The documentary, now available on Cathay’s Inspiration platform and YouTube, is the latest instalment of the airline’s ‘Gateway to Asia’ series, which showcases destinations across the region through long-form storytelling.

The documentary follows the stories behind local coffee traditions across seven cities, highlighting how food and beverage experiences can inspire travel.

The film takes viewers from Singapore’s hawker centres and traditional kopi culture to Ho Chi Minh City’s egg coffee scene and Shenzhen’s rice wine-infused latte, while featuring Cathay’s in-house on-screen talent alongside local baristas who share the history behind each brew.

According to Courtney Murray, Content Marketing Manager at Cathay Pacific, the project reinforces the airline’s position as a trusted travel authority through immersive storytelling.

“ANYDOKO helped bring to life a story that showcases our expertise as a trusted travel authority. We’re incredibly happy with the result. It is a compelling piece of content that engages audiences, inspires travel, and strengthens trust and consideration for travel with Cathay.”

Vikash Autar, Creative Director at ANYDOKO Studios, said the project evolved beyond its original scope after recognising the depth of the stories waiting to be told.

“The initial conversation was around a shorter piece of content, but we knew these stories deserved a longer, more immersive format. Cathay was fully on board with creating something more in-depth.”

ANYDOKO Studios, the production arm of travel and food content platform ANYDOKO, handled the documentary’s end-to-end production, including filming across seven destinations.

The documentary forms part of Cathay Pacific’s broader effort to engage audiences through original travel content that blends destination storytelling with cultural experiences.

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Based in Sydney, Sigaloff will oversee Quantcast’s operations across Australia, Singapore, Hong Kong, and other Asian markets, with a focus on helping brands and agencies drive data-led growth through AI.

A key part of his remit will be leading the regional rollout of Q+, Quantcast’s new goal-based advertising platform designed to help marketers optimise campaigns across the open internet through a single ad set.

The platform enables advertisers to set one performance objective—such as cost per acquisition (CPA), return on ad spend (ROAS) or site engagement—while using AI to automatically allocate budgets across display, video, connected TV and native advertising in real time.

Quantcast said the appointment comes as demand for AI-powered advertising solutions continues to grow across the region.

Sigaloff brings more than 25 years of experience across media, digital, technology and advertising, having held senior leadership roles across the UK, Australia and Asia-Pacific.

He previously spent nearly a decade at Yahoo, where he served as vice president of APAC and led the company’s digital media and technology businesses across Australia, New Zealand, India, Southeast Asia, Hong Kong, Taiwan and Japan.

His career also includes leadership roles as chief revenue and growth officer at oOh!media and, most recently, global chief customer officer at marketing intelligence platform Mortar AI.

In addition to his corporate roles, Sigaloff currently serves on the board of UnLtd, the media and marketing industry’s social purpose organisation.

“As AI reshapes how brands buy advertising across APAC, Q+ is a critical launch for Quantcast in the region and represents what we believe is the future of autonomous performance for brands. It treats the entire open internet as a single, fluid inventory pool, with a focus on driving performance, not just buying media,” said Konrad Feldman, CEO of Quantcast. 

“Paul is an impactful and purpose-driven leader, known across the industry for his energy,  vision and people-first approach. His experience in sales and leadership, and his expertise in media, AI and working closely with both brands and agencies, will be critical to our mission to help clients not only reach audiences but meet performance goals with Q+,” added Feldman. 

Commenting on his appointment, Sigaloff said, “Advertising is being rewritten by AI, and  the winners will be the brands that turn data and intelligence into real business outcomes,  not just impressions. Quantcast has spent two decades building exactly that capability,and I am thrilled to lead our growth across APAC.”

“This is a moment to move the industry forward – for our clients, for our people, and for good,” added Sigaloff. 

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MARKETECH APAC’s Content Marketing Awards Asia Pacific 2026 is a prestigious celebration of dynamic, creative, and impactful content-driven storytelling across the region, honouring the campaigns, brands, agencies, and individuals redefining how content shapes connections, builds communities, and drives business impact in today’s ever-evolving landscape.

The Grand Prix — the most coveted recognition of the night — is awarded to the brand, agency, or MarTech company that performed best across all categories. Points are assigned for each win (gold = 3 points, silver = 2 points, bronze = 1 point), and winners are determined by cumulative score, with a minimum of 10 points required to be named Agency or Brand of the Year, underscoring the level of consistent excellence the title demands.

