marketing interactive

Pokémon Singapore is temporarily closing Pokémon Center Singapore at Jewel Changi Airport from 1 April 2026 as it undergoes a comprehensive store renewal. The move marks the first major Pokémon Center revamp outside Japan. It will see the store return with a fully localised concept designed to reflect Singapore’s heritage and everyday culture. Since opening in 2019, the store has become a key draw at Jewel, attracting both locals and tourists with its range of Pokémon merchandise including video games, Pokémon Trading Card Game (TCG) items, plush toys and bag charms. Over the years, it has grown into a pop culture hub for fans in Singapore. Don’t miss: Cable cars get day-to-night makeover in Mount Faber Leisure Group’s latest Pokémon adventure The upcoming refresh aims to deepen its roots in the market. According to Pokémon Singapore, the renewed space will feature Singapore heritage-inspired installations and interior design elements inspired by local culture. Fans can also expect an expanded merchandise range and new shopping experiences tailored for Singapore, positioning the outlet as a one-of-a-kind destination. During the closure, Pokémon will launch pop-up stores at Jewel Changi Airport and Plaza Singapura for three months. The pop-ups will carry a curated selection of official Pokémon merchandise to ensure continuity while the main store undergoes renovations. Pokémon Singapore will also introduce a new symbolic Pokémon to represent the renewed store. The character is described as being specially selected to reflect Singapore’s unique charm. The revamped Pokémon Center SINGAPORE is slated to reopen in the third quarter of 2026. “We are incredibly grateful for the continued support from our fans in Singapore. Over the past seven years, we have witnessed Pokémon become an increasingly meaningful part of everyday life, and we are proud to have been part of that journey,” said Shunsuke Sasaki, managing director of Pokémon Singapore. He added, “This renewal marks an important milestone as we further elevate the brand experience at the Pokémon Center at Jewel Changi Airport. The refreshed store will feature thoughtfully curated products, including some limited-edition merchandise, and an enhanced interior design concept, created to delight both our long-time fans and first-time visitors alike. We look forward to welcoming everyone soon.” MARKETING-INTERACTIVE has reached out for more information.  The refresh comes as Pokémon Singapore continues to ramp up its on-ground and experiential efforts in the market. Last October, the brand rolled out a nationwide campaign to mark the launch of Pokémon Legends: Z-A. It brought the classic “Who’s that Pokémon?” quiz to life through a large-scale out-of-home activation at The Heeren, where silhouettes of two mystery Pokémon flashed across its digital screens ahead of the game’s release. The activation formed part of a broader experiential push that included a Pikachu meet-and-greet and a social media photo campaign at Pokémon Center SINGAPORE. Fans who posted photos with the hashtags #PokemonCenterSingapore and #PokemonLegendsZA received exclusive Pokémon-themed stickers, blending physical retail with digital engagement. Related articles: You can now hunt for Pokémon on Google’s mobile browser  LEGO and Pokémon finally build the dream collab fans have been waiting for      Are you out to catch Mister Donut’s Pokémon collab? source

KFC Singapore is morphing its dips into superheroes with a pop-culture inspired campaign titled “Sauce Rangers”.  The campaign transforms a simple menu expansion into an interactive brand moment by leaning into choice and customisation. The campaign kicked off with a series of posts and videos on Instagram.  The first post features a picture of the sauces personified as “Sauce Rangers”. The rangers, akin to Power Rangers, are suited up in colours that match the design of the dipping sauces – orange for cheezy onion sauce, purple and orange for white curry syiok, black and red for secret grill and pink for mala mania sauce.  Don’t miss: KFC’s Hawkins Fried Chicken activation taps global Stranger Things campaign  Each ranger later gets its own video, introducing themselves and describing the sauce whether its tingly, fiery and numbing for mala mania or smoky, peppery and “bbq-ey” for secret grill.   