The partnership, running from 1 March 2026 to 28 February 2027, will establish a local base to support the company’s market entry strategy, helping Wellness Innercell better understand local consumer demand while building relationships with distributors, business partners, and retailers.

As part of the collaboration, the company will conduct market research, identify potential buyers, establish distribution channels, and prepare regulatory requirements to enter the Indonesian market while supporting local marketing and business development efforts.

Surabaya was selected for its role as one of Indonesia’s largest commercial and logistics hubs to provide access to distribution networks and consumer markets across the country’s eastern region, with the local office also facilitating meetings with distributors and importers while evaluating online and offline sales opportunities.

The partnership will support Wellness Innercell’s plans to introduce its flagship joint health supplement brand, JOINT CARE, to Indonesian consumers, aiming to establish the brand as part of everyday wellness and active living beyond just expanding product availability.

Later this year, Wellness Innercell plans to participate in an Indonesian home shopping programme in collaboration with Gyeongsangnam-do Province to introduce the brand directly to consumers through live product demonstrations, preparing for the launch by developing localised marketing materials, product information, buyer proposals, and broadcast content tailored for Indonesian audiences.

According to Wellness Innercell, the Surabaya partnership represents the company’s first major milestone in Indonesia and is expected to pave the way for further collaborations with local partners as it builds a stronger presence in one of Southeast Asia’s largest consumer markets.

The expansion forms part of Wellness Innercell’s broader regional growth strategy as it looks to strengthen the international presence of its healthcare and wellness brands across Asia. 

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The lab combines behavioural insight, design craft and business strategy, with a focus on delivering measurable outcomes. Its core areas of work include connected commerce ecosystems, scalable experience systems and AI-enabled marketing transformation, aimed at helping brands create more seamless interactions across digital and physical touchpoints.

The initiative brings together strategists, designers, design technologists and engineers to develop customer experience solutions where design, technology and production are integrated. The 20-member team is led by Adam Fowler, Victor Fontan, Carmina Correa and Joe Oliver.

“Experience. Lab was built to help brands move faster and smarter in a landscape shaped by AI and evolving user expectations. We believe great design not only inspires action but also transforms businesses. That is the impact we are here to deliver,” said Adam Fowler, SVP Business Director and Head of Experience at Publicis Groupe Japan. 

According to the company, the launch comes amid growing demand for CX and brand experience transformation. In Asia Pacific, the customer experience management market is projected to grow from USD $3.14 billion in 2025 to USD $10.79 billion by 2033.

Following Publicis Groupe’s February 2026 announcement of a new JSK sub-region, Experience. Lab is already working with brands across the automotive, luxury and regulated sectors within the JSK portfolio.

Gareth Mulryan, CEO of Publicis Groupe JSK, added, “Experience design is now a critical pillar of brand building. Japan’s world-renowned design sensibility and our established brand design team in Korea makes it the ideal launchpad for a regional hub capable of delivering deeply crafted, connected brand experiences for our clients across the JSK region.” 

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The expansion was announced by Rahul Purini, President of Crunchyroll. As part of the move, the company plans to increase investments in content, localisation, marketing, and community initiatives, with a rollout in Taiwan scheduled for this summer and an expansion into South Korea later this year.

The move builds on Crunchyroll’s broader efforts in Asia over the past three years, particularly in India and Thailand. The company said rising multi-generational fandom, mobile-first viewing habits, and fan engagement across streaming, social media, theatrical releases, and conventions are shaping anime consumption across the region.

Crunchyroll confirmed that Taiwan will receive a localised service in summer 2026. Users in the market will gain access to the platform’s catalogue and simulcast lineup, with additional launch details to be announced at a later date.

South Korea has also been identified as a key growth market. The company cited the country’s strong entertainment culture and longstanding affinity with anime and Japanese pop culture as factors supporting the expansion.

The latest move follows Crunchyroll’s recent growth in other Asian markets.

