Created alongside Publicis Groupe Singapore’s bespoke agency Team Fresh, the campaign, dubbed ‘Time For A Sub’, taps into the universal substitution gesture seen during football matches and links it directly to Subway’s signature product.

Every time a substitution is made during selected matches, Subway Singapore will post the moment on its Instagram Stories. Fans who quickly respond via direct message stand a chance to receive buy-one-get-one-free Sub vouchers redeemable across the island.

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By leveraging a gesture already embedded in football culture, the brand has inserted itself into tournament conversations without relying on official sponsorship rights.

“Substitutions are one of the most recognised moments in football,” said Sarah Ko, Executive Creative Director at Team Fresh, Publicis Groupe Singapore.

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“They happen in every match, everywhere in the world. We just made sure that in Singapore, they come with a reward. The gesture was always there – we just gave fans another reason to watch for it. And gave Subway a role in the game, without ever stepping onto the field.”

The campaign aims to create a second-screen experience for football fans, encouraging them to engage with Subway’s social channels while following live matches.

Ahead of selected games, Subway Singapore will announce participating fixtures through its social media platforms using the hashtag #TimeForASub. 

Once the substitution signal appears on screen, the race begins for fans hoping to secure promotional vouchers.

For Subway, the campaign represents a play on cultural relevance rather than traditional sports marketing.

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“Football has been saying the word ‘sub’ for decades,” said Aaron Tang, Senior Director of Marketing (APAC) at Subway Singapore.

“Subway lovers have been doing the same. We found a way to connect the two worlds by giving fans a reason to watch every football game a little more closely, while giving Subway an ownable role in football culture at a time when the world’s eyes are watching.”

To amplify the activation, Subway has partnered with creator network HEPMIL and enlisted football-focused content creators, including Zaki, Yusoff and local football content creator Shaun Ye.

The campaign launched on 12 June and will run throughout the football season, with fans encouraged to keep an eye on both the pitch and their social feeds.

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Findings from Criteo’s Spark of Discovery 2026 report show that while brands continue to believe their discovery strategies are working, many are struggling to translate those efforts into meaningful business growth. 

Although 99% of Singapore brands said their current discovery strategies are effective, only 36% strongly agreed that these strategies contribute to brand growth.

The research, which surveyed consumers and brands across Singapore, India and Australia, found that Singapore shoppers are among the region’s most digitally confident. 

Just 32% said online shopping feels more like a chore than shopping in-store, compared to the APAC average of 37% and 55% in India. However, that confidence comes with higher expectations.

Efficiency has emerged as a top priority, with 43% of respondents identifying faster and less time-consuming experiences as the improvement they most want from e-commerce platforms.

While enjoyment still plays a role in online shopping, Singapore consumers approach discovery with purpose. About 63% said joy matters when they shop online, but they are nearly as likely to stick to a shopping list (62%) as they are to explore something new (60%). 

Compared to markets like Australia, where only 54% expressed openness to discovering new products, Singapore shoppers appear more receptive—provided the recommendations are relevant and useful.

The findings also point to a changing influence landscape. Only 28% of Singapore consumers said influencer content drives excitement around brands, below the APAC average of 34% and significantly behind India at 54%.

Instead, trust and credibility carry greater weight. More than half (54%) cited positive forum reviews as a key driver of excitement, while 51% pointed to easy access to customer support. 

Even impulse purchases appear to be grounded in product appeal rather than social pressure, with 59% of impulse shoppers naming attractive product design as their main trigger. By comparison, only 8% cited peer pressure as a purchasing factor.

The report also suggests that Singapore consumers are becoming more comfortable with the trade-offs associated with AI-powered commerce. 

Nearly six in 10 respondents (59%) recognised that sharing more data can result in more personalised recommendations, while 56% said they were comfortable with brands using their purchase history to tailor suggestions. 

However, willingness declines when more sensitive data is involved, with only 43% comfortable sharing their email contacts.

Timing, meanwhile, has become increasingly important. Around 44% said seeing the right ad at the right moment contributes to excitement during the shopping journey, highlighting an opportunity for brands to use AI to improve precision rather than simply increase volume.

Brands appear ready to respond. According to the report, 92% plan to use AI to enhance user experiences, while 91% intend to leverage the technology to remove guesswork from product discovery.

“Singapore is a strong indicator of where e-commerce in Asia-Pacific is heading. Consumers here are highly digitally literate—they know exactly what a great shopping experience looks like, and they have no patience for anything less. They want discovery to find them at the right moment, not interrupt them at the wrong one,” said Sukesh Singh, Managing Director for Southeast Asia at Criteo.

