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Hilton has appointed Tal Shefer (pictured) as senior vice president of brand management for Asia Pacific, as the hospitality group looks to strengthen its brand presence across the region. In his new role, Shefer will lead brand strategy and drive growth across Hilton’s portfolio in Asia Pacific, including its luxury and lifestyle segment. The company plans to expand its portfolio of over 160 trading luxury and lifestyle properties by 50% to more than 250 in the coming years. A graduate of Hilton’s Elevator programme, Shefer has spent more than two decades with the company, progressing through multiple leadership roles across Europe, the Middle East and Africa (EMEA). Don’t miss: Hilton takes brand into space designing astronauts’ sleeping areas and suites Before taking on his current position, Shefer was vice president of brand operations for EMEA, where he oversaw managed and franchised hotel openings and transitions. He also established the region’s hotel openings framework and led Hilton’s onboarding of more than 500 Small Luxury Hotels of the World (SLH) properties globally. The appointment underscores Hilton’s focus on strengthening its brand footprint and operational excellence across key markets in Asia Pacific. “Asia Pacific is a key engine of growth for Hilton, and Shefer’s appointment is pivotal in ensuring we deliver on our ambitious brand-led strategy in the region,” said Alan Watts, president, Asia Pacific, Hilton. He added, “With his deep operational expertise and track record of delivering high performance, I’m confident that Shefer will play an instrumental role in accelerating our brand expansion and ensuring that we continue to meet the evolving needs of our owners and guests.” Speaking on his new role, Shefer said, “I’m honored to take on this role at such an exciting time for Hilton in Asia Pacific. The region presents tremendous potential, from the growing momentum in the luxury and lifestyle segment, to the consistent demand that we’ve seen across our focused service brands. I look forward to working alongside our teams and partners to continue strengthening Hilton’s brand portfolio, enhance guest experiences, and create long-term value for owners across these dynamic markets.” The move comes as Hilton continues to build brand affinity in the region. In June, the hotel group launched the latest chapter of its “It matters where you stay” campaign featuring Bollywood star Deepika Padukone. Shot in the actor’s hometown, the 60-second film highlights the human moments that make a hotel stay meaningful, portraying Padukone balancing high-pressure commitments with personal downtime. Small gestures such as a well-timed cup of coffee or a comforting, thoughtfully designed room underscore Hilton’s take on hospitality that anticipates a guest’s needs. Related articles: Fairfield by Marriott enlists help of BBH Singapore to come back to calm    Millennium Hotels and Resorts names new VP of global branding, marketing and loyalty  How Raffles Hotel is banking on the butler to modernise luxury source

Carlsberg’s 1664 has partnered with French artist Camille Walala (pictured) for the first time to reimagine the holiday season with limited-edition designs and engaging experiences.  Available from October 2025 onwards, this partnership exemplifies Carlsberg Group’s strategy to transform convivial moments into radiant expressions of creativity that resonate with discerning consumers yet are rooted in 1664’s signature ethos of good taste and shared celebration. The partnership spans Hong Kong, mainland China, Singapore, Malaysia and Vietnam.  Known for her bold use of colour, vibrant geometric patterns, and immersive installations, Walala brings a fresh, contemporary twist to the rich traditions of Asian festivities. As fireworks light up the night sky, lanterns glow, and the scent of gourmet delights fill the air, the festive season once again unites communities in celebration and shared joy. The modern packaging designs of 1664 Blanc, Rosé, and Brut bottles and cans blend the brand colours with Walala’s playful aesthetic, resulting in eye-catching designs that capture a whimsy and exuberant spirit. Complementing the purchase of products are exclusive co-branded merchandise and collectables, including red envelopes, tote bags, glasses, and umbrellas, all thoughtfully crafted to reflect the cultural significance across Asia, while elevating the brand’s premium portfolio. Aligning with Accelerate SAIL strategy This collaboration aligns with Carlsberg Group’s Accelerate SAIL strategy, launched in February 2024, which aims to drive bold growth, enhance professionalism, and establish Carlsberg as a positive societal force. Inspired by this vision, 1664 continues to partner with forward-thinking creatives to reinforce its design-led, premium positioning in Asia. Explaining the insights behind the collaboration, Rommel P. Fuentebella, senior director, premium and execution of Carlsberg Asia, told MARKETING-INTERACTIVE that 1664 Blanc is all about good taste and bringing people together in its pursuit. “Walala’s ethos of “taking joy seriously” perfectly complements this spirit, adding vibrant energy to 1664 Blanc and aligning with the festive celebrations across Asia, where loved ones gather for happy occasions.” Walala perfectly embodies 1664’s design-led spirit, blending Parisian elegance with joyful creativity to celebrate individuality and strive for excellence, cementing 1664’s position as the beer of choice in the region’s highly competitive market, he added. Furthermore, this collaboration exemplifies the strategy by blending 1664’s elegance with bold artistic expression, creating experiences that resonate deeply in APAC markets where lifestyle and creativity are highly valued, he said.  