The renewed partnership will focus on four key areas: supporting the digital transformation of Korean tourism businesses, promoting regional destinations, developing marketing campaigns for free independent travellers (FIT), and building smart tourism solutions through traveller insights and artificial intelligence.

The agreement comes as demand for travel beyond Seoul continues to rise. 

The companies said the partnership aims to capitalise on this shift towards experience-led travel by increasing international awareness of Korea’s regional destinations and encouraging a more balanced distribution of visitors across the country.

Sunghyeuck Park, President and CEO of the Korea Tourism Organization, said the collaboration will help make Korea more accessible while supporting local tourism businesses.

“Korea continues to capture the imagination of travellers around the world, driven by its rich culture, vibrant cities, and diverse regional destinations. Through this partnership with Klook, we aim to make it even easier for international travellers to discover more of Korea, while supporting local tourism businesses in adapting to changing traveller needs.”

Park added that combining KTO’s tourism network with Klook’s digital platform and traveller insights would create new opportunities for the country’s tourism industry.

Klook also plans to leverage its Kreator Program, which comprises more than 30,000 travel creators across 88 markets and has generated over 1.8 billion content views, to promote Korean destinations among Millennial and Gen Z travellers across Asia-Pacific, North America and Europe.

CS Soong, Vice President of Corporate Development at Klook, said the partnership would strengthen both destination discovery and industry growth.

“Working closely with KTO allows us to combine digital access, traveller insights, and destination storytelling to create meaningful ways for travellers to experience Korea. At the same time, this partnership will help more Korean tourism businesses connect with international travellers and participate in the growth of the tourism economy.”

The renewed agreement builds on previous collaborations between the two organisations. In 2023, Klook and KTO partnered to improve domestic transport access for international visitors through real-time express bus bookings.

Earlier this year, Klook also introduced real-time KORAIL ticket bookings, allowing travellers to search schedules, reserve seats and board trains using digital vouchers through its platform.

Together, the organisations said they will continue investing in digital tools, AI technologies and destination marketing to strengthen Korea’s tourism ecosystem while encouraging travellers to explore beyond its major gateway cities.

The post Klook, Korea Tourism Organization renew partnership to boost regional tourism, AI innovation appeared first on MARKETECH APAC.

The initiative comes as Hong Kong prepares to host the Hong Kong Football Festival 2026, where DBS Hong Kong is the diamond sponsor and banking partner for the opening match between Manchester City and FC Internazionale Milano.

As part of the campaign, DBS Hong Kong hosted a community football event featuring Matt Orr, the bank’s “Score Together with DBS” campaign ambassador and Hong Kong representative football team player, alongside local footballer Philip Chan. The pair led football activities and shared techniques with participating children to encourage teamwork and sportsmanship.

The campaign also marks Orr’s appointment as ambassador for the “Score Together with DBS” campaign, which draws on themes of teamwork and collaboration to reinforce the bank’s messaging around supporting customers through different stages of their financial journeys.

The programme builds on DBS Hong Kong’s longstanding partnership with TWGHs in community development. More than 20 children from TWGHs’ nursery schools participated in football games and activities during the campaign launch.

As part of the broader initiative, DBS Hong Kong will also invite 100 primary school students from TWGHs’ Community Service Centres to Kai Tak Stadium on 31 July 2026 to watch Manchester City’s open training session, giving them an opportunity to experience professional football training ahead of the Hong Kong Football Festival.

Alphae Chen, Managing Director and Head of Group Marketing and Communications at DBS Hong Kong, said, “Football is more than just a sport; it is a universal language that connects people across cultures and geographies. DBS Hong Kong is delighted to support the ‘Hong Kong Football Festival 2026’ and share this passion and vitality with the wider community. Over the years, DBS Hong Kong and Tung Wah Group of Hospitals have maintained a close partnership in community development.  

He added, “Through this major sporting event, we hope to bring football and the spirit of sportsmanship into the community, inspiring more young people to pursue their dreams with courage.” 

Through the campaign, DBS Hong Kong aims to encourage greater youth participation in sports while extending its community engagement efforts around one of Hong Kong’s major sporting events.