According to Jaslyn Lam, director of marketing and food innovation at KFC Singapore, “Sauce Rangers” aims to engage with new flavours through storytelling and gamified experiences, as well as to spark conversation and drive consumer participation Rather than presenting the sauces as standalone menu items, KFC gave each flavour its own personality, framing them as members of a superhero-style team. The creative direction draws heavily from nostalgic team-based hero tropes, tapping into familiar pop-culture cues to drive emotional connection. “The inspiration behind the ‘Sauce Rangers’ campaign was to bring each flavour to life in a way that feels playful and memorable. By giving each sauce its own distinct personality, we created a fun, relatable way to tell their flavour stories and help customers connect with them beyond just taste,” Lam told MARKETING-INTERACTIVE.  The nostalgic aesthetic was a deliberate strategic choice, designed to appeal across age groups while encouraging self-expression among consumers. “There’s a simple behavioural insight at play: when people encounter a ‘superhero’ team, they instinctively pick a favourite – often based on colour, personality or traits they identify with. By inviting consumers to ‘choose their Ranger,’ we turned flavour preference into a playful act of self-expression, driving both engagement and memorability,” she added. The four sauces launched on 2 January as permanent additions to KFC’s core menu, alongside the new ‘DoubleDip platter meal’ and ‘DoubleDip party box’, giving customers more ways to customise their orders. Beyond driving trial, the campaign introduces an online voting platform where fans can select their favourite “Ranger”, contributing to a live leaderboard that will ultimately determine the winning dip. The mechanic is designed to turn passive product awareness into active participation. The primary objective of the voting platform is to drive engagement and build awareness for the new dips in a way that feels participatory and fun.  “By inviting fans to vote for their favourite ‘Ranger,’ we’re also fostering a sense of belonging and friendly rivalry – encouraging pride in their chosen flavour while amplifying overall brand excitement and talkability,” explained Lam.  Participants receive a discount code after voting, a feature intended to translate engagement into conversion while reinforcing recall of the new DoubleDip meal bundles. From a data perspective, the campaign also provides insight into consumer behaviour beyond stated preferences. “It will be interesting for us to see how ‘popular vote’ matches up to actual purchase and allow us to predict future demand trends for the four different sauces,” Lam said. KFC opted for an interactive digital platform over a traditional launch format to better match evolving consumer habits and on-the-go engagement. “With the increasingly stickiness on digital platforms and on the go participation, the interactive site allows us to provide a quick and seamless education to our dips and potentially retain engagement rates,” she explained. Looking ahead, the brand signaled that fan-led and gamified experiences will continue to play a role in its marketing strategy. “Absolutely. We’re always looking for new ways to push creative boundaries and engage our customers in culturally relevant, entertaining ways. Gamified and fan-led mechanics allow us to turn everyday menu moments into something more interactive and shareable,” Lam added. The “Sauce Rangers” campaign also runs in tandem with another KFC initiative – the ayam kecap manis (‘sweet soy sauce chicken’) campaign. Coinciding with the month of Ramadan, the campaign pairs lifestyle extensions with social engagement. The campaign’s hero is the ‘Smoky kecap manis chicken’, fried chicken glazed in a caramelised sweet soy reduction and topped with fried shallots and fresh green onions. KFC describes the launch as tapping into “newstalgia,” a trend that elevates familiar flavours with a modern twist. For the first time, fans can also enjoy the flavour on the go with the ‘Smoky kecap manis sauce bottle’, designed by local illustrator Aida Sa’ad, otherwise known as Yellow Mushmellow, adding an extra creative layer to the limited-edition launch. Related articles:  KFC SG fires up CNY with Lady Huat, new merch and mala heat  KFC Singapore picks new integrated creative and social agency  KFC Singapore brings Japanese Christmas to stores with anime twist  source

