Tag: Asia Pacific

Asia Pacific – Starbucks, in collaboration with Sanrio, has revealed new limited-edition beverages and merchandise featuring Hello Kitty across 13 countries in the Asia Pacific region, in time for Hello Kitty’s 50th anniversary celebration. 

Starting Sept. 10, Starbucks is set to release Hello Kitty-themed apple-based beverages, seven drinkware items, and five lifestyle accessories. 

Inspired by Hello Kitty’s favorite food, Starbucks’ new Apple Pie Cream Frappuccino Blended Beverage has a chunky apple sauce base layered with milk and cream frappuccino syrup. Meanwhile, the Red Apple Frozen Tea is made of oolong tea with apple sauce and adorned with Hello Kitty’s signature red bow.

The line-up of drinkware items includes ceramic mugs, water bottles, and stainless-steel tumblers featuring Hello Kitty and her teddy bear, Tiny Chum. The collection also offers lifestyle items such as an apron, phone charm, lanyard, and plush toy. 

Additionally, blind box collectables will be available in Malaysia, Singapore, and Taiwan. 

The Hello Kitty and Starbucks collection will also be available in Australia, Brunei, Cambodia, India, Indonesia, South Korea, New Zealand, Philippines, Thailand, and Vietnam while supplies last.

“We are delighted to be part of Hello Kitty’s 50th anniversary, celebrating the enduring spirit of friendship and creating shared moments that turn into cherished memories,” Samuel Fung, vice president of product and marketing at Starbucks Asia Pacific, said.

“The Hello Kitty | Starbucks® collection perfectly embodies our shared values of fostering human connections and bringing people together. By evoking nostalgia with a touch of joy and playfulness, we hope the new Starbucks Experience will captivate Hello Kitty and Sanrio fans in the Asia Pacific region, enticing them to share these moments with the special people in their lives,” Fung added.

Starbucks has previously collaborated with Disney and BLACKPINK.

Bangkok, Thailand – Reachly, a comprehensive lead generation agency, has announced its launch serving the APAC market. Created by Mark McDowell, CEO of Primal – one of Thailand’s leading SEO agencies – and Thibault Garcia, an ex-Agoda employee with over a decade of B2B sales and marketing experience, Reachly is set to address a critical need for B2B companies across APAC.

Both McDowell and Garcia bring a wealth of experience to the table. With over ten years in digital marketing and leadership at Primal, McDowell has a deep understanding of building successful sales pipelines. A former lead generation consultant, Garcia has implemented strategies for over 450 clients, generating significant deals. 

Speaking about the launch, Garcia said, “The launch of Reachly has received an overwhelmingly positive response. It’s gratifying to see how our journey – from building Primal’s successful sales pipeline to creating Reachly’s lead generation services – resonates with so many. The early feedback and engagement prove the value of our approach and the demand for our expertise.”

Reachly offers tailored outbound lead generation strategies using LinkedIn and Email to help businesses enhance their sales pipelines. It aims to provide a comprehensive solution for companies looking to expand their market presence by leveraging intent data and AI to ensure relevant outreach.

In addition to lead generation, Reachly also provides LinkedIn personal branding services to enhance the online presence of business leaders. Reachly’s services cater to business owners, managing directors, CEOs, and founders of established B2B companies in APAC, including Singapore, Malaysia, Hong Kong, Thailand, and Australia. 

Hong Kong – Hospitality group Wharf Hotel has announced a comprehensive rebrand for hotel brand Marco Polo Hotels. The brand, named after the eponymous Venetian merchant, has its brand transformation stemmed from a strategic vision focused on addressing the evolving behaviour of guests and the addition of numerous enhancements.

Located in gateway cities like Beijing, Hong Kong, Jinjiang, Wuhan, Xiamen, Cebu, Davao and Manila, the refreshed Marco Polo Hotels brand is designed to inspire guests to embark on a journey of discovery whether for business or leisure.

At the heart of the rebranding is a new series of pillars — Enrich, Connect and Responsible — that help define the essence of Marco Polo Hotels, a new visual identity, as well as a Viva Magenta brand colour to resonate with the brand’s warm, vibrant and uplifting personality.

The brand’s new visual identity and colour palette will be deployed in stages to consumer-facing marketing materials and hotel collateral throughout 2024 and into 2025. The refreshed look is the beginning of a comprehensive enhancement plan, which includes the group’s first two rebranded properties – Prince Hotel, Hong Kong and Marco Polo Wuhan.

Changes are expected to be progressively introduced at the other properties in the next few years, including investments in the interiors, as well as improved guest experiences.