GrowthOps Asia claimed the Agency of the Year Grand Prix with nine trophies for a total of 23 points. The agency dominated with six golds for Best B2C Content Campaign, Best Content Campaign for Product Launch, Best Influencer-Led Content Campaign, Best Podcast / Audio Content Campaign, Best Social Media Content Campaign, and Best Video Content Campaign, alongside two silvers and one bronze. 

Runners-up for the Agency title were Dentsu Hong Kong with eight trophies for 17 points, Leo Hong Kong with six trophies for 14 points, and Lèngua with seven trophies and VML Singapore with five trophies tied at 13 points each. 

Commenting on their win, Chris Greenough, General Manager & Regional Head of Creative Services at GrowthOps Asia, said, “Bringing a great idea to life is not unlike any other great moment in life. It can feel like trying to catch lightning in a bottle. You need the right people, in the right place, at the right time. You need trust. You need courage. And, if we’re being honest, you need a little bit of luck.”

Standard Chartered Bank (Hong Kong) emerged as Brand of the Year with nine trophies for a total of 19 points. The bank secured three golds for Best Integrated Content Campaign, Best Engagement-Driven Content Campaign, and Best Customer Acquisition Content Campaign, along with four silvers and two bronzes. 

Following closely as runners-up for the Brand title were Unifi TV with six trophies for 17 points, CityPlaza Hong Kong with eight trophies for 16 points, Malaysia Airlines with eight trophies and Scoot and Singapore Tourism Board with five trophies each tied at 13 points. 

Among the most contested categories, Best Storytelling Campaign drew 10 entries, with Malaysia Airlines sweeping all three podium spots — gold, silver, and bronze. Its winning campaign, “Time for Chiang Mai,” also picked up three bronze awards elsewhere in the programme and earned Malaysia Airlines two National Winner Awards, for Best Storytelling Campaign and Best Content Campaign in Travel & Hospitality.

CMAA 2026 introduced the National Winner Award for the first time, given when a specific category receives at least five entries from a single country (e.g., Singapore, Malaysia, Thailand), with the highest scorer in that category named National Winner.

Joining Malaysia Airlines in the National Winners’ circle were Unifi TV and GrowthOps Asia, who topped Best Integrated Content Campaign on the Brand and Agency tracks, respectively, with their award-winning campaign “Wedding Crashers”. 

Meanwhile, Mastercard, together with its agency partners AsiaWorks and Carat, and tech partner LinkedIn, led Best Video Content Campaign with their “In The Loop: Turning Broadcast Credibility Into Always-On B2B Influence” campaign, which also earned multiple awards in other categories. 

A total of 28 unique organisations attended the gala night. Winners came from markets including Singapore, Malaysia, the Philippines, Indonesia, Thailand, Hong Kong,  India, Vietnam, Australia, and Mongolia, reflecting the programme’s wide regional representation. 

Malaysia led the trophy count with 31 wins, followed by Hong Kong with 19. The Philippines and Singapore tied for third with 18 trophies each.

See the full list of winners HERE.

The judging process was overseen by a distinguished panel of senior creative, marketing, and media agency leaders, bringing years of industry expertise to ensure the credibility and integrity of the results. 

The Head of Jury appointments and categories are as follows:

• Tim Green, Chief Creative Officer APAC, Edelman (Singapore) – Marketing Campaigns Categories (Brand, Storytelling & Cultural Impact)
• Andrew Pinto, Vice President, Unifi Brand and Marketing, Telekom Malaysia – Marketing Campaigns Categories (Integrated Campaigns, Partnerships & Impact)
• Rajat Basra, Chief Executive Officer, Omnicom Media Group (Indonesia) – Marketing Campaigns Categories (Performance, Platforms & Growth)
• Simone Tam, CEO Greater Bay Area, dentsu (Hong Kong) – Industry-Focused Categories

See the full list of the jury HERE. 

In his closing speech, Joven Barcenas, Founder and CEO of MARKETECH APAC, said, “To every market represented tonight — whether you took home one award or many — your presence on this regional stage means something. Your content community is alive, ambitious, and ready to be seen.”