In India, the platform has become one of Crunchyroll’s fastest-growing markets globally. Its catalogue now includes more than 900 titles and over 180 dubbed series in Hindi, Tamil, and Telugu, with dubbed content accounting for more than 65% of viewership. Total watch time has increased 3.5 times, while average viewing time per user has doubled.

Meanwhile, Crunchyroll launched a fully localised service in Thailand in February 2026, offering a Thai-language interface, subtitles, and dubbed content. Since then, viewership in the market has grown fourfold. Thailand currently ranks fourth globally in anime engagement, with fan activity extending beyond streaming to theatrical releases, merchandise, and events such as AFA Thailand.

Crunchyroll added that it will soon unveil its next anime season lineup, which will include around 40 new simulcast titles from Japan.

“Asia is a priority for Crunchyroll because it’s home to some of the world’s most passionate anime communities,” Purini said. “Our ambition is simple: to be the best place for fans to experience anime, wherever they are. That means investing in great content, delivering it in ways that feel local and relevant, and creating experiences that deepen fans’ connection to the stories and characters they love.” 

“In Taiwan and South Korea, we see tremendous opportunity to better serve fans and grow alongside these vibrant communities,” Purini continued. “We’re committed to bringing the right mix of content, accessibility, and local experiences to each market. Our focus is on earning fans’ trust every day by consistently delivering the experience they expect from Crunchyroll.” 

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Under the agreement, SHOWBOX will co-produce micro-dramas based on ReelShort’s existing intellectual property, with plans to expand the collaboration into original short-form titles developed by the Korean studio. 

All content produced through the partnership will be distributed exclusively on ReelShort.

The collaboration combines ReelShort’s audience insights, platform capabilities and global distribution network with SHOWBOX’s experience in content development and production, with the aim of creating premium short-form dramas tailored to international viewers.

SHOWBOX said the partnership would serve as a launchpad for its expansion into the global short-form entertainment market. 

The company first entered the segment in late 2025 with productions.In a statement, SHOWBOX said combining ReelShort’s global platform strengths with its own expertise in K-content production would enable the companies to deliver high-quality short-form dramas while expanding into a wider range of genres and formats. 

The studio added that it sees the collaboration as an opportunity to build new success stories internationally and further strengthen its content competitiveness.

The agreement marks the latest step in ReelShort’s global expansion strategy, which focuses on investing in international content development and partnering with creators, studios and intellectual property holders around the world.

Founded in 2022 by Crazy Maple Studio, ReelShort has grown into one of the largest micro-drama platforms globally, reaching more than 70 million monthly active users across over 100 countries through its library of mobile-first original series.

Meanwhile, SHOWBOX continues to broaden its international footprint beyond traditional film and television production.

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Created by BBH Singapore, the campaign, titled “Gonna Be Glowin”, blends Anua’s skincare products with the high-energy world of KPop Demon Hunters, encouraging fans to embrace their inner HUNTR/X while celebrating self-expression and skincare.

The campaign supports Anua’s limited-edition KPop Demon Hunters skincare collection, which is available globally and features several sunscreen products alongside themed retail activations designed to bring the franchise experience closer to consumers.

At the heart of the campaign is a K-pop-inspired film directed by Kylie Kang of SL8, known for her music video work with artists including SEVENTEEN and aespa. 

The film builds on the collaboration’s initial product launch in February 2026, which introduced fans to five co-branded products, including Zero-Cast SPF, Matte SPF, Glow Stick SPF, Ultra-Thin Spot Cover Patch and Honmoon Collagen Mask.

Beyond the hero film, the campaign will extend across social media through creator partnerships and fan-focused activations designed to encourage participation and strengthen community engagement around the franchise.

Rebecca Nadilo, Director of Marketing Partnerships Creative APAC at Netflix, said the collaboration aimed to celebrate the coming together of two Korean brands while drawing inspiration from Korean pop culture and the “glow” associated with both the HUNTR/X characters and Anua’s skincare offering.