Thomas Salg, president at Wharf Hotels, said, “We revisited our brand to ensure the rebranding and enhancements will better reflect the ethos of our namesake and address the increase of bleisure travel in Asia Pacific. Today’s and tomorrow’s guests are looking for more than just a place to stay; they want inspiring experiences in the form of sights, sounds and tastes – both inside our hotels and out. What we set out to accomplish definitely showcases our commitment to creating a holistic guest experience and lasting value for our stakeholders.”

Singapore – New data from Visa has recently revealed that Asia-Pacific cardholders spent more in France than in the previous year following the Olympic Games Paris 2024, with Australia recording over 100% increase in their spending, followed by Mainland China (over 80%) and Hong Kong SAR (over 70%).

According to the data, within France, the biggest share of daily spend comes from Hong Kong SAR (over US$230) Singapore (over US$160), and Mainland China (over US$140). Moreover, Asia-Pacific cardholders made twice the number of contactless purchases compared to the previous year’s average.

The data also reports that over 80% of total visitors used contactless as the payment method, over 30% of cardholders conducted their first international purchase in the last 12 months during their trip.

There has been also a fivefold increase in spending on SMB merchants compared to the previous year’s average. Over 50% of spend in shopping, lodging and dining (apparel & accessories, retail goods, department stores and restaurants).

Lastly, increased spending beyond France in other parts of Europe, including Greece (over 250%), Italy (over 100%) and Spain (over 90%) 

Prateek Sanghi, head of Visa Consulting and Analytics for Asia-Pacific, said, “The Olympic Games Paris 2024 has not only showcased athletic excellence but also demonstrated the power of global events to drive economic growth and digitalisation especially for small and medium businesses.”

He added, “What’s really exciting is how contactless payments have doubled during the Olympics — a sign that people are embracing new ways to pay with ease, speed and convenience. We’re seeing the future of payments unfold in real time, uplifting everyone from local businesses in Paris to tourists from across Asia Pacific.”

South Korea – A year after the global rollout for Jim Beam’s ‘People Are Good For You’ campaign happened, the popular bourbon whiskey brand under Suntory Global Spirits has officially rolled out the campaign for Asia-Pacific spanning seven markets–South Korea, Japan, China, Taiwan, Thailand, Vietnam, and Malaysia.

As part of this campaign rollout, Jim Beam has tapped the popular K-pop girl group LE SSERAFIM as the face of the iconic alcoholic beverage in APAC. For this campaign, Beam Suntory has also worked with PageLab for its above-the-line assets for the campaign while BigBadWolf did the below-the-line campaign assets.

Speaking exclusively to MARKETECH APAC, Yoshihiro Morita, senior marketing director for APAC at Suntory Global Spirits noted that as the campaign has rolled out in South Korea and Taiwan, consumers can expect to see more in China, Vietnam, Thailand and Malaysia in the coming months with a digital campaign, in-store activation and pop-up event.

“The global ‘People Are Good For You’ campaign kicked off the brand’s strategy to reinvigorate and drive an emotional connection between Jim Beam and the next generation of consumers.  It’s about celebrating the power of human connection,” Morita said.

In the campaign, LE SSERAFIM members appear in multiple digital videos as part of the brand campaign in Asia, and see the K-pop showstoppers grooving, exploring new drink recipes, and bringing out their inner fashionistas together.

“Curated to reflect the latest social media trends in Asia, these videos encourage people to embrace who they are and explore new experiences with their friends and their community,” he added.

When asked why Jim Beam chose to work with LE SSERAFIM for this regional campaign, Morita points out the group name’s original anagram of the ‘I’m Fearless’ phrase, which perfectly encapsulates Jim Beam’s bold and carefree spirit.

“Each distinct and utterly unique, the members of LE SSERAFIM become greater than the sum of their parts as they try new things together for this brand campaign. This exactly represents Jim Beam’s belief that coming together is powerful and that people can energise each other,” he stated.

Morita added, “Jim Beam aims to nurture a spirit of solidarity by enabling people to “find their tribe” so that they can feel the power that comes from being together. Things that might make people feel unusual and awkward when done alone become empowering when done with the right people; new experiences that may seem strange or peculiar when people are alone can lead to meaningful bonds when the right people come together, bringing the tagline “With my tribe, it’s a whole new vibe” to life.”

