marketing interactive

This Lunar New Year, the Singapore Tourism Board (STB) is taking a decidedly human approach to matchmaking with its new campaign, “Aunties, not algorithms”, demonstrating how storytelling, local culture, and authentic personalities can cut through the clutter of typical consumer campaigns. Targeting singles in a landscape dominated by dating apps, the initiative pairs two lucky participants through celebrity aunties Atsuko Okatsuka and Tan Kheng Hua, alongside astrologer and matchmaker Aliza Kelly, emphasising trust, warmth, and cultural nuance over algorithm-driven matches. The winning duo will also win an exclusive Singaporean cooking class with Michelin-starred Chef Malcolm, featuring Peranakan flavors and shared plates, round-trip flights and a centrally located hotel stay in Singapore, and a curated itinerary and spending stipend to explore the city’s hawker centers, gardens, skylines, and neighborhoods at a relaxed pace. Don’t miss: Huat’s the deal? Brands stack the table with CNY mahjong sets  The campaign cleverly leverages cultural insight to create relevance. In Singapore and wider Asia, aunties are more than just family. They are trusted advisors, known for their candid guidance and personal investment in others’ lives. By tapping into this archetype, STB positions the city as not only a destination for travel but also a space for meaningful, memorable experiences that resonate emotionally with audiences. This campaign invites participants to submit their profiles at FirstDateInSingapore.com for a chance to be paired with an auntie-approved match. “I’ve heard the dating horror stories. From doomscrolling to awkward small talk to people ghosting you. I don’t want anyone to suffer that anymore,” said standup comedian Atsuko Okatsuka. “Becoming an auntie to help someone skip the apps and land an epic first date in Singapore — a place full of amazing food, culture, and personality — is an honour. I’m here to report for duty.” Strategically, “Aunties, not algorithms” merges content and commerce seamlessly. It integrates Singapore’s culinary, cultural, and hospitality assets into the narrative, from Peranakan cooking classes to hawker centre strolls, presenting the city as a backdrop for intimate, human moments rather than a mere tourism checklist. This experiential storytelling approach not only drives engagement but also demonstrates the value of aligning a destination’s brand with lived experiences that reflect its identity and heritage. By featuring personalities with built-in audiences and combining them with a culturally resonant narrative, STB maximises earned media opportunities while creating a highly Instagrammable and shareable story. “Whether it’s a reunion or a fresh start, our city offers experiences that bring people together, through our food, culture, and a sense of celebration that’s felt year-round,” said Eileen Lee, senior vice president, Americas at STB. In positioning the city as a place where personal stories unfold naturally, the campaign highlights the potential of culturally informed marketing that respects both audience intelligence and emotional resonance, offering a fresh blueprint for how tourism brands can engage meaningfully with their markets in an increasingly crowded digital space. The contest is open now through March 13, 2026, giving singles a unique chance to ditch the apps and discover a first date guided by genuine human connection. Still in Singapore, the Singapore Kindness Movement (SKM) is celebrating the importance of community with the release of its latest short film, Pineapple Tarts, the third instalment in its “Multicultural Mosaics” series. Released on 6 February, Pineapple Tarts centres on Chinese New Year and follows four neighbours as they engage in a friendly pineapple tart-making competition. Amid playful banter and spirited rivalry, the film showcases how festive traditions can transcend ethnic boundaries, highlighting universal themes of kindness, reunion, and harmony that resonate across Singapore’s diverse communities. Meanwhile, Australian Pork has launched a Chinese New Year campaign in Singapore challenging traditional ideas of prosperity at the reunion table, shifting the focus from abundance to trust, quality and peace of mind. The campaign features MasterChef Singapore judge and author Audra Morrice, who positions ingredient integrity as central to modern celebrations. As part of the campaign, Morrice made surprise visits to three local food creators, Eric Youn (@esyfilms), Daren Teo (@thepantryboy) and Shuang Yu (@aflouryspace), capturing unscripted moments as they prepared festive dishes using Australian Pork. Related articles: Why Yo-Chi’s first local collab is a sweet spin on CNY tradition Australian Pork reframes CNY prosperity beyond the size of the feast SKM serves up friendly rivalry and sweet treats in cheeky CNY film  source