The Health Promotion Board has unveiled a retro-inspired film asking Singaporeans to reclaim their taste buds, and in the process, rediscover the authentic flavours of the city’s food. The campaign, titled “Salt buries true flavours”, highlights how excessive sodium consumption has dulled local palates. Created in collaboration with TBWASingapore, the film follows Tung Yan, whose ancestors stage a playful three-week intervention from beyond the grave to help him reset his taste buds. They offer practical tips such as choosing lower-sodium options, cutting back on sauces, and debunking myths such as gourmet salts being healthier or drinking water ‘flushing out’ excess salt. It opens with Tung Yan seasoning a dish, piling on salt, and startling his ancestors. They awaken him from his sleep, insisting he “honour” his tongue for the next three weeks. In “Week one: Be choosy not salty”, Tung Yan visits a supermarket to buy salt. When his friend suggests a lower-sodium option, one ancestor chimes in, advising him to look for the healthier choice symbol on packaging. Don’t miss: Health Promotion Board launches new low-sodium campaign with experimental installation “Week two: Don’t drown with sauce” shows Tung Yan about to slather his meal in sauce. His friend reminds him that water won’t flush out excess salt, prompting his ancestor to intervene and keep the sauce in check. By “Week three: Play with flavours”, Tung Yan has cut back on salt while cooking, allowing him to fully taste and enjoy his dish, proving that a three-week reset can make a noticeable difference. The campaign comes amid an alarming trend: Singapore residents are consuming an average of 3,600mg of sodium daily, nearly double the World Health Organization’s recommendation of less than 2,000mg. The HPB notes that taste receptor cells regenerate approximately every 10 to 14 days, meaning that a three-week reduction in sodium intake could help reset dulled taste buds. To make the problem tangible, “Salt buries true flavours” also features “The gallery of hidden salt”, an immersive art installation at Orchard MRT linkway running from 26 February to 25 March. Three artists reveal hidden sodium in everyday meals through provocative expressions: John Knuth enlists flies to paint excess salt, Gong Hua sculpts salt into stark white cubes, and Niceaunties imagines invasive creatures colonising hawker favourites. The campaign also features key visuals of popular Singaporean dishes such as nasi padang (‘mixed rice’), chicken rice and briyani, each flooded with sauce and salt. Taglines such as “Curry with a splash of nasi padang”, “Soy sauce with a drizzle of chicken rice”, and “Salt with a pinch of briyani” make the overconsumption of sodium immediately visible and memorable. The campaign is complemented by a practical three-week guide from HPB, providing actionable ways for consumers to reduce sodium intake both at home and when dining out. With one in three Singaporeans suffering from hypertension, the initiative aims to nudge behaviour change while preserving the city’s culinary heritage. “Salt buries true flavours” invites everyone to reset their taste buds, enjoy healthier meals, and rediscover the true taste of Singapore. “The insight that guided us was simple yet powerful. It opened the door for a creative approach that empowers, not lectures. From ‘The gallery of hidden salt’ to our campaign film, ‘Salt buries true flavours’ turns the science of taste into experiences Singapore residents can see, feel, and relate to. Together, they show that reducing salt is not a sacrifice, but a path to rediscovering the flavours that were always there.” said Loo Yong Ping, executive creative director, TBWASingapore. The campaign builds on HPB’s previous efforts to raise awareness around public health. Last June, the board launched “Don’t let vaping toy with your life“, a campaign highlighting the harms of vaping. Central to it was a 60-second video featuring three young adults watching a livestream from “VapeyGaga,” a masked content creator who introduced dolls representing health risks such as “addicted brain,” “popcorn lungs,” and “diseased heart.” HPB also rolled out character-focused videos, eye-catching social posts, and strategically placed out-of-home billboards and posters across Singapore to amplify the message, showing the board’s continued focus on creative, visually-driven public health campaigns. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: FairPrice Group and HPB team up to encourage healthier food purchases  Content Champions: Health Promotion Board (Singapore)   Health Promotion Board picks new creative agency    source