He continued, “We started tonight by saying this was a new chapter. Tonight, together, we wrote the first page…Thank you for making the inaugural Content Marketing Awards Asia Pacific a night to remember.”

Brands, agencies, and martech companies interested in joining next year’s CMAA may reach out via [email protected].

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Agoda’s 2026 Travel Outlook found that 73% of Gen Z travelers intend to travel one to six times annually and 86% prefer shorter trips lasting one to seven days, demonstrating a lifestyle shift toward more frequent travel that creates year-round engagement opportunities for brands.

These evolving travel habits are also changing expectations around loyalty programmes, as Gen Z consumers increasingly expect travel booking, rewards, and personalised offers to be integrated into a single digital experience, allowing banks, airlines, and financial service providers to keep users engaged while making travel planning more convenient.

Experiences remain the biggest motivation behind Gen Z travel decisions—led by cultural exploration at 32%, outdoor activities at 30%, and culinary experiences at 28%—which presents brands with opportunities to move beyond traditional discounts by offering destination-specific experiences, exclusive member perks, and bundled travel packages that make loyalty rewards feel more meaningful.

Sustainability is also becoming a stronger influence on booking behaviour. Around 38% of Gen Z travellers actively look for accommodation with recognised sustainability certifications, while 23% choose to travel during off-peak periods to reduce their environmental impact.

These preferences create new opportunities for brands to incorporate sustainability into their loyalty strategies, as airlines can encourage off-peak travel through exclusive member fares, while banks and loyalty providers can highlight certified accommodation, reward responsible travel choices, and make sustainable options easier to discover within their platforms.

The findings suggest that loyalty programmes are evolving from transactional rewards into connected travel ecosystems, where booking, experiences, and sustainability are embedded into a single customer journey, meaning that as Gen Z continues to prioritise convenience, personalisation, and purpose, brands that integrate travel more naturally into their digital platforms are likely to strengthen long-term engagement and customer loyalty.

“Gen Z is changing what travel loyalty needs to feel like,” said Damien Pfirsch, Chief Commercial Officer and Head of Rocket Travel by Agoda. “They plan around experiences and expect a straightforward path from discovery to booking. The opportunity here is to make travel feel native within the platform’s existing experience, so members can see value clearly, book with confidence and use rewards across the trip.”

“Programs must also be thoughtful about surfacing offers that align with their growing budget and sustainability values. When travel feels like a natural extension of the loyalty experience, partners can increase engagement and build stronger long-term customer relationships,” added Pfirsch. 

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Developed by frank. Singapore, Omnicom’s dedicated Unilever team, the campaign centres on the message, “Days might get tough, but Sunsilk keeps it smooth.” 

It follows BABYMONSTER through rehearsals, photoshoots, performances, and other moments behind the spotlight, drawing parallels between the group’s demanding schedules and the everyday challenges consumers face.

The move comes as brands continue to tap K-pop’s global influence while responding to growing demand for more authentic storytelling that extends beyond traditional celebrity endorsements.

The campaign marks the second collaboration between Sunsilk and BABYMONSTER and is designed to connect with audiences through shared themes of perseverance, growth, and self-confidence. 

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Shot in a nostalgic home-video style, the campaign film offers a more intimate look at the group while reinforcing Sunsilk’s promise of helping keep hair soft and smooth through busy days.

Panisa Suwanarat, Global Brand Director at Unilever, said, “Today’s consumers are increasingly drawn to authenticity. While BABYMONSTER is admired around the world for their talent and success, we wanted to showcase the hardwork and dedication behind those achievements.”

“Through this campaign, Sunsilk celebrates the confidence that comes from staying strong through life’s challenges while reinforcing our belief that smooth, healthy hair can help people feel ready to take on whatever the day brings.”

Beyond the campaign film, the initiative spans television, social media, and digital channels, featuring Sunsilk’s shampoo and treatment products across multiple consumer touchpoints.

Subarna Prabhakar, Global Business Director at frank. Singapore, said, “We wanted to strengthen Sunsilk’s connection with a new generation of consumers who increasingly value brands that reflect the realities of modern life.”

“For years, idol culture has often been portrayed through polished performances and picture-perfect moments. Yet, behind every performance is an enormous amount of hard work, sacrifice, and resilience. By capturing those realities through a more intimate and authentic lens, we were able to create a campaign that feels relatable even if you’re not a global superstar.”