This month, MARKETING-INTERACTIVE is running its Women Who Lead podcast series in conjunction with International Women’s Day, spotlighting female leaders across the region’s agency landscape. The series unpacks leadership journeys, hard-earned lessons, and what meaningful progress truly looks like across marketing, advertising, and communications. The second episode features Anna Vanessa Haotanto, founder of Zora Health, a fertility, menopause and family health platform that partners with employers to deliver personalised, end to end care across life stages through digital support, medical consultations, curated services, and access to a regional network of clinics and specialists. For Haotanto, entrepreneurship was not a linear leap, but a deliberate choice shaped by personal struggle and rigorous self reflection. After undergoing five surgeries in 2022 and navigating her own fertility journey years earlier, she began questioning why women’s health remained shrouded in stigma and confusion. “There is a lot of information out there,” she said, “but how would you know what is the right information for you?” Listen to the full conversation here on YouTube: Don’t miss: Women who lead: Mutant’s Lina Marican on embracing leadership despite self-doubtThat frustration eventually evolved into Zora Health, now working with 128 clinic partners across 16 countries. However, Haotanto is candid about the realities of building a healthtech business. “Whatever you do, make sure it’s something you’re willing to suffer for,” she said. “I have done fintech, finance, F&B. They are all hard. But nothing comes as hard as healthtech.” The past year, she admits, has been her toughest in a decade of founding the company. “There were many times I wondered, why am I here? But I can’t give up. I needed to see it through.” Her advice to aspiring female entrepreneurs is pragmatic rather than romantic. “Start small. Validate your idea while holding a job. Build a reserve before you do it full time,” she said, adding that founders should have at least two to three years of cash reserves. “Entrepreneurship is very hard. You don’t have a safety net. Moreover, everybody’s problem is your problem.” She also lives by a personal mantra, “Never complain and never explain.” The first, she said, is about gratitude. “You choose to do this. You get to do this.” The second is about conviction. “You don’t have to explain your decisions all the time. It is your company and your life.” Beyond business growth, Haotanto hopes to see deeper systemic change in women’s health. Education and awareness are critical, she said, but insufficient on their own. “Real support is not just community or content. It is dollars and cents.” She hopes more governments and corporates will fund fertility, menopause and family health benefits, from treatment subsidies to flexible work arrangements. “I think things are improving,” she added. “But we can do much more so people can live with options and without shame.” Also catch the podcast on Spotify: Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.Related articles: Women who lead: Gushcloud’s Althea Lim on creating sustainable incomes for content creatorsAgency agenda: Amrita Randhawa talks acquisitions and Publicis’ AI play Women who lead: PHD APAC’s Eileen Ooi on the power of people-first leadership source

With the inaugural Content360 Awards approaching its entry deadline, brands and agencies now have slightly more than a week left to submit their work before entries close on 27 February. The awards are designed to recognise campaigns that demonstrate strong storytelling, strategic thinking, and measurable impact, spotlighting excellence in content marketing within Singapore’s evolving marketing landscape. A key component of the judging process is the case study video, which entrants submit alongside their written entries. This allows judges to quickly understand the campaign narrative — from the initial challenge and insight to execution and results — in a clear and engaging format. When executed effectively, a video brings a campaign to life, providing context and clarity that written submissions alone may not fully convey. Beyond evaluation, case study videos from all winners will also be screened during the awards reception, placing winning work in front of industry peers and leaders. The showcase provides additional visibility and recognition for the brands behind the campaigns, while allowing attendees to learn from real-world examples of effective content marketing, turning winning entries into case studies that help shape industry best practices. Don’t miss: 5 tips to acing your Content360 submissions Given their role in judging and the awards showcase, case study videos need to communicate campaigns clearly and effectively. With judges reviewing multiple entries, clarity and focus are essential. Here are three common pitfalls to avoid when preparing your video submission. 1. Overloading the video with information A common mistake is attempting to include every detail of the campaign. Instead of strengthening the story, excessive information can make it difficult for judges to identify the key message. Effective videos prioritise the most important elements — the challenge, the strategy, the execution, and the results — and present them in a clear, logical flow. 2. Focusing on visuals without explaining impact Strong visuals and creative edits can capture attention, but they should not come at the expense of substance. Judges are ultimately evaluating effectiveness. Videos should clearly explain why decisions were made and how the campaign delivered results, rather than relying solely on montage-style highlights. 