The original global ‘People Are Good For You.’ campaign was launched in 2023, with the ad directed by Noam Murro with creative by Leo Burnett, while the new Jim Beam visual design was created in partnership with Turner Duckworth. Included in the campaign rollout was a refreshed visual identity that started with an exploration of Jim Beam through the generations. This then continued to the down-to-earth warmth and welcoming informality that the brand is known for.

Singapore – Global insights and intelligence provider CARMA has released a new report analysing how ten airlines in Asia were represented in the news and on social media between the peak holiday period, October 2023 to March 2024.

The report aims to identify the key players in the airline industry, based on their share of voice and overall positioning according to media and customer perspectives.

Singapore Airlines was the most mentioned airline on social media and second most mentioned in mainstream media. The airline ranked first for coverage with positive sentiment. Singapore Airlines earned coverage for its financial performance, including record-breaking half-year profits. Additionally, customer reviews consistently highlighted positive experiences, praising the airline’s exceptional service and luxurious in-flight amenities. 

Meanwhile, Cathay Pacific was the most mentioned airline in mainstream media. The airline amassed significant news coverage related to workforce shortages and flight disruptions. However, the airline earned positive mentions on social media, with customers expressing satisfaction with their flight experiences.

The report also noted that AirAsia was the second most mentioned airline on social media. The high volume of social media coverage was largely driven by criticism from netizens over the airline’s customer service.

Moreover, Malaysia Airlines was prominent on both social and mainstream media. Flight MH370 continued to spark discussions, marking the tenth year of its disappearance. 

The report mentioned that financial news was consistently among the most discussed theme in mainstream news across all airlines, with Cathay Pacific and Singapore Airlines earning the most coverage. This was followed by safety, where safety rankings for airlines took up a large proportion of the media discourse. Workforce stories were also a driver of media coverage for the airlines, with Cathay Pacific frequently at the centre of such discussions. 

An analysis of social discourse identified customer service and the flight experience as the leading conversation drivers, at 28% and 22% respectively.

Andrew Nicholls, managing director at CARMA Asia, commented on the findings, “It’s interesting to see the extent that customer praise drives social media mentions. We expected to see travellers voicing complaints over social media; but efforts to deliver exceptional customer experiences have clearly turned customers into vocal advocates. In traditional media, airline coverage is dominated by financial results and safety issues, which suggests there is an opportunity for airlines to take a more proactive and creative approach.”

Recognising how the esports and gaming landscapes are becoming more dynamic, global gaming-centric consumer electronics company Razer has launched its new ‘Razer Creator Program’, and is designed to support a diverse range of creators, from budding streamers to established influencers. 

As the initiative rolls out globally, including in Asia-Pacific, we had the chance to speak exclusively with Hung Wei Goh, senior director for global community, influencers, and esports at Razer to better understand what this initiative will bring to APAC creators, and how Razer will continue to support creators in the region.

How ‘Razer Creator Program’ works for APAC

For Hung Wei, the ‘Razer Creator Program’ brings together the best of their content creator ecosystem, from hardware to services, to partnerships which serves to engage any interested individual looking on their content creator journey. 

“It is a transformation of the Razer Streamer Program, which has been well-received over the years. Beyond channel growth, we’re taking it to the next level with additional educational guides and engaging collaborations for creators of all sizes and experience, providing them with opportunities to collaborate, learn and earn,” he said.

A unique part of the initiative is its ‘Bounties’ offering, where different rewards are created to cater to the different skill sets of these creators. With this, budding creators will gain experience and be given opportunities to learn and grow whereas seasoned creators will be spotlighted by Razer and earmarked for further collaborations.

Moreover, he also added that within the program, all creators will also receive a unique affiliate link which they can share with their audiences. This allows them to earn a commission (up to 8%) whenever someone makes a purchase using their link. Moreover, all creators who sign up for the program will also be entitled to a one-time discount of 15% off Razer streaming products to further support their content creation journey.

“Going beyond solely content creation, we are also encouraging a closely-knit community where everyone can connect, collaborate, and level up together! We have a creator-exclusive Discord channel where content creators all around the world can come together via online events and even in-person meetups based on regions. Creators in the Asia-Pacific region can look forward to forging new and closer bonds with like-minded individuals around them,” he explained.

The program’s impact to APAC content creators

For Hung Wei, Razer has always been a community-first brand, and their ability to listen and work with our community has been integral to the success of their work. This brand vision has been at the centre of this new content creator program.

“We believe in forging a community where we can empower and give back to the creators of all levels who have been supporting the brand at every step of the way. For us to best understand the creator space, as well as their needs and challenges, we needed to centre our efforts with creator-centric initiatives like the Creator Program, where we offer them a platform for collaboration opportunities, direct line of communication for 2-way feedback, so we can improve our solutions for all other individuals looking to get a foot in the creator space.” he explained.

