Bangkok, Thailand – Hungry Hub, an online restaurant and hotel reservation platform in Thailand, has teamed up with the Singapore Tourism Board (STB) to extend its dining experience offerings internationally.
Through the partnership with STB, Hungry Hub will leverage Singapore’s diverse cuisine to attract Thai and Malaysian visitors. Its initiatives include partnerships, rewards for customers, and exclusive promos for Hungry Hub users.
To promote the food and beverage industry in Singapore, STB and Hungry Hub are set to launch joint campaigns. This includes inviting influencers to create content on food experiences in the country while adding attractions and other events to their itineraries.
The collaboration builds on STB’s recent campaign highlighting its position as a culinary capital.
Starting this December, Hungry Hub will be offering dining experiences in acclaimed restaurants in Singapore. With a curated selection, app users can purchase meal packages from pre-selected menus.
Meanwhile, Hungry Hub will also launch its ‘Hungry Hub Red Table Awards 2024,’ which honours restaurants and hotels for culinary excellence and service.
Surasit Sachdev, chief executive officer of Hungry Hub, said, “This expansion marks a significant milestone for Hungry Hub as we move toward becoming a global Online Travel Agent (OTA) for restaurants. With 50% of our user base being Thai and 50% international travelers, we are committed to providing the best dining reservation experiences, emphasizing convenience, value, and variety.”
“Our collaboration with the Singapore Tourism Board underscores our ambition to boost Singapore’s restaurant scene by offering value for money dining experiences at F&B establishments. Leveraging our success with 1,700+ partner restaurants in Thailand, including Michelin-starred and fine dining venues, we’re well-positioned to attract both Thai and international customers to Singapore’s vibrant culinary scene,” Sachdev added.
Terrence Voon, executive director of Southeast Asia at Singapore Tourism Board, commented, “Dining is an important part of Singapore’s tourism appeal, as it showcases our diverse food culture and heritage. STB has seen a 63% increase in F&B expenditure since the pandemic, indicating an appetite for culinary experiences. Hungry Hub’s expansion into Singapore presents an exciting opportunity to showcase our city as a premier destination for culinary adventurers, be it at award-winning restaurants or iconic hawker eateries. We look forward to welcoming food enthusiasts from Malaysia and Thailand to explore, discover and delight in Singapore’s unique gastronomic offerings.”
There’s a great irony to be told when it comes to our existing communication platforms. These apps, which highlight the different ways we can interact with one another, often feel chaotic, distracting and sadly can drain us mentally with the sheer amount of content we encounter on these platforms. If anything, there’s a greater need today for communication platforms which are very straightforward and are very accessible to use for everyday users.
Recognising the growing demand for simpler communication platforms, buz, a new social audio app, seeks to bridge this gap with its straightforward and user-friendly design. Through its latest campaign launched across Southeast Asia, buz emphasises the warmth and immediacy of the human voice.
By offering a simple yet powerful space for genuine connection, the app enables users to feel heard and build relationships that go beyond the limitations of text and visuals.
Simple interface, powerful impact
Buz stands out for its intuitive and minimalist design, centred around a single, vibrant green “push-to-talk” button. This streamlined interface cuts through digital clutter, letting users immerse themselves in the essence of communication—the authenticity in tone, the subtle nuances, and the emotions carried by every word.
Built with accessibility in mind, buz breaks down barriers of language and technical know-how, making it a tool for everyone. Whether young or old, tech-savvy or not, users can engage effortlessly. Features like auto-play on a locked screen ensure that staying connected remains as simple as a tap.
By embracing simplicity, buz tackles the challenges of digital fatigue while championing the need for communication tools that are inclusive, accessible, and truly human.
“We observed a widespread desire for simpler, more intuitive interfaces, leading us to prioritise ease of use and accessibility. This is exemplified by the prominent green button, which is easily identifiable and usable by a broad range of users,” a buz spokesperson told MARKETECH APAC.
Buz’s simplicity is also catered to specific demographics who wish to have constant communication but are limited to their own status quo or conditions. For example, older adults with dexterity challenges find the app easy to use, while those who primarily communicate through non-written languages or dialects value its voice-centric design. Similarly, neurodivergent individuals who might feel overwhelmed by complicated interfaces benefit from its straightforward and accessible approach.
“The focus on voice communication, the most fundamental form of human interaction, encourages more natural and spontaneous conversations compared to text-based platforms. This ensures that buz empowers effortless communication for all, regardless of their technological proficiency or background for a truly inclusive communication experience,” the added.
Tapping into the unique emotional response
The campaign captures ordinary moments elevated by the power of voice. Whether it’s a mother hearing her child’s heartfelt “mama” from miles away or a loved one sharing an off-key yet comforting serenade, the campaign beautifully illustrates the deep connections fostered through real-time audio interactions.