The campaign is designed to celebrate local culture while reinforcing 1664’s premium positioning, Fuentebella said. This includes localised experiences such as pop-ups, influencer collaborations, and social media activations; design-led storytelling that connects with urban, style-conscious consumers in each market; as well as unified brand ethos of “good taste and shared celebration,” ensuring consistency across regions.  The partnership is designed to reach a wide audience, from people who enjoy drinking beer and appreciating good taste, to art lovers who are inspired by creativity, he added. It also resonates strongly with the younger generation seeking fresh cultural experiences, as well as consumers who value the connection between lifestyle, culture, and premium brands. The campaign is led by Epoch, a UK–based brand agency that made the partnership possible and creatively brought the 1664 x Walala collaboration to life across multiple consumer touchpoints. The brand also partnered with a London-based creative communications agency Full Fat, to lead the PR, influencer, and social media for the partnership.  The partnership is promoted through a mix of channels, including dynamic social media campaigns, coverage in traditional media, and curated gift seeding with media partners and KOLs to create authentic buzz and engagement, he said. “Our primary focus is to bring this partnership to life in-store via impactful displays, POS and shopper communications.” ROI measurement In terms of returns on investment, Fuentebella said this is measured through a combination of brand health metrics, sales uplift, and engagement analytics. This includes tracking sales performance across key SKUs and regions during the campaign period; social media reach and sentiment, especially around Walala’s installations and limited-edition packaging; earned media value from PR coverage and influencer collaborations; as well as consumer perception shifts. In addition to the art collaboration, the brand is activating a multi-channel festive strategy that includes limited-edition packaging tailored to local markets and seasonal celebrations; digital and influencer campaigns to amplify reach and cultural relevance; experiential pop-ups and installations to engage consumers in high-footfall areas; retail activations and bundle promotions to drive conversion at point of sale; localised content that celebrates regional traditions while reinforcing 1664’s premium Parisian ethos.  Set against the backdrop of Asia’s festive calendar, beginning in mid-October and leading up to Lunar New Year in different markets, 1664 reimagines longstanding traditions and rituals through the bold lens of contemporary design, inviting consumer engagement and shareability. This cultural celebration will unfold through a series of on-ground activations across the region, offering an intimate look into Walala’s creative process, her inspirations, and her interpretation of joy. The campaign officially launches in November in Malaysia and Hong Kong, setting the stage for immersive experiences to follow. A highlight of the journey will be a striking installation in Kuala Lumpur this December, followed by activations in key cities in China, Singapore, and Vietnam in the months ahead. Fuentebella said: “Elegantly unexpected, our 1664 x Walala collaboration creates a vibrant space where worlds collide—pouring a splash of joy into everyday moments and transforming them into meaningful connections.” “This first-ever Asia-wide collaboration with Walala exemplifies our approach of blending 1664’s French flair with locally resonant creativity to deliver innovative beer experiences tailored to diverse markets. Through bold activations and visionary partnerships, we aim to reaffirm our presence in key cities while planting strong foundations in recently entered and emerging markets,” he added.  Related articles: 1664 Blanc struts streetwear collection with Malaysian fashion brand Nerdunit1664 taps Robert Pattinson as global ambassador ahead of cinematic 2026 campaign source

