marketing interactive

Actor David Corenswet has taken Singapore’s “high life” literally, swapping film sets for treetops and wind tunnels in a new video collaboration with the Singapore Tourism Board (STB). The star of 2025 blockbuster Superman and upcoming Man of Tomorrow visited the city-state for the first time during the Formula 1 Singapore Airlines Singapore Grand Prix 2025. His journey saw him indoor skydiving with world champion Kai Minejima-Lee at iFly Singapore (now AltitudeX), walking the wave-like Henderson Waves bridge, and meeting colourful locals such as rainbow lorikeets and Sally the Oriental Pied Hornbill at Bird Paradise. Corenswet also spent time at Mandai Rainforest Resort by Banyan Tree, taking in panoramic views of the Upper Seletar Reservoir and Singapore’s lush treetops. Don’t miss: How STB is grabbing attention in the age of endless scrolling    “The Grand Prix roared, no doubt, but the real noise came from the fans flooding downtown to cheer on the teams. Felt like all of Singapore was in attendance, not to mention visitors from around the world. Beyond the night race, I tried indoor skydiving— felt pretty good about myself until the world champ spun circles around me,” said the actor. He added, “Less than an hour later I was walking above the trees, looking down at skyscrapers tangled in jungle and making friends with a hornbill. It’s a metropolis nestled in a wild, natural landscape. Worth experiencing for yourself.”  Tan Yen Nee, STB’s executive director of brand, said the campaign highlights Singapore’s ‘We don’t wait for fun’ spirit and aims to engage Gen Z and millennial audiences through authentic storytelling.” “We are thrilled to partner Corenswet, who showcased Singapore’s ‘high life’ from a completely fresh perspective. This collaboration is all about creating deeper connections with international audiences through authentic storytelling that resonates,” said Tan. “We hope to give international visitors a glimpse of Singapore’s distinctive offerings and inspire them to come and discover Singapore for themselves.” The video is now live on David Corenswet’s Instagram, as well as STB’s Instagram, Facebook, TikTok, and YouTube, showcasing the city’s blend of urban adventure and natural escapes. STB has been doubling down on high-profile collaborations to engage Gen Z and millennial audiences. Earlier this month, it partnered with Chinese artist XIN for her latest single, Passion, filmed across four of Singapore’s iconic locations: the Asian Civilisations Museum, Jurong Lake Gardens, Clarke Quay, and Haji Lane. Directed by first-time Singapore visitor Yuann, the video showcases the city’s mix of colonial architecture and lush greenery. Singapore-based dance collective Jam Republic led the choreography, while creative direction came from Kirsten Dodgen. Five local dancers bring XIN’s emotional vision to life, translating “passion” into movement across the cityscape. The campaign follows previous collaborations with K-pop heavyweights Jin from BTS and Jisoo from Blackpink, further positioning Singapore as a playground for culturally relevant, youth-focused storytelling.  Related articles:    Back to the 90s? Can celebrity ads make denim relevant in 2025?  STB strikes content marketing gold again featuring Singapore in Coldplay video With influencer marketing taking over, what values do celebrities bring to marketers? source

Pixlr Group, the creative technology company behind Pixlr, Designs.ai, and Vectr, has appointed Nicholas Goh as marketing director. In his new role, Goh will focus on accelerating the group’s global expansion, particularly in the US and European markets, while scaling adoption of its AI-powered creative tools. “My role is to build a sustainable growth engine combining performance marketing, product-led acquisition, and creator-led communities,” Goh told A+M. “I’m thrilled to join Pixlr Group at such an exciting time for SaaS creative AI. We’re building tools that make creativity faster, smarter, and accessible for everyone.” As marketing director, Goh will be responsible for driving integrated marketing strategies that combine user acquisition, retention, and engagement, with a particular focus on leveraging data insights and community-led growth. Don’t miss: Evelyn Lee joins Subway Malaysia as marketing director  He will also work closely with product and customer experience teams to ensure that marketing efforts align with user needs and global expansion goals. Before joining Pixlr, Goh was head of digital performance and data analytics at Abbott, where he led optimisation across programmatic, paid search, social, and affiliate channels to boost user acquisition while lowering cost per lead and acquisition. He also spent over six years as head of digital marketing at INTI Education Group, overseeing digital marketing and lead acquisition for local and international student recruitment, optimising digital conversions, managing the P&L of the digital function, and driving innovation through new platforms and partnerships. Pixlr Group serves millions of users worldwide and is emerging as one of the fastest-growing independent players in AI-powered content creation and editing. With ongoing expansion into AI image generation, video automation, and next-generation editing capabilities, Pixlr Group is positioning itself as a challenger redefining the future of creative productivity. Goh’s appointment signals the company’s ambition to scale its footprint in key global markets while continuing to innovate in SaaS creative AI.  