Moreover, buz’s campaign centres on the unmatched ability of the human voice to create meaningful connections. It highlights the emotional depth that vocal communication brings—the warmth of shared laughter, the solace of a familiar voice, and the joy of instant connection that bridges any distance.
“This resonates deeply with buz’s philosophy because it showcases how the platform facilitates authentic human interaction, prioritising the natural and deeply impactful nature of voice over other forms of communication. By focusing on the voice, buz demonstrates its commitment to nurturing meaningful relationships through the most primal and powerful means of human connection,” the spokesperson added.
Using hyperlocal strategies to understand cultural nuances
For buz’s campaign rollout across Southeast Asia, it tapped not just local ambassadors but also took into account how the campaign will play out in the local context.
In Malaysia, buz tapped into the relatable charm of Ain Edruce and her husband, resonating with audiences who value a more traditional perspective on relationships. In Thailand, the youthful energy of debut couple Maylada Susri and Teeradetch Metawarayut appeals to a younger generation, reflecting their evolving views on modern partnerships.
In the Philippines, where the ‘love team’ phenomenon is a cultural staple, buz partnered with Barbie Forteza and David Licauco, leveraging the strong connection and enduring popularity of this iconic on-screen pairing.
“Our campaign acknowledges the region’s diverse cultural landscape, by employing hyper-localised marketing strategies that resonate deeply within each culture’s unique expression of couple dynamics to emphasise the power of voice communication in creating meaningful emotional bonds,” the buz spokesperson said.
They added, “This careful selection of regionally relevant celebrity ambassadors, each reflecting the specific cultural nuances of their respective countries, ensures authentic connection and maximises campaign impact across the region.”
Using technology to accelerate the future of communication
Buz combines the power of the human voice with advanced AI technology, developed in collaboration with OpenAI, to elevate the user experience. Features like instant voice-to-text transcription provide flexibility and discretion when the app is muted, while real-time voice translation bridges language gaps, making buz a truly global and accessible communication platform.
James Lin, CEO of Vocalbeats, the company behind buz, stated, “In today’s world, people are craving genuine connections. Buz prioritises the power of voice, offering a simple and intuitive platform that fosters effortless, real-time conversations. Our AI features only enhance this experience, making voice communication even more accessible and enjoyable.”
With more than 20 million downloads worldwide and a swiftly growing footprint across Southeast Asia, the US, UK, and Europe, buz is set to change the way we connect. Its dedication to innovation and enhancing user experiences is reflected in the establishment of its new R&D and operations hubs in Kuala Lumpur and Singapore, reinforcing its status as a global leader in voice-driven social interaction.
“At buz, simplicity is foundational to everything we do. Our growth strategy centres on expanding access to simple and powerful voice communication, adding features thoughtfully to enhance the core experience without compromising ease of use. We’re committed to maintaining an intuitive user experience that fosters deeper connections for our global community, ensuring buz remains accessible and easy for everyone, everywhere,” they concluded.
Bangkok, Thailand – Dusit International, a hotel and property development company in Thailand, has announced its sponsorship of the reality show ‘The Maverick Academy’ to promote culinary talents from Southeast Asia.
With Dusit International as a key sponsor, ‘The Maverick Academy’ gathers chefs to showcase their talents through a series of culinary challenges.
Produced by AR Asia Productions, the show features eight skilled chefs from SEA, including Woottisak ‘Woody’ Simhong, a culinary instructor at Dusit Thani College.
Through the cooking challenges, host and chef Alvin Leung embarks on a quest to seek his culinary prodigy who will join him as an apprentice and business partner. Leung is known for his modern take on Chinese cuisine, incorporating new flavours in various restaurants.
Joining Leung is co-presenter Eric Chong, his first apprentice. The show also features renowned chefs and restaurant owners as judges, including Dusit Thani Bangkok’s managing director Adrian Rudin.
As part of the collaboration, the competition used the facilities at Dusit Thani College. A challenge also featured Dusit dining venue, Baan Dusit Thani.
Besides Dusit, other sponsors include Lexus, Mastercard, Makro, Lubuds, CPF, and the Tourism Authority of Thailand.
“Dusit International’s sponsorship of The Maverick Academy underscores our dedication to excellence in culinary arts, personalised service, and hospitality education. With its dynamic format, broad appeal to diverse audiences, and an exciting lineup of culinary talent from Thailand, the show serves as an exceptional platform to champion culinary excellence in our country and celebrate the kingdom’s rich gastronomic heritage,” Suphajee Suthumpun, group chief executive officer at Dusit International, commented.
