News M&M’S taps K-pop group ILLIT for regional Asia campaign The candy brand’s first K-pop partnership blends music, social media, and regional marketing. Here’s why it matters for your strategy
News Levi’s closes REIIMAGINE campaign with Beyoncé Levi’s and Beyoncé end their year-long REIIMAGINE push with a denim-powered story of reinvention and empowerment
News Samsung taps girl group no na as youngest Team Galaxy members in AI-powered marketing push Samsung Indonesia brings in no na to merge AI storytelling with youth-driven cultural influence
News 7-Eleven’s National Day campaign shows how nostalgia still sells 7-Eleven’s SG60 push reveals how food nostalgia and local icons can power everyday brand love
News Colgate’s K-pop campaign with IU targets beauty-conscious Gen Z fans Colgate’s latest toothpaste campaign features IU to capture the hearts and smiles of Gen Z fans
News KitKat x POP MART collab brings mindful breaks into blind boxes As blind box culture heats up, KitKat uses DIMOO from POP MART to turn fast-paced breaks into something more intentional
Reports Millennials and Gen Z are fueling the next wellness boom according to McKinsey Report Millennials and Gen Z are changing the US$2T global wellness market. Here’s what’s changing and how brands can respond.
Content Marketing Dunkin’s new ad joins American Eagle in sparking controversy over genetics references Two brands, two campaigns, one backlash. Genetics references in ads are hitting a nerve.
News 'Good genes' gone wrong? Lessons for marketers from American Eagle’s controversy American Eagle’s denim stunt with Sydney Sweeney stirred backlash. What does it signal about brand risk today?
Content Marketing MINISO and One Piece join forces again with lessons for marketers in fandom-led growth With over 300 SKUs and immersive pop-ups worldwide, MINISO’s One Piece collab offers a playbook for fandom-led marketing
News Starbucks brews up nostalgia and national pride for Singapore’s 60th birthday Starbucks taps national pride and childhood nostalgia to mark Singapore’s 60th birthday with exclusive merch, games, and local-inspired menus
Content Marketing CHAGEE launches 'Bes-tea' plushies across Southeast Asia How CHAGEE turned a plushie drop into a cultural campaign for Gen Z connection
Reports Celebrity ads still work if you do these 3 things right Human Made Machine’s latest report shows how to avoid the most common pitfalls in celebrity-led marketing
News Astronomer’s kiss cam scandal goes viral and how the brand flipped a PR crisis into marketing momentum Astronomer’s CEO scandal became global meme fodder and here’s how the brand responded with bold PR tactics
Content Marketing Sprite goes hyperlocal to win Gen Z’s summer loyalty in ASEAN Sprite’s summer takeover blends hyperlocal flavor, real-time data, and youth culture across ASEAN
News Google taps Aunty M to make B2B ads fun again in Southeast Asia Google Southeast Asia launches its first YouTube creator series to simplify digital ads for entrepreneurs—through comedy.
Content Marketing Samsung taps BTS' RM to turn homes into digital galleries Samsung picks BTS' RM as ambassador to spotlight art accessibility through tech
Content Marketing How plush toys became the surprise heroes of brand marketing More than merch: brands like Pizza Hut and Milo are turning plushies into long-term customer engagement assets.
Content Marketing Standard Chartered puts human stories at the heart of wealth marketing “WealthNOW” blends branded content and business storytelling to win over Asia’s new money elite
Lists Asia’s go-to content marketing agencies — 2025 edition Your go-to-market strategy needs the right content partner. See top content marketing agencies in Singapore, Indonesia, Thailand, and beyond.
Guides How to hire a content writer: Cost, skills & where to find one Hiring a content writer? Learn where to find one, how much to pay, and how AI fits into content creation.
Content Marketing Premier League taps Adobe AI to let fans design fantasy kits New Adobe-powered AI tools will let fans co-create kits and receive custom matchday experiences
News Duolingo and Luckin Coffee mix streaks and sips in Singapore collab Duolingo and Luckin Coffee team up with a cheeky latte collab—here’s why it works
Content Marketing How luxury pop-ups are rewriting the rules of exclusivity From Dior cafés to Louis Vuitton in Joo Chiat, luxury pop-ups are making exclusivity feel more personal
