OFF THE RECORD

The fourth iteration of A Very Laufey Day – which takes place this weekend – is a very global affair, spanning 25 countries, including Bangkok, Singapore, Jakarta, and Manila. Curated by Laufey, Gen Z’s favorite singer-songwriter, it’s a celebration of the arts that encompasses symphony orchestras, ballet, jazz, opera and museums. According to Laufey, the goal is to help younger listeners connect with ‘high culture’, although there are less intimidating entry points like bookstores and coffee shops. She started the fan event in 2023 as a way to inspire Lauvers to get outside by sharing her ideal one-day itinerary, soundtracked by her upcoming second album. It’s expanded every year since.

Laufey isn’t the only artist meeting fans somewhere other than the music. Dua Lipa has a book club. The Weeknd streams video games and champions indie studios. Later this year, Korea’s SM Entertainment will stage a 10k race followed by live performances from idols. Taken together, they reveal new points of connection between artists and fans. For brands trying to reach the same fans, that’s important.

OUR TAKE

A side hustle used to mean a fragrance deal or a co-designed fashion label. Now, what artists do when they’re not making music is becoming more than a support act – it’s a way to build community with fans around interests that extend beyond the music. There’s interest in this type of crossover: a 2026 Eventbrite study found that 69% of 18-to-35s in the US and UK want more events that combine different interests, like crafting and cocktails or culture and movement.

The Weeknd sought out the makers of indie games he loved, spent hours with them talking about design and posted about it. Vietnamese rapper Binz eschewed a traditional listening party and instead celebrated the launch of his debut album with a painting workshop for fans and collaborators. Or consider secondhand fashion marketplace Depop, who partnered with Spotify to give music lovers access to the wardrobes of six up-and-coming artists. That gave fans a way to buy into the  taste or style of an artist, important in an age when subcultures provide fewer ready-made identity codes.

Artists’ community building efforts might not be lucrative, but crossover fandoms can result in surprising benefits. Diplo’s run clubs, which first launched in 2024 (5k, followed by a 90-minute live DJ set), expanded to 10 US locations this year. Despite attracting 10,000 to 15,000 people to each event, profitability isn’t guaranteed – the logistics are expensive. But the run clubs did help the DJ/producer become a global ambassador for Whoop and appear in an ad campaign with Cristiano ­Ronaldo. 

Plenty of brands are chasing the same thing: a loyal community that gathers and stays. It comes more easily to Laufey and co., because the interest is real and not reverse-engineered from a growth target. When BINI’s Aiah hosted the group’s second BINI Run in 2025, she called running her ‘safe space’ and hoped Blooms would feel the same benefits from exercise. That kind of genuine interest is hard for a brand to manufacture, making artists both a useful partner and a potential competitor. So where does that leave a brand that wants in? 

Brands can fund artist-led run clubs and book clubs and there is genuine demand here, with young people seeking in-person events. Thoughtful and relevant sponsorship has a place, and the wellness brands that handed out products at some of Diplo’s events are one example of that. But the community belongs to the artist, so it’s the artist’s crowd that decides if a brand is ‘worth’ letting in. The brands that earn entry will offer something the fandom couldn’t easily access (Laufey gave fans a route into art galleries and symphony halls, for example). Access, a venue, an experience, or a tool: the question isn’t which artist to book, it’s what your brand contributes to the community. 

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A STAR IS BORN

Pop Mart’s latest empire-building chess move is a double-punch opening of a two-story retail store and baked goods space in Singapore’s Resorts World Sentosa. Pop Bakery is a casual, more grab-and-go experience, not to be confused with Pop Mart Cafe in Bangkok, and is the first of the sub-line to open outside of China. The character Twinkle Twinkle is the literal star of the show, though other Pop Mart IPs will also feature in the form of food, collectibles, and character meet-and-greets.

Pop Bakery is the latest in a long, ever-morphing line of branded experiences that focus on physical spaces as a channel for brand expansion and consumer loyalty cultivation. The ROI and long-term impact of these activations on brand health and longevity are still under scrutiny. When everyone and anyone is doing it, what makes a branded experience truly additive to the brand and community?

Pop Mart Co-COO and Executive Director Si De has namechecked the Disney playbook for how the company aims to maintain the longevity and value of its IPs via multiple form factors and business lines. Starting with collectible blind box toys, the ‘Disney of China’ has expanded into animation, film, as well as the ultimate Disney stamp of approval – theme parks. 

