Developed in conjunction with Visit Malaysia Year 2026 (VM2026), the hub aims to redefine airport retail by bringing together local products, cultural experiences, and homegrown stories in one destination, positioning Malaysia’s heritage and wellness offerings for a global audience.

Beyond serving as a traditional retail outlet, MyTreasure has been designed as an experiential destination where visitors can discover Malaysian-made wellness products, sample local flavours, and explore curated gifting collections before leaving the country.

The initiative also reflects a growing trend in destination marketing, where airports are becoming important touchpoints for nation branding and brand storytelling, as MyTreasure combines tourism, retail and experiential marketing to give local businesses a platform to reach millions of international travellers passing through KLIA each year.

The launch was officiated by YBrs. Encik Mohd Amirul Rizal bin Abdul Rahim, Director General of Tourism Malaysia, who described the hub as an example of how public and private sector collaboration can strengthen Malaysia’s tourism ambitions ahead of Visit Malaysia Year 2026.

“MyTreasure reflects the kind of public-private collaboration that will be critical to the success of Visit Malaysia 2026. While the Government provides the platform and direction, it is visionary Malaysian companies like JYY Group that help bring the Malaysia story to life,” said Rahim. 

“As such, I would like to congratulate JYY Group – I hope it becomes a symbol of how Malaysian brands can proudly represent our nation, our culture and our heritage to the world,” added Rahim.

According to Alann Tan, Founder and Group Chief Executive Officer of JYY Group, MyTreasure was created to help uncover and promote Malaysia’s lesser-known treasures.

“After nearly two decades in the gifting industry, we realised something. Malaysia is rich in amazing products, traditions and stories. Yet many remain undiscovered by the world. That inspired us to create MyTreasure. Not simply as a retail store but as a treasure hunter for Malaysia,” shared Tan. 

“Travelling across the nation, searching for authentic local treasures, curating them and bringing them together in one place. So that every traveller can discover the very best of Malaysia before leaving our shores,” added Tan. 

Beyond the hub activation, visitors can also enjoy the “Taste of Malaysia” experience, featuring local treats such as Trigona Honey ice cream and specialty honey beverages, pandan cloud cake, and durian coffee, designed to introduce travellers to the country’s flavours before selecting gifts to take home.

As Malaysia prepares to welcome more international visitors through Visit Malaysia Year 2026, JYY Group hopes MyTreasure to become a platform that promotes Malaysian brands, strengthens tourism marketing and leaves travellers with a lasting impression of the Malaysian heritage and culture. 

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Running throughout Roland-Garros 2026, the activation invites guests into a fully clay-covered environment where tennis, art, culture and hospitality come together in a unique fan experience. 

Designed via experiential agency WINK and GUT São Paulo, the space captures the atmosphere and rituals of the Grand Slam tournament to offer visitors a new way to engage with one of tennis’ most celebrated events.

At the heart of the experience is a sculpted clay bar made entirely from wet clay, designed to evolve over the course of the tournament. Guests are encouraged to leave their mark on the installation, turning the activation into a living artwork shaped by the people who visit it.

The experience begins with guests receiving custom white Lacoste sneakers before stepping into the clay-inspired world, where throughout the activation, visitors can explore interactive elements including live art performances, where artists etch designs directly into the clay bar, further reinforcing the connection to Roland-Garros’ signature surface.

Adding to the experience are appearances from Stella Artois ambassadors including David Beckham and Maria Sharapova, alongside exclusive watch parties organised in partnership with The Ace Club, a Paris-based community for tennis enthusiasts.

“As tennis fans come to the Stella Artois Clay Bar, we want them to experience the emotion and ritual of Roland-Garros in an unexpected way so they can savour not just the tennis but also the spirit and aesthetic of one of the world’s most iconic events,” said Tim Ovadia, Global Vice President at Stella Artois. 

“Everyone will walk away with a legendary badge of honour, the mark of red clay, showing that the taste of Stella is worth sacrificing even the best Grand Slam fashion,” added Ovadia. 

The Clay Bar also serves as a venue for Stella Artois’ Perfect Serve Awards in France, where bartenders compete to demonstrate their mastery of the brand’s signature serving ritual, incorporating elements of the brand’s heritage while placing the fan experience at the centre of the event.

