However, this sector suffers from a distinct "uniformity of aesthetics." There is a noticeable sameness in the content—the same coffee shop interiors in Bangalore, the same "aesthetic" macrame wall hangings, and the same fast-fashion hauls. In the race to appear "global," much of the unique cultural fingerprint is airbrushed out. It often feels like a carbon copy of Western lifestyle content, just with a different face.