In Southeast Asia, Pop Mart’s largest region of business after China, the company already launches collaborations at breakneck speed. The region is ground zero for Pop Mart’s retail++ themed experiences after they’ve gone through the testing grounds of China, starting with F&B. 

The accessibility and communal aspect of F&B is the perfect channel for brand extension, also lending well to content creation and shareability. Pop Mart even experimented with dessert trucks in China before deciding on brick-and-mortar. Luxury retail especially is no stranger to F&B, using cafes and restaurants as lifestyle gateways into the brands. Tiffany & Co’s Blue Box Cafe launched this summer in Singapore, and Cafe Carrera serves as Porsche’s watering hole for the community (it’s important to note that this is a stand-alone cafe, and not just a coffee bar in a car showroom). 

Branded experiences are tools in the ongoing attention economy where consumers increasingly demand touchpoints that go beyond digital and into spaces where community and identity are formed. We touch upon this in previous reporting on luxury brands organizing literary salons. All brands want to become a ‘way of life’ for consumers, with experiences as a way to speak to and bolster communities anchored around the brand. Make-up brand Glossier was adept at this, creating a world around its direct-to-consumer community-driven launches, making the ‘Glossier Girl’ into a covetable everyday identity for friend groups. Malaysian coffee brand ZUS Coffee created Drip & Drop block parties as a way to cement association with these daily rituals and community activities.   

We’re not advising that every brand immediately go set up a food truck, and certainly not everyone has deep enough pockets for theme parks. With branded experiences, consistency and thought are especially important – whether a brand is seen as spraying and praying, or is truly invested in building a story and community. Activities should not be done in a vacuum or seen as long-term guaranteed engagement in isolation.

Disney celebrated its Disney100 corporate centennial in 2023, and Mickey Mouse has his 100th birthday in 2028. Pop Mart definitely has its eyes on the prize.

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HEART, SOUL… AND SILLAGE?

Forget Le Labo. The fragrance that’s proving hard to get across China this year belongs to Rafayel. The catch is that Rafayel is not a person. He’s a romance interest in the popular otome game Love and Deepspace. His birthday scent, a marine fougère which is fitting for a character tied to the sea, sold out across licensed platforms within minutes of its March release, with follow-ups for two more characters since.

Rafayel fans are buying a scent and a new way to belong to the Love and Deepspace universe. See also Pop Mart, which rolled its Petals in Four Acts fragrance sprays out across Singapore, Malaysia, and Thailand in April, sold (of course) with blind-box mechanics. Street Fighter 6 is also getting room scents built around individual characters.

  OUR TAKE

Scent marketing isn’t new. Subway and Abercrombie have long used smell to pull customers in. Hotels and airlines have filled lobbies and cabins with signature scents for decades (some of them are now available to take home). But as more of the brand experience moves onto a screen, the parts that can’t — the ones that require smell, touch, or physical presence — need to do more work. Scent has a particular staying power. It can’t be experienced through a screen, yet it’s closely linked to emotion and memory.

As shopping moves online, the physical store has become less about the transaction and more about the experience. Brick-and-mortar offers the sensory stimulation and social interaction e-commerce can’t, and shoppers want more of it — 56% of surveyed consumers seek immersive, creatively designed experiences. ION Orchard, which has diffused its own 20-note signature scent for years, has re-positioned as a cultural destination, with SEA’s first Prada Caffè and Tiffany’s first regional Blue Box Café located in the mall. Rolex is staging museum-grade exhibitions of its history while luxury houses across China are turning stores and temporary spaces into galleries.

Scent is also playing a bigger role in how Gen Z constructs and expresses identity, with younger consumers interested in scent stacking, layering multiple scents to suit their mood or the occasion. This doesn’t just apply to women – 75% of Gen Z men say they layer multiple scents. Niche fragrance brands are another way to signal individuality, taste, and membership to a particular in-the-know community. On TikTok, fragrance is something to research, collect, and purchase with knowledge accruing its own cultural capital (see #smellmaxxing or one influencer’s 100 spray rule). The irony that this is all happening via a screen will not be lost on you. 