Meanwhile, Sascha Kuntze, Chief Creative Officer at BBH Singapore, said authenticity was central to the campaign’s creative approach. 

He noted that the team partnered with a prominent K-pop music video director and incorporated numerous Easter eggs throughout the film to reward dedicated fans, while expanding the story into social activations.

The campaign marks the latest effort by brands to tap into entertainment fandoms through deeper cultural collaborations that extend beyond traditional product tie-ins and into community-driven experiences.

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Based in Singapore, Kee will oversee Fabulate’s commercial operations across Southeast Asia, Japan and South Korea, leading client, platform and agency partnerships across the region.

He joins the company with more than two decades of experience across the media, technology and entertainment sectors, having held senior leadership roles focused on commercial strategy, partnerships, digital transformation and brand marketing.

Prior to joining Fabulate, Kee held leadership positions at Meta, Yahoo and The Walt Disney Company. At Meta, he helped develop strategic agency partnerships and played a role in establishing the company’s operations in Malaysia. During his time at Disney, he led regional functions spanning brand marketing, partnerships, creative and digital, overseeing teams across Southeast Asia.

Commenting on his appointment, Kee said, “I’m incredibly excited to be joining Fabulate at such a pivotal moment in its growth journey as it takes its footprint across the region to the next level. The creator marketing industry is experiencing such phenomenal growth, yet many brands are still managing fragmented workflows, disconnected data and manual processes that limit scale and efficiency.”

He added, “What excites me most about Fabulate is that it has built a genuinely end-to-end platform that brings together technology, intelligence and creativity in a way that the market has been demanding for years. The company’s investment in AI, automation and measurement is helping solve some of the biggest challenges facing marketers today while creating new opportunities for brands, agencies and creators alike.”

The appointment comes as Fabulate continues to expand its presence across APAC. The company currently operates in Australia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea and Japan.

According to Fabulate, the creation of the regional commercial director role reflects the company’s growth across APAC and its focus on strengthening partnerships in key creator marketing markets.

“The opportunity across Southeast Asia, Japan and South Korea is enormous, and I look forward to working with our clients, agency partners and platform partners to help shape the future of creator-led marketing across the region,” Kee said. 

Over the past two years, Fabulate has expanded its regional operations, established its Singapore presence and launched its AI-powered SparQ product suite. The company has also been recognised by industry organisations including MARKETECH APAC for its influencer marketing technology offerings.

“Jon is one of the most respected commercial leaders in the region and brings an extraordinary combination of platform expertise, commercial acumen and brand-building experience,” said Ben Gunn, Chief Revenue Officer at Fabulate. “Having held leadership roles across companies such as Meta, Disney, and Yahoo, he has a rare understanding of how technology, media, content and partnerships come together to drive business outcomes. 

Gunn continued, “As creator marketing continues to mature into one of the most important channels in the marketing mix, having someone of Jon’s calibre join the business is a landmark moment for Fabulate. His experience scaling businesses, building strategic partnerships and leading high-performing teams makes him the ideal person to lead our next phase of growth across Southeast Asia, Japan and South Korea.” 

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At the heart of the campaign is the new Limited Edition OREO & BTS Cookie, featuring a hotteok-inspired brown sugar pancake popular in South Korean street food markets, bringing a taste of the group’s heritage to global consumers.

The campaign, which will roll out across more than 80 markets, is designed to spark fan engagement through a mix of product innovation, cultural storytelling and interactive experiences.

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To celebrate BTS’s 13th anniversary, the limited-edition cookies feature 13 unique embossments designed by the group, including member names, the BTS light stick and special symbols created for fans to collect.

The packaging also draws inspiration from South Korea’s vibrant street market culture, bringing elements of Korean food and everyday experiences to fans around the world.

As part of the campaign, OREO is inviting fans to help create the world’s largest love letter to BTS by submitting digital messages through a dedicated online platform accessible via QR codes on the special-edition packs.

