Gen Z perspectives: A broadband haircut, a kopi scoop and an AI 'superapp'

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, GOMO gave broadband a fresh trim, Inside Scoop and Oriental Kopi turned kopitiam classics into frozen delights, and OpenAI took another step towards becoming an AI superapp.

Stick around, this one's worth the scoop.

Don't miss:  Gen Z perspectives: Bad photographers, unhinged living and Grimace’s World Cup debut 

1. Why is GOMO cutting hair to sell broadband plans?

GOMO by Singtel (GOMO) has launched its broadband offering with an experiential campaign that uses premium haircuts as a metaphor for value, positioning affordability as something that does not require compromise.

The “Budget done better” campaign was developed in collaboration with Publicis Chemistry and 35A Studio, led by creative director and co-founder Junz Loke. It centred on the idea of “Cut costs, not your standards”. At the heart of the campaign is a category tension familiar to broadband consumers: the trade-off between price and perceived quality. 

Read more here. 

2. Inside Scoop and Oriental Kopi turn dad’s favourite brew into dessert

This Father’s Day, Malaysia’s dessert and coffee cultures are coming together in a collaboration that leans heavily into nostalgia, as Inside Scoop partners Oriental Kopi to reimagine classic kopitiam (coffee shop) flavours as limited-edition ice cream creations.

At the heart of the campaign is Oriental Kopi’s signature white coffee, transformed into a trio of desserts designed to evoke familiar memories of shared meals, slow mornings, and traditional kopitiam rituals.

Read more here. 

3. OpenAI reportedly plans ChatGPT ‘superapp’ overhaul

OpenAI is reportedly preparing its biggest overhaul of ChatGPT to date, with plans to transform the platform into a “superapp” that integrates coding tools, AI agents and third-party services, according to a Financial Times report.

The move would push ChatGPT beyond a standalone chatbot into a unified digital ecosystem. It also comes as competition intensifies in the AI space, particularly with rivals such as Anthropic.

Read more here. 

Related articles: 
How a 44-year-old marathon is finding fresh legs in Singapore’s run culture   
From appliances to lifestyle: How Coway Malaysia is redefining itself in its 20th year     
Can Singapore hold its edge as ASEAN’s HQ hub as costs climb?