The post DBS Hong Kong brings football experience to youth through HKFF 2026 community partnership appeared first on MARKETECH APAC.

Built around the creative concept of “Making Youth Manifest”, the campaign was developed in partnership with Carat Taiwan and Epoch Media to connect with students during their graduation period through a combination of campus activations, analogue photography, experiential retail, and digital engagement.

To overcome restrictions around commercial activities on school grounds, the campaign introduced “MineShine Special Envoys” to distribute “Graduation Limited Gift Boxes” to students across 24 selected high schools in Taiwan. Framed as commemorative graduation gifts rather than promotional samples, the initiative enabled the brand to reach students within campus environments while aligning with the occasion.

Each gift box included a disposable analogue film camera, encouraging students to document their graduation experiences themselves instead of relying on branded photography. MineShine later compiled the user-generated film photos into short-form social videos, extending the offline campaign into digital platforms. According to the brand, the content generated more than 4.46 million social video views.

The campaign also expanded beyond schools through “The Youth Print Shop” (麥香青春印製所), a series of pop-up activations in Taipei, Taichung, and Kaohsiung. Consumers who purchased MineShine products gained access to branded photo booth experiences, while students with valid IDs could participate in an exclusive “Mega Four-Frame Photo” activation. The pop-ups were supported by a social hashtag campaign designed to encourage online sharing.

According to Carat Taiwan, the campaign demonstrates how brands can use culturally relevant experiences to connect with younger audiences while linking offline engagement with digital participation.

MineShine said the campaign attracted more than 6,000 attendees to its physical activations, generated NT$13.2m in advertising value, and amassed over 4.46 million views across its social video content.

The post MineShine taps analogue nostalgia in graduation campaign to engage Taiwan’s Gen Z appeared first on MARKETECH APAC.

Created by the creative agency Narrow Door, the campaign moves away from destination-focused messaging in favour of highlighting different travel passions, from music fandoms and food exploration to sports, photography, and road trips. Launched in late June, the campaign will run throughout the 2026 summer travel season.

At the centre of the campaign is the “Summer OUTernship,” a creative take on a corporate recruitment drive. Instead of applying for conventional jobs, consumers are invited to “claim” one of eight travel-themed roles that reflect their interests, including Fandom Rice Catcher, Lying Flat Officer, Chief Sweat Seeker, Professional Viewfinder, Window-seat Tracker, Sleepless Overdriver, Canto-Palate Quality Controller, and Stadium Hype-Man.

Terry Tsang, Director of Narrow Door, said, “We wanted to break away from traditional, generic summer travel ads and create something that genuinely cuts through the noise. By playfully hijacking the familiar corporate ‘recruitment’ framework and twisting it into the ‘Summer OUTernship,’ we found a high-energy hook that instantly connects with Hong Kongers.”

Terry continued, “This campaign is a celebration of subcultures—whether you identify as a ‘酒店躺平師’ (literally Hotel lying flat officer) or a ‘無心睡眠駕駛員’ (sleepless overdriver). Our creative goal was to inject a sense of unfiltered fun and relatable humour into the visuals, proving that the absolute best summer ‘job’ you can have is simply living out your travel obsession to the fullest.”

The campaign targets both the broader Hong Kong travel market and niche communities such as K-pop fans, staycation enthusiasts, sports lovers, foodies, and road-trip travellers.

To support the campaign, Klook has rolled out a series of videos across its owned digital channels, including Facebook, Instagram, and its website. The content strategy includes a 30-second hero film introducing the “Summer OUTernship” concept, three 20-second videos spotlighting selected travel roles, and five short-form social videos featuring the remaining themed positions.

The campaign also incorporates creators and key opinion leaders matched to each travel category, aiming to demonstrate how travellers can use Klook’s offerings across its Play, Move, and Stay services based on their individual interests. It aims to encourage users to explore travel products based on their interests and claim one of the themed travel titles through the Klook platform.

