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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Located at First Fleet Park in The Rocks, the activation features a series of portal-themed experiences designed to encourage visitors to create and customise content throughout the festival. Running nightly from 6pm starting 22 May, the installation guides festivalgoers through multiple interactive zones that highlight different Galaxy S26 Ultra camera and editing features.

The experience begins with the Defy Gravity Portal, where visitors can capture stabilised video content against a customisable LED backdrop with rotating visual effects. The setup demonstrates the device’s horizontal lock feature, which uses the phone’s gyroscope and accelerometer to maintain level footage while in motion.

The second portal focuses on AI-assisted image editing through Samsung’s Photo Assist feature, allowing users to modify images by changing backgrounds, outfits, or objects within a scene. Another section of the activation highlights the Galaxy device’s Palm Selfie function, enabling hands-free photo capture through gesture control.

The experience concludes at the Creative Studio, where participants can further edit and refine the photos and videos captured throughout the installation.

As part of the wider activation, Samsung is also inviting festivalgoers to contribute content shot on Galaxy devices to a collaborative film project documenting 24 hours in Sydney through user-generated perspectives. Submissions are open until 10 June, with selected participants eligible to win Samsung product gift packs.

Eric Chou, Vice President of Mobile eXperience at Samsung Australia, shared, “We’re excited to be back at Vivid Sydney. It’s the intersection of art and technology where Samsung truly comes alive, and this year’s activation exemplifies that. The Sky Portal Studio is an unmissable installation that invites every visitor to view the world differently and to capture their vision through the lens of the Galaxy S26 Ultra.”

Sky Portal Studio will run throughout Vivid Sydney from 22 May to 13 June at First Fleet Park in Sydney’s The Rocks precinct. 

Brett Sheehy AO, Vivid Sydney Festival Director, said, “Samsung is an important partner of Vivid Sydney, and we value their ongoing commitment to innovation and evolving how audiences engage with the festival. What excites me most about Sky Portal Studio is how it invites festivalgoers to move from spectators into creators – capturing and expressing their own unique perspective of the world around them.”

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The activation was designed to bring elements of the traditional festival onboard, with the “Ping On” buns symbolising peace, good health, and fortune. As part of the campaign, cabin crew distributed the buns to passengers on selected inbound flights alongside limited-edition plush toy keychains featuring the “Ping On” bun design.

The airline also introduced a special in-flight announcement highlighting the history and significance of the Cheung Chau Bun Festival, offering travellers additional cultural context during the journey.

The campaign forms part of HK Express’ efforts to showcase local Hong Kong traditions and heritage experiences to international travellers through themed onboard activations.

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The campaign opened on May 19 at Another Saigon, a brand experience venue in Ho Chi Minh City, Vietnam, and will roll out across the region with planned launches in Thailand on June 4 and Indonesia on June 23. It features lifestyle-themed installations where consumers can experience LG home appliances in residential-style settings.

Inspired by Korea’s housewarming tradition—where guests are invited into a home to observe everyday living—the campaign translates the concept into an in-person retail experience. Instead of a conventional showroom format, visitors move through curated home-like spaces designed to demonstrate how LG products function in daily routines.

Each installation is structured around familiar home settings, including a kitchen, living room and dressing room. In the kitchen area, visitors can try preparing Korean-style drinks using LG refrigerators equipped with ice and water dispensers offering Craft Ice, cubed ice and crushed ice. 

The living room features LG air conditioners and air purifiers, alongside the LG StanbyME 2 for entertainment and exercise use cases. The dressing room showcases the LG WashTower, which uses AI to adjust wash and dry cycles based on load and fabric type, as well as the LG Styler for garment care.

The campaign also incorporates two character-driven lifestyle zones featuring K-pop artist MINHO and actress Shin Ye Eun. MINHO’s space highlights an active, social lifestyle centred on running and outdoor activity, while Shin Ye Eun’s space focuses on a quieter, wellness-orientated routine. LG said the two zones are intended to reflect different consumer lifestyles.

LG Electronics said the concept is based on what it calls “Affectionate Intelligence”, describing technology designed to adapt to different daily routines and user preferences.

The company added that the campaign aims to make product experiences more accessible by aligning them with familiar K-culture themes already present in Southeast Asian markets. It also noted that the installations were developed in collaboration with MACHO’s SACHUNKI to support the design of the experience spaces.