Thailand – Club 21 Thailand, a distributor of luxury fashion brands, has teamed up with BBDO Bangkok to unveil its first-ever mass communication campaign, ‘Salute the Detail.’ This bold campaign celebrates the craftsmanship of iconic brands and invites a wider audience to connect with Club 21’s unique style philosophy.
The Salute the Detail campaign not only captures the essence of Club 21 but also brings together iconic brands renowned for their meticulous attention to detail, catering to the diverse styles and preferences of its discerning customers.
As part of the campaign, BBDO Bangkok created three captivating short films—Liar vs. Liar—Club 21, Mad Lover vs. Mad Lover—Club 21, and No Manner Person vs. No Manner Person—Club 21. Each film invites viewers to interpret the narratives through their own perspectives, exploring the concept of ‘similarity with a twist in the detail.’
Directed by Cannes Lions-winning filmmaker Wuthisak Anakkaporn, the campaign’s three films artfully capture its essence with the line, “We can’t change your behaviour, but we can change how you look.” This thought-provoking message encapsulates his vision for the campaign, blending intelligence with impact.
The films, infused with poetic language, are crafted to engage and resonate effortlessly with Thai audiences. Each opens with two actors—portraying the same character—who reveal familiar traits yet distinguish themselves through a refined sense of style.
Through this campaign, Club 21 Thailand seeks to broaden its customer base while nurturing its strong connection with loyal clientele. As the distributor of some of the world’s most iconic fashion labels—such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and more—Club 21 Thailand continues to champion unique style and meticulous craftsmanship.
Sopavadee Bejrajati, marketing director at Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”
Meanwhile, Thasorn Boonyanate, chief creative officer of BBDO Bangkok, shared, “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights.”
China – JD Global Sales, JD.com’s international e-commerce division serving Chinese consumers worldwide, announced it has extended its services to Malaysia and Thailand.
Consumers in both countries will now have access to JD.com’s extensive offerings, with added benefits for this year’s Singles Day (Double 11) shopping festival, including convenient free shipping options.
JD.com’s global sales business focuses on serving overseas Chinese consumers with a wide selection of high-quality branded products, including electronics, small appliances, home goods, apparel, beauty products, books, food, and more.
With this, Malaysian customers can enjoy free shipping on orders over RMB 399, with coverage for up to 6 kg by sea and 2 kg by air. In Thailand, free shipping is available on orders over RMB 199 by land, covering up to 2 kg. These options apply to self-operated (1P) products ordered through JD.com’s app.
This expansion follows JD Global Sales’ recent enhancements to shipping options, which introduced free delivery for consumers in the US, Japan, and Singapore in August. During Singles Day, U.S. customers will benefit from free economy sea shipping for small item orders of over RMB 888, with coverage up to 10 kg.
Additionally, expedited free air shipping is available for select products such as phones, tablets, and computers in the U.S., Japan, and Singapore, with delivery as fast as four days.
Thailand – IKEA Thailand, in collaboration with VML Thailand and The Mirror Foundation, has launched the ‘IKEA Flooded Room’ campaign, rallying the community to support flood victims in rebuilding their devastated homes.
Through this initiative, IKEA Thailand is encouraging customers to donate their IKEA furniture or sell back old pieces, offering vital support to families impacted by Northern Thailand’s worst flooding in 30 years. All donated and repurchased items will be delivered to those in need, with IKEA handling the logistics.
To draw attention and garner support for the campaign, IKEA and VML Thailand put a creative spin on their iconic room ads by reimagining the beautifully styled spaces as flooded rooms, symbolising the widespread devastation caused by the disaster.
The IKEA Flooded Room campaign was launched just 24 hours after the disaster, providing swift relief and showcasing the impact of rapid creative response in times of crisis. The initiative hopes to not only offer immediate assistance but also a sense of hope for rebuilding in the future.
IKEA also tapped The Mirror Foundation, a leading organisation actively working on the ground to assist flood victims to ensure that every piece of donated or repurchased furniture reaches the homes of those who need it most.
Together, one piece of furniture at a time, IKEA is urging its customers to help in restoring homes and rebuilding lives in Northern Thailand.
Bangkok, Thailand – KFC Thailand is bringing back the ‘Kai Jai Ded’ spicy popcorn chicken with its latest campaign. The campaign features a remix of the song ‘Pa Chet Na,’ expressing the need for handkerchiefs to wipe spice-induced tears.
The Kai Jai Ded, popcorn chicken drenched in spicy sauce, was first launched in February 2024 as a limited-edition offering. Its return is a tribute to Thailand’s enthusiasm for bold flavours.
As part of the campaign, KFC is also releasing limited-edition handkerchiefs, adding to its variety of merchandise. Customers can get the handkerchief until Oct. 30.
