Category: Southeast Asia
While passenger traffic was recovering, retail spending had not kept pace, presenting a major problem for Malaysia Airports. The core objective was to convert these returning travelers into shoppers and boost retail performance across five international airports.
Thai retail at an inflection point: Commerce Ministry calls for omnichannel, data-led transformation
While brick-and-mortar retail continues to play a vital role, especially in communities and upcountry areas, online channels are expanding due to convenience and easy price comparison.
Singapore — CHAGEE Singapore is launching its first family-oriented concept store at Suntec City this weekend, offering parents and children a relaxed, interactive tea experience. The new store features child-friendly seating, tiered kids’ play zones, soft-touch materials, and multi-level booths that...
Indonesia – Unilever Indonesia has announced plans to divest its SariWangi tea business to local FMCG group PT Savoria Kreasi Rasa, as the company reshapes its portfolio to focus on higher-growth segments. Unilever Indonesia acquired SariWangi in 1989, introducing tea bags to the Indonesian market. Since...
Singapore — Marriott International have debuted a new Asia Pacific campaign for Marriott Bonvoy, reframing loyalty as something that is simple, accessible and rewarding for everyday travellers. The campaign, ‘Loyalty’s Just That Easy,’ and done alongside BBH Singapore, addresses the widespread perception...
Thailand – Pumpui has partnered with creative agency Yell Bangkok on a typography-led campaign designed to cut through visual sameness in the Korean-inspired food category, supporting the launch of its new product. Facing increasing competition in the Korean-inspired food segment, Pumpui and Yell Bangkok...
It can be seen that marketing’s biggest complexity is the need to produce culturally fluent approaches, but never an approach that is only fluent in one language. With a global brand like Canva, one would assume that a single global campaign is expected to land across markets just right—a one-size-fits-all...
Singapore — The Media Shop Group has appointed Jason Tan as its new chief operating officer and managing partner, strengthening its leadership team as media and advertising continue to evolve rapidly across Asia-Pacific. “I’ve spent over 15 years at the intersection of technology and creativity, helping...
Manila, Philippines — Cebu Pacific has launched a new brand film titled ‘Si Cebie at Ako’ (Cebie and I) as part of its 30th-anniversary celebrations. The film portrays the experiences of an aspiring flight attendant, reflecting the challenges of pursuing ambitious goals. The airline, which has operated...
Vietnam – Starting February 15, Vietnam will enforce stricter online advertising rules, including a 5-second ad skip limit and tougher measures against illegal ads. The new regulations follow the government’s issuance of Decree No. 342/2025/ND-CP, which details provisions of the Law on Advertising, particularly...
