Next In Culture
Julia Makhalova-Chi, JonCultural critiques and brand observations for professionally curious people.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 20 | Founded | 3 years ago | Last Issue | 5 days ago |
| Active | |||||
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nextinculture.substack.comLatest Issues
In Defense of Universal Weirdness
TL;DR: Creativity expresses truths that language alone cannot carry. Through fashion, internet culture, music, and bio-art, creative work reveals hidden assumptions about beauty, identity, emotion, and decay, changing how we see the world....
How viral dessert pop-ups became New York City's third space.
TL;DR: Dessert pop-ups have become New York’s newest third space: places where twenty-somethings stand in forty-minute lines for $16 cakes not for the product but for the line itself. The queue is the community. Here’s what viral bakeries r...
How absence became aspirational, deprivation became desirable, and why we will pay five-star prices to get beaten up
The quiet inversion at the heart of modern travel: Your standard White Lotus hotel costs $1,000–$9,000 per night. Two weeks run from a 15-grand minimum up to far north of $100k. And that’s just for a room. Holidaymakers arriving in Dagestan...
Was 2025 the Year the Music Died?
A long, long time ago
I can still remember how that music
Used to make me smile
- American Pie, Don McLean
Music is going through one of the biggest shifts in its history.
The question is, however: do we actually like it?
Here ar...
AI Gentrifies Culture
2025 was a remarkable year. This was the year the “dead internet theory” shifted from conspiracy to reality: roughly half of what is published online is now run by bots, for bots.
Children of AI gods such as Shrimp Jesus and Tralalero Tra...
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Authors
The writers behind this newsletter.
I'm a cultural strategist. I help brands and storytellers find their place in culture.
Jonathan is a seasoned journalist and astrologer, now based in SE Asia, after 10 years with state media in in China. He is in a tin hut in south Thailand, but he is looking at the stars.
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