3. Lack of a clear narrative structure Even successful campaigns can lose impact if the story is unclear. Case study videos should guide judges through a beginning, middle, and end — outlining the problem, the solution, and the outcome. A structured narrative helps ensure the value of the work is immediately understood. With the submission deadline fast approaching on 27 February, marketers looking to showcase their work are encouraged to finalise their entries soon. To find out more about the Content360 Awards and submission details, click here. Related articles:  Is content helping your marketing strategy, or are you just spamming?  Meet your first 10 jury members for the inaugural Content360 Awards  MARKETING-INTERACTIVE launches inaugural Content360 Awards in SG  source

The LEGO Group has teamed up with Peanuts to launch the first-ever brick-built LEGO Ideas Peanuts: Snoopy’s Doghouse set, available for pre-order and on sale from 1 June 2026. The 964-piece set brings iconic moments from the comic strip’s 75-year history to life, letting fans pose Snoopy and his sidekick Woodstock in multiple ways. Builders can recreate a campfire scene under a starry sky, with the duo toasting marshmallows, or display Snoopy lying atop his red doghouse, typing on a LEGO typewriter, or standing upright. Designed by Atlanta-based LEGO fan Robert Becker through the LEGO Ideas programme, the set earned 10,000 votes from the community before being approved by the LEGO Ideas review board. Its versatile, playful design was a clear crowd favourite. Don’t miss: The LEGO Group and Crocs unite to celebrate creativity and self-expression  Fans can also access the LEGO Builder app for an enhanced experience, including 3D instructions, zooming, and progress tracking. The set will be available for purchase online, at LEGO stores, and select global retailers starting 1 June. “This set has so much character, clearly inspired by an iconic scene from the Peanuts comic strip. Giving fans the opportunity to build the campfire scene of Snoopy and Woodstock toasting marshmallows under a starry night is a wonderful representation of a much-loved character. To further enhance the set’s timeless appeal, we added Snoopy’s red doghouse for fans to enjoy,” said Monica Pedersen, marketing director at the LEGO Group. She added, “We were delighted that the Snoopy Campfire product idea received over 10,000 votes on the LEGO Ideas platform. Having Snoopy and Woodstock come to LEGO bricks is wonderful for Peanuts and LEGO fans alike.” In tandem, Scott Shillet, VP, global licensing hardlines of Peanuts said “We are incredibly excited to partner with the LEGO Group and unveil the first-ever Peanuts set. We know that fans around the world will be delighted to see these two iconic brands finally come together. The charming scene with best friends Snoopy and Woodstock will capture the hearts of Peanuts fans and LEGO collectors of all ages.” Speaking on his design, Becker said, “I’ve always been a huge fan of Snoopy and the LEGO brand, so I decided to design my own version of him. It wasn’t easy, he and Woodstock are so recognisable that translating them into 3D LEGO models took a lot of trial and error. I originally built them for myself, but over the course of a year my family persuaded me to submit them to the LEGO Ideas platform, and now here we are. I’m beyond excited and honoured that Snoopy is becoming an official LEGO set.” The release follows LEGO’s recent Valentine’s Day activation in Singapore, where the brand put a playful twist on the classic bouquet. At a limited-time Bloom Bar pop-up at Raffles City from 2 to 15 February, visitors could build their own LEGO floral creations, explore curated LEGO Botanicals sets, and capture photos along the way. Smaller activations around the city included a vintage-style photo truck near City Hall and ‘Bloom squad’ giveaways of fresh roses and vouchers redeemable for LEGO rose stalks at participating stores. 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: LEGO builds ‘mini airport within an airport’ to welcome travellers to Malaysia       Nike and LEGO transform Shanghai school playground into modular sports space    LEGO taps Tom Holland to bring imagination back into play source