The activation forms part of Stella Artois’ wider “A Taste Worth More” platform, which comes to life across leading tennis properties including Roland-Garros, Wimbledon and the ATP Tour, and through the activation, the brand aims to celebrate the rituals, craftsmanship and cultural moments that make tennis one of the most celebrated sports in the world.

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Called “When Life Spins, Stay Ready,” the interactive out-of-home activation will roll out across selected high-traffic locations from June 2026, inviting participants to assess their readiness through a series of quiz-based challenges centred on three pillars: Mind, Body and Money.

The campaign aims to generate more than 10,000 readiness responses from Singaporeans over 42 activation days. Participants who answer at least four out of six questions correctly will qualify for a spin-and-win experience, with up to 4,000 prizes available for redemption.

Questions are designed around practical everyday behaviours, including stress management, physical activity, hydration habits, budgeting and saving practices. 

Through the activation, Etiqa seeks to position readiness as an ongoing mindset shaped by daily decisions rather than something reserved solely for emergencies or major life events.

According to Claudia Soh, Acting CEO of Etiqa Insurance Singapore, the campaign reflects the insurer’s belief that preparedness extends beyond planning for unexpected events and includes the everyday habits that help people feel more confident about the future.

The initiative also reinforces Etiqa’s broader “Live Ready With You” brand platform, which focuses on supporting customers in navigating life with greater confidence and resilience.

The activation will additionally serve as a precursor to the upcoming Etiqa Life Preparedness Survey, scheduled for release in the second half of 2026. 

Conducted by Kantar, the study will explore how Singaporeans approach preparedness across financial security, physical wellbeing and mental resilience.

The six-week campaign begins at City Hall MRT station on 11 June, with additional locations to be announced throughout the activation period.

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At the heart of the initiative is ‘Where The World Comes To Play,’ a new film featuring members of Singapore’s national football team and local football icon Fandi Ahmad. 

The campaign highlights community spirit, national pride and the global appeal of football through a journey across some of Changi Airport and Jewel’s most recognisable attractions.

The film follows a young football fan whose encounter with Singapore national team captain Hariss Harun sparks a football relay across the airport. The action unfolds through locations including Jewel Rain Vortex, The Wonderfall and Dreamscape.

The production also features Singapore men’s national team head coach Gavin Lee alongside players Jacob Mahler, Shawal Anuar, Kyoga Nakamura, and Tyan Foong.

Beyond the campaign film, Changi Airport is inviting football fans to watch matches together through free screenings held from 12 June to 20 July. 

Matches will be shown at Terminal 3’s ST3PS public area and TV lounges across the transit areas of all four terminals.

The football celebrations will also extend into interactive experiences across the airport. Visitors can take part in the Football Champions Trail at Terminal 3, where quizzes and challenges unlock shopping and dining rewards worth more than S$50, as well as a complimentary ticket to the Bouncing Net attraction at Jewel upon completion.

Passengers travelling through the airport’s transit areas can also participate in football-themed games and challenges for a chance to win prizes, including up to 200,000 Changi Rewards points.

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Positioned as a celebration of food, football and luxury experiences, the campaign transforms the Orchard Road destination into a curated lifestyle hub featuring exclusive menus, themed merchandise, experiential pop-ups and member rewards.

At the centre of the campaign is the idea that no matter what shoppers are craving—from culinary indulgences to retail discoveries—there is “a seat, a cuisine, and an unforgettable experience waiting” at ION Orchard.

“ION Orchard has always been committed to redefining the luxury shopping and lifestyle experience on Orchard Road, and our culinary campaign during the World Cup season is a testament to that promise,” said Yeo Mui Hong, Chief Executive Officer of Orchard Turn Developments.

“This campaign brings together the energy of ‘The Beautiful Game’ with the finest in dining, retail and member privileges. Whether you are a football enthusiast, a gastronome, or a discerning shopper, there truly is a table awaiting you at ION Orchard,” she added.

The campaign features a line-up of World Cup-inspired brand activations and retail collaborations throughout the mall. 

To further drive engagement, ION Orchard is expanding its ION+ Rewards programme with a range of campaign-exclusive incentives, including dining rebates, shopping rewards and luxury spending privileges tied to participating brands throughout the campaign period.

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Running from 29 May to 12 July, the “Ready, Sweat, GO!” experience brings together large-scale installations, interactive play zones, retail pop-ups and app-based rewards as the airport continues to expand its positioning beyond travel into entertainment-led family experiences.