“For brands, that’s both the challenge and the opportunity. Generic, broad-reach campaigns don’t cut it anymore. What wins is algorithmic precision that actually respects the shopper’s intent—and AI is what makes that possible at scale. Get it right in Singapore, and you’ve cracked a template for the rest of the region.”

With 85% of Singapore consumers saying shopping festivals influence what they discover and buy, upcoming events such as 10.10, 11.11 and 12.12 remain important opportunities for brands. 

But the report suggests that success will depend less on blanket promotions and more on delivering timely, trustworthy and genuinely relevant recommendations.

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The groundbreaking ceremony was officiated by Grace Fu, Singapore’s Minister for Sustainability and the Environment and Minister-in-charge of Trade Relations, marking a major milestone for the global wellbeing developer’s expansion into Asia.

Spanning more than 720,000 sq ft of gross floor area—equivalent to over nine football fields—the seven-storey development aims to redefine how cities integrate leisure, wellness, and nature into everyday life.

“Therme Group’s vision is to create a new form of social infrastructure, where wellbeing is accessible, joyful and integrated into everyday city life,” said Robert Hanea, Founder and CEO of Therme Group.

“As our first destination in Asia, Therme Singapore will serve as a gateway for regional growth to develop partnerships, capabilities and models that can be scaled across Asia and beyond,” he added.

Designed to cater to visitors of all ages, Therme Singapore will feature more than 20 indoor and outdoor pools and water bodies, alongside over 70 wellness treatment rooms.

The experience will be divided into three distinct zones.

The Play zone will house family-friendly attractions, including children’s pools, interactive play areas, and 18 water slides spanning more than 1.8 kilometres in total length.

Meanwhile, the Relax zone will offer thermal pools, mineral baths, hydromassage beds, infrared therapy, and quiet spaces designed for rest and recovery.

The Restore zone will focus on deeper rejuvenation through saunas, steam rooms, and massage experiences aimed at supporting both physical and mental wellbeing.

Beyond wellness amenities, visitors can also expect more than 86,000 sq ft of food-and-beverage offerings, complemented by waterfront views.

Nature will play a central role in the destination’s design. The development will incorporate more than 200,000 plants across over 200 species, including orchids and native Southeast Asian flora, creating immersive indoor and outdoor landscapes that support biodiversity.

A nearly four-hectare coastal public park will also connect Therme Singapore to Marina Barrage, expanding public access to green spaces along the waterfront.

Therme Singapore is being developed by Therme Group in partnership with Kajima Overseas Asia (Singapore) and designed by DP Architects alongside Therme ARC. 

Sustainability features will include solar photovoltaic panels, smart irrigation systems, climate-adaptive landscaping, and energy-efficient building technologies.

The project is also expected to deliver broader economic benefits. Therme Singapore estimates it will create around 400 new jobs, spanning construction, engineering, hospitality, facilities management, and operations.

Among the specialised roles to be introduced are sauna masters, or Aufgussmeisters, reflecting the destination’s ambition to build new capabilities within Singapore’s wellness sector.

To support workforce development, the company has established partnerships with educational institutions including the Institute of Technical Education and Republic Polytechnic, focusing on internships, skills development, and future employment pathways.

“Therme Singapore has the potential to become one of Singapore’s most meaningful shared spaces, visited by millions over time and woven into the life of the city,” said Mah Bow Tan, Chairman of Therme Group Asia and Therme Singapore.

“Beyond the visitor experience, Therme Singapore is also about people, creating jobs, developing new capabilities, and supporting Singapore’s tourism, hospitality and wellness sectors.”

Set to open in 2030, Therme Singapore represents the group’s first foray into Asia and signals Singapore’s growing ambitions to position itself as a destination for wellness tourism and innovative urban experiences.

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The annual report found that Muslim travellers are increasingly turning to AI to discover halal dining options, locate prayer facilities, compare transport routes, receive personalised recommendations, and navigate unfamiliar destinations with greater confidence.

The findings signal a broader shift in travel planning, where destinations are no longer judged solely by the availability of Muslim-friendly services, but also by how visible and discoverable these offerings are through digital platforms and AI systems.

“As AI becomes more embedded in travel planning, destinations and businesses need to make trusted information, secure payments and Muslim-friendly services easier to discover and act on,” said Aisha Islam, Senior Vice President for Customer Solutions Centre, Southeast Asia at Mastercard.

The report noted that destinations failing to digitise and structure their Muslim-friendly offerings risk being overlooked by AI recommendation engines, regardless of the strength of their physical infrastructure.

