Over the course of this year, I’ve been thinking about how I can use my global experiences to make out-of-the-box, more enriching life choices for myself and my children. One idea that I have not only mulled over but have built an entire online testing platform for is spending summers overseas.

And I am not alone in my thoughts. In the aftermath of the COVID-19 pandemic, a growing number of American parents are rethinking how they spend their summer months. With remote and hybrid work on the rise, families are discovering they can travel abroad and enroll their children in overseas summer camps—often at a fraction of the cost of U.S. programs. This allows parents to give their kids more than childcare, it’s a culturally immersive experience. And let’s be real, traveling with kids can suck. Stealing a few hours with your spouse to wander a museum or sip coffee at a cute café on those little cobblestone sidewalks—without someone pestering you for juice—is priceless.

But for some parents the idea of spending the summer overseas may seem overwhelming or like a pipe dream but, the truth is, it's not much different from simply planning a summer vacation. Families I spoke with who embraced this global approach say it has completely enriched their lives. They’re finding camps in places like Spain, Poland, and Austria that promise fresh perspectives and enhanced learning experiences. In doing so, they are also underscoring a simple truth: the modern American family can be more creative—and more global—when it comes to raising their kids.

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A New Model for Summer

“We basically realized that if we’re putting our kids in camp here in New York, why not do it in Amsterdam or Barcelona?” said Maddy, a professor and Instagram influencer who has spent the last several summers home-swapping in Europe. “We arrive, and the kids go to day camp, which is way cheaper than anything we could find in New York. Then my husband and I can explore museums, cathedrals—things the kids wouldn’t necessarily enjoy all day. Everybody wins.”

When I spoke to Maddy, she reminded me of myself—someone who loves to travel and doesn’t want having kids to hold her back. She’s impressively creative in how she has found ways to swap homes, hire nannies, and make her trips as affordable as possible. Maddy, who lives in Harlem with her husband and three children, says her family’s international summers started out modestly—one or two weeks away—before eventually stretching to nine consecutive weeks in Europe. The couple uses HomeExchange.com (she gave me her referral code, and I’m sharing my own) to swap their Harlem apartment for homes in cities like Amsterdam, Paris, and Krakow. The result? Free housing, lower camp costs, and genuine cultural immersion.

“You see very early how it can broaden perspectives,” Maddy explains, noting how her kids are purposefully exposed to cultural, language, and economic diversity. “To me, it’s really important for them to understand global diversity, and that's one of the main reasons why we put our kids in the camps.”

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Overseas Camps Are Seeing More Americans

I also spoke with multiple camps in different countries that parents recommended for their kids. These summer camp leaders say the number of international attendees has skyrocketed, particularly from the U.S. One Valencia-based program, Olé, says interest from the U.S. has ballooned since pandemic travel restrictions eased.

“Four years ago, we brought in just four international kids,” said Paloma, a bilingual educator who opened her family-run summer camp, Olé, in Spain. “Then 16, then 80, and this year we’re expecting around 150. A lot of them are Americans who discovered they can work remotely. They spend a few weeks in Spain, put their kids in camp, and explore the area on weekends.”

In Vienna, Nora runs a small day camp for children ages 3 to 6, offering German and English instruction. She has seen a surge in signups from traveling families:

“A few years ago, international campers made up about 10% of our total enrollment. Today, they account for nearly one-third of our 300 campers per year. The largest group of international campers comes from the United States and France, with many American families including our camp as part of their European summer travels,” Nora explained.

She says some kids are tourists in Vienna for just a week or two, while others are relocating for short or longer periods. In her camp, language isn’t much of a barrier because many kids already speak English or are at least accustomed to hearing it at home.

A Glance at Costs

But is this really feasible? Well, my husband and I ran the budget for our own family vacation to compare costs, and truly, if you are already planning an overseas trip, some of these hacks can help you break even.

Costs vary widely depending on location, housing arrangements, and the child’s age (younger campers often require smaller ratios and can sometimes cost more). You could also consider Airbnbing your home and using the savings to rent a place overseas, which may offer more options and flexibility than home exchanges.