Closer to home, the creative technology opened its new global HQ at Sunway Geo Tower in Sunway City in July last year. The facility aims to foster collaboration, innovation, and the development of AI-powered creative solutions, while supporting the growth of Malaysia’s digital economy and nurturing talent in the local tech ecosystem. Related articles:   Evolution Wellness names new marketing director for Asia  Airwallex picks new SEA marketing director  Standard Chartered names new global corporate coverage marketing director  source

Visa has dropped its latest campaign starring BLACKPINK’s Jennie Kim, sending fans and Blinks across the APAC region into a frenzy. Released yesterday without warning, the video tells viewers: “Some journeys don’t look for the spotlight — they bring it with them. Go further and #TravelLikeJennie.” The clip went live across Visa’s Instagram accounts in Indonesia, Malaysia, Singapore, Hong Kong, Korea, Japan, and the Asia Pacific region, as well as on @genvisa’s TikTok page. The timing is no coincidence. With BLACKPINK’s ongoing DEADLINE world tour already covering Kaohsiung, Bangkok, and Jakarta, and upcoming stops in the Philippines, Singapore, Tokyo, and Hong Kong, fans are gearing up for international travel to catch the group live. Visa’s release taps into this excitement, with fan pages sharing the video widely, amplifying the brand’s reach among the fandom. Don’t miss: Visa redefines ‘Everywhere you want to be’ for the next generation The video has performed strongly so far. On Visa Korea’s account alone, it has racked up over 634,000 views and 66,000 likes within 20 hours of posting. Fans praised Jennie’s stunning visuals, and some speculated about a potential “Ruby Experience” tour extension across the APAC region. The campaign video, set to Jennie’s own song like JENNIE, opens with a silhouette and the words “Visa presents JENNIE Road to Ruby.” It follows the star through scenes of travel, reflecting on the highs and lows of life on tour: “First light. Fast gates. Slow hours. Busy minds. Long nights. Every night. Sound check. Reality check. Bright lights. Loud silence. Breath pound.” The narrative then transitions to clips of Jennie performing on stage, with her voiceover reflecting on ambition and perseverance: “Huge dreams. Fully alive. Every moment moves you closer to where you want to be.” The spot closes with a clever nod to her song lyrics: “Dream like Jennie. Travel like Jennie. Pay like Jennie.” Beyond social media, the campaign has also featured prominently on Visa’s APAC homepages. Clicking “Start travelling like Jennie” directs users to a travel support page, where the video is replayed alongside tips, offers, and perks for customers using Visa on their journeys. MARKETING-INTERACTIVE has reached out to Visa for further information. This campaign builds on Visa’s ongoing collaboration with Jennie. Earlier this year, the partnership launched with the Ruby Experience Tour, which culminated in the one-off concert VISA LIVE: JENNIE IN PARIS at Zénith Paris – La Villette on 21 March. With “Road to Ruby”, Visa continues to merge pop culture with travel inspiration, encouraging fans to embrace ambition and adventure in true Jennie style. The “Road to Ruby” campaign video, which closes off with the line “Everywhere you want to be”, follows Visa’s newly launched global brand campaign in March which reimagined its iconic tagline for a new generation. The film, titled Typewriter, aimed to embody Visa’s philosophy that progress is more than just the destination. The one-minute film followed the story of a young woman as she uses each Visa transaction to unlock her potential. The woman stumbles upon a typewriter in a shop window and begins exploring possible career paths based on her Visa purchases, whether it is becoming a screenwriter, a chef, an entrepreneur, or a travel writer. After a quick showcase of the endless possibilities, the woman then purchases the typewriter with her Visa card. Related articles: Visa unveils #TravelWithVisa HK initiative to connect with APAC travellersAsahi Super Dry taps BLACKPINK as brand ambassador for regional campaign BLACKPINK to end world tour with HK shows at Kai Tak Sports Park source