Beyond digital transformation, the study found that global volatility is also reshaping travel behaviour. Rising fuel costs, geopolitical tensions, airspace disruptions and security concerns are encouraging Muslim travellers to prioritise destinations that are closer to home and offer greater predictability.

This trend has elevated Southeast Asia as a key travel corridor, supported by strong regional connectivity, established halal ecosystems and cultural familiarity.

The region’s growing prominence was reflected in the GMTI Awards, with Mindanao in the Philippines recognised as the Most Promising Muslim-friendly Region among non-OIC destinations, while West Java (Jawa Barat) in Indonesia received the equivalent recognition among OIC destinations.

Asia continues to dominate the Muslim travel landscape, accounting for nearly 128 million Muslim visitor arrivals and achieving 20.8% market penetration, according to the report.

For the 11th consecutive year, Malaysia retained its title as the world’s top Muslim-friendly destination, scoring 82 points on the index. The country was recognised for its strong halal tourism ecosystem, Muslim-friendly services and destination marketing efforts tied to the Visit Malaysia 2026 campaign.

Indonesia climbed three places to share second position with Türkiye and Saudi Arabia, with all three destinations scoring 79 points.

Among non-OIC destinations, Singapore maintained its lead and ranked 11th globally with a score of 72, buoyed by its halal culinary offerings, multicultural environment, safety standards and smart destination infrastructure.

Hong Kong rose to second place among non-OIC destinations, while Taiwan and the United Kingdom shared third place.

The report also highlighted growing momentum from destinations such as Thailand, the Philippines, Japan and South Korea, which continue investing in more inclusive and Muslim-friendly experiences.

As travel planning evolves, GMTI 2026 introduced a new framework called the Destination Activation Stack, designed to help tourism boards move beyond basic readiness.

The model combines the existing ACES framework—which assesses access, communications, environment and services—with the RIDA and TRUST frameworks to evaluate factors such as digital discoverability, responsible experiences, traveller assurance and the trust signals that convert interest into bookings.

“Modern travellers are looking for certainty before they step onto a plane, and they are increasingly delegating that validation process to intelligent systems,” said Fazal Bahardeen, CEO of CrescentRating and HalalTrip.

“This requires a structural transition from passive destination readiness to active destination activation.”

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The appointment will see the regional communications agency support Klook Singapore in sharpening its position as a trusted source of travel insights and experiences across Asia Pacific, while deepening engagement with younger travellers.

Mutant was selected for its audience conversion-led approach, as well as its ability to connect with Gen Z audiences and enhance brand discoverability as travel planning increasingly moves beyond traditional search engines.

The partnership comes as consumers turn to a growing mix of AI tools, social platforms, creators and online communities to research and book their trips, fundamentally changing how travel brands compete for attention.

Against this backdrop, Klook Singapore is leaning into high-impact storytelling and locally relevant insights to help travellers navigate increasingly fragmented decision-making journeys.

Under the remit, Mutant will support the experiences platform in elevating destination storytelling, amplifying travel insights, and identifying emerging travel trends, with a particular focus on next-generation travellers and experience-led travel.

“We’re excited to partner with Klook Singapore at a moment where travel discovery is being fundamentally reshaped,” said Lina Marican, Regional Managing Director at Mutant.

“Instead of relying on a handful of websites or search engines when planning a trip, consumers are now turning to AI platforms, social channels, creators, and communities to discover destinations, experiences, and recommendations,” she said.

“In this new search landscape, visibility for brands requires being surfaced, trusted, and recommended wherever travel planning is happening. Klook is uniquely positioned to lead that conversation, and we look forward to helping strengthen its authority, discoverability, and influence in Singapore.”

Founded as an experiences platform designed to digitalise travel activities and attractions, Klook has grown into one of Asia Pacific’s leading travel marketplaces. 

The latest appointment signals the company’s continued investment in communications strategies that reflect changing consumer behaviours and the rise of AI-powered discovery.

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The refresh reflects Aspire’s evolution since its launch in 2018. Initially known for its corporate cards tailored to startups, the company has since expanded into a broader platform spanning foreign exchange, treasury, accounting, invoicing, payroll and spend management.

Today, Aspire serves more than 50,000 businesses across over 30 markets.

The updated identity introduces a cleaner visual system built around clarity, confidence and usability, designed for businesses operating across borders. 

The redesign features an evolved mint green palette alongside a simplified black-and-white framework aimed at improving accessibility and readability across digital touchpoints.

“Our ambition has always been much bigger than rethinking a single financial product,” said Andrea Baronchelli, Co-Founder and CEO of Aspire.