It makes sense that brands and entertainment properties want to be part of this story. FC Barcelona recently commissioned an olfactory identity: a scent ‘DNA’ developed from the club’s emotional, cultural, and distinctive attributes. Two fragrances have already been released, while an AI perfumer will allow the club to create future collections and personalized versions without losing the underlying Barça codes (for inquiring minds: the two launch scents lean on grass, bergamot, vetiver and sandalwood — a nod to the pitch but not the locker room). And with South Korean startup Deepscent able to turn moods and images into scent on demand, expect olfactory identities to become more adaptable, with custom options for launches or events. 

A scent identity has a similar function to a color palette or a sonic logo because it’s an ownable set of codes a brand can keep building from. But IP fragrances go further. FC Barcelona uses scent to evoke place and memory while Love and Deepspace gets more immersive by using it to make a fictional character feel real. Rafayel’s cologne isn’t marketed as ‘inspired by’, it’s sold as something the character would wear. 

For brands and IP owners, scent is an increasingly important way to reach people who are already spraying and layering fragrance as a form of self-expression. Thinking about how your brand might smell is just the start. What would wearing it allow someone to say about themselves? And who or what would it help them feel part of? 

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ARE WE ALL JUST CREATOR-MAXXING? 

The World Cup has never been more star-studded (covered in a previous Culture Wire), as Capital-F Famous People from across fandoms converge to celebrate one of the biggest global cultural events. So imagine the size of Unilever’s content creator Rolodex as the official personal care brand of this year’s World Cup announced it’s adopting a “Super Bowl every two days” marketing strategy. The brand has partnered with 50,000 creators worldwide across online and offline activations and campaigns, ranging from big-name athletes to micro-creators.

Once viewed as simple amplification channels for whatever direction agencies were hired to push, creators now seem to be center stage, with a seat at the table at the start of a brand’s creative funnel. Is this the dawn of a new era?

  OUR TAKE

Have we really arrived at Creator 2.0? Maybe the more interesting development is not that brands are just talking about creator-maxxing, but that heavy-hitters are investing in and scaling more diverse voices in communities and fundamentally retooling the marketing production process to bring creators to the drawing board. 

Unilever operationalized this with a Cannes Lion stamp of approval in the creative process for the 2025 Bronze Lion-winning Part of the Game with Arsenal Football Club.  The campaign message was completely overhauled based on the input of Arsenal Women’s athlete-creators, which speaks to the trust placed in the creators as the credibility sign-off. Unilever Global CMO Leandro Barreto stated that this new SOP, in which creators are recognized as voices of authenticity, double-team with agencies, and don’t just act as spellcheckers, required a shift in “relationships [and] control”. This might be an understatement, as the company now works with 30x more creators versus just two years ago, with a roster of 300,000 creators.

Brand-building has always meant partnering with different stakeholders: the classic celebrity spokesperson for clout, and a movie tentpole or IP for scale and to get the word out. As the new generation of YouTube talent gains name recognition and starts commanding dollars, these creators are now celebrities to which proximity is coveted (however mundane-seeming).

A big name doesn’t always equate to credibility, though. Celebrities and mega-influencers can be seen as Too Big To Trust. Brands are increasingly engaging with micro-creators and voices in micro-communities to build trust with consumers from the ground up. Nano-creators (1K-10K followers) in APAC are spotlighted for having higher engagement rates across platforms than macro-creators, with trust and authenticity cited as the top reasons consumers engage with creators in the first place. Visa even terms smaller creators as micro-SMBs, a fast-growing category in the USD 135.2B (2023) APAC creator economy. 

Sports brands are especially active in doing so by engaging with amateur and niche sports communities. Nike, in its battle against growth headwinds, is tapping into smaller-scale creators and communities to reposition itself and build influence. In fact, Nike and other previously entrenched multinational brands already face heightened competition in China, where key local brands are seen as more culturally connected and anti-generic. In South Korea, the popular Private Road Running Club positions itself as a community “for not only running but Korean culture across the board”, and brands must engage with it in ways that feel authentic and enrich people’s daily routines. As even these communities become more diverse, there’s growing demand for non-sports and non-performance-based brands to engage with these running groups in accessible ways.

The ways brands and creators work together are ever-evolving and increasingly corporatized, but one thing remains evergreen: how can one stay relevant and build in the culture? One marketing strategy doesn’t guarantee lasting cultural stickiness. Which communities has your brand been engaging with, and how are you crafting the brand story together?