Fans who participate will have the chance to see their messages featured as part of the global initiative and win exclusive BTS and OREO prizes. 

The campaign also includes on-ground activations, with Malaysian fans invited to experience a dedicated OREO x BTS pop-up at Blue Concourse, Sunway Pyramid from 8 to 14 June, where they can sample the new flavour and submit their own messages to the group.

“OREO has always been about simple, joyful moments, and this collaboration with BTS brings that spirit to life in a way that feels deeply personal,” said Simon Crowther, Managing Director for Malaysia and Singapore at Mondelēz International. 

“For fans in Malaysia, this is an invitation to be part of a global moment, one that celebrates creativity, shared experiences, and the small rituals that bring people together,” added Crowther.  

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As part of the FIFA World Cup 2026™ platform, at the heart of the campaign is a 60-second cinematic film that brings together Son Heung-min, Atlas, and five rising football talents across the world as symbols of the next generation shaping the future of both sport and innovation.

Through the creative, Hyundai Motor draws parallels between emerging football stars and advancing robotics technology, reinforcing its belief that the future is not something people wait for, but something they create today.

The campaign also celebrates Hyundai Motor’s 27-year partnership with FIFA, using football’s biggest stage to showcase the brand’s vision for progress, innovation and the next generation of talent. 

“‘Next Starts Now’ captures the essence of who we are as a brand… We’re thrilled to share this vision with football fans across the globe during the FIFA World Cup 2026™,” shared Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company. 

Beyond the hero film, the campaign will expand through a series of fan engagement initiatives designed to connect football, culture and technology.

Earlier this year, Hyundai Motor hosted youth football camps across Atlanta, Miami, New Jersey and Los Angeles, featuring football legends Mia Hamm and Tim Howard, with participants taking part in coaching sessions, experiential activities and opportunities to win tickets to the FIFA World Cup 2026.

Hyundai Motor is also set to bring the campaign to life via immersive fan experiences at FIFA Fan Festival sites in Los Angeles, Atlanta, Miami, Toronto, Guadalajara and Monterrey, as well as the NYNJ World Cup 26 Fan Zone in Queens, New York. 

Additional campaign extensions include the “School of Football” content series featuring Son Heung-min and Atlas, the FIFA Museum’s “Legacies of Champions” exhibition at Rockefeller Center, and the “Be There With Hyundai” National Team Bus campaign showcasing children’s artwork from around the world.

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Led by Global CEO Jung A Kim, the campaign coincides with the International Day for Biological Diversity on May 22. It responds to growing concerns over hikers disposing of leftover ramen broth directly on mountain trails, including at popular destinations such as Gwanaksan, contributing to soil contamination, unpleasant odours, and pest-related issues.

As part of the initiative, INNOCEAN aims to raise awareness of the environmental impact of improperly discarded food waste while encouraging more responsible hiking practices. Central to the campaign is “Magic Bomb”, a portable liquid solidifier developed to help hikers dispose of leftover broth more responsibly.

INNOCEAN has partnered with CU and the Korea Forest Service to distribute Magic Bomb, which turns liquid broth into a gel-like solid that can be discarded as regular waste. The product will be available free of charge at CU convenience stores located near 10 major hiking destinations across South Korea.

A spokesperson from INNOCEAN said, “Through numerous tests, we found that when Magic Bomb is added to ramen broth, it typically solidifies into a gel-like form in around two minutes. Before going hiking, participants can save the campaign participation certificate from the Pocket CU campaign page, then visit a nearby CU store distributing Magic Bomb and show the certificate to store staff to receive it for free.”

The initial rollout covers hiking areas including Gwanaksan, Bukhansan and Dobongsan in Seoul; Naejangsan in Jeolla-do; Seoraksan in Gangwon-do; Woraksan in Chungcheong-do; and Geumjeongsan, Mireuksan, Palgongsan and Sobaeksan in Gyeongsang-do.