Wise is taking aim at hidden foreign exchange fees with a tongue-in-cheek experiential pop-up, the ‘Chopped carrot head stall’, launching this weekend at Funan Mall. The campaign was conceptualised by Sweatshop, which led the creative development and partnered with Flash Concepts for events execution and IN.FOM for PR support. According to Wise, Singaporeans lost an estimated SG$580 million in 2024 to hidden fees and inflated exchange rates when sending money overseas, a figure projected to hit SG$1.03 billion by 2029, based on research by Edgar Dunn & Company. In local slang, these consumers are getting ‘chopped carrot head‘, a Singlish phrase for being ripped off. To highlight the issue, the international money app is inviting the public to learn how to spot “sneaky markups” through a series of carrot-themed games and activities running from 7 to 9 November. Don’t miss: Giant Mofusand cats pounce around SG in playful takeover  The activation includes three stations — ‘Pluck-a-carrot’, ‘Weigh-a-carrot’ and ‘Chop chop carrot head’ — where participants can test their reflexes, answer trivia, and learn how to save on international transfers. Visitors who complete all stations can collect stamps to redeem exclusive Wise merchandise such as a radish bucket hat, plushie keychain, or a bottle of carrot juice, with a chance to win a SG$300 Scoot voucher. “It’s wild that people in Singapore lost S$580 million to hidden fees last year; that’s some serious cake being eaten at our expense,” said Mehul Gopal, Wise spokesperson and self-proclaimed anti-chopped carrot head advocate. “Most people don’t know how much they actually pay to send money overseas because of opaque pricing structures that often say low or no fees but secretly mark up the exchange rate. We think enough is enough, and it’s time people stop getting chopped and keep their money where it belongs — rooted firmly in their pockets,” he added.  “‘Chopped Carrot Head’ is a classic Singaporean term for getting ripped off, and no one likes to feel that way,” said Adrian Yeap, founder and chief sweaty creative of Sweatshop. “In collaboration with Wise, we’ve tapped into that insight, blending social and experiential channels to arm people with the knowledge to avoid becoming chopped carrot heads when they send money overseas.” The activation comes as Wise ramps up its regional presence through strategic partnerships and market investments. Most recently, the fintech teamed up with the Singapore Tourism Board (STB) to attract Malaysian travelers by offering them greater financial transparency and value when spending in Singapore. The collaboration combines STB’s destination marketing expertise with Wise’s fee-free cross-border solutions, supported by digital and social campaigns spotlighting Singapore’s latest attractions such as Minion Land and Rainforest Wild ASIA. In Australia, Wise also appointed Havas Red as its first PR agency of record to drive earned storytelling and deepen engagement across consumer, SME, and banking audiences. The move marks a more aggressive communications push as Wise continues to scale its footprint in key APAC markets. Related articles:   STB partners Wise to woo Malaysian travellers with seamless spending  Wise selects Havas Red as first Australian PR agency to drive next phase of growth  Wise to suspend e-wallet operations in ID  source

Artificial intelligence (AI) is reshaping how we communicate, create, and innovate. In fact, generative AI (Gen AI) has emerged as a top-three business priority for 83% of C-suite executives across the Asia-Pacific region, according to a 2024 Salesforce study.   This shift is most evident in the evolution of search. AI-generated responses are now served directly on results pages, reducing the need for users to click through to websites. At the same time, tools such as Google Lens and multimodal search are redefining traditional search behaviour, allowing users to query with images, text, and voice. This rise of “zero-click” searches is forcing a strategic pivot for marketers and brands. The rise in zero-click searches has really changed the game for industry players, according to Gary Cheung, managing director, HK, TW and SEA, NP Digital. “Now, instead of just trying to drive traffic to websites, we’re all about creating content that gives users the answers they need right away.”  For industry players such as Jenny Yam, performance director, OMG Hong Kong, said the agency has moved from chasing clicks to owning the answer. “Our primary goal is now to ensure our clients’ brand is the information featured in AI summaries and snippets, establishing authority on the results pages.”   This also requires embracing AI-powered targeting solutions and refining our keyword strategy from product-based to focus on the intent-based, conversational questions that users are asking today, she said.   With Google and AI-powered engines keeping users on their platforms, the focus must shift to visibility, according to Marcus Ho, managing director, Brew Interactive.   “Instead of fighting that, we tell clients to optimise for visibility, not just clicks. That means structuring content in Q&A formats to win featured snippets and AI overviews; Investing more in brand-building so when people see your answer, they recognise your company and come back later.”  “Traffic may not land on your site immediately, but if your brand consistently shows up in zero-click environments, you win mindshare,” he added.  