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FANDOM MEANS BUSINESS

On flights from Manila to Seoul last week, Philippine Airlines offered some euphoria to BTS fans by offering banners to any passenger who could prove ARMY credentials. The thoughtful gesture was a hit on social media, with some calling for other airlines to follow suit. For those that missed out, Incheon International Airport provided consolation in the form of farewell messages on departure boards in the days following BTS’s comeback concert. 

That concert – held in Seoul’s Gwanghwamun Square – drew over 75,000 people from Korea and beyond, with 1 in 4 flying in from abroad to witness the event. The largest share of overseas fans came from Thailand, followed by Vietnam. BTS’s return from mandatory military service is, of course, big news for the record label but local Seoul businesses benefitted too: a traditional liquor maker tripled production for a highball brand endorsed by member Jin. Restaurants in Gwanghwamun hired temporary staff who speak Spanish, Uzbek, Burmese, and Japanese. And BTS-themed tours are doing brisk business nationwide. 

On the surface, these are examples of brands catering to BTS fans. But there’s an underlying shift here and it’s the idea that fandom doesn’t just drive culture. It also drives demand.

OUR TAKE

Long-term readers will know about the concept of the Culture Wallet, and how consumers spend around the passion points that express who they are and where they belong. For BTS fans, that means concert tickets, albums, merch, hotels, themed looks or accessories. Practical and emotional investments that allow them to be part of the moment.

But the Culture Wallet doesn’t stop there. When fan spending scales and concentrates, it results in a second wave of economic activity that ripples far beyond the artist. For example, Asian airlines are adjusting schedules and flight paths in response to K-Pop touring cycles (some carriers are adding temporary flights timed to concert dates). 

And according to data from tour sponsor Visa, foreign travel to South Korea surged more than 25% in the week of the concert, with travel spending up around 20% from an average week. (Side-note that Visa’s role goes beyond sponsorship, with the brand giving cardholders direct ticket access and running on-site merch booths across APAC tour stops). The Korea Culture & Tourism Institute estimates that one BTS concert can generate up to ₩1.2 trillion (around US$815 million) across retail,  hospitality, staffing and local commerce. These demand spikes should be anticipated in the same way as other major seasonal or event-led surges.

Another thing that makes this moment different is not just the spending, but the structure of fandom itself. In the past, fandom was often dismissed as irrational excess or a closed loop of repeat purchases. Today, it functions more like a live participation network: continuous, global and always-on. Fan-to-fan connection can be just as important as fan-to-artist devotion. The main event — in this case, the concert — is one part of the appeal. The evolving lore matters too, as does collecting proof and mementos that they were there. 

For many superfans, cultural devotion is both personal and communal. The real value doesn’t sit only in the concert itself. It comes from everything that’s around it: the travel, the community fans meet, the side-quests, the visible signals of belonging and, of course, the commerce that forms around all of that.  

For marketers, the opportunity is more than a one-off partnership or a themed product drop. Recent data from Live Nation found that 97% of fans want brands to play a bigger role in live entertainment and when brands are involved the effects are positive: a 75% uplift in brand consideration, while 80% leave liking the brand more. Fans don’t just tolerate brands’ presence at live events – they are inviting them into the space. And that means that the brands that see success here will be the ones that see past the ‘main event’ and build for everything that fans do around it. 

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IT’S NO TIME TO BE SUPER SHY

K-pop girl group NewJeans will perform at the new Nike flagship store in Singapore tomorrow. To snag access to the exclusive event, fans needed to download the Nike app, sign up for the brand’s free membership program, and answer a question (‘Tell us why you are the biggest NewJeans fan’). Just 75 winners were selected—along with the first chance to shop the Air Max 90 LV8 before anyone else. The tie-up coincides with a Nike By You x NewJeans capsule collection that is exclusively available at the Orchard Road store.

OUR TAKE

First KrisFlyer, now Nike. This is just another example of how brands are tapping into culture to drive loyalty and rewarding fans with a money-can’t-buy experience (did we mention that this is NewJeans’ first Singapore show?) And here’s the thing: as more brands shift their emphasis from stale loyalty programs to passion points-based rewards, the more consumers will expect it. The brands that don’t keep up shouldn’t expect to hold customers’ attention. 