The Challenges—and Joys—of Cultural Immersion

Now, there are some challenges parents should keep in mind with these exchanges. But to me, the good seems to outweigh the bad. Language barriers, new foods, and unfamiliar rules can spark anxiety for both parents and kids. Paloma said her immersive program in Valencia supports international children with an extra bilingual counselor to smooth cultural and language differences.

“We’ve noticed children in Spain might be used to getting changed for pool time right in front of everyone,” she explained. “Some of the American or British kids felt shy about that. Or at lunchtime, Spanish kids expect a teacher to tell them, ‘You have to eat your vegetables.’ It’s a bit stricter than some American kids are used to.”

Nora, in Vienna, says kids can be pretty jet-lagged when they arrive. She also notes that some cultural differences can be an adjustment for families.

“We’ve encountered minor cultural differences, such as varying perceptions of punctuality. In some cultures, being 'on time' is more flexible, which doesn’t always align with our structured schedule. Additionally, some parents feel uneasy about their children going on outdoor excursions twice a day, as it might differ from what they’re used to at home.”

To mitigate these cultural challenges, some camps send out notices about expectations so families can prepare before they arrive. And, of course, nothing beats your own planning. Maddy and her husband map out their home exchanges and camps months in advance, typically finalizing their summer schedules by January. Some families also coordinate with local babysitters or nannies abroad, providing extra coverage for half-day programs or unexpected closures.

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A Summer Camp Service

But at the end of the day, parents and camp providers say they love seeing the intercultural connections kids are making, especially when the world seems to be growing less and less tolerant of people who are different.

“One of the most heartwarming experiences last summer was seeing three children—one French-speaking, one English-speaking, and one German-speaking—become best friends,” says Nora. “Despite the language barrier, they found ways to communicate, creating games together, and even arranged playdates outside of camp.”

These are the types of connections that Maddy says her kids make in the numerous countries they have visited. She frequently posts about her overseas summer camp experiences on social media if you want to follow her.

One of my many passion projects has been developing a community and service that supports families wanting to live and think more globally. One way we are doing this is by helping them find community and summer camps overseas. If this interests you, please sign up here, and we will send more information when we have enough interest to create a good group.

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You Are Now More Cultured Because…

You know that intercultural summer exchanges can challenge comfort levels on everything from changing in public to eating everything on your plate.

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I recently showed up at a Monday afternoon pickleball clinic, expecting maybe half a dozen newbies. But when I arrived, the local gym floor looked like a party: Around 25 adults filled every available court, paddles in hand, waiting for their turn to play. The instructor joked, calling out to the crowd, “Don’t you all have jobs?” Apparently not—at least not during pickleball hour. The courts filled with teams of two, and some of us even had to linger on the sidelines to rotate in. This doesn’t seem to be an anomaly, either. All across the U.S., pickleball classes are exploding in popularity, consistently surprising instructors with larger-than-anticipated turnouts.

I had tried to sign up for tennis lessons or even a padel class. But here on the East Coast, many tennis centers are booked solid, and padel is still a bit too rare—or nonexistent. Instead, I found a wealth of pickleball sessions. And so I asked myself: Why pickleball? And how have racket sports collectively become the new wave in American fitness?

Geography, culture, and socialization are reshaping fitness in the United States—specifically through the surging popularity of racket sports. America’s old-school “drive to the gym, pop in your headphones, and ignore everyone” workout style is giving way to more communal activities. Space constraints, cost, ability, and class distinctions have historically shaped who plays which sports (from swimming to golf to tennis). Perhaps that is what has paved the way for pickleball’s ascension. The smaller footprint and inclusive ethos make pickleball the perfect sport to unite different demographics and spark a cultural shift in the way we approach fitness.

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Topography of Culture and Sports

Racket sports live and die on real estate, meaning the availability of the sport is often limited by the cost of space. Dr. Robert Lake, a tennis expert I spoke with, pointed out that tennis requires significant space—full-sized courts, extra room for running after balls, and a location that often skews suburban or private-club.

“Tennis has always had a very upper-middle-class vibe to it because of where the courts are often located—in the suburbs,” Lake said.

He noted that while pickleball seems to be eating into the tennis fan base, he doesn’t see the sport dying out any time soon. In fact, he thinks racket sports aren’t competing but complementing each other. With the rise of pickleball, there is now a larger base of racket sport players who could go on to become stars.