To amplify the campaign, KFC Thailand released a music video starring TikTok sensation Pete Pamana. As he dances to ‘Pa Chet Na,’ he also invites fans to join through TikTok.
“It’s a spice challenge like no other, and the fire is real. Thanks to popular demand, we are thrilled to bring back ‘Kai Jai Ded’, now adding music, giveaways and KFC’s signature zest and spice to complete the full experience. From TikTok challenges to limited-edition handkerchiefs, we’re making this comeback one to remember,” Suhayl Limbada, chief marketing officer of KFC Thailand, said.
Bangkok, Thailand – Hotel operator Centara Hotels & Resorts has partnered with cosmetics company L’Oréal Groupe to offer exclusive benefits to their customers. By combining their customer base, the companies aim to extend their offerings of unique experiences.
The partnership began with the ‘Beauty Duo’ digital marketing campaign in August, which offered customers the chance to win an afternoon tea set or a luxury stay at Centara Grand Hotel Osaka.
The ‘Beauty Duo’ campaign was the first step toward future partnerships, reflecting L’Oréal’s commitment to creating quality products and remarkable experiences.
Centara Hotels & Resorts’ partnership with L’Oréal Groupe is part of the hotel’s series of collaborations. The company has also partnered with Thai Airways, Singapore Airlines, Build-A-Bear, TrueDtac, and Mastercard.
“We are excited to announce our partnership with L’Oréal Groupe in Thailand, a collaboration that will pave the way for innovative guest experiences, rewards programmes, and exclusive product offerings. We look forward to working closely with the L’Oréal team to explore new opportunities that will bring even more value and benefits to our customers in the future,” Tom Thrussell, vice president of brand, marketing and digital at Centara Hotels & Resorts, said.
“Centara Hotels & Resorts is an ideal partner for L’Oréal Groupe in Thailand. This collaboration allows us to share our passion for creating beauty that moves the world, going beyond simply offering great products to curating holistic experiences for our valued customers. This is just the beginning as we leverage our combined expertise and brand power to deliver exceptional value for our customers and explore new opportunities to further expand our offerings together,” Yada Sarttarasathit, chief digital and marketing officer of L’Oréal Groupe in Thailand, said.
Bangkok, Thailand – Oil supplier OR Public Company Limited tells the real stories of Thai local producers in the film ‘Thaidet,’ produced in collaboration with advertising agency CJ Worx.
Featuring local producers, the film shares how OR’s Thaidet project, which aims to empower community enterprises, has changed the lives of its beneficiaries. With before-and-after stories juxtaposed, the film shows both the producers’ struggles and achievements.
In addition, the campaign shows how the project’s benefits were not merely economic. It also helped the people regain a sense of pride in their work.
The tagline “Thaidet is not just a product, it’s the wisdom and opportunity for the Thai people” reflects how their livelihood is founded on their knowledge of culture and tradition.
“For the creative minds at CJ Worx, success wasn’t measured by awards or recognition, but by how deeply the story could connect with the people of Thailand. They believe that the best advertisements are those that stay with viewers long after they’ve finished watching, those that remind people of their shared values, culture, and dreams. This documentary is a testament to their belief that great stories have the power to inspire, unite, and push society forward,” CJ Worx said in a press release.
OR launched the Thaidet project in 2018 in collaboration with government agencies. As part of the project, OR provides spaces in PTT stations and Café Amazon branches for community entrepreneurs to distribute their products.
Thailand – KFC Thailand is honouring the team behind its success in celebration of its 40th anniversary and the birthday of founder Colonel Sanders through a showcase of their hard work.
As a tribute to its employees, KFC is releasing a yearbook highlighting the team’s efforts to support the company for 40 years. They are also spotlighted in KFC’s new ‘Happy Birthday’ music video made in partnership with Thai singer BamBam Kunpimook.
In celebration of Sanders’ birthday, KFC also offers free chicken to customers ordering any chicken bucket worth 199 THB or more in physical stores from Aug. 29 to Sept. 25. For customers ordering through the KFC application, they can avail more pieces of chicken for a lower price every Tuesday from Sept. 9 to 13.
“This 40th Anniversary is a mark of respect and celebration for the good people around us; the ones that keep us loving what we do. Our people and our fans are the heart of our business; they are the 12th secret ingredient, and our growth and success as the No.1 QSR brand in Thailand is attributed to their brand love, genuine exchange and dedication,” Suhayl Limbada, market lead and chief marketing officer of KFC Thailand, said.
“And one more thing, we’re offering free delivery too on all orders of 350 THB or more throughout September, just to keep the good times rolling. Here’s to the next Finger Lickin’ Good 40 years,” Limbada adds.
Since establishing its first store in Thailand in 1984, KFC currently has 1,100 branches in the country.
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