He also added that regional creators offer a unique diversity and what makes it special is the fusion of local culture that gives a unique edge to the content APAC creators provide – even as gaming is itself, a universal language.

“Ultimately, we desire to cultivate a diversified unification of all creators who are passionate about what they do, have a taste for gear and content, keeping in trend, and decisive on the things they set out to achieve. What’s important for us is that they are passionate about gaming and the content they put out,” he said. 

Hung Wei added, “After all, we live by the motto “For Gamers, By Gamers”. These creators would have a greater understanding and deeper connections with their audiences, allowing them to understand the needs and desires of their communities. This would bring about unique perspectives that only APAC creators can bring to the table.”

Entrusting a direct line with content creators

As Razer continues to grow the program, Hung Wei notes that creators who are on board can expect full regional and global support from the company, ensuring that there will be a direct line of communication between creators and the brand.

“We can focus more on helping these creators to elevate their content and following while fulfilling their passions for content creation. This would encompass more targeted focus of personal collaborations and mutually beneficial partnerships as we recognise the need to maintain a strong connection with the APAC content creators who are in the program,” he said.

Hung Wei concluded, “Looking to the future, we hope to be able to connect and collaborate with creatives around the world to bring the top-of-class UGC content that is uniquely Razer.” 

As the digital landscape continues to expand, Razer’s initiative will not only support individual growth but also foster a thriving community of innovative creators, making it a significant milestone for the APAC content creation industry.

Singapore – Around 49% of Asia-Pacific consumers responded saying they will pay an additional 10% to 50% for beauty products with scientific formulations, according to recent statistics from data analytics firm Euromonitor International.

According to the report, consumer demand for science-backed beauty and personal care has gained ground following the pandemic. Dermocosmetics, which brands conceptually centre around the use of unique ingredients, is rapidly gaining space globally.

Moreover, around 30% of respondents among Asia Pacific consumers perceived proven efficacy and medical endorsements as traits of premium beauty products in 2023. In addition, 38% of consumers in Asia-Pacific viewed premium ingredients as more important than premium brands when it comes to skin care products, while only 23% of respondents said brands come first. 

According to the report, this indicates that consumer perception of ‘premium’ spans across the realm of scientifically proven ingredients.

It is also noted that the blurring of category boundaries and increasing future demand for multifunctional products is especially being seen in skin care, sun protection and colour cosmetics. Products offering multiple benefits such as cost-effectiveness and time-saving options in a single item are highly welcomed in the market.

There is also a heightened demand for clinically-positioned beauty presents opportunities for sun care and deodorants. The latest ‘skinified’ formulas have multifunctional benefits, beyond traditional claims.

Suncare is one of the best ‘all-in-one’ products. Suncare products are now incorporating make-up functions such as primer, coverage, and colour correction, while colour cosmetics products are being enhanced with SPF. The markets Indonesia, Singapore, and China have seen a surge in demand for sun care products, with a respective CAGR of 10.5%, 8.9% and 8.8% in the period of 2018 to 2023 respectively. This is driven by growing awareness of the importance of sun protection and skin care amongst consumers.

The report also found a higher number of Asia-Pacific respondents searching for multifunctional attributes in suncare in 2023 than in 2021. 22% of respondents indicated ‘anti-ageing’ as one of the main desired functional features for a suncare product, up by 19% from 2021. A response of ‘wrinkle-preventing’ is also up by 16% from 13% in 2021 – a trend expected to continue in the future.

Another factor that is being highlighted in the report is how e-commerce channels still play an important role, emerging as a significant factor shaping the future of beauty retail in Asia Pacific. In 2023, retail e-commerce accounted for 30% of total beauty and personal care sales in Asia-Pacific. China is the second-largest market in the world for beauty retail e-commerce. Social media platforms in the country such as Douyin and Xiaohongshu are helping new brands drive China’s beauty market.

Lastly, livestreaming presents beauty brands the chance to break through to consumers in lower-tier cities in China and India as well, giving access to thousands of brands with a wider range of prices through online marketplaces. A digital-first environment in markets is expected to encourage beauty brands to leverage e-commerce channels to build their reach into tier-2 cities and beyond, with an affordable cost option.

Yang Hu, insights manager of health and beauty in Asia at Euromonitor International, said, “The future of innovation in beauty products will continue to be ingredient-driven. As the lines between health and beauty become blurred, more health-related ingredients will be researched to unlock their potential in beauty, with science-backed evidence.”