Coach is tapping into Gen Z’s hunger for authentic self-expression with its Spring 2026 campaign, “Explore your story”. Shaped by global listening and co-created with communities from the United States to China, the campaign spans cultural partnerships across fashion, literature, sport, and digital platforms, putting storytelling at the heart of the brand’s message. The campaign responds to a growing tension: Gen Z lives in a fast-paced, short-form digital world, yet many are returning to books as a way to explore identity, self-expression, and possibility. Through “Explore your story”, Coach positions storytelling as a tool for courage and connection, from book clubs and digital communities to campus conversations. “One of the clearest insights we heard from Gen Z globally is how central storytelling is to how they make sense of who they are — and who they’re becoming,” said Joon Silverstein, Coach chief marketing officer. “In a world shaped by fragmentation, digital overload, and constant acceleration, books and long-form storytelling offer a refuge. ‘Explore your story’ grew from that insight, and from our desire to show up alongside this generation as they find the confidence to write their own narratives.” Don’t miss: How Coach is winning over Gen Z one experience at a time  Six members of the Coach community anchor the campaign films, directed by Marcus Ibanez. Returning ambassadors include Academy Award-nominated actress and producer Elle Fanning, Emmy-winning actress and producer Storm Reid, Korean singer-songwriter SOYEON, and Japanese singer-songwriter Lilas. They are joined by Kia WNBA Rookie of the year Paige Bueckers, now in an expanded role, and Shan Yichun, a breakthrough Chinese singer joining Coach for the first time. Each star embodies the brand’s purpose: the courage to be real. “Storytelling doesn’t happen in silos, and neither does self-expression,” said Silverstein. “We intentionally brought together partners from different parts of culture—fashion, literature, sport, and digital — because Gen Z doesn’t experience identity in one lane. Our role isn’t to speak for communities, but to create shared spaces where many voices can come together around the power of storytelling and the courage it takes to be real.” The films bring storytelling to life through intimate vignettes, with each protagonist reading a book as the world transforms around her, showing how stories can spark connection and possibility. Each book is mirrored by a matching, readable book charm from Coach’s new collection, which hangs from the iconic Tabby bag, a central piece of the campaign. Still imagery was captured by award-winning photographer Elaine Constantine. The book charm collection includes twelve miniature, readable titles from around the world, including Jane Austen’s Sense and sensibility, Maya Angelou’s I know why the caged bird sings, Jandy Nelson’s I’ll give you the sun, and Natsu Miyashita’s The. Titles were chosen collaboratively with Gen Z communities to highlight narratives around self-expression. To shape the campaign and amplify its message, Coach partnered with Gen Z-led cultural platforms including Sunnie, a social-first book club backed by Hello Sunshine founder Reese Witherspoon, and China Youth Daily, China’s leading youth media outlet. In tandem, the brand worked with Penguin Random House in the U.S., and independent publishers in China, Japan, and Korea to bring the book charm titles to life. Partnerships with the WNBA and Bilibili extend the campaign’s reach into sport and digital culture, creating shared spaces for storytelling. “Explore your story” also extends beyond digital and film content into real-world experiences. The “Coach Tabby Tour: Explore your story edition” will travel to college campuses across the U.S., Asia, and beyond, offering spaces for students to share stories and participate in programming. In stores, customisation bars are reimagined as Coach Book Nooks, letting consumers personalise bags, book charms, and bookmarks. The Coach Foundation’s Dream Day events continue the campaign globally, with “Write your next chapter” workshops designed to help young people author their futures with confidence. Coach’s focus on self-expression and the courage to be real is not new. Last year’s Spring 2025 campaign, “On your own time”, also starred Elle Fanning alongside international talents Nazha, Kōki, and Youngji Lee. The campaign explored the tension Gen Z feels with societal pressures and the relentless pace of life, showing ambassadors reclaiming agency over their time with the Tabby bag as a companion. “On your own time” positioned Coach as a guide for Gen Z navigating digital overload and societal expectations, while “Explore your story” builds on that foundation, moving from controlling the pace of life to actively curating and sharing personal narratives through storytelling, cultural collaborations, and community engagement. Coach has also been reshaping retail and lifestyle experiences to meet Gen Z where they are. From its multi-level Coach Play concept in Singapore to the retro-futuristic Coach Airways in Malaysia, coffee shops, bars, and a full-service New York–inspired restaurant at Jewel Changi Airport, the brand creates immersive, shareable environments that blend fashion, food, and design. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:  Why Coach is betting big on experiential retail in Malaysia   Coach brings luxury into The Sims 4 for free in latest collab Coach joins WNBA roster with fashion-first partnership   source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week, we talked about blind box regulations, The Salvation Army’s leap into Roblox, and Punch the Monkey’s virality. Stop monkeying around, let’s get to it. Don’t miss: Gen Z perspectives: Our favourite CNY campaigns and huat’s the deal with mahjong sets 1. SG looks to regulate blind boxes sales, but maybe brands should learn to self-regulate instead Singapore is moving to regulate the sale of blind boxes, but marketers may have an opportunity to lead with self-regulation as mystery collectibles sweep across Asia. Despite the charm of blind boxes, brands must wrestle with how to engage consumers responsibly – without exploiting the psychological triggers behind their appeal. In fact, the problem has seen the Singapore government try to introduce regulations for the sale of blind boxes. According to Singapore minister for home affairs K Shanmugam, the regulations are being drafted after his ministry and the Gambling Regulatory Authority studied the issue, particularly around disclosure of odds for blind box or “gacha” products.  Read more here.  2. How The Salvation Army is taking thrifting to the next level on Roblox The Salvation Army is stepping into the metaverse with the launch of “Thrift score”, the world’s first digital thrift store on Roblox. The experience, which went live last week, aims to engage younger audiences where they already play, shop, and express themselves. Developed in collaboration with immersive game studio The Gang and led by independent agency BarkleyOKRP, the virtual store reimagines a traditional thrift shop as a fully explorable digital environment. Read more here.  3. What made IKEA and Punch the monkey the perfect viral moment? A baby macaque in Japan clinging to an IKEA plush was never meant to be a marketing moment. Yet within days of the clips going viral, the retailer saw a spike in sales of its Djungelskog orangutan across multiple markets, with some locations selling out. There was no campaign behind it. No influencer contract. No paid push. Just a story that struck an emotional chord. Punch’s rise offers more than a feel-good internet moment. It raises a bigger question for brands: What happens when culture assigns meaning to your product, and can that kind of emotional equity be built, or does it simply choose you? Read more here.  Related articles:     How Punch the baby macaque turned an IKEA stuffed toy into a global sensation Deliveroo to exit Singapore, platform to go offline after 4 March Menarini consolidates APAC media mandate with agency appointment  source

As global brands lean harder on culture-led storytelling, Starbucks Singapore is turning to local heritage to create relevance through its Peranakan collection. The collection pairs a ceramic mug decorated with intricate Peranakan tile-inspired patterns with a Bearista plush keychain dressed in traditional attire. Starbucks unveiled the line on Instagram with a simple nod: “A celebration of colour, craft and culture.” Beyond the visuals, the collection signals a larger ambition to bring Singapore’s cultural identity into everyday moments outside the coffeehouse. Ruth Yam, head of commercial at Starbucks Singapore, said the idea came from a broader goal to celebrate the communities, craft, and stories that shape the market where the brand operates. Don’t miss: How Starbucks turned the Frappuccino into a global icon “As a brand rooted in human connection and storytelling, our merchandise is designed to extend the Starbucks experience beyond the coffeehouse. It creates small, tangible touchpoints that help people feel connected to place and to one another,” she told MARKETING-INTERACTIVE. The Peranakan collection aligns with Starbucks’ wider localisation strategy, where culturally inspired merchandise strengthens emotional resonance with audiences. Yam highlighted the brand’s “Global discovery series”, which has become a popular travel keepsake, as an example of merchandise that blends cultural storytelling with collectibility. For tourists, the collection offers a meaningful memento of Singapore. For locals, it is something familiar yet celebratory. It can be used daily, gifted, or collected as an expression of cultural pride. In both cases, the merchandise turns everyday moments such as a morning coffee or a social media scroll into small rituals of connection and identity. The timing is deliberate. Heritage continues to shape modern Singaporean identity, and Peranakan culture remains a visible thread in local creative expression. Starbucks has drawn on this influence before, including a 2023 collaboration with The Intan, and the new collection builds on that journey by showcasing craft, colour, and storytelling that feel contemporary while remaining authentic. “With this collection, we felt this was a meaningful moment to spotlight and continue that journey by honouring the Peranakan heritage while celebrating the craftsmanship, colour, and storytelling that continue to inspire modern Singapore,” said Yam.  