Grab has rebranded its GrabRewards programme to GrabCoins, rolling out a broader set of earning mechanics across Southeast Asia. The update is now live in Singapore, Malaysia, Thailand, the Philippines, Cambodia, Myanmar and Vietnam, where it is known as GrabXu. Users can start earning and redeeming GrabCoins after updating the Grab app. The coins are awarded through food, delivery, transport, express and mart transactions, as well as via GrabPay, PayLater and linked digibanks such as GXS Bank and GXBank in selected markets. Don’t miss: Punggol goes driverless as Grab rolls out self-driving shuttles Grab said the revamp aims to offer more “tangible and immediate” ways to save on everyday transactions. Specific actions will earn users additional GrabCoins as part of a phased rollout. These include hosting GrabFood group orders, booking tables through Grab dine out, paying with GrabPay or PayLater, using advance booking for rides, transacting via Partner App services and making in-store purchases at retailers such as Jaya Grocer. Coins can be redeemed directly at checkout through a toggle on food and mart orders, instantly lowering the total bill. Grab has also introduced a dedicated GrabCoins homepage within the app, which serves as a personalised hub highlighting earning opportunities, accumulated balances and available redemptions. Existing GrabRewards points held by users will be automatically converted to GrabCoins on a 1:1 basis once the app is updated. Grab added that from January 2026, GrabCoins will carry a six-month validity period, encouraging users to redeem them more frequently. The company said the shift reflects its aim to provide clearer value and increased benefits as its ecosystem of services expands. MARKETING-INTERACTIVE has reached out for more information.  The update sits alongside Grab’s wider push to turn its app into a one-stop hub for everyday services. In October, Grab introduced Partner Apps, letting users book rides, travel, entertainment and other services without separate apps or new accounts. The move expands Grab’s footprint beyond deliveries, mobility and digital financial services, while giving brands access to its 46 million monthly transacting users across Southeast Asia. The feature launched with five partners — Firsty (global eSIMs), HelloRide (bicycle sharing), Jolibox (games and short dramas), redBus (bus and ferry bookings) and Drive lah (peer-to-peer car sharing). The integration also enables contextual ads, such as prompts to rent a HelloRide bike nearby or reminders to buy a Firsty eSIM before travelling. Related articles:     Grab paints KL green with bold displays for ASEAN Summit delegatesGrab and Gojek orders become symbols of cross-border solidarity amid Indonesian protests  STB partners Grab to elevate visitor experience and support local businesses  source

Masculinity in Asia is undergoing one of its biggest shifts in decades, according to a new report by VIRTUE Asia. The study found that men are moving beyond inherited expectations of stoicism, dominance and duty, and are instead negotiating a wider spectrum of values, identities and emotional expression. The report noted that for decades, men were taught that strength came from silence and that love was proven through endurance, creating a narrow template that prized control over connection. That script has been cracking under cultural scrutiny, with public reactions to pop idols dancing with grace, celebrities wearing makeup or athletes fronting skincare ads revealing discomfort over the loss of a single definition of masculinity. Don’t miss: Study: 49% of women feel misunderstood by brands despite driving global spending “The VIRTUE guide to modern masculinity”, developed with Milieu Insight and Canvas8, combines a 300-man survey across Thailand, Indonesia and India with stimulus-led conversations. It identifies three emerging “codes” that are shaping how men see themselves and how they respond to cultural narratives in media, influencers and brand campaigns. The study highlights the rise of “Remixers” (63%), who adapt traditional norms to suit modern realities, followed by “Experimenters” (17%) and “Traditionalists” (15%). A small group of “Outliers” (5%) reject gender labels entirely. VIRTUE said this plurality reflects a tension between convention and imagination, with many men trying to unlearn older expectations while still drawing guidance from their upbringing. Half of the respondents rejected the idea of a fixed masculinity but half also said they learn from observing older men, with one in two believing that some forms of masculinity remain more “real” or “ideal” than others. The report also shows a shift in what men consider success. Traditional markers such as being the primary breadwinner (53%), owning wealth (44%) or career progression (37%) are being matched or overtaken by emotional maturity (53%) and open-mindedness (47%). This signals a move from hard power to soft power, with VIRTUE urging brands to “humanise” balance rather than present it as another standard to meet. The third code explores changing expressions of love. Emotional intimacy emerged as the top love language (36%) across all ages, with men placing greater value on listening, shared responsibility and everyday acts of care. VIRTUE said brands can support this shift by helping men express care in more grounded and collaborative ways. “Masculinity in Asia is no longer a single story. Men are negotiating between tradition and self-expression, experimenting with who they are, how they care, and what success means. Our research shows this is less about rejecting the past and more about remixing