New era of performance marketing  This evolution marks a new chapter for performance marketing, shifting toward an omnichannel approach that emphasises overall brand visibility over direct conversions from a single link. “AI and machine learning will play a larger role in predictive analytics, personalisation at scale, and automated campaign optimisation. Marketers will focus on delivering hyper-personalised content across platforms, embracing social commerce, influencer authenticity, and voice search optimisation,” said Chris Tam, co-founder and director of SDMC. “Measurement will rely more on impressions, brand mentions, engagement, and AI-driven insights rather than traditional click-through rates.” However, some see this not as a revolution, but a reset. Jeffrey Hau, co-founder, PRIZM Group, argued that URLs still matter. “The key to success remains creating quality content, but now it needs to be more authoritative and backed by hard facts. KPIs will need to be revised, and marketers must stay tuned to new ad gameplay related to AI overview placements, with the trend, it is almost not an option.” In fact, the value of traditional SEO signals may be increasing. Brew Interactive’s Ho pointed to research showing that AI tools such as Perplexity and Gemini frequently cite external sources. “A study of 40,000 AI responses found Perplexity cited external sources 6.6 times per answer, Gemini 6.1, and ChatGPT 2.6 on average. This is clear evidence of how reputable sites still fuel AI. Performance marketing won’t just chase clicks—it will focus on earning citations and building domain authority so AI chooses your brand.” Measuring success in a post-click world  With the decline of clicks, how can value be measured? SDMC’s Tam suggests leaning on: Engagement metrics on platform Off-SERP conversions and actions Dwell time and interaction with rich content Branded mentions across platforms To connect this upper-funnel visibility to business outcomes, OMG Hong Kong is turning to innovative methods such as lightweight Marketing Mix Modeling (MMM), said Chris Kwok, data director, OMG Hong Kong.  “This allows us to correlate the high-funnel brand exposure gained in search with broader business metrics like overall sales or an increase in branded search queries, proving value without relying on a direct click. We can also supplement this with brand lift studies and by monitoring shifts in direct and social traffic that may be influenced by search visibility.”   He anticipates new, contextual ad formats emerging directly inside these AI conversations, such as the sponsored follow-up questions. “This would create a dynamic where our advertising strategies need to be agile enough to work with new AI systems to gain visibility. While this could shorten the conversion funnel, the industry must be ready to navigate new complexities in attribution.”  Ultimately, as PRIZM’s Hau notes, the value of an impression must still be tied to business outcomes. “The trend will likely shift toward fewer impressions but higher-quality clicks and traffic. We need to adjust and update the benchmarks and KPIs that we’ve been using to reflect that change.”  Related articles: Telkomsel’s latest bundle marries high-speed data with premium AI searchAI platform Perplexity to in talks to double valuation to US$8 billion source

Brand and growth consultancy MOMENTRA has officially launched in Singapore, aiming to help organisations turn strategic intent into actionable growth. Founded by June Chow, who previously led the brand and communications strategy for Samsung, LEGO, Heineken and AirAsia across APAC, MOMENTRA is designed to support founders, SMEs, and leadership teams in strengthening positioning, aligning internal culture, and building sustainable momentum. The consultancy positions itself as a partner for organisations seeking to bridge the gap between “thinking and doing.” At the core of MOMENTRA’s approach is ‘The Momentum Compass’, a framework that guides companies from strategic clarity to market resonance, ensuring growth across brand, culture, and commercial outcomes. Its services include strategic advisory, branding narrative development, brand clarity workshops, and fractional communications support for organisations scaling with purpose and discipline. Don’t miss: Boutique advisory Roots Consultancy sets up in Singapore MOMENTRA currently serves organisations across APAC, with a focus on Southeast Asia — particularly Singapore, Malaysia, Indonesia and Vietnam. “These markets share high growth potential and distinct challenges around digital transformation, brand clarity and scaling culture, which align well with our strengths,” Chow told MARKETING-INTERACTIVE. She also sees opportunities in North Asia, including China, Taiwan and Hong Kong, where she hopes to support brands when the right strategic opportunities arise. The consultancy is intentionally starting lean. Chow leads as principal strategist and works with a curated network of senior specialists engaged per project. “This collaborative model ensures agility, deep expertise and senior-level thinking across every engagement,” she said, adding: Growth will be strategic, prioritising capability and the right talent over headcount. MOMENTRA is in active discussions with organisations across technology, financial services, consumer lifestyle and professional services sectors. In recent months, the consultancy has focused on strategic build activities, including validating market needs, refining frameworks, and working with selected leaders and founders to enhance value delivery. “Many organisations don’t struggle from lack of ambition, but from lack of clarity. When positioning is unclear and direction is vague, teams move without alignment, messaging fragments, and growth becomes episodic. MOMENTRA exists to turn vision into aligned, consistent execution,” said Chow.  