Customer behaviour also informed the collection. Starbucks has observed that Singapore consumers gravitate toward merchandise reflecting local identity, especially when designs balance meaning with practicality. Vibrant patterns and heritage-inspired motifs have consistently resonated, guiding the brand to create pieces that feel authentic while suitable for everyday use. Beyond aesthetics, collectibles have become social connectors. Merchandise drops and cultural collaborations spark conversation online and offline, creating shared experiences across generations of Starbucks fans.  Starbucks is careful not to treat the Peranakan collection as a standalone campaign. The story is integrated into ongoing touchpoints, including in-store storytelling and digital content, making the cultural inspiration accessible, relatable, and part of daily life. The Peranakan collection is part of a broader pattern in how Starbucks Singapore approaches localisation and culturally inspired merchandise. The brand’s 2026 Lunar New Year lineup shows a similar philosophy, extending festive celebrations beyond the coffeehouse and into customers’ homes. From pony-themed mugs and tumblers to a festive Bearista plush, the seasonal offerings translate cultural symbols and narratives into everyday touchpoints that foster shared experiences and community among Singapore consumers. Related articles:  Starbucks HK honours Chinese heritage with new concept store  Starbucks PH invites joy with 2026 traditions collection and nostalgic ‘Ligaya’ campaign Negative sentiments brew over Starbucks Malaysia and Tourism Malaysia collab  source

Sporting goods retailer Decathlon Singapore has promoted Nathaniel Gregory to the role of CEO, marking the first time a Singaporean has held the position, the company told MARKETING-INTERACTIVE. Gregory succeeds Stephan Veyret, who led the company for more than four years and has since moved to France as franchise zone leader for Europe and Central Asia. Gregory has spent over 12 years with Decathlon Singapore, joining in 2015 as brand manager and progressing through roles including circular economy and services lead, and director of sustainability for Southeast Asia. His tenure has been marked by initiatives that combine innovation with environmental responsibility. Don’t miss: WWF Singapore CEO Vivek Kumar steps down  In 2024, under Gregory and Veyret’s leadership, Decathlon launched an official Carousell store in partnership with the recommerce marketplace. The collaboration enables users to buy and sell secondhand bicycles, inspected and refurbished by Decathlon, providing an easy entry point into the circular economy. Most recently, the brand unveiled its #Winterproof campaign, designed to let shoppers experience winter conditions before traveling. Stores featured immersive “Winter[proof] Capsules,” walk-in fitting rooms cooled to -15°C, where visitors could test Decathlon winter gear against the cold. The leadership change at Decathlon Singapore coincides with other shifts in the region: Decathlon Indonesia’s chief marketing officer, Henry Pfisterer, stepped down after five years and has joined Gushcloud Indonesia as country director. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:  Decathlon HK empowers marathon runners with gear and community spirit  How Decathlon and KitKat’s global outage reactive campaign hit the mark so perfectly  Decathlon unveils dynamic new identity and logo source

