In the coming decade, changes in the global economy could affect the directional flow of cultural influence. The response to the GFC shows that some countries are moving back to culturally protectionist attitudes. The goal is to distance and protect themselves from the value systems and behaviours that helped cause the collapse. In line with this, the changes in the global economy also affect labour mobility and social dynamics, which bring both opportunities and risks. Are ‘Western’ cultures influencing ‘Eastern’ cultures? Is there equal respect for the other or does it present an intensifying power play?