Kenny Sham, Global Events Head and General Manager for Hong Kong & Macau at Klook, said, “Summer 2026 is about shifting the narrative from where you travel to how you travel. With the launch of the ‘Summer OUTernship,’ Klook is moving beyond destination-driven marketing to champion true identity-driven travel. This campaign is our bold invitations to travellers to reclaim their summer on their own terms. Klook is far more than a booking platform—we are a complete ecosystem of Play, Move, and Stay verticals that fully back our users’ unique passions.”

Kenny added, “We are inviting everyone to explore our curated summer inventory, match it with their personal vibe, and claim one of these playful titles. Whatever your travel passion is this summer, Klook is ready to fuel it and transform your ultimate travel obsessions into reality.”

The post Klook introduces eight travel-themed ‘Summer OUTernship’ roles in latest HK campaign appeared first on MARKETECH APAC.

Reuters reported that the approval notice was published on the website of the China Securities Regulatory Commission (CSRC), allowing Shein to move ahead with investor roadshows and preparations for a listing committee hearing at the Hong Kong Stock Exchange.

The company, which confidentially filed for a Hong Kong IPO, has yet to publicly release its prospectus. Sources familiar with the matter told Reuters that Shein could target a listing as early as September or October.

The approval comes about a year after Shein sought Beijing’s clearance for the offering. Reuters reported that the Chinese government had treated the listing as politically sensitive amid controversies surrounding the company, including allegations over labour practices in its Chinese supply chain and other reputational issues.

A spokesperson for Shein declined to comment, Reuters said.

The Hong Kong IPO marks the latest chapter in Shein’s prolonged listing efforts. The company initially sought a U.S. IPO in late 2023 before shifting its focus to London, where Britain’s Financial Conduct Authority approved its draft prospectus. However, Reuters reported that the listing stalled after the CSRC withheld its approval.

Last year, Bloomberg reported that Shein had confidentially filed for a Hong Kong IPO after its London plans faltered. The publication also reported that the Singapore-headquartered retailer had explored establishing a mainland China holding company to help secure regulatory approval, although discussions were at an early stage and no decision had been made.

Bloomberg noted that despite being headquartered in Singapore, Shein remains subject to Chinese overseas listing rules because of its extensive operations and supplier network in China, making CSRC approval essential for any overseas IPO.

The post Shein secures China regulatory approval for Hong Kong IPO appeared first on MARKETECH APAC.

The agency’s latest study conducted in partnership with YouGov, found that 94% of Hong Kong consumers have responded to declining brand credibility by changing their behaviour. 

Among them, 61% said they had stopped engaging with or purchasing from a brand over the past year because they no longer believed its claims. 

The findings point to what Ogilvy describes as a growing “believability economy”, where consumers increasingly expect brands to back up their promises with proof rather than marketing claims. 

While public criticism often attracts the most attention, the study found that consumers are more likely to disengage quietly. 

Eighty-nine percent of respondents said they preferred “silent disengagement”, with 46% stopping purchases altogether and 32% switching to competing brands. 

Meanwhile, 58% said they had taken more visible actions, including warning friends and family, leaving negative reviews, reporting misleading content, or sharing their experiences online. 

“The research findings are a stark wake-up call for brands and organisations, and show believability makes or breaks consumer decisions in immediate and severe ways,” said Clara Shek, President of Ogilvy Public Relations Hong Kong. 

She added that brands often underestimate the impact of consumers who simply leave without complaint, making silent disengagement a significant commercial risk. 

The research identified poor customer experiences as the biggest driver of distrust. 

Thirty-four percent of respondents said products or services failed to live up to brand promises, while 29% pointed to poor handling of problems or mistakes. 

Another 27% cited unethical business practices, followed by exaggerated or misleading communications (25%) and failure to respond to customer concerns (24%). 

When assessing whether to believe a brand, Hong Kong consumers place the greatest trust in credible sources rather than promotional content. 

Trusted sources (43%), personal knowledge or experience (34%), and official or institutional information (30%) ranked as the strongest influences on believability, while influencer content and social media engagement metrics were among the least persuasive. 

The study also found that traditional news media remains the most trusted communication channel for brands, with 58% of respondents saying it increased their confidence in a brand. 