“Tennis is still one of the most lucrative sports worldwide, especially on the professional side. But that alone doesn’t attract the casual crowd,” he continued, emphasizing that, particularly for women, tennis remains a lucrative sports career.

So which sport does appeal to a more casual crowd? Pickleball. Pickleball and other small-court sports, like padel or badminton, fit snugly into smaller footprints. That’s why large cities are seeing growth in these sports. In densely populated cities where space is at a premium, a single tennis court can be converted into almost four pickleball courts, offering 16 people a chance to play instead of just two or four.

Padel, a racket sport that is very popular in European cities, also uses smaller courts, but the courts are designed around walls that must be padded. This makes it harder to repurpose existing structures into padel courts. It’s much easier to do so for pickleball. With pickleball, new courts are popping up in converted parking lots, repurposed gymnasiums, or even on rooftops in some big cities. Understanding the design of the courts helps explain why one sport is taking off more than the other. But there’s also the socialization aspect.

Ready for an AI Spin on the Racket Sport Craze?

AJ, our culturally intelligent AI can help you do two things (in seconds):

1. Coach Your Conversations—so you can talk about pickleball (and other trends) in a fun, engaging way.

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Socialization as Part of Fitness

For decades, U.S. fitness culture has often meant slogging alone on a treadmill or zoning out in a spin class with headphones on. The New York Times recently asked, “Are Americans Doing Fitness Wrong?” and pointed out that many cultures integrate physical activity into everyday life. They gather in public spaces to exercise together, making movement something that’s part of social routines—not a chore to check off.

Pickleball cuts straight to the heart of this more social approach. You don’t need an advanced skill set to get started, and doubles play keeps you in close contact with your partner and opponents, fostering conversation and instant community.

Brynn Grissom, a marketing and product specialist at Selkirk, a pickleball product company that has seen significant growth in recent years, says pickleball is an incredibly social sport.

“Even at its highest level, pickleball is unbelievably social,” Grissom said. “People show up to have a good time, talk between points, and maybe get a little competitive—but mostly, they’re there to connect.”

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It was fashion week in Madrid, so I threw on a black Fenty teddy lingerie as a top, put a black blazer over it, made my hair as bone straight as naturally curly hair could get, put on some thick lashes, and headed out to pregame with my girls at a wine shop—because we are in our 30s, not 20s.

The shop was intimate, stylish, and oozing with that local charm that’s impossible to fake, and located in the beautiful Salamanca—the chicest neighborhood in Madrid, think Upper East Side, NYC meets European flair.

Like the responsible adult I chose not to be at that moment, I ordered a flight. Reds, whites, the usual suspects appeared. With each glass, the waiter described the origin and pointed it out on a detailed map of Spain. And with each glass, I found the origin story of the wine more difficult to retain. But then, something caught my eye—a bottle of orange wine. None of us had tried it before, so naturally, we all had to give it a go.

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Mind blown. It was light, refreshing, and had this perfect balance—not too dry, not too sweet. It was like discovering a new favorite song that you can’t stop playing on repeat.

But after that day, I unsuccessfully scoured Madrid trying to find orange wine. It was like searching for Wi-Fi in the wilderness. Practically impossible, and the ones I found were … let’s just say, overwhelming in flavor—think vermouth. Determined, I went back to that shop and stocked up. And that’s when I decided—orange wine needs to be a thing. Like, everywhere.

And here’s why: This discovery isn’t just a tasty twist on your usual glass of wine; it’s a cultural phenomenon waiting to explode.

Orange wine bridges the gap between traditional winemaking and modern tastes, blending age-old techniques with contemporary vibes. It’s gaining traction in trendsetting markets like Japan and the UK, hinting at a massive business opportunity for those ahead of the curve. Intrigued by its potential and cultural significance, I decided to dive deeper—to uncover the story behind this captivating drink and meet the visionary winemaker.

Meet Elias, the Winemaking Maverick

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After a 17-hour flight, I was exhausted. My eyes stung, and my legs felt disconnected as I wove through Singapore Changi Airport.

Just as I was about to collapse into a plastic chair, the warm, and sweet scent of something delicious cut through my fatigue. My exhaustion turned to focus. Like a lifeline, the aroma drew me toward a small bakery nestled between luxury shops. I didn’t care about the fancy perfumes I’d normally stop to savor. I was transfixed. I needed whatever was making that heavenly smell.