Beyond the on-ground distribution, INNOCEAN plans to extend the campaign through social media content, participation challenges, and other engagement activities. The campaign will also feature a series of original animal-inspired characters based on species commonly found in mountain environments, including frogs, squirrels, trout, otters, foxes, and badgers.

“This campaign was designed as a lifestyle-driven initiative that enables hikers to take part in nature conservation in a simple and natural way during their hikes,” an INNOCEAN spokesperson added. “Just as one small change in behaviour can work like magic to help protect our mountains, INNOCEAN will continue to carry out a wide range of social contribution activities.”

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According to Korea JoongAng Daily, Shinsegae Group Chairman Chung Yong-jin ordered Sohn’s dismissal on Monday following mounting public backlash over the campaign, which coincided with the anniversary of the May 18 Gwangju Democratic Uprising.

The group also removed the executive who planned and supervised the promotion together with Sohn, while disciplinary action is expected to be taken against employees involved in the campaign.

“Chairman Chung ordered a strict and thorough internal investigation immediately after being briefed on the matter,” a Shinsegae Group source said, as quoted by the media source. “He believed the issue was extremely serious and took the extraordinary step of dismissing the chief executive.”

Campaign draws criticism over historical references

The controversy stemmed from a Starbucks Korea tumbler promotion launched on Friday that used marketing phrases including “Tank Day” and “Tak! on the Desk.” The campaign promoted items from the company’s Tank tumbler collection, such as the Colourful Tank Tumbler Set and Tank Duo Set.

Although the promotion was originally intended to continue until May 26, the company pulled it shortly after criticism spread across social media and online communities.

Critics online argued that the timing and wording of the campaign were insensitive, particularly because May 18 marks the anniversary of the 1980 Gwangju Democratic Uprising. The uprising began when citizens protested against martial law imposed by military leader Chun Doo Hwan after a coup. The subsequent military crackdown, which killed and injured protesters, is regarded as a defining chapter in South Korea’s democratic history.

According to Korea JoongAng Daily, the phrase “Tak! on the Desk” also became a point of criticism due to its association with the 1987 death of student activist Park Jong-cheol, who died after being tortured during police interrogation. At the time, authorities infamously claimed his death occurred after an officer hit a desk with a “tak” sound — a statement that later became symbolic of state violence during the era.

In response to the backlash, Starbucks Korea removed the campaign materials and issued a public apology through its website and mobile application.

“We recognised that content related to the May 18 Gwangju Democratisation Movement—which holds grave historical significance—was used highly inappropriately in the promotional copy for our online tumbler sales event. We immediately suspended the event upon realising this,” the company said in a statement.

Shinsegae chairman apologises as controversy escalates

As criticism intensified, Shinsegae Group Chairman Chung also released a public apology on May 18.

According to The Korea Times, Chung said he had “deeply wounded the spirits of those who sacrificed for the May 18 Democratic Uprising, their bereaved families and the people of Korea”, adding that he bows his head in apology on behalf of the group.

He further described the campaign as “an inappropriate marketing campaign that should never have happened and cannot be tolerated”, calling it “an inexcusable mistake that trivialised the pain and sacrifice of those who dedicated themselves to the nation’s democracy.”

The issue also drew a response from South Korean President Lee Jae-myung, who criticised the campaign in a post on X.

“On this historic Gwangju May 18 Democratisation Movement Memorial Day, calling an event ‘5.18 Tank Day’ that mocks the blood-soaked struggle of the Gwangju victims and citizens…I am outraged by this inhumane, bottom-feeding behaviour from these low-class merchants who deny the Republic of Korea’s community basic human rights and democratic values,” he wrote.

“They must be held accountable with the corresponding moral, administrative, legal, and political responsibility,” he added.

(All statements quoted in this article were either sourced from local media reports or translated with the assistance of translation tools, including Google Gemini.)

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