Gen Z perspectives: AirAsia's new font, CHAGEE x POPMART collab and DMA SG

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, brands got bold with identity plays. HSBC rolled out its signature “HSBC Red” for its 160th anniversary, AirAsia introduced a custom typeface, and CHAGEE teamed up with POP MART on a tennis-inspired experience.

Game, set, scroll. 

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1. HSBC introduces 'HSBC Red' and hand-drawn logo to celebrate 160 years

In celebration of its 160th anniversary, HSBC has partnered with Pantone to introduce the signature "HSBC Red", making HSBC the first Hong Kong financial institution to have its own brand colour.  

This elegant, steady, and passionate hue carries strong emotional resonance, while reflecting Hong Kong's prosperity and auspiciousness. "HSBC Red" is deeply embedded in HSBC's identity, bearing witness to its journey from a local bank to a global financial institution.

Read more here. 

2. AirAsia takes flight with new custom typeface

AirAsia has unveiled its very own typeface, AirAsia Sans.

Described as a bold and full of personality, the geometric sans serif font was designed to maintain an approachable personality through design that creates softer textures, a friendly tone and a humanistic touch - all while being modern, said Rudy Khaw, CEO of AirAsia brand co. (Abc.) in conversation with MARKETING-INTERACTIVE. 

Read more here. 

3. CHAGEE and POP MART hit the tennis court in playful collab

CHAGEE is betting on playfulness to engage younger, lifestyle-conscious consumers across Southeast Asia. The modern tea brand has teamed up with POP MART’s popular character Hacipupu to launch the limited-time 'Green grape milk tea', alongside exclusive collectible merchandise.

The campaign, which spans Singapore, Malaysia, Indonesia, and Thailand this September, aims to merge the ritual of tea drinking with the excitement of lifestyle collectibles. At the heart of the collaboration is "CHAGEE’s little champion", a tennis-inspired pop-up experience designed to drive foot traffic and social sharing. 

Read more here. 

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