In every country social factors change over time. This creates dynamism in the market – ever-moving goal posts on which the heritage marketer must keep a watchful eye. For example, in the recent change-over from one Millennium to the next, in the UK and USA there was an almost instantaneous explosion of ‘Bollywood’ culture, which up to that point in time had largely been the preserve of the Asian community. Films, musicals, increased variety and availability of ethnic foods were just some of the changes seen in the market that have continued for approximately five years. However, there is clear evidence that consumers are keen to be challenged by a different culture and therefore, especially in the UK, the current demand is for all things Thai and, soon, Vietnamese (the latter food culture has been the mainstay of ethnic ‘eating out’ in France for many years).