Cultures have generally grown through reproduction. The more people your culture has, the better the odds of your cultures survival. However, we live in an era of modern telecommunications. What if we had cultures that did not just grow through reproduction but through advertising and recruitment?

Companies do this to some degree, but their societies are preoccupied with product creation. This artificial society would only be preoccupied in the perpetuation of culture, not products.

Religions also do this, but are generally tied to a concept of supernatural activity of some sort.

As a necessity, the culture would have to be distinct, otherwise there would be no reason to join. I imagine someone putting their culture’s values on the internet, talking about the people they already share this culture with. And then going about establishing funds for the centralization of this culture.