KFC is elevating a beloved Indonesian dish – ayam kecap manis (‘sweet soy sauce chicken’) – into a smoky delight with its new ‘Smoky kecap manis chicken’ offering.  Coinciding with the month of Ramadan, the limited-edition dish is available from 25 February to 7 April, with a campaign combining lifestyle extensions and social engagement.  The campaign’s hero is the ‘Smoky kecap manis chicken’, fried chicken glazed in a caramalised sweet soy reduction and topped with fried shallots and fresh green onions. According to the brand, the new item taps into “newstalgia”, a growing trend that sees the elevation of familiar tastes for a modern twist.  Don’t miss: KFC Singapore picks new integrated creative and social agency  Kecap manis was also chosen for the versatility of the condiment. Hailing from Indonesia, the dish is reminiscent of flavours Singaporeans have grown to love. This includes umami notes and syrupy consistency that are akin to satay (‘meat skewers’), gado-gado (‘Indonesian salad’) and nasi goreng (‘fried rice’).   For the first time, KFC is releasing a sauce in a bottle, allowing fans to enjoy the sauce wherever they go. The ‘Smoky kecap manis sauce bottle’ is designed by local illustrator Aida Sa’ad, otherwise known as Yellow Mushmellow.  In addition, the ‘Smoky kecap manis sauce bottle’ showcases a joyful reunion of two people brought together by their shared love for KFC. Sa’ad design brings forth the whimsical with cheery yellow background, streaks of sauce flowing through and the celebratory air of sparklers and music. Social media activations are also central to the campaign. Fans are encouraged to share their ‘Smoky kecap manis‘ moments on Instagram for a chance to win a matching set of traditional baju kurung (‘traditional Malay outfit’) inspired by the sauce bottle.  Delivery-exclusive perks, including the iridescent ‘KFC x Coke radium bag’ with a Family Feast meal add an extra layer of excitement and exclusivity.  The campaign follows the fast-food brand’s Chinese New Year campaign where it aimed to reframe the idea of luck. Anchored by the limited-edition ‘La Zi Ji’ (‘Sichuan mala chicken’), the campaign sees a character named Lady Huat in a series of short-form videos. Each video paired a specific aspiration, from career prosperity to romance, with a performative greeting and a bite of chicken.  Rather than a single hero film, KFC opted for episodic storytelling, extending Lady Huat’s presence across multiple touchpoints throughout the festive period, allowing the brand to engage customers through stories that can unfold progressively.  Beyond social content, the campaign extended into collectibles with the introduction of “Huat paws”, a series of Fortune Cat blind boxes available with purchase. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:  KFC’s Hawkins Fried Chicken activation taps global Stranger Things campaign  KFC Singapore brings Japanese Christmas to stores with anime twist  KFC Singapore unveils first-ever merchandise space at revamped Kallang outlet  source

NIHI Rote & Hospitality Academy has appointed Petrie PR as its public relations partner, overseeing communications across Indonesia, key Southeast Asian markets including Singapore, Chinese Mainland, and Hong Kong.  The partnership marks the next chapter in a longstanding relationship between Petrie PR and NIHI, following its prior role supporting campaigns and communications for NIHI Sumba. Set to open in May 2026 and considered one of the year’s most anticipated resort openings, the collaboration reflects a shared belief in hospitality as a living, human practice rooted in education, cultural continuity, and meaningful exchange. As strategic PR partner, Petrie PR will lead storytelling, media relations, and brand positioning across key markets, articulating NIHI Rote & Hospitality Academy’s distinctive narrative grounded in education, culture, and a more thoughtful expression of hospitality. More than a destination, it is a living commitment to heritage, future generations, and a more purposeful expression of luxury at the wild edge of Indonesia. Located in the Boa region of Rote Island, Nusa Tenggara Timur—just south of Kupang and close to Timor-Leste—NIHI Rote & Hospitality Academy reflects a deepening of NIHI’s long-term commitment to Indonesia. Rather than an outward expansion, the project represents a deliberate return to place and people, within a region long regarded as part of NIHI’s shared southern landscape with Sumba. The journey to Rote is integral to the experience. Guests travel via Kupang, with direct early-morning flights from Jakarta connecting seamlessly to onward flights to Rote Island. The final leg is a short journey across open sea, arriving at one of Indonesia’s southernmost frontiers. Coordinated transfers and on-ground assistance ensure the arrival experience feels considered, calm, and unhurried. At the heart of NIHI Rote & Hospitality Academy lies the Hospitality Academy itself—an extraordinary model that reshapes how guests, community, and learning converge. There is no traditional front desk. Instead, guests check in within the Academy, stepping directly into a working school where young Rotenese talent is trained in real time. Daily resort life and education unfold side by side, making the Academy not