Official brand-owned channels followed at 50%, while influencer content and private messaging platforms generated almost equal levels of trust and scepticism. 

Despite widespread scepticism, consumers remain open to rebuilding trust. 

Eighty-two percent of respondents said brands can regain credibility, with fixing problems (50%), publicly acknowledging mistakes (40%), and consistently demonstrating accuracy (40%) emerging as the most effective ways to restore confidence. 

Transparency alone was considered sufficient by just 29% of respondents.

The post Hong Kong consumers quick to abandon brands over trust issues: study appeared first on MARKETECH APAC.

The appointments were announced at Technology Partner Day 2026 as part of AS Watson’s ongoing efforts to expand its global technology ecosystem and support innovation, cyber resilience, and growth across its international operations.

Under its Technology Partnership Programme, the company continues to invest in technology, data, and AI, with a focus on enterprise productivity, personalisation, cybersecurity, and digital commerce. The strategy aims to integrate AI across business functions—including customer engagement, operations, analytics, and employee productivity—rather than applying it to standalone use cases.

Launched in 2017, the Technology Partnership Programme has evolved from a solution delivery initiative into a broader collaboration model supporting AS Watson’s digital and O+O strategy across its markets. The company said the programme now positions technology partners as long-term collaborators aligned with its business priorities, with future efforts centred on AI-led automation, personalised O+O experiences, data and analytics, cyber resilience, scalable technology platforms, and productivity.

Dr. Malina Ngai, Group CEO of AS Watson, said, “AI is not a standalone technology layer. It is a core capability that runs across the organisation. Our priority is to use AI to remove friction, accelerate execution and help our people focus on creating value for customers. Our 31 global technology partners play a critical role in this journey. Together, we are combining data, technology and human judgement to build a more agile, scalable and future-ready organisation.”

Several technology partners also commented on the collaboration and its role in supporting AS Watson’s digital transformation.

Willy Wong, partner at Ernst & Young Advisory Services Limited, highlighted the long-standing partnership: “For many years, EY has been honoured to serve as AS Watson’s trusted technology consultant. The journey has evolved from building state-of-the-art mobile experiences and loyalty programmes that connected markets across Asia and streamlined internal operations to leveraging data, advanced analytics and AI to drive comprehensive business transformation today. It remains a privilege to witness this incredible growth firsthand and to have played a part in this shared success.”

Pedro Yip, Partner and Head of Consumer, Telco and Technology Practice (Asia Pacific) at Oliver Wyman, shared insights on the partnership’s impact: “It has been a privilege to collaborate with AS Watson over the years to push the boundaries of innovation. Oliver Wyman combines agentic AI with advanced analytics and retail expertise to unlock the full power of data together with AS Watson teams. We look forward to further advancing AS Watson’s O+O customer proposition to create connected, frictionless experiences for millions of shoppers worldwide.”

Kelvin Tse, Enterprise Sales Director of Microsoft Hong Kong, also commented on the collaboration, “Microsoft is honoured to partner closely with AS Watson in transforming the retail landscape. We are deeply committed to helping AS Watson co-invent new processes through the power of AI and the development of agentic platforms. By collaborating on these AI opportunities and leveraging innovative tools like GitHub Copilot, we look forward to empowering the next-generation retail experience together.”

Dora Lui, Senior Vice President of Customer Success Services at Oracle, said, “We are incredibly excited about this relationship with AS Watson, focusing not only on platform redesign but also on process optimisation. We look forward to delivering innovative solutions, incorporating AI and best practices to leverage the data within our cloud platform, ultimately enhancing the well-being of AS Watson’s workforce.”

Jorinde Timmerman, Vice President of large accounts at Slimstock, described the partnership as standing out for its strong foundation in collaboration and continuous challenge. 

“We don’t just engage – we actively stimulate each other to push boundaries and improve. By combining AS Watson’s scale and innovation mindset with Slimstock’s supply chain expertise, we jointly ensure that the right products are available at the right time and place. This partnership goes beyond technology; it’s about driving measurable impact together and continuously evolving to meet the future of retail.”