She added, “Campaigns fade. Momentum lasts. Our success metric is simple – teams that operate with clarity, communicate with conviction and grow with consistency.” The launch follows Chow’s departure from Samsung Singapore earlier this year, where she served as head of corporate marketing for four years. In June, she unveiled her career transition on LinkedIn, sharing that she was taking time to reset, reflect, and realign her focus for future growth. With experience spanning both agency and in-house roles, Chow had said she was looking to take on a more strategic role that goes beyond storytelling to drive broader business impact. Before joining Samsung, she served as regional communications lead at AirAsia for a year and a half, where she led strategic communications, brand management and thought leadership efforts. She also oversaw crisis communications, stakeholder engagement, and messaging frameworks across regional teams. Related articles: Design consultancy Elephant stomps into Singapore with new APAC hub    Strategic comms consultancy ACID launches in SG    B2B influencer marketing consultancy INFLUENCE opens shop in Singapore   source

Ahead of the conclusion of Stranger Things, Netflix Thailand has launched a rewatch campaign with a nostalgic twist: a recap of past seasons that audiences can listen to, rather than watch. Created in collaboration with creative agency VML Thailand, the “Stranger Things recap cassette”, delivers an immersive, 1980s-inspired sound experience that retells all four seasons entirely through audio. Through this initiative, listeners would be able to hear the crackle of tape, the hum of streetlights, laughter echoing through walkie-talkies, and the iconic synths signalling that the Upside Down is near. Don’t miss: Nostalgia is not enough: How brands can get the rising trend right  The cassette also brings back familiar scenes and characters in a way that evokes memory and emotion, allowing fans to reconnect with the series through sound. In a LinkedIn post, Ranus Srirungruangdeja, head of marketing at Netflix Thailand, said that she “couldn’t be prouder to bring this retro storytelling to life.” “This is a project that proves great stories can transport us in any formats,” she added. The campaign forms part of Netflix’s global fan celebration, inviting viewers around the world to come together for “One last adventure”, a series of virtual and in-person events honouring the cultural phenomenon that defined a generation. In Asia, Netflix is bringing the celebration to life through immersive local experiences. In Thailand, fans will take part in a special “Stranger Things: One last adventure” activation running from 20 to 28 December, guiding them through Bangkok’s iconic old town streets in a nostalgic farewell to the series. Over in Jakarta, fans are invited to relive the spirit of Hawkins with ‘One last ride’, a retro bike-ride arcade experience complete with photo booths and Easter egg hunts, happening from 21 to 30 November. Meanwhile, in Kuala Lumpur, Stranger Things will take over the city from 27 to 29 November, inviting fans to embark on a final ride through the streets of the Malaysian capital. The experience will blend familiar 1980s settings from Hawkins and California with terrifying encounters from the Upside Down, a fitting farewell to the series that has captured hearts across the world. Fans in Manila will also be treated to a ‘One last adventure’ fan event from 27 to 29 November, while Tokyo will host ‘Stranger Things 5: One last adventure’ at Livedoor Urban Sports Park on 22 November. The Japanese activation will feature immersive sets, themed food and drinks, photo opportunities, cast appearances, and a special screening later in the evening. Together, the experiences mark the start of Netflix’s global goodbye to one of its most beloved series, and a heartfelt thank-you to the fans who’ve been with Stranger Things since the beginning.  Related articles:   Step into the ‘Upside down’ with Nestlé’s new Stranger Things Drumstick  Netflix taps Mattel and Hasbro to bring KPop Demon Hunters to toy aisles  Netflix brings Wednesday’s black tears to life through eerie Grand Canal activation  source

Experiential and brand activation agency Verve has officially landed in Singapore, marking a key milestone in the agency’s global expansion. The new office extends the agency’s footprint into Asia, joining its existing hubs in Dublin, London, and Amsterdam. Founded in Dublin over 30 years ago, Verve has grown into Ireland’s largest experiential and brand activation agency, now operating across Europe and Asia. Leading the Singapore team is Michael Pring (pictured left), country head and global client and development director, supported by Verve’s global leadership, including founder Ronan Traynor (pictured center), COO Barry Muldowney (pictured right), and group creative director Mike Kettles. Don’t miss: Brand and growth consultancy MOMENTRA opens shop in Singapore The launch comes as brands increasingly seek connected live experiences across regions. From Singapore, Verve will serve both international clients and regional brands with its full suite of services: event management, sponsorship activation, and brand experience. As part of The Opus