“Businesses today operate globally from day one, but the financial infrastructure supporting them still feels fragmented, manual, and outdated. This refresh reflects Aspire’s evolution into a platform designed to help modern businesses move money instantly, operate globally, and make decisions with greater confidence.”

According to Aspire, the rebrand extends across its typography, photography, illustrations, motion system, product interface and website experience.

Jared Keleher, Aspire’s Vice President of Marketing, said the new look reflects both the company’s maturity and future ambitions.

“Our previous brand reflected the company we were. This refresh is much more about the company we’ve become—and where we’re headed next,” he said.

“We’ve deliberately moved towards a cleaner, higher-contrast system that improves accessibility, creates greater distinction in the market, and gives our products and experiences more clarity.”

The redesign was led internally by Aspire’s brand, product and creative teams through a months-long process that included customer interviews, user experience reviews, product flow analysis and iterative testing.

The refreshed identity will be introduced progressively across Aspire’s platform, website, product experiences and global marketing channels in the coming months.

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Created in partnership with SKALE and GrowthDesk Studios, and rolled out alongside retail partners 7-Eleven and The Corner Shop (Zha Huo Dian), the campaign invites shoppers to identify with one of 10 cheeky personality phrases—from “Chao Keng Champion” and “Walking Red Flag” to “Situationship Specialist” and “Main Character Energy”.

Running from 3 June to 28 July 2026, consumers who purchase three packs of Fisherman’s Friend in a single transaction at any 7-Eleven outlet can scan an in-store QR code to begin a WhatsApp redemption journey. 

After uploading their receipt, participants can claim a sure-win limited-edition swag pouch customised with their chosen personality patch, redeemable at The Corner Shop at Far East Plaza.

The activation builds on Fisherman’s Friend’s longstanding “always by your side” brand promise, reimagining it for younger audiences through humour, identity and collectability.

The campaign also marks a strategic partnership with The Corner Shop—widely known as Zha Huo Dian—whose retro aesthetic and nostalgic appeal have made it a popular destination among style-conscious youths in Singapore.

Beyond retail, Fisherman’s Friend is extending the campaign into social and experiential spaces. 

On 20 June, the brand will take to Orchard Road with on-ground activations encouraging conversations around two topics that resonate strongly with young adults: relationships and careers. 

The initiative is further amplified through the #WhichOneAreYou challenge and meme-style content across Instagram, TikTok and Facebook.

According to Chin Guan, Executive Director for GBA Corporation (S) Pte Ltd, Fisherman’s Friend’s exclusive distributor in Singapore, the campaign reflects the brand’s efforts to connect with consumers in culturally relevant ways.

“Singaporeans love a little self-expression and a good laugh at themselves. ‘Which One Are You?’ turns that everyday personality into something they can carry around, while reminding them that Fisherman’s Friend is always by their side,” he said.

Meanwhile, Yuet Whey Siah, Founder and CEO of SKALE, said the campaign was designed to make everyday purchases feel more personal.

“When you choose the phrase that fits you and collect it as a physical pouch, a quick purchase becomes a small moment of identity and play. The WhatsApp journey keeps the whole thing effortless, from snapping a receipt to redeeming your pouch.”

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According to the study, nearly half (49%) of Asia Pacific travellers use AI to discover destinations and travel ideas as its most common use case, while also utilizing it to gather reviews (41%) and discover local tours and experiences (35%), complementing traditional travel websites and social media.

This suggests that travellers are becoming more deliberate in how they plan holidays amid rising costs and global uncertainty, using AI and digital tools to make trips more practical, flexible, and personalised while reducing uncertainty before they travel rather than travelling less.

Travellers are also increasingly carrying out detailed research before booking, checking accommodation, insurance, visa requirements and local developments before departure, with AI simplifying their planning process by making information easier to access and compare.

Alongside AI, payment confidence has become a crucial part of pre-trip planning, with 33% of respondents citing payment security as their biggest travel concern and 27% worried about card acceptance, which reflects a growing reliance on digital payments as 73% of travellers now carry payment cards or mobile wallets during their trips.

The report also highlights that travellers are balancing careful planning with flexibility. Nearly four in five (79%) book accommodation before travelling, while only 51% secure activities in advance. 

Most dining (72%) and transport (65%) decisions are made after arriving at their destination, allowing travellers to adapt their plans based on local recommendations and experiences.

While planning habits are evolving, Asia Pacific travellers continue to favour destinations closer to home. Around 63% travelled within the region, with Japan remaining the most popular destination, followed by Australia, Thailand, South Korea and Hong Kong. 

Beyond familiar locations, travellers are increasingly planning holidays around food, culture and major live events, with 37% prioritising unique local experiences and one in four travelling for sporting or entertainment events.