The display was a treasure trove of pastries, but one stood out: a cruffin look-alike with a green swirl. I pointed, eager for a taste. “Ondeh ondeh sortie bun made of pandan, the local’s favorite,” the baker said with a smile. “You’ll love it.”

I took a bite, and everything changed.

The pastry crunched and melted perfectly, but it was the pandan that captivated me—subtle, grassy, and sweet in a way I had never tasted before. It was a unique blend of familiar and exotic. That bite ignited something deeper: an obsession with pandan.

Pandan, often called the "vanilla of Southeast Asia," is quietly taking root in the global food scene. Its floral, grassy flavor fits perfectly with today’s demand for unique, culturally rich ingredients. As consumers seek something beyond the ordinary, pandan’s health benefits and versatility position it to be the next big thing in global cuisine.

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What Makes Pandan Irresistible?

Pandan’s appeal lies in its subtlety. Its delicate balance of grassy, floral notes is unlike many bold American flavors that can overwhelm the palate. Instead, pandan offers a quiet, fragrant sweetness that lingers, much like the best European pastries. This makes it the perfect ingredient for both sweet and savory dishes—it adds just enough flavor without overpowering the dish. In Southeast Asia, pandan is as essential as vanilla is in the West.

Beyond its flavor, pandan brings a sense of balance. The natural sweetness in pandan-infused desserts doesn’t lead to the sugar rush (and crash) typical of many Western sweets. It feels indulgent without the guilt, providing just enough sweetness to satisfy.

Pandan’s Health Benefits

In addition to its versatile flavor, pandan offers a surprising array of health benefits. This tropical plant is rich in antioxidants, which help fight inflammation and protect against cellular damage. The leaves are packed with essential nutrients like vitamins A and C, as well as beta-carotene, which support skin health and boost immunity.

Traditionally used in Southeast Asia to ease digestive discomfort, pandan tea helps relieve bloating and indigestion. Emerging studies suggest it may also aid in regulating blood pressure and managing blood sugar levels, offering potential benefits for fluid retention and diabetes management.

From Singapore to Lombok: Pandan’s Rise

While my love for pandan began in a quiet Singapore airport, it was in Indonesia where I truly saw its global potential. At El Bazar Cafe & Restaurant in Lombok, I encountered a pandan-infused crème brûlée that rivaled any dessert I’d had in Paris. The pandan added aromatic complexity to the creamy custard, creating an unforgettable balance of flavors.

Pandan isn’t limited to desserts, either. In Malaysia’s iconic nasi lemak, the rice is steamed with pandan leaves, giving it a subtle fragrance that elevates the entire dish. In Thailand, pandan leaves are often wrapped around meats and grilled to infuse them with flavor.

A Global Trend in the Making?

If you’ve noticed matcha’s meteoric rise over the past decade, it’s easy to imagine pandan following a similar path. Like matcha, pandan is versatile, healthy, and culturally significant. It’s already making its way into cafes and bakeries across Southeast Asia, and it may not be long before you see pandan-flavored pastries and drinks popping up at Trader Joe’s or in trendy cafes across the U.S.

Beyond its flavor, pandan aligns with the health-conscious movement sweeping the food industry. With a growing demand for natural, plant-based ingredients, pandan’s health benefits could position it as a sought-after superfood, much like matcha and turmeric.

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Business Opportunities for the Pandan Boom

For entrepreneurs and investors, pandan presents a unique opportunity to capitalize on the growing demand for exotic, health-focused ingredients. According to a report by Grand View Research, the global specialty food ingredients market is projected to reach $144.9 billion by 2030. Early adopters could gain a competitive edge by incorporating pandan into their products—from pastries and beverages to health supplements. Restaurants and cafes can differentiate themselves by featuring pandan-infused items, attracting customers eager for novel experiences. Food manufacturers could explore pandan as a natural flavoring and coloring agent, appealing to health-conscious consumers who prefer clean labels and plant-based ingredients. The beauty and wellness industries could also leverage pandan’s antioxidant properties by incorporating it into skincare products.