Group, the Singapore office strengthens the group’s ability to deliver connected brand experiences worldwide. Verve’s commitment to creativity, sustainability, and culture runs through everything it does. The agency is a B Corp and holds ISO 20121 and ISO 14001 certifications, reflecting its focus on responsible event management. The Singapore team will bring Verve’s trademark culture to Asia, combining strategic thinking with bold creativity and flawless delivery. Recent highlights include Google’s marquee exhibition at World Summit AI 2025 in Amsterdam, Guinness Men’s and Women’s Six Nations Championship activations across fan zones, media moments and VIP experiences, and the ever-popular Coca-Cola Christmas truck experience. “Singapore has become one of the world’s most dynamic hubs for global business and live experience, and it’s clear there’s a huge opportunity to bring Verve’s creative energy, sustainability focus, and collaborative approach to brands across the region,” said Pring. “This move comes after a hugely successful period where we’ve grown our international client relationships and seen our work recognised with some of the industry’s top accolades,” added Muldowney.  In tandem, Traynor said “Opening our dedicated office in Singapore is a natural next step for Verve and a sign of our continued momentum. Being in Singapore allows us to better collaborate across time zones and deliver for clients wherever and whenever they need us. It also gives our people new opportunities to work and create at a global scale.” Verve is not the only new kid on the block. In July this year, UK-based social media agency Battenhall launched its new regional hub in Singapore in a move to strengthen its footprint across the Asia Pacific region. Led by Rhian Robinson as managing director, the expansion will see new roles created in social media consulting, creative and client management.  Meanwhile, New Zealand experiential agency Darkhorse expanded into Asia in February this year, kicking off a series of regional leadership appointments, including Nicolle Jayne Sing as business director, Guilet Libby as group creative director, and Leah O’Brien as director of experiential. Related articles:   COMCO Mundo expands SEA footprint with Singapore launch Design consultancy Elephant stomps into Singapore with new APAC hub  Australian PR agency LaunchLink enters SG amid APAC tech boom  source

The Singapore Tourism Board (STB) has teamed up with Chinese artist XIN LIU for her latest single, Passion, filmed across four of the city’s iconic locations: the Asian Civilisations Museum, Jurong Lake Gardens, Clarke Quay, and Haji Lane. The video explores different dimensions of passion. The neoclassical architecture of the Asian Civilisations Museum sets a reflective tone, while Clarke Quay and Haji Lane showcase urban energy and spontaneity. Jurong Lake Gardens provides a natural setting for raw, unfiltered emotion. The project supports STB’s branded entertainment efforts and its latest campaign targeting Gen Z and millennial travellers seeking unique experiences. Don’t miss: How STB is grabbing attention in the age of endless scrolling    Directed by first-time Singapore visitor Yuann, the video highlights the city’s mix of colonial architecture and lush greenery. Choreography was led by Singapore-based dance collective Jam Republic, with creative direction from Kirsten Dodgen. Five local dancers bring XIN’s emotional vision to life, turning “passion” into movement across the cityscape. Passion is now streaming on all major platforms. Through the language of dance and place, XIN LIU invites audiences into a cross-cultural journey where emotion, artistry, and city life become inseparable. “I’ve been exploring the concept of my world tour, ‘XANADU’, for a long time, and when I arrived in Singapore, I was struck by how inspiring the city is. In Singapore’s unique tapestry of culture, nature and urban vibrancy, I’ve discovered my creative journey – one where timeless heritage embraces modernity,” said XIN LIU. She added, “To me, Singapore is a canvas of artistic possibilities. It is a place where the surrounding beauty invites you to reflect on your inner self.” MARKETING-INTERACTIVE has reached out for more information. In May, the board partnered with BIGHIT MUSIC on BTS Jin’s official music video for Don’t Say You Love Me, from his second solo album Echo. Set against Singapore’s distinctive cityscape, the video blended music, visual storytelling, and travel experiences to showcase the nation’s diverse charms to a global audience. Filmed across multiple destinations — including the National Gallery Singapore, the Singapore Flyer, Gardens by the Bay, and Anderson Bridge — alongside neighbourhood gems such as Keng Eng Kee Seafood and Goldhill Plaza, the production positioned Singapore as both a dynamic travel destination and a meaningful backdrop for Jin’s emotional narrative. That collaboration was followed in August by a partnership with K-pop star JISOO for Your Love, a track from her mini album AMORTAGE. Set against the lush Mandai Wildlife Reserve, the video highlighted Singapore’s natural wonders and wildlife attractions while deepening the emotional resonance of JISOO’s music. The project aimed to promote Singapore’s culture and landscapes to Korean and international audiences, reinforcing STB’s ongoing strategy to position the city-state as a dynamic destination for Gen Z and millennial travellers. Related articles: STB strikes content marketing gold again featuring Singapore in Coldplay video STB seeks creative production team for digital content pushSTB and Mafengwo redefine Chinese travel with AI-powered personalised journeys       source