As we trot out of the whirlwind that was the Year of the Dragon, the next zodiac gallops in with hooves full of promise and a mane of mischief. Will the Year of the Horse carry marketers toward victory, or leave them chasing their own tails? Before we can saddle up for what’s ahead, a glance at the global marketing landscape shows plenty of reason to hold the reins tight, and sprint where it counts. Global ad spend is set to surpass US$1 trillion in 2026, with APAC leading growth and digital, and AI-driven, channels dominating the track. Short-form video in China, retail media in India, and major global events such as the FIFA World Cup and Winter Olympics are all poised to deliver extra lift, giving marketers plenty of horsepower to work with this year. In Chinese culture, the Horse embodies energy, speed, and perseverance, traits that perfectly capture the marketing industry in 2026. Agencies, for one, are preparing to evolve from client-focused partners into full-fledged marketing purveyors, reshaped by automation, consolidation, AI, and creator-led strategies. Don’t miss: Tech leaders expect budget increases amid uncertainties for 2026 Forrester predicts these shifts will push agencies to diversify offerings, take on greater business risk, and expand their roles beyond traditional services, selling execution, managed solutions, proprietary products, and strategic partnerships. As agencies and marketers gallop into 2026, growth isn’t just about bigger budgets, it’s about riding with purpose. Agency leaders that MARKETING-INTERACTIVE spoke to said AI, predictive planning, and outcome-based models are becoming the new baseline, while media, data, creativity, commerce, and culture merge into a single, connected engine. The real horsepower lies in hybrid talent who can stitch insight, technology, and empathy into campaigns that perform harder and travel further. Budgets will reward agility, regional scale, and smarter systems, making this the Year of the Horse to move fast, think strategically, and turn structural shifts into opportunity. With the industry heading toward new heights, marketers will need speed, strategy, and stamina to stay ahead. From AI-driven campaigns and integrated media strategies to creator-led collaborations and smarter systems, 2026 promises a fast-paced, high-stakes ride. So before you tighten your stirrups, let’s see how your zodiac sign fares in the Year of the Fire Horse, based on forecasts from the Yuan Zhong Siu website. Horse (1942, 1954, 1966, 1978, 1990, 2002, 2014)  Career: 2.5/5 You’re turbocharged and proactive this year, with efficiency and adaptability giving you the edge to seize the right opportunities. Careers in education, F&B, or financial consulting could be particularly rewarding, though it pays to stay low-profile, jealous colleagues or hidden obstacles may appear. The first half of 2026 looks smooth, with projects, contracts, and deals closing well, while entrepreneurs should trot ahead and accelerate while conditions are favourable. Wealth: 2/5 Your career is galloping ahead, but your wealth luck could use a boost. Unexpected expenses or shaky investments may put pressure on your finances, so it’s wise to set aside savings for yourself and your family. Always review contracts carefully and discuss major financial decisions with loved ones to avoid pitfalls. Lucky colours: Red, Grey, Brown Goat (1943, 1955, 1967, 1979, 1991, 2003, 2015) Career: 4/5  The Emperor Star shines on your strengths, drawing support from benefactors and superiors alike. Those in education, consultancy, or public service may see promotions, while business owners can experiment with new strategies to overcome challenges. Keep plans low-key to stay ahead of competitors and make the most of emerging opportunities. Wealth: 4.5/5 This year promises strong financial gains, with potential raises, promotions, or lucrative opportunities from friends and family. Keep an eye on the 3rd and 4th lunar months for favourable deals, and invest steadily while keeping an emergency fund for unexpected expenses. Always read the fine print and do your research before committing to investments. Lucky colours: Green, Orange, White Monkey (1944, 1956, 1968, 1980, 1992, 2004, 2016) Career: 3/5 A major turning point is on the horizon, with corporate reshuffles or new roles calling for flexibility and strategic adaptation. It’s a great year to upskill, take courses, earn certifications, and prepare for your next leap. Keep team roles clear and communication sharp, especially around the 6th lunar month. Entrepreneurs should vet potential partners carefully to avoid costly missteps. Wealth: 2/5 Wealth luck may be shaky this year, so avoid high-risk investments or chasing trends. Focus on building savings steadily and approach real estate with extra caution. Double-check contracts and work on strengthening your credit score to safeguard your finances. Lucky colours: Pink, Purple, Burgundy Rooster (1945, 1957, 1969, 1981, 1993, 2005, 2017) Career: 4.5/5 Your leadership shines under the auspicious Emperor Star, with standout performance potentially earning promotions, especially in military, law enforcement, or administrative roles. Benefactors may appear between the 5th and 7th lunar months, so seize their guidance. Entrepreneurs should scrutinise contracts, stay humble, and consult experienced advisors before making major decisions. Wealth: 3/5  Your wealth luck is strong, with steady income and new investment opportunities on the horizon. Minor setbacks, such as unexpected medical or home expenses, may arise, so plan accordingly. Explore tech solutions