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JAM CQ’s Analysis

Pandan is perfectly positioned to ride the wave of key market trends—globalized cuisine, a thirst for unique flavors, and the growing demand for natural, health-conscious ingredients. Businesses that seize this opportunity now can set themselves apart and lead the way in introducing pandan to the global stage. While sourcing from Southeast Asia may present challenges with supply chains and costs, it also opens doors for creating sustainable, innovative solutions that could drive a new level of authenticity and exclusivity.

In a superfood market dominated by matcha, ube, turmeric, and açaí, pandan has the potential to stand out with its vibrant flavor and rich cultural heritage. Its versatility in both sweet and savory dishes offers endless possibilities, and with the right consumer education and storytelling, pandan could become the next global sensation. The key will be thoughtful product integration and crafting narratives that engage and excite audiences. Despite the hurdles, businesses willing to invest in pandan’s promise could reap significant rewards as they tap into a fresh, growing trend ready to take off.

You're more cultured now because you know pandan is valued for both its distinct taste and its natural green color in Southeast Asian cooking.

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Let me take you inside Olive Young, South Korea's equivalent of Sephora. Recognized by its olive green banner and O-shaped olive logo, it's hard to miss. As you cross the threshold into the store, you're immediately enveloped by a symphony of colors and scents. Shelves brimming with hundreds of skincare products stretch as far as the eye can see—serums infused with exotic ingredients like snail mucin, ginseng creams promising youthful radiance, and sheet masks for every conceivable skin concern.

In this bustling store, you quickly realize that skincare in Korea isn't just a routine—it's a way of life. The emphasis on personalized care is evident in the sheer variety of products catering to every skin type and concern. Unlike the one-size-fits-all approach you may be used to, here you can tailor a regimen uniquely yours.

Korean skincare, or K-beauty, has captured global attention not just for its innovative products but also for its cultural significance. Rooted in a society that highly values appearance as a form of respect and professionalism, K-beauty offers a holistic approach to skincare that resonates with consumers worldwide. This rising trend presents a unique opportunity for people to tap into a market that's both lucrative and culturally rich.

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Unlocking Business Opportunities in K-Beauty

The global fascination with K-beauty opens several doors for savvy entrepreneurs:

Global Market Influence

In 2021, South Korea was the third-largest cosmetics exporter in the world, following France and the U.S., according to the International Trade Administration. That year, total exports were valued at around $9.2 billion. By September 2024, "Korean makeup looks" ranked among the top 5 makeup trend searches on Google.

As of 2023, the South Korean cosmetics market was valued at an estimated $17.45 billion and is expected to grow at a compound annual growth rate of 5.4% (to $28.02 billion) by 2032. With AI driving personalized product suggestions, producers see increasing demand from North America, Europe, and Southeast Asia through online markets.

E-Commerce and Social Media Surge

• 400%: The increase in global e-commerce beauty sales from 2015 to 2022, with online sales surpassing 20% of the total beauty market by 2023 (McKinsey & Company).

• 12%: The expected annual growth rate of beauty e-commerce between 2022 and 2027, making it the fastest-growing channel in the industry (McKinsey & Company).

• 46%: The percentage increase in cross-border e-commerce cosmetic sales out of South Korea since 2019. The $4.7 billion valuation highlights a significant shift in consumer habits toward digital platforms (International Trade Administration).

• 58%: The share of women in the United States who discovered new beauty and personal care products to buy on social media in 2023 (Statista).

#KBeauty: Over 7.3 million posts on Instagram under this hashtag, showcasing its global popularity.

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Our Analysis: The Cultural Roots and Global Rise of K-Beauty

The obsession with skincare in Korea is believed to stem from a cultural emphasis on appearance and professionalism. In a society where even resumes include photos, and personal presentation is paramount, the demand for effective skincare solutions is intense. South Korea has been dubbed “the plastic surgery capital of the world,” with 1 in 3 women between the ages of 19 and 29 having undergone cosmetic procedures.

The global rise of K-beauty is timely. Consumers are increasingly seeking personalized, high-quality skincare without the hefty price tag often associated with premium brands. Korean products fill this gap by offering innovative formulas with unique ingredients at accessible prices. Additionally, the trend toward natural and holistic beauty routines aligns perfectly with K-beauty's philosophy.

Now, you're more cultured because you know that in South Korea, your skincare game is just as important as your resume.

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