an added program but the very center of the experience. Led by Michael Schwab and shaped in collaboration with President José Ramos-Horta, Nobel Peace Prize laureate, the initiative also supports the participation of selected students from Timor-Leste. NIHI Rote & Hospitality Academy is the first destination of its kind in Indonesia, placing education at the center rather than the margins. In its opening year, guests and students share daily rhythms, where simple moments such as teaching English, helping with swimming lessons, sharing skills, joining morning sessions, or simply listening become natural points of connection. Guests leave not only rested, but carrying stories and relationships that extend well beyond their stay. Designed as a more intimate expression of the brand, the resort will feature 21 handcrafted villas, the NAMMO Beach Club, ocean-led adventures, and a wild wellness philosophy rooted in nature and movement. True to its ethos, NIHI Rote & Hospitality Academy will evolve without a rigid master plan, allowing the destination to be shaped gradually by land, culture, and time. Island life unfolds through a thoughtful rhythm of experiences, from surf access along the iconic Bo’a waves and neighboring breaks to guided journeys by land and sea, oceanfront dining, and in-villa wellness shaped by time-honored practices and natural elements. “NIHI Rote represents a profound evolution in how hospitality is conceived and practiced,” said Linda Petrie, founder and managing director of Petrie PR. “It is a place where learning, community, and guest experience are inseparable. Our role is to steward this story with care, ensuring its voice remains authentic, grounded, and resonant across the region.” MARKETING-INTERACTIVE has reached out to Petrie PR for more information. Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence! Related articles: Petrie PR appointed as Asia PR agency for St. Regis Hong KongFour Seasons Resort Langkawi appoints Petrie PR source

Netflix has officially bowed out of the race to acquire Warner Bros., declining to match Paramount Skydance’s higher offer for the media giant. In a statement on February 26, co-CEOs Ted Sarandos and Greg Peters framed the decision as a matter of financial discipline. “The transaction we negotiated would have created shareholder value with a clear path to regulatory approval,” they said. “However, at the price required to match Paramount Skydance’s latest offer, the deal is no longer financially attractive, so we are declining to match the bid.” Netflix added that its business remains strong, with plans to invest about US$20 billion in films and series this year, alongside the resumption of its share repurchase program. Don’t miss: Netflix taps Singapore’s Nativex to bring brands to streaming audiences Warner Bros. Discovery (WBD) confirmed the development, stating that its board has determined Paramount Skydance’s revised US$31-per-share proposal constitutes a “company superior proposal” under the terms of its existing merger agreement with Netflix. The board said this triggers a four-business-day window during which Netflix could try to revise its offer, though the period has concluded without Netflix matching the bid. Paramount, meanwhile, welcomed WBD’s determination. The company’s revised offer not only increased the purchase price but also included accelerated “ticking fees”, an expanded US$7 billion regulatory termination fee, and commitments to cover Netflix’s US$2.8 billion termination fee if the deal goes through. In a statement on 24 February, Paramount said it looks forward to engaging constructively with WBD to deliver benefits for shareholders, creators, and consumers alike. The latest development leaves Paramount in pole position for Warner Bros., while Netflix returns its focus to organic growth and content expansion. The bidding war dates back to December 2025, when Paramount launched a US$108.4 billion all-cash bid, directly challenging Netflix’s US$82.7 billion deal. At the time, Paramount described its US$30-per-share offer as a “superior and more certain” alternative, delivering US$18 billion more to WBD shareholders and avoiding the regulatory and antitrust complexities facing Netflix. Paramount also pledged to invest in creative output, maintain theatrical releases, strengthen streaming and sports rights, and build a more competitive direct-to-consumer platform. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Warner Bros. Discovery to split streaming and networks into two companies   Warner Bros. sues Midjourney over AI use of Superman, Batman and other iconic characters   Netflix nabs former Google comms director for APAC role source