At the heart of the activation is a five-metre-tall Snoopy installation at Terminal 3 Departure Hall, surrounded by sports-themed displays featuring Belle, Andy, Spike, Marbles and Olaf. 

Each installation places the Peanuts characters in different sporting scenarios, from football and rugby to athletics-inspired setups designed for photo moments and social sharing.

The activation also introduces the “Peanuts Summer Sports Park”, an indoor play area opposite Check-in Row 11 at Terminal 3. Designed for younger visitors, the attraction features climbing structures, slides, a trampoline, sand pit, train track and ball pit experience.

Across the airport, visitors can also explore multiple Peanuts pop-up stores carrying themed merchandise including plushies, bags, apparel and homeware, alongside newly launched items spotlighting Snoopy’s siblings.

The experience extends into gamified digital engagement through the Changi App and Changi Rewards ecosystem. Visitors can unlock themed rewards through the “Cappyworld” in-app game, redeem exclusive Peanuts premiums and participate in interactive photobooth experiences tied to daily check-ins and purchases.

Weekend meet-and-greet sessions featuring Snoopy, Charlie Brown and Lucy will also run across selected Saturdays in June, while shoppers who spend at participating airport outlets can access exclusive Peanuts collectibles including tote bags, backpacks, sports towels and disposable film cameras.

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Running from 29 May to 25 July across 15 malls in Singapore, “Ready, Set, Summer!” transforms everyday mall visits into themed experiences spanning pyjama parties, beauty drops, athleisure activations, dessert runs and ice cream festivals—all powered through the CapitaStar app.

Each fortnight introduces a new theme tied to trending lifestyle behaviours and youth culture. The campaign kicks off with “Zer0 Guilt Summer”, a collaboration with Swensen’s featuring a PJ Slumber Party, free ice cream drops and the launch of five new Zer0 Sugar Added flavours. 

Future activations include “Two’s A Treat”, centred around friendship moments and matching-outfit rewards with brands like KOI Thé and llaollao; “Gear & Go”, an athleisure-focused drop with JD Sports; and “Glow, Snap, Repeat”, which combines beauty rewards with photobooth experiences through brands including Sephora and Life4Cuts.

Dessert culture also takes centre stage through “Choc O’Clock”, featuring gourmet chocolate giveaways and promotions from ROYCE, Venchi and The Coffee Bean & Tea Leaf.

The campaign culminates with an Ice Cream Day celebration at Plaza Singapura on 18 and 19 July, where shoppers can access interactive experiences with Magnum, Ben & Jerry’s, and Wall’s, including DIY topping bars, sampling stations and live entertainment.

Throughout the campaign, shoppers can unlock weekly reward codes, surprise freebies and bonus STAR$ incentives through the app, reinforcing CapitaLand’s wider push toward app-led engagement and gamified retail experiences.

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On 23 May, local creator Orchard Road Fashion led a surprise public dance performance along Orchard Road built around an original TikTok Shop birthday jingle and choreographed routine.

Midway through the performance, creator Sunny D—one half of dance duo Seriously Cannot—revealed a promotional voucher code tied to the campaign.

The code, “TTSBDAYSURPRISE”, unlocked platform discounts including 30% off purchases and additional offers for new users through the TikTok Shop tab.

A second activation scheduled for 30 May will see TikTok Shop stage a live version of its in-app “Cake Smash” mechanic along Orchard Road, offering cash prizes and giveaways through physical gameplay inspired by the platform’s existing gamified shopping features.

Consumers are also being encouraged to create user-generated content using the campaign jingle and hashtag #TTSBDAYSURPRISE for a chance to win an iPhone 17.

TikTok Shop’s approach leans heavily into what industry executives often describe as “shoppertainment”—the merging of creator content, livestreaming, gaming mechanics, and retail incentives into a single ecosystem designed to keep users engaged for longer periods.

The 6.6 Birthday Mega Sale runs from 30 May to 6 June and includes free shipping offers, creator-led livestream sales sessions, and daily voucher drops tied to the Cake Smash feature.

Featured creators include Jianhao Tan, Debbie Soon, and Fredy Jay.

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Running from 26 May, the installation stretches across Jewel’s Forest Valley and Canopy Park, combining large-scale floral displays, interactive activities, retail promotions, and fashion collaborations built around the LEGO Botanicals and LEGO Icons collections.