and innovative strategies to grow your finances, and practice discipline and charitable acts to spark breakthroughs. Lucky colours: Purple, Pink, Emerald Green Dog (1946, 1958, 1970, 1982, 1994, 2006, 2018) Career: 4/5 Your career is on solid footing, with your talents set to shine and guidance from mentors readily available. Those in education, F&B, or tech can expect standout results, while entrepreneurs should carefully vet partners before pursuing new ventures. Avoid arrogance and double-check documents to prevent mistakes or unnecessary losses. Wealth: 2.5/5 Your wealth luck remains steady, with benefactors bringing reliable opportunities to keep income consistent. Avoid impulse purchases and invest only after careful research, focusing on familiar sectors, while long-term real estate can bring solid returns. An extra-income opportunity may arise in the 11th lunar month, so be ready to act. Lucky colours: Blue, Yellow, Cream White Boar (1947, 1959, 1971, 1983, 1995, 2007, 2019) Career: 5/5 Timely allies can propel your career this year,

Shell Singapore has unveiled a refreshed Shell Select store concept, introducing new retail partnerships with Watsons, HOOGA and Vivino as it looks to strengthen convenience-led experiences for motorists and nearby communities. The move comes as Shell marks 135 years of operations in Singapore and expands its focus beyond fuel to include lifestyle, retail and electric vehicle (EV) charging experiences. The revamped Shell Select stores will offer a curated mix of everyday essentials, lifestyle products, fresh food and vehicle-related items, supported by redesigned layouts aimed at making shopping quicker and more intuitive. Don’t miss: Experiential stores and social commerce redefine SEA’s retail landscape  The refreshed concept introduces several retail firsts for Shell in Singapore. This includes its first partnership with home and lifestyle brand HOOGA, offering curated lifestyle and car scent products, and the global debut of the Watsons Lite concept within a Shell service station, featuring health and personal care essentials. Shell has also expanded its partnership with Vivino across Southeast Asia, bringing curated wine retail offerings into selected service station environments. “Customers today want simple, useful stops that fit naturally into their day, whether it’s grabbing a snack, picking up daily essentials or finding a small gift for gatherings on the go,” said Doong Shiwen, general manager of Shell mobility and convenience Singapore. “With the new Shell Select, we’ve worked with trusted brand partners to curate familiar favourites and practical choices that make each visit easier and more relevant. As we celebrate 135 years in Singapore, we’re continuing to redefine what a stop at Shell can be and remain focused on evolving with our customers to make every stop with Shell a better one,” added Doong.  Irene Lau, managing director of Watsons Singapore and new markets at Watsons International, said the partnership reflects changing consumer expectations around convenience and accessibility. “By partnering with Shell in a first-of-its-kind collaboration with Watsons Lite, we are raising the bar on everyday convenience while staying true to Watsons’ care-led purpose. This collaboration is a strategic step forward in serving Singapore consumers with relevant and accessible solutions for their everyday needs,” she said. HOOGA chief executive officer Koay Gray Sen added that the partnership allows the brand to integrate lifestyle-led retail experiences into everyday journeys. “HOOGA and Shell share a strong alignment in enhancing everyday convenience through thoughtfully curated, lifestyle-led experiences. By bringing HOOGA into Shell, routine pit stops are reimagined as moments of comfort and refresh along the journey. This collaboration marks an exciting new chapter in how we weave everyday comfort and style into modern, on-the-go lifestyles,” he said. Meanwhile, Soo Hoo Khoon Peng, chairman of Wine Portal Holding, said the Vivino collaboration aims to make curated wines more accessible to consumers across Shell’s network. “Our partnership with Shell reflects a shared commitment to reimagining everyday experiences through quality and choice. By introducing curated, highly rated and affordable wines across 49 Shell stations island-wide, we are making great wine more accessible to consumers. We are delighted to work with Shell and look forward to growing this collaboration further,” said Soo.  The refreshed Shell Select concept is currently available at 12 service stations across Singapore, with additional locations expected to roll out progressively. To mark the launch, Shell is offering customers up to 30% off selected HOOGA, Watsons, Vivino and Shell Café products at participating outlets until 31 March 2026. The expansion comes amid shifting consumer expectations, with shoppers increasingly prioritising experiences alongside product offerings. The shift is particularly evident among EV drivers, who typically spend longer periods at charging points, fuelling greater demand for convenience retail and lifestyle services. According to The Straits Times, EVs accounted for a record 45% of new car sales in 2025, with brands such as BYD, GAC, Xpeng, MG and Zeekr ranking among the top 10 for total registrations.  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:      Income Insurance brings back drive-in dates with comedy show for EV owners Shell MY fuels up FOOH stunt starring Lewis Hamilton  Remy Ishak goes on heart stopping adventure in new Shell brand film   source