“The latest Global Travel Intentions study  affirms the importance of travel to Asia Pacific. Travel is not slowing – it is becoming more planned,  purposeful, and intentional,” explained Danielle Jin, Chief Marketing Officer at Visa Asia Pacific. 

“As digital-first travellers seek familiar sights and plan more practically, what  matters is how destinations, businesses, and issuers enable every traveller to explore the places they love 

in their own way, from using AI to help travellers pursue their passions, values, and aspirations to  delivering secure and seamless payment experiences at every stage of their journeys,” added Jin. 

The findings are based on Visa’s 2026 Global Travel Intentions study, which surveyed more than 47,000 consumers worldwide, including over 17,000 respondents across Asia Pacific. 

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Running until 13 September 2026, the campaign transforms two Scoot aircraft—an Airbus A321neo and a Boeing 787 Dreamliner—into flying tributes to the iconic superhero, complete with exterior decals, Spider-Man headrest covers, and a specially curated onboard soundtrack inspired by the upcoming film.

The collaboration marks Scoot’s latest effort to elevate the passenger experience beyond affordable travel, blending entertainment with aviation through immersive brand partnerships.

The themed aircraft will make their inaugural journeys on 30 June, when the Boeing 787 Dreamliner departs for Tokyo (Haneda), followed by the Airbus A321neo’s first Spider-Man-themed flight to Chiang Mai on 1 July.

Following these debut services, the aircraft will rotate across selected routes in Australia, China, Japan, the Philippines, and Thailand. Due to regular scheduling operations, some passengers may unexpectedly find themselves aboard one of the themed flights.

The Spider-Man experience begins even before take-off. Travellers departing from Singapore Changi Airport Terminal 1 can encounter themed installations at the check-in area, setting the stage for the adventure ahead.

Passengers can also purchase exclusive collaboration merchandise onboard, including limited-edition flight tags and foldable eco bags, while stocks last and subject to terms and conditions.

“We are thrilled to collaborate with Sony Pictures’ Spider-Man: Brand New Day, bringing our customers a truly immersive and memorable travel experience,” said Calvin Chan, Chief Commercial Officer at Scoot.

“Beyond our continual efforts to deliver quality service and value, this collaboration demonstrates Scoot’s commitment to constantly push boundaries and look for innovative ways to delight our customers.”

Customers looking to secure a seat on the themed services can identify eligible flights through Scoot’s website, mobile app, and WeChat Mini Program.

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The deal marks Carro’s entry into Australia and combines the company’s digital automotive marketplace capabilities with CarPlace’s established retail presence. As part of the agreement, Autoleague will remain a strategic shareholder in CarPlace and join Carro as a strategic investor, reinforcing the long-term partnership between the two companies.

Through the collaboration, Carro aims to deliver a more transparent, seamless, and technology-driven experience for both dealers and consumers by introducing its proprietary digital capabilities across vehicle inspections, inventory tracking, asset management, lead management, customer experience, dealer networks, and lifecycle management.

The acquisition also gives Carro an immediate physical presence across Western Australia and Queensland through CarPlace’s showroom network while expanding its wholesale operations from Victoria, with plans to grow wholesale capabilities by serving the Japan-Australia vehicle import corridor.

The move represents another milestone in Carro’s regional growth strategy, extending its operations to eight markets across Asia-Pacific and reinforcing its position as one of the region’s largest multi-country automotive marketplaces.

“We’re really excited about the potential to grow into a leading business in Australia. We believe the market is ripe for a platform like Carro to transform the used car landscape and deliver a better, convenient, more transparent customer experience that is powered by technology and AI,” said Aaron Tan, Co-Founder and CEO of Carro.

“Carro has a track record of partnering with local dealers to support their growth, and we welcome ‘win-win’ partnerships in Australia. We’re confident in our strong Wholesales capabilities, thanks to our presence in Japan which puts us in a very strong position to bring in popular Pre-Owned and Brand New Japanese models that Australians have grown to trust and love,” added Tan. 

“It’s really a fantastic opportunity to partner and be a strategic shareholder in Carro,” shared Dan Kawai, Managing Director and CEO of Autoleague. “We’ve seen Carro’s technology infrastructure, streamlined operations and unwavering commitment to transparency within the industry, and we’re confident in their goal to become a leading player in Australia and the top choice for customers. We’re supportive of Carro’s ambitions in Australia and are committed to working closely together to achieve that.”

By combining CarPlace’s local market expertise with Carro’s technology platform and Autoleague’s automotive network, the partnership aims to modernise Australia’s used car ecosystem while delivering a more efficient and trusted buying and selling experience for customers.

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