Move over, Gen Z. A new player has entered the arena, and they’ve never known a world without TikTok, iPads, or Minecraft. Gen Alpha, made up of those born from 2010 onwards, is the most connected, tech-native generation to date. By 2029, they’re projected to be over two billion strong globally, and according to McCrindle Research, they’ll become the largest generation in history, with a combined spending power (via their parents) estimated at US$5.46 trillion annually by 2030. And they’re not just passively watching content. They’re building worlds in Roblox, attending concerts in Fortnite, and co-creating avatars with brands before they can spell “advertising”. Gaming, in particular, has emerged as more than just a digital playground, it’s a gateway to identity, community, and culture. Don’t miss: APAC leads in mobile gaming growth: What marketers need to know Brands are already making moves. In April, McDonald’s teamed up with Minecraft to launch limited-time meals and collectibles tied to The Minecraft Movie, bringing pixelated fantasies to life with real-world food, characters, and play. Closer to home, Singapore Repertory Theatre (SRT) brought Shakespeare to the metaverse with an immersive Macbeth experience on Roblox, targeting a new generation of theatregoers. Even giants such as IKEA, adidas, and Fenty Beauty have entered the game, quite literally. But as the race to engage Gen Alpha accelerates, one thing is clear: Marketers can’t simply port old playbooks into new worlds. This generation doesn’t want to be sold to, they want to play, build, and belong. So how can brands get it right without becoming the cringe NPC (non-player character) no one invited? Catch ’em early  Gen Alpha isn’t just the “next generation”, they’re already a force brands can’t afford to ignore. As Kaveri Khullar, SVP, consumer marketing and sponsorships, Asia Pacific at Mastercard points out, Gen Alpha questions norms, values simplicity, and won’t settle for one-size-fits-all marketing. They’re not spending their own cash yet, but they hold serious sway over family purchasing decisions, making early engagement a smart bet. “While they navigate the digital world with ease, they also actively seek out in-person experiences to find balance and genuine human connection, a desire that brands must foster,” she added.  For Shivendra Dikshit, senior strategy director at Ogilvy Singapore, who was previously at VaynerMedia, marketing early allows brands to earn a place in their evolving identities, not just their feeds. Gen Alpha is growing up in a world where the lines between content, community, and commerce are blurred. They don’t just watch content, they shape it, remix it, and live inside it. This means marketers need to stop broadcasting at them and start inviting them into brand stories that feel native to their digital playgrounds. With screens deeply woven into their lives, from virtual classrooms to social video platforms, interactive content is the name of the game. Game on: The marketing power of play If you want to reach Gen Alpha, you’ll have to meet them where they play, inside the worlds of video games. Platforms such as Roblox and Minecraft aren’t just games anymore, they’ve become sprawling digital playgrounds where identity, creativity, and community collide. Khullar describes them as “vibrant social ecosystems,” offering more than just entertainment, they’re spaces for self-expression, exploration, and even learning. Mastercard picked up on this shift with its “Mastercard gamer exchange,” a platform built on the insight that traditional loyalty programs don’t cut it for today’s digital-first, gaming-savvy consumers. Instead of the usual air miles and vouchers, the exchange lets players convert loyalty points into in-game credits across popular titles. At the same time, it opens the door for Mastercard’s partner brands to enter the gaming arena, a market that’s booming but often overlooked by conventional rewards programs. Dikshit agrees that the real power of gaming lies in its immersive, community-driven nature. “These spaces are more than entertainment — they’re cultural hubs where self-expression and community collide,” he said. That’s why brands need to blend in, not barge in. Instead of dropping in with disruptive ads, he added, marketers should co-create experiences that feel native to the game, think branded skins, custom missions, or entire worlds that enhance the gameplay rather than hijack it. But first, don’t be cringe Here’s the cold splash of water: Gaming audiences smell inauthenticity from a mile away. Token ad placements or forced brand insertions not only flop, they spark backlash. Dikshit warns against treating gamers like a monolith. “This generation is hyper-individualised, with unique interests and subcultures that thrive within each game, platform, and fandom. Brands often misstep by coming in too broad or too