The 75 lucky bunnies (official fandom name for NewJeans) won’t just get to attend the group’s first-ever performance—they will also get early access to the limited-edition Air Max kicks, giving them a way to show that they were there. We’ve previously discussed the rise of subtle or coded merch, which allows fans to signal their fandom to other like-minded individuals, and this is a version of that—albeit one that comes with collector cachet. Yes, must-have ‘it’ items are giving way to must-attend experiences, but physical goods do still have meaning. So, even as you pivot towards passion points as an engagement tool, consider how limited-editions can fit into your loyalty strategy. (Note that NewJeans fans who didn’t get access to the event could still get their paws on the collection during special shopping days from January 30 through February 4.)

Let’s zoom out for a moment and consider the broader Nike x NewJeans partnership. The supergroup first collaborated with Nike as part of Air Max Day in March 2023. Air Max is perhaps the ultimate Y2K sneaker (yes, it was first released in 1986, but it was the 90s versions that really put the shoe on the map), and the brand has reinvented the style with Gen Z in mind. The partnership makes total sense when you consider how NewJeans have put their own spin on the Y2K’s aesthetic. 

The lesson here? Identifying passion points that resonate with your members and rewarding their loyalty with priceless experiences. Bonus if you can refresh Y2K styles and make them appealing to younger audiences—from nostalgia to nowstalgia.

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MCDONALD’S X NEWJEANS COLLAB

The limited edition McDonald’s x NewJeans collaboration launched in Singapore this week, after previously being made available in 10 Asian markets including Malaysia, Hong Kong and, of course, South Korea. The McDonald’s x NewJeans meal in Singapore includes a Korean-style Chicken McCrispy, crisscut fries, and sea salt chocolate frappe. It also features a special packaging that combines NewJeans’ mascot (bunnies!) and McDonald’s iconic golden arches.

OUR TAKE

McDonald’s is hitting it out of the park with K-culture collaborations in the region. Earlier this year, the fast food giant released limited edition meals with BT21 (the LINE FRIENDS cartoon characters based on BTS members), after first launching their iconic BTS meal in 2021. Beyond commercial success — the original BTS meal increased McNuggets sales by 250% — McDonald’s string of K-culture offerings is a masterclass in building cultural relevance through partnerships.

The latest NewJeans collaboration demonstrates that McDonald’s BTS meal was not meant to be a one-hit wonder. Instead, the consistent drumbeat of K-culture partnerships signals a commitment to harness this passion point to drive commerce. First lesson in brand x culture partnerships? One-off, high-profile initiatives might generate a spike in short-term buzz, but creating an ownable platform through repeated efforts will lead to long-term cultural equity.

Additionally, the co-creation across product and packaging — combining McDonald’s already-iconic brand assets and the partner IP’s motifs and fandom symbols — is a nice touch. It taps into behaviors native to K-culture fandoms: collecting artist-related merchandise and inspiring DIY fan creations. In previous collaborations with BTS, fans repurposed the packaging into everything from phone cases to tumblers, while resellers were offering the empty purple boxes for up to SGD 150. An Indonesian TikToker also went viral for making ice cream out of the BTS meal. 

This demonstrates that no matter how big your brand is, there is always room to attract a new community or celebrate one. For McDonald’s, it positions the brand firmly as a purveyor and celebrant of stan culture, rather than a follower. We will be watching to see what else McDonald’s drums up in the space

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HOP TO IT!

K-pop girl group NewJeans has partnered with Spotify to celebrate the launch of their second EP Get Up with a series of digital and IRL activations. On the Bunnyland website, fans can discover their NewJeans hero (based on their music tastes) and then listen to special playlists. Bunnies – the official name for the band’s fandom – in Jakarta and Seoul can hop on down to themed pop-up experiences featuring retro arcade games, playlist stations and a Bunny Beach. Giant bunny characters (‘Spotibuninis’) will also make an appearance at malls in Manila and Tokyo. 

Our take

Fittingly, for a band that has more than 24M monthly listeners globally, this activation is being rolled out on a global scale: the Bunnyland experience will also pop-up at Lollapalooza, which is being held in Chicago this weekend. Building buzz with playful real-world activations and partnerships (look out for a NewJeans x LINE FRIENDS collaboration late in August) is marketing 101, but when done well, it’s still incredibly effective. Gen Z in particular are prioritizing fun: 43% say it’s important to them to do things that give them pleasure and that they seek every chance to have fun. So what can you do to dial up the thrill factor and really seize their attention? Bunnies optional  

Some newsletter readers might remember that just a few weeks ago we highlighted how Thailand’s T-wave is on the rise, but K-pop still reigns supreme. After all, the recent Starbucks x Blackpink collaboration, which included 11 types of drinkware and six lifestyle accessories, sold out online in some markets in just a few minutes. Most markets sold 95% of the merchandise within two to three hours. 