it,” said Zoe Chen, strategy director at VIRTUE Asia, adding: The next generation of men is defining masculinity as a spectrum, not a template. Strength now sits alongside empathy, presence alongside performance, and identity alongside experimentation. Chen added, “With masculinity being rewritten in real time, brands have a rare chance to help shape where culture goes next. The ones that lead will design for plurality, presence, and emotional fluency, not outdated ideals. Culture is ready. It’s calling for brands brave enough to answer.” Related articles: Mind HK shares unseen mental health struggles in fundraising campaign   Noah debunks misconceptions around men’s health with ballsy campaign    Love, Bonito and LinkedIn tackle career questions women hesitate to ask source

Bonsey Design Partnership’s chief operating officer, Graham Hitchmough (pictured), has stepped down from his role after seven years with the company.  He will join design and strategy consultancy Insignia Worldwide in Dubai as its new chief operating officer. In a LinkedIn post, Hitchmough described the move as “a new chapter”, calling it both a professional step forward and a relocation, and said he is eager to contribute to Insignia’s growth as the region’s design, development and experience company. Before joining Bonsey Design, Hitchmough spent several years with The Brand Union (now Superunion), where he held roles including regional director for ASEAN, CEO for South and Southeast Asia, and CEO for APAC. He later returned as a senior project consultant in 2018. Don’t miss: WPP COO Andrew Scott steps down after 27 years with company His experience also spans The Brand Union Singapore, Blue Marlin Brand Design in Bangkok, WCRS Advertising in the UK and Ogilvy & Mather. Insignia Worldwide positions itself as a design, development and experience company focused on place-making, brand experience and destination creation. The consultancy aims to build brands and environments that connect cultures, engage communities and drive commerce. MARKETING-INTERACTIVE has reached out for more information.  Hitchmough’s move to Bonsey Design in 2018 came as the agency created a regional COO role to support its expansion across multiple markets. The agency credited the appointment to growing momentum, a broader service mix and the need for deeper strategic leadership. His remit included driving growth, collaboration, service development and client delivery, while strengthening the strategy and design team across Bonsey Design and its partner agency Bonsey Jaden. Related articles: PRecious Communications names first regional COO, expands leadership remit in Malaysia   Publicis Media Singapore elevates Elaine Poh to COO   Edelman names Christiane Schulz as new APAC COO source

The National Library Board, Singapore (NLB) has appointed The Nutgraf as its PR consultant and agency partner. The one-year engagement comes with the option to extend for up to two years.  The Nutgraf will handle PR consultancy, media monitoring and analysis, issues and crisis management, and spokesperson training for the board. Its remit covers major NLB events, initiatives and corporate announcements, including library openings, exhibitions, conferences, reading campaigns, digital offerings and thematic collections, according to tender documents seen by MARKETING-INTERACTIVE. As the appointed agency, The Nutgraf will be tasked with developing and executing PR strategies and communications plans, including social media, to drive sustained positive media coverage. Deliverables include speeches, media releases, corporate articles, factsheets, talking points, media invitations and social media plans. Don’t miss: Audi Singapore names new PR agency of record In addition, The Nutgraf will manage media coverage for public events, pitch approved stories throughout the year, identify online engagement opportunities, and prepare NLB spokespeople for interviews. It will provide monthly tracker reports detailing preparation, pitching, media queries, interview opportunities and PR value. For media monitoring, the agency will deliver daily coverage reports, including weekends and public holidays, with full post-event monitoring and reporting. Monthly and annual social media analytical reports are also required, alongside coverage summaries including AVE and PR values, as well as all relevant clippings, audio and video files. On issues and crisis management, The Nutgraf will track and manage communications when needed, provide strategic counsel, support media briefings, and assist in post-crisis recovery. NLB must have direct access to senior agency leads at all times during a crisis. The partnership also includes spokesperson training, with up to five full-day runs annually for new spokespersons and two half-day runs for senior management and experienced spokespeople. Trainers are required to have at least 10 years of relevant PR experience, with sessions incorporating classroom learning, role-play and simulated exercises with immediate performance review.  MARKETING-INTERACTIVE has reached out to NLB and The Nutgraf for more.  NLB’s pitch, which was first reported by MARKETING-INTERACTIVE in July this year, came as several statutory boards in Singapore called for fresh agency partners, including the Ministry of Transport and Ministry of Social and Family Development among others.  Most recently, Yellow Ribbon Singapore called for a PR pitch, seeking for an agency to manage its communication over the next two years. Related articles:   Singapore Tourism Board on the search for PR agency Pinterest picks new PR agency for Asia Sport Singapore picks new PR agency  source