forced, which alienates rather than engages,” he said. Khullar echoed this, stating the brands that succeed in gaming truly get the culture and show up with real value, whether that’s hooking players up with real-life experiences, game credits, virtual gear, or investing in the gamer and creator community through skill-building platforms. Regulatory hurdles also loom large, especially for sensitive segments such as underage audiences or alcohol brands navigating age restrictions. While Gen Alpha may still be years away from legal drinking age, Shaun Lim, commercial development manager at Heineken APAC, noted that one of the key challenges brands face when entering the gaming space is navigating the sheer volume and variety of titles and platforms available. “Identifying the right game or platform, one that aligns with the brand’s values and resonates authentically with the intended audience is crucial for relevance and long-term impact,” he added.  Show me the XP: The future of gaming and marketing Forget clicks and impressions alone, ROI in gaming demands a more nuanced lens. Lim urges brands to blend hard metrics such as engagement, time spent, and branded asset interactions with softer indicators such as community sentiment and cultural relevance. Similarly, Dikshit argues that traditional metrics such as impressions and reach only scratch the surface when measuring gaming ROI. He also noted the importance of cultural impact, pointing out that when a brand becomes part of memes, user-generated content, and online conversations, it shows meaningful influence beyond simple

After more than five decades of operating exclusively offline, Mustafa Centre has launched its eCommerce website, offering over 3,000 products to meet growing customer demand for online shopping. According to The Straits Times (ST), the move follows years of requests from customers who wanted the convenience of shopping from home. Mustafa Centre co-founder and managing director Mustaq Ahmad told ST that while the retailer was entering the online space later than competitors, the focus was on ensuring the service remained financially sustainable. Mustaq reportedly said the company’s approach to eCommerce would prioritise profitability from the outset, with prices set to reflect actual operating costs to ensure the business remains financially sustainable. Don’t miss: Study: 81% of APAC shoppers want AI-powered shopping tools The retailer’s online platform, launched on 28 October, currently offers only a fraction of its total 500,000 products available in-store. There are plans to reportedly add about 1,000 new products each month. Average order values currently stand at around SG$200, said Ronnie Faizal Tan, head of overseas projects at Mustafa, in conversation with ST. Mustafa’s eCommerce offering includes groceries, household items, perfumes, chocolates and specialty products such as those from Indian dairy brand Amul. Delivery fees are set at SG$10 for orders below SG$150 and free for those above. Same-day delivery will reportedly not be offered yet as the company calibrates manpower and logistics. For now, the retailer is reportedly using its six-storey complex as a warehouse, with about 10 staff – mainly former cashiers retrained as pickers and packers – fulfilling online orders. Tan told ST that the company may consider automated packing and a dedicated delivery fleet in future if demand increases. Mustafa Centre, which draws about 15,000 shoppers daily, reportedly hopes the new online channel will serve both its loyal base and new customers who have yet to visit the physical store. Mustaq reportedly said the decision to launch the online platform was driven by long-standing customer demand for greater convenience, as many regulars still preferred shopping at Mustafa but wanted the flexibility to do so from home. Tan reportedly added that entering the eCommerce space at a later stage allowed the company to learn from the challenges faced by earlier players and refine its logistics and operations strategy, as the industry has since matured significantly. MARKETING-INTERACTIVE has reached out to Mustafa Centre for more information.  Mustafa’s move online comes amid broader trends of legacy retailers embracing digital channels. In October, FairPrice Group (FPG) launched ‘FPG ADvantage‘, Singapore’s largest omnichannel retail media network, connecting brands with consumers across shopping, dining, and digital touchpoints. The platform leverages over 570 locations, including FairPrice supermarkets, Cheers outlets, Unity pharmacies, and Kopitiam food courts, and combines physical and digital assets, from more than 1,000 digital screens and in-store radio across 150 supermarkets to AI-enabled smart carts, over 6,000 Kopitiam tabletop decals, and in-app placements, engaging 1.7 million app users and two million Link Rewards members daily. FPG ADvantage also allows advertisers to link digital ad performance directly to verified sales within the ecosystem, enabling real-time optimisation and measurable return on spend. Related articles: Study: 73% of SEA shoppers say yes to AI but still want human support  YouTube Shopping lands in SG amid demand for content-driven experiences    FairPrice gets futuristic with smart carts, palm pay and AI-powered store ops source