The phenomenal success of new, up-and-coming K-pop acts like NewJeans (the girl group debuted only a year ago and already accumulated 2B streams on Spotify) not only shows that the genre is here to stay, but also serves as a reminder that K-pop is so much more than megastars Blackpink and BTS.

Smart brands should be on the lookout for up-and-coming acts, which might be less familiar to marketers, but commands a huge and passionate fanbase nonetheless. Not only does this allow brands to align with a fresh, new act (and at a fraction of the partnership fee with top tier groups), it will also allow brands to build a strong rapport with the fanbase and roll out unique campaigns tailored to the act’s theme or concept. Need some help identifying these up-and-coming opportunities? Culture Group is here to help!

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

Something’s Brewing

Tiger Beer has released a new soju-infused lager that’s a roaring success with Gen Z. It’s based on somaek, a Korean cocktail made from soju and maekju (beer) that regularly pops up in Korean dramas: we’ve seen onscreen couples bond over the drink (and fried chicken) and K-pop idols sip somaek behind the scenes. The new canned cocktail is just part of a broader embrace of K-culture. In May, Tiger Beer hosted a festival in Singapore which featured K-pop Star 1 runner up Lee Hi, and BIGBANG’s G-Dragon is the brand’s global ambassador.

Our take

First off – this innovation highlights the power that pop culture has on consumer preferences. But more importantly, it demonstrates how a genuine understanding of passion points can unlock opportunities to deliver surprise and delight into micro moments in consumers’ lives. 

This pays dividends: brands that display high cultural relevance see growth up to six times more than brands that don’t. And as younger consumers gravitate towards brands that get involved in their pop culture experiences, it’s even better if your brand can allow fans to live out their fandoms in new ways. After all, which K-culture stan doesn’t want to drink like their idol? 

Let’s also zoom out to the bigger picture here. Drinking is at an all-time low for sober-curious Gen Z (when they do drink, they prefer spirits to beer ) and this is the demographic that’s most likely to be teetotal. That’s a problem for 90-year old beer brands, even those that are rooted in SEA’s cultural fabric. Finding new ways to appeal to connect with younger consumers is essential – and tying your product to fandom is one way approach. Beyond Tiger Beer’s alignment with K-pop, we’ve seen Heineken refresh music, and Tuborg Beer create a rap alliance. 

If you’re operating in an industry that’s fallen out of favor with Gen Z, it’s beyond time to mix up your message. How can a pop culture formula help you win over younger consumers? 

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

A BORAHAE BURGER

BTS have done it again! The Bangtan Boys have brought out another drop with their two-time collaborator McDonald’s, releasing a line of foods in Singapore themed after their cuddly LINE counterparts, BT21. The meals promote traditional Korean flavors, with packaging decorated by the BT21 characters, and sold alongside a special edition set of plates. This is McDonald’s second collaboration with the Korean group, with the first (we’re sure you remember the BTS meal!) release increasing sales of the McNugget by 250% in just four weeks.

Our take

BT21 is a collaboration between BTS and LINE FRIENDS, where each band member designs a character after themselves in various interpretations – from cute animals and cookies to aliens. Through a partnership with these mascots, McDonald’s can leverage the powerful BTS IP, without actually engaging the band itself. This also allows BTS to engage in initiatives without taking up time and space from other projects – or military service! Now there’s a smart business move. How can your brand develop a high-impact but light-lift strategy that builds on fan love?

More broadly, BTS has always understood the importance of diversifying their outputs, with various spinoff media like the WEBTOON 7Fates: Chakho and a whole new slate of TV shows, to compelling brand partnerships – Tiny Tan Tamagotchis, BT21 Doc Martens, and more. These initiatives leverage crossovers with other passion point pillars to capture potential new audiences, while providing their core audience with more opportunities to engage with the IP they love. What overlaps can your brand leverage to extend your reach?

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’