Serhat Soyuerel, co-founder and CRO of Insider One, emphasised that the partnership goes far beyond a traditional technology collaboration. 

“Over the years, we have built a true co-innovation model in which AS Watson’s vision, feedback, and evolving business needs help shape capabilities that benefit not only its brands in Europe but also all Insider One customers. Through a strong global governance framework, we have continuously adapted to support AS Watson’s scale while delivering excellence across every customer touchpoint.”

John Bradshaw, CTO of Akamai, noted the evolution of the partnership. “Since 2014, our collaboration has successfully evolved from a tactical product implementation into a highly strategic, forward-looking alliance. Over the years, we have steadily expanded our security footprint to match the incredible scale of AS Watson’s digital acceleration. Our recent agreement marks a shift from shorter-term cycles to a long-term strategic commitment, proving that our partnership has matured into a resilient foundation for the future.”

Tarun Madan, Account Director at Nagarro, reflected on the partnership’s shared commitment. “What distinguishes AS Watson is the exceptional level of trust and openness it extends to its partners, creating an environment where ideas can be shared freely, innovation can flourish, and long-term value can be created together. The Technology Partnership Programme is a powerful example of this collaborative approach, and we are excited to continue advancing the next generation of retail experiences through AI and agentic AI innovation.”

Darren Wilson, President of Retail and Payments at NCR Voyix, highlighted the long-standing partnership between the two companies. “AS Watson and NCR Voyix have built a strong partnership over many years, working closely together to support store operations and deliver customer experiences. We are excited to enter this next phase of our collaboration, bringing innovative technologies into stores that simplify operations, empower store teams, and create stronger connections between physical and digital retail.”

The post AS Watson appoints 31 global tech partners to accelerate AI-powered O+O transformation appeared first on MARKETECH APAC.

Created by TBWA\Media Arts Lab Shanghai and directed by Zhang Dapeng, the campaign centers on iPhone’s App Permissions feature, using humor to explain how users can choose what information third-party apps are allowed to access.

The campaign includes a 55-second hero film, a 30-second commercial, and two 15-second animated shorts, each designed to communicate different aspects of app privacy. 

While the longer films rely on Yue’s comedic performance to make the topic more accessible, the animated videos simplify how iPhone’s permission settings allow users to grant, restrict, or revoke access to data such as photos, contacts, location, camera, and microphone.

In the hero film, a newly downloaded app is personified as a persistent character that repeatedly asks Yue for access to his personal information during everyday situations. 

The exchanges culminate in an Apple Specialist demonstrating how iPhone users can manage these permissions directly through their device settings, reinforcing the message that users remain in control of their data.

Beyond video, the campaign extends to out-of-home placements across multiple Chinese cities, as well as Apple’s official WeChat and Douyin channels, broadening its reach among privacy-conscious consumers.

The latest campaign marks the fourth consecutive year of Apple’s privacy-focused communications effort in China, continuing to position privacy as a core feature of the iPhone experience while making technical concepts more relatable through storytelling and humor.

The campaign was produced by ProFilms, with post-production by Heckler, sound by Form Studio, and music by Wu Dong Wei.

The post Apple China renews iPhone privacy campaign with Yue Yunpeng appeared first on MARKETECH APAC.

The campaign addresses the low participation rate among an estimated 70,600 women born between 2004 and 2008 who qualify for the government’s one-off free HPV vaccination programme. 

According to the LegCo Panel on Health Services, fewer than 3% of eligible recipients had registered through Women’s Wellness Satellite government clinics as of August last year, leaving many at risk of missing the 31 July registration deadline.

Created by Omnicom Health Hong Kong, “Catch-up Now” draws on Cantonese opera as a cultural metaphor to highlight the importance of protecting one’s future. 

While traditional opera often presents its villains in plain sight, the campaign contrasts this with HPV, an invisible threat that many young women may not recognise until it is too late.

At the centre of the campaign is a film featuring Gen Z YouTuber Hiu Yan alongside Professor Hextan Ngan, convener of the HPV Prevention Alliance, and Professor Karen Chan, a trusted medical advisor. 