At the centre of the attraction are towering two-metre LEGO rose installations positioned against the backdrop of the Rain Vortex, alongside whimsical plant sculptures and botanical-themed displays woven throughout the complex’s indoor greenery.

The larger experience unfolds at Canopy Park, where visitors move through themed environments inspired by global garden aesthetics, from Japanese zen landscapes to Mediterranean courtyards and English countryside settings.

The displays recreate scenes from LEGO Icons sets including the Tranquil Garden, Fountain Garden, and Autumn Cottage Garden collections using intricately assembled brick structures, floral sculptures, koi ponds, pergolas, and topiary-style installations.

“We are delighted to debut Southeast Asia’s largest LEGO Botanicals showcase here at Jewel,” said Lee Ching Wern, Chief Executive Officer of Jewel Changi Airport.

“This collaboration reflects Jewel’s ongoing efforts to create distinctive experiences to delight visitors,” Lee said.

“By reinterpreting Jewel’s iconic indoor environment through the creative lens of LEGO, we are offering visitors a fresh and inspiring way to experience familiar spaces,” she added.

Beyond the installations, the LEGO Group has partnered with the Singapore Fashion Council on a fashion showcase featuring local designers including Joanna Lim, Sabrina Goh, and Kha Ngo.

The designers created runway pieces incorporating LEGO Botanicals elements into wearable fashion, blending sculptural floral forms with experimental materials and textures.

“Through Celebrate Jewel Blooms with LEGO Botanicals, we wanted to create an experience that encourages people to slow down and explore together in a playful and meaningful way,” said Nina Patricia Da Costa, General Manager for Singapore, Malaysia, and Travel Retail APAC at the LEGO Group.

“At the LEGO Group, we believe play has the power to spark creativity, foster connection and inspire imagination across generations,” Da Costa said.

The activation also includes a stamp rally spanning seven locations throughout Jewel, a LEGO pop-up retail store, and a slate of shopping promotions tied to spending thresholds and Canopy Park attractions.

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Ahead of the official rollout, commuters in Hong Kong spotted a neon-pink truck featuring a meme-style reinterpretation of the public “Caution: Wet Floor” (小心地・滑) sign during a trial run. Images of the vehicle were later shared on Threads, where they began circulating and drawing early discussion around the campaign prior to any formal launch.

“Gen Z and Millennial audiences are notably resistant to polished, corporate-driven narratives,” noted K2 digital. “The early organic pickup on Threads demonstrates how the platform favours raw, real-time, and slightly absurd local content. By placing an unusual visual element into a mundane environment, the brand gave users the social currency to co-create the story before the official launch.”

The activation is being rolled out in phases, combining out-of-home (OOH) placements with social media seeding. It follows an earlier set of key visuals that placed the lubricant travel pack within a lifestyle context, pairing it with everyday personal items as part of an effort to position intimate wellness products in a more normalised, consumer-facing setting.

Interest in the campaign increased after the truck sightings surfaced online, effectively creating an unplanned “leak” that drove user-generated content and platform-driven discovery. Rather than a fully controlled media push, the early visibility of the activation became part of the campaign’s distribution strategy as it gained traction on social platforms.

The mobile billboard is set to operate this weekend officially across major Hong Kong traffic routes, including the Cross-Harbour Tunnels. Its deployment is also designed to respond to weather conditions, with planned runs during rainy and high-humidity periods intended to align with the product’s hydration-focused positioning.

Overall, the campaign reflects a growing use of hybrid OOH approaches that rely on the interaction between physical stunts and social media circulation, where incidental exposure and user sharing play a role in extending campaign reach beyond traditional advertising placements.

A representative from Okamoto said, “At Okamoto, we are constantly looking for creative ways to engage with younger consumers. With the launch of our new 0.03 Lubricant sachet pack, we hope to present intimate care in a more approachable and lifestyle-orientated way through a playful campaign that ‘smoothly slides’ into everyday moments and local conversations.”

Zoa Ng, Creative Partner at K2 digital, added, “By turning Hong Kong’s unpredictable wet weather and traffic friction into a humorous, relatable moment through our ‘小心地・滑’ truck, we want to show that slipperiness isn’t just a product attribute—it’s a mindset that can transform the daily urban grind.”

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