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Yri, who most recently served as Vice President of International Marketing, announced her departure in a LinkedIn post, saying she was taking time to consider her next career move after building and leading both the company’s APAC marketing team and, later, its international marketing organisation.

“It’s taken me a while to write this post, because honestly, [it’s] been a hard one to write,” said Yri. “After nearly seven years, I’ve left PubMatic, and feelings are mixed to say the least – [it’s] been an incredible ride and one I’m sad to get off, but excited for what comes next.”

Beyond her departure, Yri reflected on the teams she helped establish across the region and internationally, thanking colleagues for their support over the years.

“I had the privilege of building and leading both the APAC Marketing Team and latterly the International Marketing team – an amazing, hardworking group who made the hard days easier and the good days brilliant,” said Yri. “I am so proud of what we built together, and I’m going to miss working with you enormously.”

She also credited her Manager, Johanna Bauman, for her leadership throughout her tenure.

“I could not have asked for a better manager,” said Yri. “I try to model myself on how you lead. Thank you for the trust you gave me and the team – and for always having our backs.”

The departure closes a chapter that spanned a significant period in PubMatic’s growth. Yri joined the company before its initial public offering, when its business was centred largely on desktop display supply-side technology.

“I joined PubMatic pre-IPO, when it was primarily a desktop display SSP; I leave it an agentic AI advertising platform at the forefront of CTV, mobile and commerce media – and I’m immensely grateful to Rajeev Goel, Mukul Kumar and Amar Goel for the opportunity to be part of that journey,” said Yri.

The move comes as artificial intelligence continues to reshape the digital advertising market across Asia-Pacific, with platforms investing heavily in automation, connected TV, retail media, and commerce advertising as competition intensifies.

For now, Yri said she is taking time before deciding on her next role.

“For now, I’m taking a bit of time to think through what’s next – weighing up a few different paths,” said Yri. “One thing I am sure of: there’s never been a more exciting time to be part of our industry, and I’m looking forward to the next chapter.”

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Developed by its subsidiary INCUTix, the platform combines premium photo card collectibles with a connected machine network, allowing fans to discover, collect, and engage with their favourite franchises through conveniently located vending machines.

The launch marks the latest expansion of INCUBASE Studio’s IP entertainment ecosystem, creating a new distribution channel for licensed content while helping entertainment brands build deeper and more frequent engagement with fans.

Following its debut in early June, GochaGocha has already been rolled out across 23 locations in Hong Kong, Taipei, Kuala Lumpur and Bangkok, featuring popular franchises including ONE PIECE, Digimon, Pretty Cure Splash Star, Girls Band Cry, Magical Doremi and Saint Seiya, with machines installed across INCUBASE Arena venues and selected cinemas.

Built around the growing popularity of fandom culture, GochaGocha combines the excitement of surprise collectibles with officially licensed content, creating repeat engagement while making premium merchandise more accessible to fans.

Showcasing its appeal through high-profile activations, GochaGocha partnered with Toei Animation at Hong Kong Comic Con 2026 to launch exclusive collectible card sets while also releasing special collections for the Masked Rider Kuuga 25th Anniversary Exhibition and the Lines of EVANGELION Exhibition at INCUBASE Arena.

Beyond serving collectors, GochaGocha is designed as a scalable platform where INCUBASE Studio manages licensing, content planning, and collection design, while partners benefit from streamlined deployment, integrated payment systems, and real-time transaction tracking.

Following its Southeast Asian launch, INCUBASE Studio plans to expand GochaGocha into Japan, South Korea, Europe, North America, and the Middle East, positioning the platform as a new global channel for entertainment brands looking to strengthen fan engagement through collectible experiences.

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Running from July to December 2026, the campaign will target travellers in Singapore, Hong Kong, Japan, and South Korea through Agoda’s digital platform, with the aim of boosting awareness and consideration of Taiwan as a travel destination.

The initiative will use Agoda’s digital marketing and traveller engagement capabilities to reach potential visitors during key stages of their travel planning, supporting the tourism authority’s efforts to promote Taiwan’s diverse destinations, festivals, and hospitality offerings.