Nongshim has named K-pop sensation aespa as the first-ever global brand ambassador for Shin Ramyun, signalling an ambitious push to elevate the instant noodle brand on the international stage. The appointment sees aespa fronting the brand’s new slogan, “Spicy happiness in noodles”, while promoting Shin Ramyun’s signature taste, identity, and cultural appeal across key overseas markets. A Nongshim spokesperson said aespa’s “strong cultural presence, authentic global reach, and ongoing engagement with Shin Ramyun and Chapagetti since 2021” made them an ideal fit for the brand’s next chapter of global expansion. Don’t miss: M&M’S taps K-pop group ILLIT as regional ambassadors in Asia-wide campaign Nongshim debuted a commercial starring aespa on its global YouTube channel, presented in a music-video style that highlights the group’s vocals, choreography, and artistic flair. The ad features a reimagined version of the 1997 Spice Girls hit Spice Up Your Life, infused with aespa’s signature style. The film spotlights joyful consumer reactions while delivering the “spicy happiness” of Shin Ramyun. It also introduces a playful ‘Shin Ramyun dance’, with movements mimicking the noodle-making process and finger gestures representing each letter of “Shin”. The commercial will air across the US, China, Japan, Europe, and Southeast Asia. In tandem, Nongshim will release an ‘aespa special package’ of Shin Ramyun. Multi-packs feature a group image of aespa, while individual packs highlight each member. The rollout begins in China this November, followed by a wider global launch including Korea. Selected multi-packs will come with collectible photocards, handwritten messages, and QR codes linking to exclusive behind-the-scenes content. Nongshim is also planning branded pop-ups and in-store promotions across its global retail footprint. “Shin Ramyun has always been a brand we enjoy in our daily lives, whether on broadcasts or during tours. We’re excited to move from enjoying the product to officially representing it, and we look forward to sharing its appeal with fans around the world,” said aespa in a statement seen by MARKETING-INTERACTIVE. The push to globalise Shin Ramyun follows other international brand initiatives. In August, Nongshim teamed up with Netflix for a collaboration centred on the animated series K-Pop Demon Hunters, aiming to engage fans through the show’s diverse characters and immersive world-building. As part of the partnership, Nongshim rolled out collaborative products featuring characters such as Lumi, Mira, Joy, SAJA BOYS, and DERPY the tiger on packaging for Shin Ramyun, saewookkang (shrimp crisps), and the upcoming ‘Shin Ramyun tumba all-purpose sauce’, which launched at the end of August. The collaboration extended beyond packaging, with limited-edition products inspired by the cup ramen enjoyed by Rumi, Mira, and Joy in the series, alongside digital campaigns, social media events, and offline pop-ups to engage fans worldwide. Related articles: Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience   McDonald’s HK unveils exclusive collab with K-pop girl group BABYMONSTER   Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series    source

Mount Faber Leisure Group (MFLG) have brought back the Pokémon-themed cable car cabins in its latest “Pokémon Day-to-Night Adventure” campaign. The campaign promises distinct day and night experiences for visitors travelling along the Mount Faber Line from Mount Faber Peak to Sentosa. By day, five Pokémon including Pikachu, Eevee, Charmander, Jigglypuff and Gengar appear on the cabin exteriors. Inside, each cabin is fully customised to its featured Pokémon, from themed seats to cabin floors, creating an immersive experience for fans and families alike. After dark, the cabins transform into interactive discovery pods. Guests boarding from 7.45pm onwards will receive a complimentary UV torch. The familiar Pokémon reappear as glowing silhouettes, joined by five hidden flying-type Pokémon such as Gyarados, Pidgeot, Charizard, Dragonite and Aerodactyl. The Pokémon are revealed only when illuminated by the torch. For the most determined, Mew makes a rare appearance in one of the cabins, reinforcing its mythical status and adding an element of surprise for fans. Don’t miss: Who’s that Pokémon? Singapore fans put to the test in OOH campaign  Meanwhile, at Mount Faber Peak, visitors can take photos with larger-than-life first-generation starter Pokémon at dedicated photo spots. The hilltop backdrop offers scenic views, providing shareable content for social media. The campaign also encourages participation through its “Snap, tag and win” contest on Instagram and TikTok. Visitors can post photos or videos taken during the experience for a chance to win prizes. “Pokémon Day-to-Night Adventure” runs from 22 November to 30 April 2026.  “We are proud to offer a unique way of experiencing an iconic Singapore attraction through the ‘Pokémon Day-to-Night Adventure’. With five colourful cabin designs and hidden UV-activated Pokémon themes, guests can enjoy a fresh, immersive experience each time,” said Buhdy Bok, managing director, Mount Faber Leisure Group (MFLG). “The Singapore Cable Car is more than just a daytime ride. After dark, guests can use a UV torch to uncover an entirely new layer of discovery, making the experience equally engaging and interactive at night,” added Bok.  “Pokémon Day-to-Night Adventure” follows MFLG’s year-long 50th anniversary campaign in 2023, when the cable car cabins were transformed into Poké Ball-themed pods. The exteriors featured the iconic Poké Ball design, while the interiors showcased first-generation Pokémon including Pikachu, Eevee, Sprigatito, Fuecoco and Quaxly. The Singapore Cable Car is no stranger to collaborating with popular IPs. It previously teamed up with Hello Kitty for its 50th anniversary celebrations back in 2024 where visitors could ride birthday-themed cabins featuring Hello Kitty, Dear Daniel, Mimmy and their parents along the Mount Faber Line. Similarly, Mount Faber Peak showcased a two-metre-tall Hello Kitty sculpture in a gold ensemble and vintage first- and third-generation cable cars dressed in Hello Kitty designs. The installations also offered exclusive photo opportunities and an immersive experience, marking the only Hello Kitty 50th anniversary celebration in Southeast Asia, the company said at the time.  Related articles:  Cable cars get a nyonya twist as Sentosa turns cultural for SG60  Mount Faber Leisure Group concludes hunt for PR agency  Have you checked out these Hello Kitty themed cable cars yet?  source

Singaporean bubble tea chain PlayMade has teamed up with homegrown Web3 IP platform Imaginary Ones and Hasbro’s preschool brand Peppa Pig to launch an exclusive blind box collection celebrating the arrival of the character baby Evie. The collaboration brings together two local success stories — Imaginary Ones, known for spreading positivity through digital art and creative collectibles, and PlayMade, a fan-favourite bubble tea brand — with the aim of delivering joy through every sip and surprise unboxing. The limited-edition series features the Peppa Pig family, including daddy, mummy, Peppa, George, and the newest addition, baby Evie. Each blind box symbolises new beginnings, family, and affection, reflecting the playful spirit of the Imaginary Ones universe. Don’t miss: Burger King SG revives MILO’s breakfast plushies with new limited-edition design  Customers can purchase the blind boxes as a purchase-with-purchase for SG$5 with any two PlayMade bubble teas (minimum spend of SG$12), or as a standalone item for SG$15 across all PlayMade outlets starting 19 November 2025. Two hundred boxes will include a special redemption card, granting winners an exclusive 20 cm huggable baby Evie plushie. The campaign is rolling out across social platforms, with Instagram teasers building anticipation. The first post, published on 13 November, shows Peppa and an Imaginary Ones character sliding down a giant slide emerging from a PlayMade bubble tea cup, before diving into the drink — accompanied by text revealing the 19 November launch. A subsequent post on 15 November unveiled the full design of the limited-edition baby Evie plushie. “At Imaginary Ones, everything we do is about spreading joy, and what better way to celebrate that than through bubble tea, blind boxes, and Baby Evie. This collaboration with PlayMade and Peppa Pig is a friendly reminder that happiness can come from the smallest surprises: a sip, a smile, or a blind box,” said Gregory Poon, founding partner and CMO of Imaginary Ones. Tan Guo Rong, co-founder of PlayMade, added: “There’s no better celebration of Baby Evie’s arrival than with a cup full of bubbles and a box full of joy. This collaboration with Peppa Pig and Imaginary Ones is PlayMade’s unique way of fulfilling our mission: to fill everyone’s cup with overflowing joy, one sip and one surprise at a time.” Playmade is not the only bubble tea brand to tap into the collectible craze. Across the border, GongCha Malaysia unveiled its own set of plushieswith four characters: Brownie Mars, Berry Eilish, Boba Marley and Taro Swift. Each character was crafted to reflect not only pop culture references but also popular Gong Cha drinks.  Each plushie name cleverly ties into a menu item. Brownie Mars represents the brown sugar milk tea. Berry Eilish is linked to the strawberry milk tea. Boba Marley plays on the classic milk tea with pearls, while Taro Swift references the widely loved taro milk drink. Related articles:   KitKat drops plushies to turn snack time into play time Gardenia toasts SG60 with new bakes and limited-edition plushies CHAGEE’s new Bes-tea plushies are here to spill the cute in MY, SG, TH  source