Beyond the physical venues, LG plans to extend the campaign through digital content, including behind-the-scenes footage and highlights shared via its social media platforms and YouTube channel.

“Southeast Asia has one of the most vibrant K-culture-engaged consumer bases in the world,” said Jaeseung Kim, Regional CEO of LG Electronics Asia Pacific. “Housewarming by LG is our way of opening our doors to local consumers and showing how LG’s Affectionate Intelligence truly understands the way people live.”

The initiative follows earlier experiential marketing efforts, including LG InnoFest 2026 APAC in Busan, where the company showcased themed exhibition spaces inspired by popular K-dramas for regional partners and media.

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The collaboration formed part of Asurion’s launch event for its newest Philippine site, which is expected to create around 2,000 local jobs. Held on 7 May 2026, the event brought together company executives, government representatives, and members of the local community.

Developed jointly by Asurion, GIGIL, and Metama, the “Career Glow-Up” experience combined interactive technology and live engagement to showcase career development opportunities at the company. More than 250 participants attended the event.

As part of the activation, attendees answered a questionnaire about their professional goals and aspirations. Their responses were then analysed and transformed into personalised digital magazine covers that simulated future versions of themselves based on potential career growth opportunities.

The experience also featured a runway installation lined with motion-activated neon lights. After walking down the runway, participants viewed their digital “glow-up” profiles on-screen, alongside headlines generated from their questionnaire responses. QR codes allowed attendees to download digital keepsakes, including photographs and recordings from the event.

The collaboration also highlighted how brands and agencies are using immersive technology-led experiences to communicate employer branding and recruitment messages in a more engaging format.

“We’re excited about the talent here and the role this team will play in helping us deliver great experiences for our customers around the world,” said Guru Gowrappan, Chief Executive Officer of Asurion. 

The company also said the Cebu facility strengthens its ability to support a growing global customer base. It also serves as the company’s sixth hub in the Philippines, joining its existing locations in Santa Rosa, Iloilo, Clark, Calamba, and Bonifacio Global City.

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The campaign marks a broader refresh for the brand in Singapore, combining updated packaging, refreshed visual identity, and a series of consumer-facing activations aimed at younger audiences. 

Built around the idea of “fusion”, the platform positions the brand around balancing different lifestyles, interests, and priorities — an approach informed by insights into how Gen Z consumers in Singapore navigate expectations around tradition, independence, and self-expression.

As part of the rollout, Fuze Tea has introduced refreshed packaging and updated visual elements across its product range in Singapore. The redesign features a more prominent logo, stronger colour differentiation across variants, and visuals highlighting tea ingredients and flavour combinations to improve shelf visibility and flavour recognition.

The “Don’t Compromise” campaign will run across social media, creator-led content, out-of-home advertising, retail placements, and experiential activations. Initial campaign content will feature local creators sharing how they balance different aspects of their daily lives, aligning with the platform’s central message.

Out-of-home placements across MRT stations, commuter routes, and bus shelters will support the campaign rollout, alongside in-store activations and retail touchpoints.

As part of the launch, Fuze Tea will also introduce “Fusion Pulse”, an alcohol-free day party taking place on 23 May at Behind the Green Door in partnership with The Smart Local Media Group and SoulSet. The event will feature music performances, mocktail experiences, themed photo booths, and interactive brand installations tied to the campaign theme.

Beyond the launch phase, the brand plans to extend the campaign through workplace sampling initiatives, street activations along Orchard Road, and a presence at GastroBeats from 5 to 28 June 2026.

Chrystian A. Lim, Director for Singapore, Malaysia and Myanmar at The Coca-Cola Company, shared, “At the heart of ‘Don’t Compromise’ is the belief that Gen Z shouldn’t have to choose between different parts of their identity.” 

She added, “This campaign is our way of bringing that idea to life in a way that feels real and relatable, from the creators we partner with to digital-to-physical experiences, while encouraging a shift in mindset where they don’t feel the need to compromise. It also reflects what Fuze Tea stands for as a beverage – with variants that bring together tea and flavours that fit naturally into everyday moments, whether at home or at work, giving consumers a simple, soothing break in their day.”

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