Hu added, “The beauty market in Asia Pacific is now faced with incredible possibilities that lie ahead for the industry – not only with increasing purchase power and changing demographic, but also with the market’s evolution of its growth engine through retail channel revolution, innovative brands and technological breakthroughs. To stay competitive, industry players must remain attentive to future factors such as environmental changes, the dynamic consumers of Gen Z and Gen Alpha, and developments in other wellness sectors.”

Hong Kong – Carlsberg Asia has announced the launch of its regional responsible drinking campaign, #CelebrateResponsibly, in partnership with three of Asia’s major e commerce platforms – Grab, foodpanda, and Meituan – transforming how consumers enjoy beer. 

This partnership is key to realising the brand’s vision of ZERO Irresponsible Drinking by leveraging Carlsberg’s and its partners’ brand voices and touchpoints to create a culture of responsible drinking. The aim is to discourage consumers from driving under the influence of alcohol and encourage them to make drinking occasions and beer moments safe and enjoyable. 

As the official beer sponsor of Liverpool Football Club (LFC) since 1992, Carlsberg will kick off this campaign during the football season to leverage this significant passion point to invite all drinkers to #CelebrateResponsibly. 

Carlsberg will tap into the extensive ecosystem and hyperlocal insights of these partners who have a strong presence in Carlsberg’s APAC markets, with a significant overlap in consumer bases, to deliver the important message. 

Through a promotional campaign with Grab, Carlsberg hopes to generate awareness of its ‘responsible drinking’ message through digital in-app activations targeting key Southeast Asian markets including Singapore, Cambodia, and Myanmar. Leveraging Grab’s multiple online to offline touchpoints, Carlsberg will encourage football fans across the region to book GrabCar rides to prioritise safety and responsible alcohol consumption. As part of this, consumers can enjoy discounted rides to best-known Carlsberg outlets or enjoy attractive offers on GrabMart to have their favourite Carlsberg beers delivered.

Meanwhile, in Singapore and Hong Kong, Carlsberg Asia and foodpanda will tap on rider engagement activities and offer the refreshing 0.0% alcohol-free Carlsberg to delivery partners. This initiative not only emphasises Carlsberg’s commitment to providing alcohol-free and low-alcohol alternatives but also encourages responsible consumption. Additionally, Carlsberg will introduce an online sampling campaign, allowing consumers to redeem alcohol-free beer on pandamart, foodpanda’s online grocery store. 

Lastly, Carlsberg, in its partnership with Meituan, a tech-driven retail company in China, will further expand its reach and support other existing responsible drinking related efforts that are already being implemented in the country across a wide portfolio of brands. This collaboration will involve working closely with the destination governments, local districts, and merchants, leveraging the various ‘Meituan Districts’ or key high footfall commercial areas, to drive awareness around responsible drinking practices through public engagement events and activations. Carlsberg will also launch a digital activation with Meituan’s food delivery cabinets, where users will have the opportunity to learn about these events by simply scanning a QR code, creating an interactive and convenient experience for consumers. 

Arindam Varanasi, vice president of commercial for Asia at Carlsberg, said, “Carlsberg is delighted to partner with three of Asia’s leading e-commerce apps to deliver quality drinking experiences responsibly. Through these strategic partnerships, we will make Carlsberg’s portfolio of brands easier and safer to access, expanding drinking moments for consumers in key markets across the region by emphasising the importance of celebrating responsibly.”

India – Brand consulting firm Landor has announced the promotion of Lulu Raghavan as its new president for Asia Pacific. 

In her new role, Raghavan will lead a diverse and talented team of creative professionals across APAC, fostering a high-performance culture and extraordinary creativity to drive business growth.

With 23 years of experience at Landor, Lulu Raghavan brings a wealth of expertise and a deep understanding of the branding industry. Throughout her tenure, she has held various roles across several key markets, including San Francisco, New York, London, and Mumbai.

Raghavan will remain based in Mumbai and report to Christian Schroeder, global president of Landor.

Schroeder said, “We are very excited to see Lulu step into the APAC President role. Her extensive experience, dedication, and innovative approach make her the perfect fit to lead the region. I am personally delighted for Lulu, and confident that she will continue to drive growth and excellence across our APAC offices.”

Also speaking on her promotion, Raghavan shared, “I am honoured to take on the role of President for the APAC region. This is an exciting time for Landor, and I am eager to build on our strong foundation and continue to drive innovation and growth. I look forward to working closely with our talented teams across APAC to deliver exceptional value to our clients.”