Branding
40 Under 40 2025: Shinta Nurfauzia, Lemonilo
Driven by health concerns to transform Indonesia's FMCG industry into a healthier and more innovative sector, the fruits of her labour are now enjoyed in kitchens across the country and beyond.
Actor Zhu Yilong and cellist Yo-Yo Ma front Lululemon's Lunar New Year film
For the Year of the Horse, Lululemon returns with the third chapter of its ‘Be Spring’ campaign, led by a distinct star cast.
‘Credibility has never been more important’: Burson’s HS Chung on reputation in the GEO era
In her first interview since taking the APAC CEO role, Chung explains how generative platforms are changing crisis dynamics and why earned credibility will outweigh media spend.
Mixue scaled faster than McDonald's. What must it prove next?
BRAND HEALTH CHECK: The frugal milk-tea upstart is now the world’s largest F&B chain by store count. The next test is whether it can build real emotional equity without losing its edge.
Coca-Cola hands Chinese New Year storytelling to Gen Z this year
Developed with WPP Open X, Coca-Cola’s Year of the Horse campaign casts Gen Z as cultural connectors, blending family traditions with contemporary formats.
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Heytea’s accessibility push risks undoing the brand it built
BRAND HEALTH CHECK: As the tea market turns into a price war, Heytea pushes back against 'involution' and bets on overseas growth to stay premium.
Discipline is the new disruptor in APAC's marketing future
More tools, more content and more data aren’t the answer. In APAC, the brands that will win in 2026 are the ones brave enough to choose focus over frenzy, writes Shufen Goh.
40 Under 40 2025: Nirote Chaweewannakorn, Gushcloud International
Exceptionally skilled at tapping into Thailand's creator culture, Chaweewannakorn is driving up Gushcloud’s balance sheet and workplace satisfaction.
40 Under 40 2025: Kimming Yap, Creativeans
Artist, entrepreneur, inventor, author and teacher, Kimming Yap has crafted an extraordinary career for himself and others… all by design, but always ready to pivot.
40 Under 40 2025: Dylan Yu, Oppo
In just half a decade, Dylan Yu has shaped Oppo from a budget player into a culturally attuned, community-conscious market leading smartphone brand in Singapore.
AI has made Double 11 in 2025 smarter. Now it must make it sustainable
Gen Z shoppers buy with emotion, platforms sell with algorithms, and sustainability is the new fault line in China’s trillion-yuan e-commerce ecosystem.
BYD’s profits fall 33%, but global reputation stays strong: Report
EXCLUSIVE: A new Carma report finds strong media sentiment buoyed by innovation, R&D, and the appeal of its CEO’s rise.
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Klook grows up: From travel app to experiences brand, and now, IPO-bound
Klook’s next trip is Wall Street. Marketer Marcus Yong and TSLA’s Eunice Tan look back on a decade of turbulence, their new campaign with Marie Kondo, and turning bookings into something bigger... transformation.
40 Under 40 2025: Adam Mulyadi, Egghead Branding Agency
From launching Egghead to shaping brand strategy at Horizon Holding, Adam Mulyadi has built his career on one clear belief: great branding is part creativity and part real business impact.
France moves to block Shein over sale of ‘childlike’ sex dolls
Days before Shein could cut the ribbon on its first Paris store, the ultra-fast fashion platform is swept into a criminal probe, along with Temu, AliExpress and Wish.
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Starbucks CEO confirms 'strong interest' as China stake sale nears
Business rebounds, CEO Brian Niccol said, “high-quality partners” are vying for a stake in its second-largest market.
Women to Watch 2025: Ninh Tran Nguyen An, Mondelez Kinhdo
From launching Cannes-winning campaigns to empowering local entrepreneurs through AI, Ninh is proof that marketing done right can shape communities and culture.
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Apple keeps crown as world’s top brand, even as value slips
Apple retains the world’s most valuable brand tag for the 13th straight year, Interbrand report reveals a 4% slide in value as Microsoft, Amazon and NVIDIA are right on its heels.
How Taylor Swift's Life of a Showgirl used introvert strategies for extrovert-level impact
How the most visible pop star in the world embraces the tactics of an introvert.
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Playing it safe won’t cut it: Heineken and Standard Chartered on bold marketing in APAC
As 90% of brands expand into new-language markets, at All That Matters 2025, marketers say bold risks, cultural authenticity and fan-driven creativity are now table stakes.
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