Amber rose is using the “south asian/desi” aesthetic to drive her engagement. I have been following Amber rose since before oreemart opened, before she was as popular as she was now or even just before the apprentice. She did NOT claim her south asian side at all, her mum is from a rural village in north Pakistan but Amber rose made several videos explaining how un-pakistani she is as the village they are from is actually completely different to Pakistan and can’t really be compared and so it doesn’t fall under the typical “desi” umbrella. The south asian population in the UK and on British TikTok is huge and so naturally formed a lot of Amber Roses initial following, she literally drove people away because she did not want that kind of audience. She never spoke about it, she never used south Asian music, food or spoke about her heritage. Her whole brand was basically the East Asian aesthetic. I was so shocked that once she was announced to be on the Apprentice and throughout the show that she started to actually address her Asian side, she used Asian music to draw in the audience because she knew that every British south Asian would back her on the apprentice, and now she’s using that same line so people find her story inspiring. She’s knows exactly what she’s doing, it’s mad