Paul Shih, Singapore Office Director at the Taiwan Tourism Administration, said the collaboration supports the agency’s goal of showcasing Taiwan’s regional attractions to international travellers.

“This partnership with Agoda supports our mission to showcase Taiwan’s diverse regions, local festivals, and quality hospitality offerings to international travelers.”

He added, “Through this campaign, we hope more travelers will discover Taiwan and be inspired to visit and experience the beauty of Taiwan.”

Damien Pfirsch, Chief Commercial Officer at Agoda, said the partnership reflects a shared commitment to supporting Taiwan’s tourism growth while delivering value to travellers and the local tourism industry.

The campaign also places emphasis on promoting responsible tourism by helping travellers make informed decisions while exploring Taiwan. 

As part of the initiative, Agoda will feature accommodation offers and curated travel deals for the destination.

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The appointment comes as HBA advances its OneHBA framework, which brings together the firm’s design disciplines under a unified platform.

In her new role, Chan will work with hotel owners and operators to align HBA’s multidisciplinary capabilities with clients’ commercial and brand objectives from the earliest stages of development.

Reporting directly to HBA’s co-CEOs, Chan will focus on strategic relationship development, early-stage client engagement, and market intelligence as the firm seeks to deepen its role as a long-term strategic partner within the hospitality sector.

Chris Godfrey, Co-CEO of HBA, said the appointment reflects the firm’s broader evolution.

“Madelaine’s appointment reflects how HBA is evolving as a firm. Her experience enables deeper conversations with our clients about brand intent, commercial realities, and long-term value. This role strengthens our ability to listen, align, and respond thoughtfully as the industry continues to change.”

Chan brings more than two decades of experience across Asia-Pacific, having worked with global hospitality organisations spanning luxury, lifestyle, and experiential hospitality. 

Her expertise includes brand differentiation, portfolio strategy, and guest experience.

“Partnerships are what bring OneHBA to life,” Chan said. “When collaborators are engaged from the beginning, design becomes more intentional and integrated, moving beyond transactional delivery toward shaping outcomes alongside our clients.”

While global in remit, the position will have a strong focus on Asia-Pacific, where HBA sees growing demand across Southeast Asia, Japan, and Greater China for hospitality projects that balance local market insights with international brand consistency.

“Guest expectations are becoming more refined,” Chan added. “Successful partnerships require both sensitivity to local context and clarity of brand narrative, an area where HBA is uniquely positioned.”

Founded in 1965, HBA operates 29 offices across four regions and provides hospitality design services in more than 80 countries.

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Rolling out from 8 July, the campaign forms KATE’s second international initiative for 2026 and will run across Japan and several Asian markets, including Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.

The campaign aligns KATE’s long-standing brand philosophy, “NO MORE RULES,” with the spirit of Kabuki, whose name originates from the Japanese verb kabuku, meaning “to look and act unconventionally.” 

According to Kao, the initiative aims to showcase Japanese aesthetics and makeup culture while encouraging consumers to challenge conventional beauty standards.

As part of the campaign, Kabuki actor Ukon Onoe stars in a series of campaign visuals and films that highlight the interplay of light and shadow—a defining characteristic of both Kabuki performance and KATE’s makeup philosophy. 

The campaign also introduces the message, “Slip a touch of blue into your shadows,” inspired by the distinctive blue tones used in traditional kumadori Kabuki makeup.

The integrated campaign spans social media, digital content, and branded films, including “Blue Shadow Enhancing Makeup,” which explores the connection between Kabuki and KATE’s makeup techniques, and “KABUKE: Break Convention,” which draws parallels between the heritage art form and the brand’s creative identity.

Coinciding with the campaign, KATE will introduce two new products on 25 July in Japan: the Smooth Fit Pressed Powder and the Real Shading Stick, which features a subtle blue tint designed to create more natural-looking facial shadows. 

The products will subsequently launch across Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.

The latest campaign forms part of Kao’s broader Global Sharp Top strategy, which identifies KATE as one of six priority brands driving the company’s international cosmetics growth.

KATE began expanding its international brand campaigns in 2025, using collaborations with Japanese pop culture properties to introduce its makeup philosophy to consumers across Asia. 

With “KABUKE: Break Convention,” the brand shifts its focus to one of Japan’s best-known traditional art forms as it continues to position Japanese beauty culture on the global stage.

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