Set within a Cantonese opera exhibition, the conversation bridges cultural preservation with cancer prevention while encouraging young women to take proactive steps to protect themselves against HPV-related cancers.

Hiu Yan, who has experienced ovarian cancer herself, shares her personal perspective in the film, adding authenticity to conversations around prevention and the importance of acting while free vaccination remains available.

The campaign has already generated encouraging results. According to the organisations behind the initiative, vaccination sites participating in the programme have been operating close to full capacity since the campaign launched a month ago, with appointment availability throughout June and July remaining highly limited.

Katharina Reimer, CEO of the Karen Leung Foundation, said the initiative reflects the collective effort required to improve access to cervical cancer prevention.

“The Karen Leung Foundation is proud to stand alongside the HPV Prevention Alliance in supporting Hong Kong’s HPV Vaccination Catch-Up Program. Protecting girls and young women from cervical cancer is at the heart of everything we do, and this progress is only possible through a collective effort,” Reimer said.

Meanwhile, Sam Wong, Managing Director of Omnicom Health Hong Kong, said the campaign focused on helping people understand the urgency behind the vaccination programme.

“The challenge with this campaign wasn’t simply telling people to get vaccinated, but helping them understand why it matters and empowering them to act before the opportunity disappears” 

Wong added, “It’s been incredibly rewarding working with our trusted partners at Karen Leung Foundation and the HPV Prevention Alliance to make sure we created something meaningful and we’ve been overwhelmed by the positive response so far.”

The integrated campaign is running across digital channels through targeted video placements, supported by content shared on the social platforms of the HPV Prevention Alliance, the Karen Leung Foundation, and influencer Hiu Yan. 

The initiative aims to reach both eligible young women and their parents, helping close awareness gaps before registrations close on 31 July.

The post Omnicom Health Hong Kong turns cultural storytelling into HPV vaccination awareness campaign appeared first on MARKETECH APAC.

The Brand Finance Real Estate 25 2026 report found that China remains the world’s largest real estate brand market, with the combined value of its ranked brands reaching US$27.6b. 

However, prolonged weakness in the country’s property sector—including softer home sales, falling property prices, and ongoing liquidity pressures—has weighed on overall brand performance.

Leading the global rankings is Poly Development, which became the world’s most valuable real estate brand for the first time despite a 12% decline in brand value to US$5.9b. 

Brand Finance attributed the company’s rise to its state-backed positioning, relatively resilient market performance, and stronger perceptions of financial stability.

Meanwhile, China Resources Land retained its position as the world’s second most valuable real estate brand, with a brand value of US$5.1b, supported by recurring income from its commercial property portfolio despite softer development sentiment.

Other Chinese developers in the global top 10 include Vanke, China Overseas Land & Investment, and Greenland, although all recorded declines in brand value amid continued market challenges.

According to Scott Chen, Managing Director for China at Brand Finance, the findings reflect a structural shift within the country’s property sector, where stakeholder confidence has become increasingly tied to financial resilience and operational stability.

“China remains the world’s largest real estate brand market, but the sector is undergoing a profound structural adjustment,” Chen said. “Developers perceived as financially resilient, operationally stable, and capable of delivering long-term value are proving better positioned to maintain stakeholder confidence.”

The report also highlighted Country Garden as the world’s strongest real estate brand, achieving a Brand Strength Index (BSI) score of 89 out of 100 and an AAA rating despite a 68% decline in brand value. 

Brand Finance noted that the developer continues to benefit from strong legacy awareness in China’s residential market, even as perceptions of trust and financial stability remain under pressure following its debt restructuring.

Brand Finance added that state-backed developers have generally strengthened their relative standing as investors and homebuyers increasingly favour companies perceived to offer greater stability and government support, while privately owned developers continue to face heightened scrutiny.

Despite ongoing market headwinds, the consultancy said Chinese developers remain central to the global real estate industry, with the sector’s long-term recovery expected to depend on rebuilding buyer confidence, improving market fundamentals, and restoring stakeholder trust.

The post China claims 5 spots in world’s top 10 real estate brands despite 29% brand value decline: report appeared first on MARKETECH APAC.