This month, MARKETING-INTERACTIVE is relaunching its Women Who Lead podcast series in conjunction with International Women’s Day, spotlighting female leaders across the region’s agency landscape. The series unpacks leadership journeys, hard-earned lessons, and what meaningful progress truly looks like across marketing, advertising, and communications. The first episode features Lina Marican, regional managing director of Mutant Communications, as she reflects on leadership, imposter syndrome, and what this year’s International Women’s Day theme, “Give to gain”, means to her. Listen to the full conversation here on YouTube: Marican’s path into communications was not a straightforward one. “I’ve always wanted to be a writer and a journalist,” she shared, before realising that shaping narratives behind the scenes appealed to her more. “When I started out with an internship, I realised that I much preferred shaping the stories, and hence my journey into public relations.” Her early years were spent across global networks, which she described as a strong training ground, crediting the amazing bosses she had. Several years later, she decided to take a step into the independent agency world, where she eventually found her home at Mutant Communications. Don’t miss: Agency agenda: Amrita Randhawa talks acquisitions and Publicis’ AI play  Stepping into leadership, however, was not without hesitation. “When I was first asked to step up into the role, I actually said no. I told my boss I didn’t think I was ready,” she admitted. That self-doubt culminated in a defining moment, taking on a speaking opportunity with little notice. “In my mind I was thinking, I’m the youngest panellist, I’m female. What do I have to say? Will people listen?” The shift came when audience members approached her after. “They told me, ‘I really resonated with what you said,’ and that helped because then I was affirmed that what I said actually made good sense.” Marican believes leadership is inseparable from trust and flexibility, especially for women. At Mutant, hybrid working has long been the norm. “We trust all mutants (the agency’s internal moniker) to do right by themselves, the team, and the clients as well,” she said, adding that empowerment leads to stronger outcomes. “There’s a lot more passion, and through empowering our team, they drive more great results because of it.” This year’s International Women’s Day theme resonates deeply with her. “With every mentorship that I put my hand up for, I learn a lot as well,” she said. Through industry initiatives and mentorship programmes, Marican sees giving not as a one-way act, but a shared exchange. “I truly feel that when we empower people, grow them, and remove barriers, great work follows.” Her advice to women grappling with imposter syndrome is simple, but hard-earned. “You just have to put yourself out there. With each opportunity, you really learn through that experience, and with that, you build confidence.” Also catch the podcast on Spotify: Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube. Related articles: Thank you for tuning in to In Conversation Season 1 In conversation: Reinventing influence in the age of content Women who lead: Burson Indonesia’s Marianne Admardatine on making compromises, not sacrifices  source

This Chinese New Year, Yo-Chi is turning familiar festive flavours into an interactive frozen yoghurt experience with its first-ever collaboration with a homegrown brand. The partnership with local Peranakan-inspired bakery Tiap Tiap brings heritage-driven toppings to Yo-Chi’s build-your-own froyo concept, highlighting a growing trend of larger brands spotlighting founder-led food businesses. Nicole Lian, managing director at Tiap Tiap, said the decision to partner with Yo-Chi came naturally. “We are so excited to be working with Yo-Chi, and all the responses we’ve received from our loyal customers and new fans alike have given us conviction that this was the right move. We don’t say yes unless there is true brand parity. This means a shared commitment to quality and storytelling.” She added that Yo-Chi’s strong community and operational capabilities made it an ideal partner to bring Tiap Tiap’s heritage flavours into a contemporary format. Don’t miss: Ready to ride into 2026? Find out what the Year of the Horse has in store For the collaboration, Tiap Tiap adapted two nostalgic CNY favourites for swirl-friendly froyo enjoyment: cubed orange chiffon cake, easy to mix through frozen yoghurt, and crisp Nyonya love letters, reminiscent of snacking from the tin during festive visits. “We started with the non-negotiables: keeping the recipe integrity and premium ingredients intact. Our orange chiffon is usually enjoyed as cake slices, but we shifted to tray-bake and cubed pieces so guests can easily scoop, swirl, and top their frozen yogurt,” Lian explained. She added that the biggest challenge was ensuring the toppings still felt elevated and intentional, rather than a simple copy-paste of festive flavours. The two toppings were chosen for their cultural resonance and sensory experience. “Orange is naturally tied to Chinese New Year as a symbol for auspiciousness. Our chiffon brings more dimension than people expect, including texture beyond just a soft cake. Love letters offer a crisp bite and a Peranakan reference everyone can enjoy. We considered other directions, but these two were the strongest bridge between heritage and mainstream appeal,” Lian said. The limited-edition toppings pair with Yo-Chi’s frozen yoghurts, made from real Australian milk and rotated across 10 flavours, alongside Singapore-exclusive toppings such as coconut jelly, nata de coco, and mango popping pearls. Fan favourites such as chocolate chunk cookie cake and chocolate fudge brownie squares are also available. Lian noted that the collaboration has attracted audiences across generations. “Yo-Chi’s audience may skew younger, but we’ve loved seeing families enjoy the experience together, as well as our existing customers trying Yo-Chi for the first time.” She emphasised that heritage matters only if executed with integrity, protecting the essence of the recipes while translating them into new formats. The collaboration was celebrated at a community event at Yo-Chi, featuring a discussion between Sophia Yeow and Yo-Chi founder Amy Bell on building meaningful partnerships. In an Instagram post, Tiap Tiap wrote, “This milestone is bigger than just us. It’s proof that local brands can dream big, support each other, and create something meaningful together.” The special CNY toppings are available in Yo-Chi Singapore outlets from 9 to 28 February 2026, while stocks last. This collaboration builds on Yo-Chi’s Singapore debut last August, which saw the brand turn to influencer agency Kobe to drive its launch. The campaign leveraged over 90 food and lifestyle creators to showcase Yo-Chi’s self-serve, interactive frozen yoghurt format, highlighting premium ingredients, weight-based pricing, and Instagram-worthy moments. Founded in Melbourne’s Balaclava district in 2012, Yo-Chi is known for its self-serve frozen yoghurt concept, designed to inspire creativity and positive energy. The brand plans further Southeast Asia expansion while maintaining its focus on quality, sustainability, and community engagement. 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: TBB twists tradition with bak kwa kouign amann this CNY      Australian Pork reframes CNY prosperity beyond the size of the feast    KFC SG fires up CNY with Lady Huat, new merch and mala heat source

Dentsu has unveiled a leadership restructure, appointing Takeshi Sano as global CEO, his new role will take effective on 27 March.  Sano, who is currently CEO of Dentsu Japan and deputy global COO, has been with the Japanese network since 1992. He climbed the ranks in the agency’s business produce divisions, later taking on senior roles focused on business transformation, digital consulting and growth strategy. Igarashi, who is stepping down as global CEO, departs after more than 40 years at Dentsu. He held a range of leadership roles spanning account management, group strategy, and governance before becoming global CEO in 2022. His previous positions include co-COO of Dentsu Group, president and CEO of Dentsu Japan Network, and vice chairman of the Business Group. Don’t miss: Dentsu Indonesia names new CEO, Creative The reshuffle also promotes Yoshimasa Watahiki to executive vice president, global chief corporate affairs officer, and COO of Dentsu Japan. Meanwhile, Arinobu Soga will exit as global chief governance officer. Dentsu said in a statement, the changes are intended to “strengthen competitiveness by accelerating transformation under the new management structure.” The appointments will be formalised at the board meeting following the 177th ordinary general meeting of shareholders. The leadership shift follows another regional update from October last year, when Dentsu named Yuichi Toyoda as CEO of Dentsu Asia Pacific, effective 1 January 2026. Toyoda, who has more than 30 years at the company and extensive experience across India, Thailand and China, previously led Dentsu’s global business transformation practice and oversaw major turnarounds internationally. He also joined the group executive management team, reporting to Igarashi, while interim APAC lead Yoshiki Ishihara returned to his global chief strategy officer role at the end of 2025. 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: Dentsu HK names new executive creative director  Dentsu Malaysia names new managing partner to lead data and tech    Uday Desai exits Dentsu Creative Malaysia source

