear a sample from a Bollywood soundtrack.
Bollywood produces almost twice as many films as China, the next-largest producer. And way, way more than what Hollywood does each year. Asians might love movies from elsewhere but they are making and checking out more of their local culture, and exporting it to the rest of the world.
Asia remains at the heart of a lot of global trade. As you grow up, do you think that will still be the case? Where will most of the stuff you buy in years to come actually come from? And how will it get to you? We think some of it will definitely be made by robots from recycled materials, delivered by drones. One thing is for sure: We will want better and different stuff, so the future of trade and supply chains will only get way more fascinating.
This edition, based on reports and articles on the Future of Asia, comes from McKinsey Global Publishing, in a collaborative effort by Emily Adeyanju, Angela Buensuceso, Mike Borruso, Sean Conrad, Torea Frey, Samantha Hayden, Richard Johnson, Stephen Landau, Julie Macias, LaShon Malone, Janet Michaud, Lotte Pang, Katie Shearer, Dan Spector, Jessica Wang, and Nathan Wilson, with Chris Philpot providing additional illustration support.
We hope you have enjoyed reading it as much as we have in making it. Do tell us what you thought of it and what else we could have done with it, or what our next McKinsey for Kids should explore. Drop a note to our publisher, Raju Narisetti, at newideas@mckinsey.com.
Explore more from McKinsey for Kids
See previous editions of the series on what consultants do, how to reduce food waste, the value of nature, and the future of work.