Category: Uncategorised

Tea brand CHAGEE is serving more than just drinks this season. Its new limited-edition “Bes-tea” plushie campaign is now live in Singapore, Malaysia, and Thailand. The campaign is turning into a masterclass in localised emotional marketing. Timed around International Friendship Day (30 July), the campaign features blind-box plushies inspired by CHAGEE’s popular tea flavors, complete…

In a move set to shake up branded gaming and fan engagement, Roblox has launched a self-serve licensing platform that gives creators legal access to blockbuster intellectual property (IP). This isn’t just a win for fan-developers, it’s a strategic greenlight for marketers looking to build immersive, brand-safe experiences in the world of user-generated content (UGC).…

Celebrity marketing is nothing new—but it’s becoming harder to get right. With average view times on social media shrinking to just three seconds, attention is the first casualty. Yet big names still move the needle when they’re used strategically. Human Made Machine (HMM), a creative pre-testing firm, wants to flip the script on how brands…

What do you do when your CEO becomes the internet’s favorite meme for all the wrong reasons? That’s the question Astronomer, a US-based data workflow startup, had to answer after a viral kiss cam moment at a Coldplay concert put its leadership team in the spotlight. The now infamous clip, showing CEO Andy Byron and…

The days of champagne-soaked indulgence as the pinnacle of luxury travel may be fading—at least in Asia Pacific. A new report, titled “The international traveller” , from Marriott International’s Luxury Group reveals a major shift: 90% of high-net-worth travellers in the region now book with wellness in mind. Based on responses from 1,750 affluent individuals…

Sprite is not just selling soda this summer, it’s selling a state of mind. As temperatures spike across Southeast Asia and the South Pacific, the Coca-Cola-owned brand is rolling out a high-touch, high-energy campaign that positions Sprite as the go-to reset for heat, hustle, and hyperactivity. This article explores how Sprite’s 2025 summer push retools…

As privacy crackdowns intensify, marketers are being forced to rethink their data strategies. The latest solution grabbing attention? Synthetic data. This artificially generated, privacy-safe alternative is now being explored by a growing number of agencies and martech companies—particularly in Asia Pacific—as a way to fuel innovation without compromising user trust. Forrester recently named synthetic data…

B2B marketing just got a lot less boring in Southeast Asia—thanks to a fiery sambal seller named Aunty M. Google Southeast Asia has launched Marketing Unfiltered with Aunty M, its first creator-led YouTube series aimed at demystifying its advertising tools. The campaign leans on comedy, cultural insight, and character storytelling to connect with marketers and…

In an age where attention spans are short and brand-switching is easy, Southeast Asian brands are quietly rewriting the rulebook on loyalty—and they’re doing it with plushies. Yes, those soft, huggable toys once relegated to carnival booths and toy aisles are now front and center in multi-market marketing campaigns. Brands like Milo Singapore, Pizza Hut,…

Xiaohongshu, China’s influential lifestyle platform known internationally as RED, is leaning hard into a new identity: “Your Lifestyle Interest Community.” Previously positioned as “Your Lifestyle Guide”—where users discovered beauty routines, travel tips, and product recommendations—RED is now signaling a shift toward community-driven discovery. That’s more than a slogan—it’s a signal that RED wants to reshape…