Fitness spilled out of the gym and into the city on 31 January, when Anytime Fitness Singapore turned OCBC Square into an open-air arena for its inaugural “Battle of the Purple Champions” (BOPC). The event garnered more than 1,000 participants and spectators, most of whom were seasoned gym-goers and first-timers. Interestingly, nearly 40% were non-members. Teams tackled short, high-energy stations built around everyday movements: stair climbs, sandbag carries, tank pushes and bike sprints. Moreover, the event coincided with the opening of Anytime Fitness Singapore’s 150th club. For Ryan Cheal, group chief operating officer (COO) of Inspire Brands Asia (master franchisee of Anytime Fitness), the milestone signals more than growth, but rather, marks a shift in identity: “When Anytime Fitness first entered Singapore, our positioning centred on access and convenience. A 24-hour gym model was still novel.” Don’t miss: HYROX record crowd shows fitness is where brands flex muscle That proposition has since matured. With over 150 clubs islandwide, the brand now operates as a connected national network rather than standalone outlets. Members can move seamlessly between neighbourhoods and work hubs. The focus has shifted from introducing flexible hours to delivering consistency, reliability and trust at scale. “No fitness chain has expanded faster than Anytime Fitness in Singapore. We’ve opened 50 clubs in the past two years,” Cheal said, adding that Singapore is now one of the brand’s most established international markets. Across Asia, Inspire Brands Asia is approaching 600 clubs, hosting about three million workouts each month. Setting the pace Within APAC, the COO describes Singapore as both demanding and influential. Highly outcome-driven and discerning, Singapore consumers expect consistency across locations, operational clarity and visible progress.  High urban density and strong health literacy have also shaped a market that values convenience but also performance. Unlike some markets where weight loss dominates, Singapore members skew toward strength and functional training. That focus has turned the city into a test bed for new equipment, technology and programmes. “Singapore has become a benchmark market for Anytime Fitness in APAC,” Cheal explained, adding that operating principles refined here have been adopted across Southeast Asia and Greater China. BOPC embodies this evolution: while many fitness competitions focus on testing physical limits, BOPC celebrates participation and community The stations were built around movements that mirror daily life, from moving furniture to climbing stairs. The short race format allowed participants to compete, recover and cheer others on without fatigue or intimidation. “In the end, it’s less about who is the strongest or fastest, and more about celebrating what consistent training makes possible,” he shared. That positioning is strategic for Inspire Brands Asia. Fitness competitions, fuelled in part by the rise of formats such as Hyrox, are increasingly popular. Many gyms are launching their own versions. As such, novelty alone is not enough. “Differentiation is sustained through execution, not novelty,” he said. “Consumers quickly see through surface-level innovation. What matters is consistency in service, communication, systems and outcomes.” Born in Singapore, built for the region Despite being held in Singapore, BOPC was not restricted to local members. Teams comprised different nationalities and even participants from other gyms. That openness reflects the advantage of Anytime Fitness’ global footprint. While engagement often starts at the club or national level, the brand is exploring cross-border challenges and shared digital narratives to foster a sense of belonging to a broader fitness movement. The brand believes that BOPC could serve as a blueprint for other markets. Not as a fixed template, but as a philosophy. “The key lesson is that community-first events work best when they are inclusive, relatable, and rooted in how people actually live and move,” Cheal said. For the team, operating in Singapore’s crowded fitness landscape has reinforced one core insight: the fundamentals matter. The chief operating officer added:  Members expect clarity, responsiveness and fairness. Brands that underestimate this risk long-term disengagement. Looking ahead, the brand is prioritising quality-led growth over rapid expansion. “In Singapore, that means deepening value for existing members rather than expanding for expansion’s sake,” he said. The broader ambition is to evolve from a place to work out into a long-term wellness partner. One that supports physical progress, mental wellbeing and sustainable habits across life stages. “We are not a brand designed just to serve the fitness of athletes or bodybuilders,” Cheal shared. “We are here to provide an everyday brand of fitness for everyone. Fitness is for real life.” If BOPC is any indication, that future looks less like a solitary treadmill session and more like a city square filled with people showing up, together. 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. 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